The Director, Brand Management is responsible for working collaboratively across the organization to increase brand awareness. The Director will work closely with key target audiences as well as the 4,300 Boys & Girls Clubs and will report to the Senior Director, Brand Management in the Marketing department of Boys & Girls Clubs of America (BGCA). This position is located in the BGCA National HQ office in Atlanta, GA.
Lead the development and execution of our go-to-market strategy to the general public. This includes development of marketing assets (broadcast PSAs, digital and print collateral, etc.) that breaks through the clutter as well as defining the language of how we talk about our brand broadly and to key audiences.
Project manages the creation of an annual brand campaign including consumer insights, creative brief development, messaging frameworks, agency management, media outreach and execution of campaign
Leads or supports our annual planning process, inclusive of defining objectives and strategies, key metrics of success and outlining the path to meet and exceed these goals. This is inclusive of developing our annual brand calendar.
Manages/ supports the development and execution of key brand moments during the year that elevate Boys & Girls Clubs nationally and with our Clubs.
Club Marketing & Training
Serves as a key ambassador to our 4,300 Clubs to support their marketing needs with an emphasis on ensuring execution of key national initiatives locally. Club staff serve as brand ambassadors, ensuring messaging is compelling, consistent and includes a call to action that will result in increasing club membership and donations.
Localizes national campaigns so that Clubs can execute in their communities (brand, holiday efforts, Back2School, Advocacy efforts, etc.)
Develops training curriculum to educate Clubs on how to activate campaigns and measure success
Co-manages our hub for all marketing resources (marketing.bgca.org) where Clubs and national partners can access and customize collateral
Key Audience Initiatives
Develop plans, messaging frameworks and go to market strategies to influence key target audiences (ex. Military, Alumni, Teens). Manage cross functional teams to bring these campaigns to life.
Paid & Pro Bono Media
Leads our efforts to ensure our brand messaging is seen and heard by managing the placement of paid media buys to support key initiatives and overseeing the process to secure donated media across broadcast, digital, print, OOH, etc. The Director will build relationships with media partners so BGCA becomes a non-profit of choice. Oversees paid media efforts when funds are available.
Leads our brand storytelling initiative to create a pipeline of content (videos, social graphics, infographics, email content, PR stories, etc.) that tells or reinforces BGCA’s position as a leading youth advocate and builds equity in our brand.
Manage the relationship with eCommerce vendors and suppliers to provide branded merchandise and apparel to our Clubs while also developing a strategy to sell to the general public that will create a revenue stream to support marketing efforts.
Perform special projects or assignments as required by the Senior Director, Brand Management
Demonstrate BGCA mission-driven values of integrity, excellence and inclusion and integrate into work environment and ways of work.
Adhere to organizational policies and procedures as described in BGCA's Employee Handbook and elsewhere.
No Direct Reports.
Minimum of seven years proven experience in marketing, advertising, and project management in an agency, non-profit or related environment. Strong understanding of brand strategy, marketing promotions, market research and media planning and buying. Excellent writing and presentation skills.
Ability to lead and think strategically, demonstrate high standards of ethics and integrity; strong interpersonal and relationship building skills, strong verbal presentation and writing skills, ability to work effectively with internal team members, professionals in the field and vendors; strong account management skills to include concept development and brand impact thorough understanding of integrated marketing to provide added value to BGCA and partners; proficiency in prioritizing and managing multiple tasks and the ability to work effectively on multiple detail-oriented projects in a fast paced environment; strong technical and software skills. The successful candidate will be creative and resourceful with the ability to deliver results.
Bachelor’s degree or education/experience equivalency preferably in marketing, communications, advertising/brand consulting or related field.
Environmental and Working Conditions:
Normal internal office environment. Travel estimated at approximately 10-15% (up to 2 - 5 days or more in a month, depending upon scheduling requirements). The individual selected for this position must possess and maintain a valid driver’s license and be able to navigate areas of the country or abroad by using a map, or other direction methods. Ability to travel by car or plane.
Physical and Mental Requirements:
Ability to clearly and concisely exchange ideas, facts, technical information and direction, in person, by email and by telephone. Physical requirements include: sight, sitting for at least four hours per day, stooping, grasping/motor dexterity skills, skills essential for successful communications, including speaking and writing.