Job Description

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 Humanes 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 organizations 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 organizations 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 Humanes programs and priorities across key audiences; and, alongside key fundraising and program team members, enhance and grow American Humanes 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 Humanes 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 Humanes brand and program goals.

• Drive the development of always-on and seasonal/trend-driven marketing campaigns to increase brand awareness, consideration, and conversion.

• 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 Humanes owned properties including web, digital, graphic design, social media and marketing efforts with a broad focus on growing the organizations 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.

• 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 Humanes 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.

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

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

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