The RequirementsThe ideal candidate for the role of Director of Marketing will have strong experience working in an organization with multiple business units, regions, distributed locations or similar, each of which had unique field marketing and branding needs.
To meet the basic qualification for this role you will have legal authorization to work permanently in the United States for any employer without requiring a visa transfer or visa sponsorship. To be a good fit for the Director of Marketing opportunity, you should also have:
- 5+ years experience in branding, strategic marketing planning & execution (7 to 10+ years preferred)
- 2-3+ years of experience working in a matrixed, distributed, field marketing organization
- A bachelor's degree in Marketing, Journalism or a related field
- Experience working in a for-profit organization; a history of success meeting KPIs and other objectives
- Non-profit experience strongly preferred – either as an employee or volunteer
- Proven ability to develop marketing plans and comprehensive strategies
- Track record of developing and implementing successful campaign plans, including experience with most or all of the following:
- Setting strategy and goals
- Writing effective creative briefs
- Working with and organizing coalitions
- Coordinating press outreach
- Managing advertising/public relations programs
- Writing and producing publications & presentations
- Collaborating across teams
- Managing and executing outreach projects
- Experience across platforms – print, direct mail, digital, social, etc.
- Strong computer skills, including proficiency with Microsoft Office applications (e.g. Word, Excel, PowerPoint)
- Interest in and commitment to The Trust for Public Land’s mission; interest in the environment; a sense that the outdoors is a place for personal rejuvenation
- A background in environmental issues, conservation or related issues preferred
- Exceptional communication, collaboration and project/account management skills
- Relationship builder with demonstrated ability to work with multiple distributors or offices to drive a single brand strategy
- Ability to speak persuasively and to build strong relationships internally and externally
- Must be a player-coach—willing to manage people and projects simultaneously
- Positive, energetic and team-oriented leadership style and approach
- High-energy “herder of cats:” positive, upbeat attitude
- Demonstrated awareness and sensitivity to the needs and concerns of individuals from diverse cultures, backgrounds, and orientations
- Ability to contribute to recruiting, hiring, developing and retaining a diverse and inclusive workforce
- In addition, you will need to be willing to travel for meetings and to foster relationships. Travel will be higher at first -- approximately 40% -- but will reduce to between 20% and 30% over time.
Your RoleRole Overview
Reporting to the Chief Marketing Officer, you will provide strategic marketing leadership for our national non-profit organization. You will manage a team of two regional field marketing managers, one on each the West and East coast.
Your overall mission is to increase national brand awareness through local implementation in more than 30 markets. We have a road map in place, which you will help fine tune as you learn your role and our long-range objectives. You will add your talents and experience to what's in place, identify benchmarks and add clear KPIs that quantify both national and local market goals and drive results.
In achieving your objectives, you will remotely manage your team and collaborate closely with other leaders in the Marketing Department and other departments throughout the organization.
This role is both strategic and tactical, and will require a player-coach who is able to build and develop the field marketing function and implement results as you go. Implementing an annual planning system and putting processes in place for efficiently delivering field requests will be key. One of your first objectives will be to help us move from a reactive to a proactive position. Building relationships with other leaders and partnerships with other departments / service groups, such as Philanthropy, will also be important early on. You will also be directly responsible for working several key markets.
