Vice President, Marketing (Washington) at American Humane Washington DC

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 :

Partnership and Program Marketing :

Communications :

Program Leadership & Business Development :

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