Job Description

American Humane Society (AHS) is seeking an experienced Vice President, Marketing responsible for the evolution and integrity of the American Humane Society (AHS) and Global Humane Society (GHS) brand and the development and deployment of marketing strategies to achieve the critical business objectives for the first animal welfare organization in the country as well as position the organization for international growth. This position will be hybrid based at the DC office and reports directly to the Senior Vice President & Chief Growth Officer.

For nearly 150 years, American Humane Society (AHS) has led the way in protecting animals and strengthening the bonds between animals and people. We respond first when animals need rescue, shelter, or protection. Through our groundbreaking programs – from our “No Animals Were Harmed” certification in Hollywood to our farm and conservation welfare standards – we set the highest level of care and compassion in animal protection.

Working at AHS means being part of something bigger. With offices in Washington, D.C., Los Angeles, and Palm Beach, we provide a supportive, professional environment where your work makes a real difference in animals’ lives. American Humane Society is committed to fostering a welcoming workplace. As we seek to fill this position, we highly encourage high-performing applicants from all backgrounds to apply.

Position summary :

The Vice President, Marketing (VP) is responsible for the evolution and integrity of the American Humane Society (AHS) and Global Humane Society (GHS) brand and the development and deployment of marketing strategies to achieve the critical business objectives for the first animal welfare organization in the country as well as position the organization for international growth. The VP will play a critical leadership role in defining the American Humane brand blueprint for the future, developing a strategy that defines how we go to market, redefining our value proposition, identifying target audiences, amplifying our partnerships, and driving best-in-class creative.

The VP will oversee, grow, and improve the awareness, interest and ranking of American Humane’s brand. This critical role will determine long and short-term objectives, develop strategies to achieve those goals, and ensure the marketing team stays focused and executes high value/impact activities. The VP will lead the analytical, creative and digital elements of marketing including brand and positioning, building advocacy and influencers, content marketing, market analytics, program sales, and fundraising support and lead generation.

They serve as the steward of the organization’s brand by providing strategic oversight of the marketing team and working cross-functionally, to ensure seamless integration of strategies and goals for the organization. Working in collaboration with the Chief Communications Officer (CCO), the VP will ensure maintenance of the organization’s brand guidelines are inclusive of its visual identity, naming architecture, position, pillars and voice. The VP provides leadership and direction over traditional marketing channels, digital marketing, creative services, and partnership and sales marketing.

This role reports directly to the SVP & Chief Growth Officer and works closely and collaboratively with the President & CEO, EVP, Chief Operating Officer (COO), Chief Program Officer, CCO, VP, Partnerships and senior leadership across the organization.

Responsibilities :

Marketing Strategy, Vision and Leadership:

• Reimagine and implement a strategic marketing vision that embraces an integrated marketing approach, that positively builds the brand through awareness and engagement with American Humane programs. Promote and protect the American Humane brand and message; broaden awareness and visibility of American Humane’s programs and priorities across key audiences; and, alongside key fundraising and program team members, enhance and grow American Humane’s base of donors and program customers
• Work with the CGO, CPO, COO, CCO, VP, Partnerships, and relevant agency partners to refine the American Humane brand architecture, vision, and strategy – partnering with program leads across the organization to refine product value proposition, establish product-market fit, design brand pillars that support our programmatic offerings and program sales value propositions.
• Support American Humane’s CCO and CEO on PR and executive visibility plans
• Ensure high-quality KPIs are set and employed to gauge the effectiveness of marketing across the organization and within partnership deliverables in meeting American Humane’s brand and program goals
• Drive the development of “always on” and seasonal/trend-driven marketing campaigns to increase brand awareness, consideration, and conversion

Digital Marketing:

• Lead all digital marketing/channels and collaborate with CCO and Director, Digital Fundraising to build plans consistent across the organization
• Evaluate and enhance all of American Humane’s owned properties including web, digital, graphic design, social media and marketing efforts with a broad focus on growing the organization’s brand and awareness.
• Oversee the planning execution and optimization of all digital marketing campaigns across various channels, such as SEO, SEM, social media, email marketing, display advertising and content marketing, aimed at a wide range of prospective audiences
• Drive acquisition efforts by formulating website optimization tactics, increasing the ability to generate new donors and customers.
• Monitor and analyze key performance indicators to evaluate the effectiveness of digital marketing initiatives, making data-driven recommendations for continuous improvement
• Stay current on industry trends, emerging technologies, and best practices in digital marketing to ensure AH is at the forefront of innovation in its overall marketing and brand growth efforts
• Develop and manage the digital marketing budget, ensuring resources are allocated effectively to maximize ROI

Partnership and Program Marketing:

• Spearhead the development of marketing strategies for both development and program portfolios, including product positioning and naming, target audience(s), creative development, launch timing and channel approach.
• Working collaboratively with program and development leadership, conduct and utilize research, data analytics, market trends and environmental factors to uncover insights and leverage them in actionable ways to achieve organizational and programmatic growth goals
• Oversee and create opportunities to provide best-in-class stewardship to corporate and foundation partners. Ensure partnership execution contributions/ commitments meet or exceed expectations of partners and internal teams by supporting logistical execution of all marketing partnership logistics – gather relevant assets, implementation details, recap reporting and optimization of meaningful marketing metrics to be tracked through the cycle of the partnerships
• Leverage partner relationships with intent to advance American Humane’s brand recognition and owned marketing campaigns
• Collaborate with development and program leadership in the creation and execution of brand partnership opportunities that will help us reach new audiences and enhance our brand positioning

Communications:

• Work collaboratively with the Chief Communications Officer to ensure voice and brand consistency across the work of the organization

Program Leadership & Business Development:

• Work collaboratively with program heads and staff in charge of business development for individual program areas to ensure brand consistency across the organization

Events:

• Work in collaboration with events function to ensure brand consistency in all organizational events

Team and Budget Management:

• Oversee the day-to-day activities of the marketing function including budgeting, planning, and staff development, and as needed supervise contracted marketing projects and manage relationships with associated vendors/agencies
• Build and lead a team of marketers in the development of go-to-market strategies and tactics designed to grow the American Humane brand while acquiring new donors, improving audience engagement, and increasing renewals
• Establish and monitor staff performance and development goals, assign accountabilities, set objectives, establish priorities, and conduct annual performance appraisals
• Promote a culture of high performance and continuous improvement that emphasizes learning and a commitment to excellence through a supportive and collaborative approach.
• Performs miscellaneous job-related duties as requested

Experience, Knowledge, Skills and Abilities:

• Bachelor’s Degree
• 10-15 years’ experience in a marketing leadership role required.
• Deep experience building and managing a marketing team in the nonprofit space (ideally within animal welfare, or other relevant fields) or a campaign-driven organization and with proven metrics around building a global voice for an organization across key audiences
• Experience developing brand architecture and product positioning within the digital landscape, bridging together consumer data, competitive/trend analysis, and creative vision
• Excellent verbal/written communications are assumed, as is a knowled]]>

Job Tags

Full time, Temporary work, Seasonal work,

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