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Chief Marketing Officer in New York, NY at Muscular Dystrophy Association

Date Posted: 10/23/2018

Job Snapshot

  • Employee Type:
    Full-Time
  • Location:
    New York, NY
  • Job Type:
  • Experience:
    Not Specified
  • Date Posted:
    10/23/2018

Job Description

The Opportunity

The Chief Marking Officer (CMO) will be an integral part of the Executive Team.  S/he will be a collaborative partner to further MDA’s Mission and footprint and will be responsible for overseeing the planning, development and execution of MDA’s marketing initiatives.  Reporting directly to the Chief Executive Officer, the CMO’s primary responsibility is to successfully market MDA, using market research, pricing, product marketing, marketing communications, advertising and public relations.   

Primary responsibilities of the Chief Marketing Officer include the following:

 

Organizational Leadership:

  • Provide the leadership and vision necessary to achieve operational efficiency while achieving its mission.
  • Develop an organizational culture that supports MDA’s mission and promotes synergy and collaboration across the enterprise nationally.
  • Recruit, lead, develop, and inspire a diverse staff to manage and administer MDA’s programs and services in support of the strategic plan, operational goals and objectives.
  • Establish a performance-oriented, accountable culture with appropriate performance management systems.
  • Build, maintain and sustain a dynamic organizational culture that fosters an innovative, entrepreneurial and creative spirit among staff at all levels.

Strategic Planning:

  • Develop annual marketing and communications plans to support our organizational priorities and associated campaigns and programs.
  • Analyze demographic data and constituent profiles to identify desired target audiences for print, broadcast, or online communications outreach.
  • Mobilize and engage staff, volunteer and vendor resources to support implementation of all marketing strategies and plans.
  • Develop and communicate related goals to the field. Track regional achievement of these goals and work with Field leadership to evaluate.
  • Guide and counsel EST on communications matters.
  • Foster consistent use of timely and applicable messaging relevant to all MDA stakeholders.
  • Cultivate a strong, transparent and collaborative working relationship with the CEO.
  • Ensure transparency and communicate regularly with the CEO around communication and marketing’s strategic planning.
  • Bring to the CEO industry leading ideas, consistent with the co-developed strategy that will enable sustained growth of the organization.
  • Inform the CEO of progress and challenges related to achieving marketing’s strategic plan.

Public and External Relations:

  • Develop and implement organization’s public relations strategies, policies and procedures.
  • Confer with Executive Team and consultants to establish media goals, objectives, and strategies to achieve goals.
  • Research and maintain record of trends, innovations, and changes that affect media planning and related MDA opportunities.
  • Represent company to the press and public by acting as chief spokesperson and mobilizing others to act in a support capacity. 
  • Direct responses to all designated media-related inquiries.
  • Develop contacts and relationships with media representatives to create opportunities for keeping the company and services in front of the public via proactive initiatives.
  • Maintain database of public relations contacts and MDA-related news coverage.
  • Develop ideas and opportunities for future articles, interviews, presentations and other public relations activities that promote awareness of MDA and its services.
  • Partner with Clinical Care and Support Team on the National Goodwill Ambassador Program.

Marketing:

 

  • Direct the development and distribution of all MDA marketing communications collateral – print, electronic and video – that tell our story, engage others, and showcase our capabilities.
  • Among these materials: newsletters to reach event constituents and stakeholders, annual report, mission and mission support materials, program collateral, videos, other accountability documents that demonstrate proof of performance.
  • Counsel senior management and field leaders regarding impact of marketing communications plans and opportunities.
  • Maintain suite of consultants/volunteers who can bring supplementary and complementary marketing resources to the MDA.
  • Partner with unaffiliated firms with whom we can partner.
  • Partner with Chief Philanthropy Officer to lead Customer Experience initiatives that strengthen constituent loyalty/retention.
  • Maintain marketing dashboard that outlines key metrics associated with online traffic, newsletter readership, social media campaigns and other key initiatives.

Digital Marketing:

 

  • Lead the development of all content and promotions of MDA’s multiple web and social properties, including mda.org.
  • Develop strategies that enable MDA to be visible, supportive and attractive to key audiences via our online channels.
  • Partner with the Philanthropy Teams to develop strategies that drive online engagement and fundraising support.
  • Serve as senior sponsor for CRM, participating in the analysis and strategy development to optimize and leverage constituent data.
  • Develop initiatives in partnership with nationwide strategies to help strengthen constituent affinity to our organization, improve retention and loyalty to MDA, and ultimately strengthen our brand.
  • Ensure implementation of all necessary CRM practices and protocols that foster data integrity, privacy standards, and data management.

Stakeholder Communications:

 

  • Develop communications strategies and direct associated plans that enable us to reach our target audiences, particularly national sponsors, volunteer and event leaders, major donors, patients and corporate/community partners.
  • Develop vehicle- and audience-specific plans to reach these audiences that enable our internal client partners to achieve their desired outcomes.
  • Oversee all communications channels with these audiences, fostering integrated message planning and coordination at the national, division and local levels.
  • Identify and implement communications strategies and initiatives that drive stakeholder loyalty and enhance our corporate reputation.

