Vice President of Marketing

  • BBB of Chicago & Northern Illinois
  • Chicago, IL, USA
  • Feb 04, 2019
Full time Business Development Executive Marketing

Job Description

Better Business Bureau (BBB) is an international not-for-profit organization dedicated to promoting and fostering the highest ethical relationships between businesses and the public through voluntary self-regulation, consumer and business education, and service excellence. We are not strictly a "consumer advocate," nor are we a "pro-business" entity. In fact, our focus is on the middle ground between buyers and sellers: we work to create, support and maintain a safe, fair, thriving marketplace.

Vision: An ethical marketplace where buyers and sellers trust each other.

Mission: BBB's mission is to be the leader in advancing marketplace trust.

General Description/Purpose:

The VP of Marketing is the key marketing leader of the BBB and the Senior Leadership Team, championing a "digital first" planning culture and guiding corporate efforts to further adopt digital technologies as a core part of its marketing operations.

Responsible for overseeing the planning, development and execution of the BBB of Chicago and Northern Illinois' Marketing initiatives.  Serve as the key brand owner who is responsible for continuously managing, protecting and growing the BBB brand across all touch-points internally and externally. Own the strategy and execution of major projects that the BBB develops and the conversion and retention of customers in a B2B and B2C marketing environment.  Leading a team of digital function experts - online advertising, social, SEM, and database marketing - in an effort to increase consumer focused website traffic, fuel a robust lead generation pipeline for our Business Relations, Retention, Accredited Brand Partners, and foster new initiatives for growth by changing the landscape of 100+ year old company known for Ethics.

Duties & Responsibilities: include the following, but are not limited to:


  • Build brand awareness through strategic planning; including but not limited to PR, social media, brand partnerships, and customer marketing
  • Identify opportunities regularly and lead initiatives to enhance consumer experience (website, social media, packaging, email programs, product, promotions) to drive conversion and loyalty
  • Continue to optimize BBB's customer experience (presentations, tradeshows, collateral, etc.)
  • Collaborate with sales, supporting sales initiatives with customer-specific programming and digital marketing to communicate those programs
  • Collaborate with Business Engagement to gather insights and identify areas of opportunity to increase conversion and loyalty
  • Identify & drive new growth opportunities including new product innovation, future market expansion, new channels and new revenue streams
  • Manage 3rd party and agency relationships (designers, PR, social media, influencers, tradeshows, etc.)
  • Develop short- and long-term plans for the Marketing team and work in concert with the Public Relations program and its activities, monitor progress, assure adherence and evaluate performance.
  • Manage all media buys and coordinate advertising for the organization and for all programs.
  • Partner with Marketing team to define key consumer brand and business development objectives. Effectively translate strategies and goals to corresponding digital, video and print initiatives. Ensure team activities are fully integrated with broader company initiatives.
  • Develop Accredited Business communications strategy including but not limited to email via proprietary software platform, events, video, print, and mail.
  • Lead strategic development and implementation of Accredited Business customer acquisition and lead generation via digital channels, working in tandem with Sales department customer acquisition efforts; Coordinate with main digital partner/vendor in support of those efforts
  • Develop contemporary and relevant expressions of the voice and brand of BBB; identify and leverage all available tools to drive consumer awareness and preference for the BBB brand.
  • Manage all media buys and coordinate advertising for the organization and for all programs both B2B and B2C.
  • Work with Social Media and Content Manger to lead social media efforts across all channels.
  • Identify sponsorship or event opportunities that maximize brand awareness and provide potential sales ROI or increased consumer usage of BBB services.
  • Collaborate with customer engagement team and identify methods to increase loyalty and customer lifetime value
  • Monitor and track success of all marketing campaigns and adjust year over year to maximize campaigns
  • Lead relationships with key vendors including print house, proprietary email and brand partner, customer review tools, apps, and identify new partners to maximize customer experience.
  • Direct the efforts of the marketing team. Oversee team planning, strategy development, scheduling, and project prioritization. Be accountable for all team deliverables.

Public Relations/Outreach Support:

  • Aide in the strategy, planning and execution of the Marketplace strategy to meet customer demand
  • Help build relationships with media and stakeholders through creative PR strategies
  • Assist in increasing the Public Relation's Division initiatives to consumers through different Marketing channels

Leadership Responsibilities:

  • Visionary leader of the Marketing and Public Relations teams including resource management, hiring, mentorship and performance management
  • Empower and help guide the collaboration of cross-functional teams through support and engagement of team members
  • Create a culture of trust through transparent, two - way communication
  • Lead by example, demonstrating values and holding team members accountable to those values
  • Ability to understand the team's strength and weaknesses and where the team's time is best spent
  • Build strong relationships with other members of Senior Leadership by offering creative ideas that align with overall mission
  • Identify, assess, and inform the Board of Directors of marketing and communication initiatives

Success Factors/Qualifications:

  • Bachelor's degree (B.A. or B.S.) from four-year College or university and five to eight years related experience and/or training; or equivalent combination of education and experience.

  • 5+ years of supervisory experience

  • Work in the non profit landscape understanding a non profit budget with a for profit mentality

  • Creatively make the most of BBB's resources, Focus on: lead gen, consumer awareness & growth and revenue generation

  • Aptitude to manage multiple projects simultaneously and independently

  • Ability to maintain organization, creativity, and professionalism in a fast-paced, rapidly changing environment

  • Proven ability to demonstrate leadership skills by successfully influencing
  • Demonstrated aptitude for optimizing marketing campaigns based on real-time data analyses
  • Deep knowledge and passion for current and emerging digital marketing technologies
  • Well-developed strategic planning skills
  • Creative, out-of-the-box thinker
  • Highly collaborative work style
  • Prior experience implementing successful digital marketing strategies, programs and tactics with proven results for both B2B/B2C
  • Established record of delivering effective digital strategies resulting in increased traffic and conversion
  • High degree of understanding and knowledge regarding online ad exchanges, Google Analytics or other web analytics systems, SEM and SEO required
  • Solid knowledge of core digital marketing including email marketing, digital advertising, SEM, and social media

Application Deadline: 

Open until position is filled.

No phone calls or emailed status inquiries accepted.

Successful candidates will be contacted directly.

How to Apply:

All applicants should submit an application including resume and salary requirements by inputting the requested information under the 'Apply Now' section at the right hand side of this page.

Please visit for more information on working with the BBB!

Equal Employment Opportunity

The BBB is an equal opportunity employer and does not discriminate on the basis of a person's race, color, religion, creed, sex, national origin, ancestry, age, disability, sexual orientation, gender identity, marital status, military status or any other category protected by law.  All decisions regarding recruiting, hiring, training, promotions, compensation, benefits, discipline, transfer, lay-offs, and education shall be made without regard to the foregoing.  The BBB will provide reasonable accommodations for individual religious beliefs and to individuals with disabilities as provided by law.