Marketing Strategy & Leadership
- Serve as a member of the marketing leadership team to enhance coordination, planning, and implementation of cross-functional plans within the department and to successfully and creatively meet the national and field marketing needs
- Based on national objectives, lead annual marketing budgeting and planning with state and field offices. Develop planning, implementation and reporting system that ensures clear communication and collaboration between local markets and national office
- Work closely with Chief Marketing Officer (CMO) to develop annual, national marketing objectives, campaigns and metrics to dramatically increase brand awareness
- Drive overall execution of national marketing plan and ensure all marketing initiatives, national and local, reflect the brand strategy and meet or exceed metrics
- Together with marketing managers, serve as thought partner to local offices to ensure strategic consistency with national objectives and philanthropy goals
- Collaborate closely with Philanthropy and Corporate Relations to provide the programs and materials needed to expand donor base and prospect pool for The Trust for Public Land. Help drive donor engagement and advocacy locally based on national initiatives
- Use market research/polls and contracts or conduct focus groups/quantitative studies to help determine message strategies and to target optimal audiences efficiently for program outreach
- Develop strategies aimed at broader movement-building opportunities to increase awareness of and strategic support for our programs and brand
- Manage two remote marketing managers who are the first point of contact for regional/state offices, and provide them with strategic guidance and career growth. Establish annual plans, monitor progress and consult/coach on effective strategies and areas for improvement
- Train and mentor staff on best practices and regularly communicate vision, goals, and progress
- Ensure that marketing efforts are completed in accordance with organizational policy and practices
- Identify and advocate for needed resources for the various marketing efforts
- Resolve disputes and make decisions to ensure efficient, effective and cohesive teams
- Act as internal expert for entire marketing team - offer advice on campaigns, ideas, and processes and provide ongoing coaching and mentoring to direct reports
- Directly develop and manage marketing plans for 2-3 focus markets/ regions
- Provide strong leadership, collaboration, capacity building, and professional development
- Support field marketing needs by acting as master collaborator within the marketing department, bringing together cross-functional experts in Digital, PR, Creative Services, Communications/Content to plan and deliver marketing programs
- Leverage knowledge of field needs, proactively develop effective tools to support philanthropy and Plan, Fund, Protect, Create services
- Serve as a sounding board for national marketing staff to ensure that messaging, initiatives will resonate at the local level
- Support marketing efforts by promoting a local presence for TPL at conferences, workshops, and seminars.
- Help identify opportunities for interviews and public speaking for TPL staff and the preparation of presentations for staff.
More Good ReasonsBest of Both Worlds
While our organization is 40+ years old, we haven't needed to leverage marketing until the last few years. That means there's a great deal of greenfield opportunity left in the area of marketing. You'll have a solid foundation on which you can build an innovative program.
Multiple ways to engage donors
The Trust for Public Land includes many areas of expertise that come together to deliver our mission: land for people. The diversity of expertise means there are plenty of interesting and exciting projects to help engage the individual interests of different donors. You'll leverage those differences to make an impact across 30+ local markets.
Even if you already have land conservation in your background, the diversity of our work means you'll gain broad exposure to new and innovative projects and strategies. If you've worked mostly in the public domain, you'll gain a wealth of non-profit experience.
Top rated organization
Because we spend so little to gain so much, The Trust for Public Land is one of the country's top-rated nonprofit organizations.. A couple of examples:
- The American Institute of Philanthropy gives The Trust for Public Land an "A for efficiency" for putting 84% towards program costs while generally spending only $9 to raise $100.
- Forbes Magazine gives us high marks for fundraising efficiency and charitable commitment, in our entry on their list of "The 200 Largest U.S. Charities."
In addition to a competitive salary we offer comprehensive benefits, including health, dental, vision and prescription plans; generous paid time off; flexible spending accounts; retirement savings plan; a commuter benefits program; and more.
Pictured: Obesity and related health problems are a leading preventable cause of death in America, but for many people, gym membership fees are a barrier to getting in shape. The Trust for Public Land is working with our partners, Seattle Parks Foundation, Seattle Parks and Rec, and MOMentum!, to bring free outdoor exercise gyms to parks across the city.
Keys to SuccessOur marketing team creates outstanding content. Now it's time to make sure we're asking the right questions to ensure that content is highly effective. You and your team will provide thought leadership and develop the strategy and medium to meet local goals.
People who succeed at The Trust for Public Land are doers and relationship builders. In this role, those skills will be paramount.
To be successful as the Director of Marketing, you will:
- Ensure organizational directives and objectives are clear
- Build strong relationships and cross the aisle between internal functions to collaborate
- Leverage top-notch organizational skills to manage multiple projects simultaneously
- Communicate broadly in a distributive organization
- Be innovative as you work to tell a complex story in a straightforward, easy to digest form
About UsAt the Trust for Public Land, we don't just save land -- we save land for people to enjoy, from neighborhood parks to national parks.
Our mission is to create parks and protect land for people, ensuring healthy, livable communities for generations to come. Every park, playground, and public space we create is an open invitation to explore, wonder, discover, and play. We're proud to say that we've been connecting communities to the outdoors -- and to each other --since 1972. Today, millions of Americans live within a 10-minute walk of a park or natural area we helped create, and countless more visit every year.
Our core beliefs:
- People need and deserve access to nature
- Our work should span cities to wilderness
- When we engage community, we create community
- Equity matters