 

Corporate and Executive Positioning:

 

  • Assist and coach staff and volunteer leaders with public speaking engagements, presentations, and preparation of articles for publication.
  • Write CEO and Board Chair speaking points and relation correspondence incorporating noteworthy information about field and national-level activities.
  • Identify and support outside organizations seeking senior-level MDA representation.
  • Promote and coordinate CEO & top volunteer leadership involvement.

 

Brand Management and Creative Services:

 

  • Measure MDA-related brand identity, developing national research that guides enterprise-wide decision-making.
  • Create and monitor consistent brand and messaging guidelines that foster brand unity and clarity enterprise-wide. 
  • Develop online repositories where staff and volunteers can gain value branding resources.
  • Monitor development of all MDA and 3rd-party developed materials to maintain brand consistency.
  • Direct staff and outside agencies who provide graphic and design support, including photographers/videographers, Web specialists, designers and printers.

 

Advertising:

 

  • Develop advertising strategies that support our broader communications plans.
  • Oversee the advertising budget for any paid media buys.
  • Build advertising campaigns for niche opportunities, overseeing creative strategies and copy development consistent with brand identity.
  • Recruit 3rd party organizations to fund campaigns and co-brand opportunities of mutual concern.
  • Direct staff and outside agencies that provide creative services and buying capabilities.
  • Support field-led campaigns to further the MDA agenda and benefit from existing resources.

 

Issues Management:

  • Monitor contemporary issues (social, economic and political) to help properly position the organization and respond to emerging matters of significance.
  • Develop consistent messaging on fast-breaking issues, such as news articles, stakeholder concerns or organizational matters.
  • Develop materials that help MDA respond to issues that could be damaging to our reputation and stakeholder relationships.
  • Prompt brand ambassadorship through consistent, timely and impact messaging.
  • Maintain database of key contacts to support our case in times of emergency.

 

Internal Communications:

 

  • Develop and direct internal communications that help staff align with priorities and stay informed of relevant MDA developments, partnering with the Chief People Officer.
  • Provide regular updates to staff of our organizational developments and all relevant staff communications.
  • Schedule regular staff teleconferences to outline annual priorities and keep staff abreast of our progress.
  • Counsel other departments on all other related internal communications, assisting them with messaging and packaging.

 

Media Sponsorship:

 

  • Identify opportunities for in-kind contributions by 3rd party sources from newspapers, radio and TV stations, and online channels.
  • Develop public services advertising campaigns made possible by media sponsorships.
  • Mobilize field staff and volunteer partners to capitalize on local sponsorship opportunities, equipping them with resources and providing strategic counsel to be successful.
  • Build relationships with senior-level media decision-makers who can advance our agenda.

 

Budget/Financial Compliance:

 

  • Manage multi-million-dollar budget, ensuring departmental/regional financial control compliance.
  • Regularly monitor budget vs. actual reports.
  • Explain budget accountabilities to departmental/regional staff, holding staff accountable for compliance with financial policies as appropriate.
  • Partner with Chief Financial Officer on any known or anticipated budget/financial policy concerns.
  • Demonstrate responsiveness to financial deadlines.

 

PROFESSIONAL EXPERIENCE AND QUALIFICATIONS

  • Minimum of 15 years of experience in marketing and organizational communications leadership
  • Bachelor’s degree in marketing, communications, public relations, journalism or related field; advanced degree preferred
  • Strategic counselor in all aspects of organizational communications and corporate positioning
  • Proven experience in directing a team of talented communications professionals and vendors
  • Collaborative leadership, able to build strong partnerships with staff, volunteers and constituents
  • Collaborative approach to problem solving and decision-making; able to work through others to accomplish goals
  • Outcome driven; strong project management ability; skilled in strategic planning/implementation
  • Able to understand and work within a complex organizational structure
  • Demonstrable experience in planning and managing integrated communications programs
  • Proven client counsel, client relationship building, and team management
  • Professional writing and communications skills to develop world-class communications products
  • Proven understanding of media environment (paid and earned), including consumer, trade, online and offline, and emerging technologies.
  • Energetic, self-starter, problem solver, nimble
  • Strategic and data-driven thinker with excellent analytical and communications skills.
  • Comfort interacting with families, donors and partners from diverse disability, cultural and economic backgrounds within a semi-medical environment.
  • Successful track record in strategic planning, program implementation, consensus building and relationship building.
  • Proven leadership, management, business, and financial acumen within an organization of similar scale and complexity as MDA. 
  • Executive presence and superior relationship cultivation skills. A creative, innovative thinker with a propensity for delivering projects and finding solutions to difficult challenges.
  • An innovative and inspiring leader who knows how to attract, develop, and retain talent to drive success and fundamental business objectives; inspires, empowers, and helps employees be the best they can be.
  • Highly self-aware, energetic, and enthusiastic individual with a strong sense of integrity.