Associate Director of Brand and Marketing
Planned Parenthood of Metropolitan Washington DC
- Washington DC
- Permanent
- Part-time
- Develop organization-wide marketing strategies and campaigns to drive patient volume, cultivate donor base, support education programming, and bolster advocacy efforts.
- Direct and lead market research in the DMV area; share results with senior leadership to inform business development and patient access decisions.
- Manage paid media and advertising strategy from campaign creation to execution and results assessment; track and analyze campaign metrics in real-time and adjust to increase the campaign's success.
- Manage contract and relationship with ad buy agency.
- Create and maintain an operational budget for paid brand advertising.
- Strategize and manage search engine marketing by identifying growth opportunities, working with external vendors, and reporting out to appropriate departments.
- Strategize search engine optimization strategies for all organizational websites.
- Participate in Planned Parenthood Federation of America's brand and marketing meetings.
- Orchestrate marketing pushes in conjunction with medical management team operations and needs; serve on the medical management team.
- Conduct selection process and contract management with external agencies and vendors as needed.
- Utilize Google Analytics, Looker, Tableau, and other analytics to assess the success of PPMW's marketing efforts, better understand patient needs, and determine where marketing strategy and investment are needed
- Partner closely with AVP of communications and communications team to re-envision and update the website ad needed, including developing new landing pages and uploading website architecture as programs and services evolve
- Hire and onboard full- and part-time marketing associates, seasonal interns, and contractors.
- Serve as one of PPMW's lead staff experts on visual identity for PPMW; serve as creative director for in-house contracted graphic designers
- Work cross-departmentally to support branding and promotional needs; develop digital and material creative assets for various events, initiatives, promotions, web campaign pages, and other digital assets.
- Communicate brand personality and align the organization around foundational ideas; maintain PPMW's online brand by curating digital assets to be used across digital channels.
- Ensure proper brand usage on all internal and external communication properties while adhering to both PPMW and PPFA brand book guidelines.
- Supervise management of collateral, inventory levels, and vendor relations.
- Conduct consumer and market research to identify brand position in the local market and assist with tracking and analyzing data to increase audience engagement.
- Collaborate with internal departments to ensure printed information, including palm cards and one-pagers are up-to-date.
- Conduct yearly brand audits of signage and visual brand of health centers.
- Manage PPMW's e-commerce store, including product research, design, and brand strategy.
- Implement sales and promotional plans across all marketing channels.
- Conduct market research on successful products, slogans, and design in reproductive advocacy spaces to explore new product line launches.
- Create and expand upon community partnerships, investing marketing resources in co-branded materials and digital assets.
- Work closely with the development team on promotion of annual events and end-of-year giving.
- Serve as a liaison for community events.
- Identify and build business-to-business relationships.
- Engage in continuous patient experience evaluation and upgrades.
- BA or BS in Marketing, Communications, Business, Journalism, Public Relations or related field. Masters degree preferred.
- 5 - 7 years experience with a variety of brand and marketing disciplines including digital advertising strategy and analysis, social media strategy, creative direction for visual products, branding and sub-branding, external partnerships, and e-commerce.
- Strong project management skills, writing, graphic design sense, interpersonal communication, and management experience will be essential for success in this role.
- Must be able to handle multiple tasks and work under pressure while juggling deadlines.
- Exceptional interpersonal skills and a sense of humor
- Commitment to Planned Parenthood's mission and vision
- Google Analytics experience is required.
- CMS management experience is required.