VP OF COMMUNICATIONS AND MARKETING
Company: Friends of Acadia
Location: Bar Harbor
Posted on: October 2, 2024
Job Description:
VICE PRESIDENT OF COMMUNICATIONS & MARKETING
JOB DESCRIPTION
JOB TITLE: Vice President of Communications and Marketing
LOCATION: Friends of Acadia Office
REPORTING TO: President & CEO
JOB STATUS: Full-time (40 hours) Exempt
JOB SUMMARY: The Vice President of Communications oversees the
organization's communications and marketing efforts, including the
Friends of Acadia brand and public presence, public relations,
advocacy communication, campaign and event promotions, and all
communications and marketing related activities necessary to
achieve Friends of Acadia's mission, vision, and strategic
objectives. This includes developing and executing a strategic
communications engagement plan and building and directing the work
of a high-impact communications team.
The Vice President of Communications also works closely with Acadia
National Park to develop communications and outreach plans and
coordinate communications efforts on key issues affecting the park
and surrounding communities.
The Vice President of Communications serves as a member of the FOA
staff management team and
fosters strong communication and collaboration across departments
to help build an effective
organization and positive work environment. The Vice President of
Communications leads by
example in supporting a culture of safety, respect, professionalism
and inclusion. The Vice
President of Communications serves as a mentor and leader for all
staff providing support to cross
functional projects.
JOB RESPONSIBILITIES:
COMMUNICATIONS STRATEGY & LEADERSHIP (35%):
- Strategic Planning: Leads the implementation of FOA's strategic
communications and engagement plan, including brand positioning,
key audiences, and communications strategies, messages, tactics,
and key measures for success. To ensure success, the plan aligns
with the organization's strategic priorities and takes a highly
collaborative approach.
- Outreach & Engagement Plan: Develop and implement outreach
strategies to achieve the goals outlined in Friends of Acadia's
strategic plan and engage a broad audience in Friends of Acadia's
mission, while raising public awareness of its work.
- Leadership: Serve as an advisor to the management team on
matters related to Friends of Acadia's brand image and public
presence. Fosters strong communication and collaboration to build
an effective organization and positive work environment. Assist in
furthering diversity, equity, and inclusion education and efforts
within Friends of Acadia and Acadia National Park.
- Acadia National Park Communications Partner: Work closely and
effectively with the Acadia National Park's Superintendent,
Interdisciplinary Communications Team, and Visitor Education and
Experience Division to assist in developing communications and
outreach plans aimed at educating visitors and addressing key
issues affecting the park and surrounding communities.
- Brand Strategy & Stewardship: Oversee Friends of Acadia's
brand, both internally across the organization, and externally, to
both build brand awareness and achieve brand continuity and
consistency. This includes developing clear brand positioning and
messaging, as well a strong brand identity. It also includes
developing brand standards, style guides, and employee orientation
tools necessary to facilitate effective communication and empower
employees (and volunteers) to become brand ambassadors.
- Outreach/PR Strategy: Create and execute marketing plans and
public relations strategies to guide Friends of Acadia's efforts in
cultivating and enhancing relationships with its members/donors,
potential members/donors, volunteers, community stakeholders, park
partners, visitors, public officials and leaders, national
partners, the media, and the public.
- National Leadership/Networking: As a member of the management
team, collaborate with others to position Friends of Acadia as a
thought leader nationally and as a premier friends group. This
includes national networking, relationship building, and outreach
to other parks, friends groups, and other conservation
organizations facing the same key issues and challenges. OVERSIGHT
& MANAGEMENT OF COMMUNICATIONS PROGRAMS (30-35%):
- Oversee FOA Communications Programs: Oversee all aspects of the
Friends of Acadia communications and marketing program, including
branding, advertising, publications, materials, and programs. This
includes managing the production, writing, and editing of Acadia
magazine (published three times per year) and the Impact Report
(formerly Annual Report); as well as overseeing the organization's
website; email marketing; social media marketing; event marketing;
and development and membership campaigns and materials in
collaboration with the team's Digital Marketing Manager and Website
and Content Manager. It also includes evaluation, measurement, and
continuous improvement of these communications channels/programs.
- Impact Storytelling: Serve as the primary strategist, providing
direction to the communications team and other staff on Friends of
Acadia's impact communications strategy. Accountable for
articulating, engaging, and coaching the team to execute compelling
and visual storytelling that appeals to and engages a variety of
key audiences, while illustrating the impact of Friends of Acadia's
programs and initiatives.
- Public Relations: Develop and execute a media strategy and
serve as a spokesperson for Friends of Acadia when necessary.
Manage Friends of Acadia's media relations and public relations
efforts by keeping abreast of key issues and news and developing
and maintaining relationships with various media outlets. Plan,
write, and edit media advisories, press releases, speeches, talking
points, and public statements as necessary. Oversee crisis
communication.
- Event Strategy & Marketing: Support and help facilitate the
creation, scheduling, promotion, and production of virtual and
community events, the Annual Meeting, and Annual Benefit, as well
as Take Pride in Acadia Day, Earth Day Roadside Cleanup, etc.
TEAM LEADERSHIP & MANAGEMENT (25%):
- Actively recruit, manage, and develop a communications team
that supports the creation and implementation of the strategic
communications plan and helps the organization achieve its
strategic objectives, while furthering the Friends of Acadia brand.
- Build organizational capacity by identifying the skills needed
in the department and recruiting and developing staff in alignment
with those strategic priorities.
- Source, hire, and manage external resources such as vendors,
contractors and/or volunteers as necessary to do the work.
- Facilitate effective cross-functional teamwork and
collaboration within the communications team and across the
organization to achieve organizational goals and objectives,
including fundraising and programmatic objectives.
- Effectively develop and manage the communications department
budget. PROJECTS, OTHER: (5-10%):
- Provide brand, messaging, and communications consulting to
Friends of Acadia's programs, development, and administrative teams
and collaborate as necessary to achieve the organization's overall
communications and outreach objectives.
- Provide competitive and market research as needed to develop
and implement strategic communications and marketing plans.
- Stay abreast of the latest branding, marketing, and
communications trends.
- Other projects and duties as assigned. QUALIFICATIONS:
- Bachelor's degree in journalism, communications, marketing, or
a related field (advanced degree preferred).
- A minimum of 10 years of experience in a communications or
marketing management role.
- Five to seven years of demonstrated leadership and management
experience within and across teams.
- A strong communicator able to interface with a variety of
internal and external audiences.
- Exceptional written, verbal, interpersonal, and presentation
skills, with the ability to engage and collaborate with
organizational and park leadership and staff, the Board of
Directors, and others.
- Extensive successful writing and editing experiences
(externally focused) with a variety of digital and print
media.
- Demonstrated experience developing and implementing strategic
communications and marketing plans and programs to advance an
organization's mission and goals.
- Experience developing brand strategies, including brand
positioning and messaging, and oversee the organization's public
presence to ensure consistency and continuity.
- Demonstrated skill and comfort in proactively building
relationships with reporters and editors, and in successfully
positioning subject matter with the media to receive top tier
placements.
- An innovative thinker with a track record of translating
strategic thinking into action plans and outputs.
- Five to ten years of successful experience hiring, building,
mentoring, coaching, and engaging a team of skilled
communicators.
- Excellent judgement and creative problem-solving skills,
including negotiation and conflict resolution.
- Demonstrated experience in, building, fostering and leading in
a team-oriented, collaborative environment.
- Experience developing and managing budgets and balancing
budgets and priorities.
- Demonstrated ability to work and lead in a deadline-driven
environment and to handle pressure and prioritize, while juggling
multiple projects and deadlines.
- Ability to make decisions in a changing environment and
anticipate future needs.
- A passion for Acadia National Park and Friends of Acadia's
mission and vision.
Keywords: Friends of Acadia, New England , VP OF COMMUNICATIONS AND MARKETING, Executive , Bar Harbor, Northeast
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