Senior Director of Brand Experience

Overview:

The right candidate will serve as the owner of the Goodwill brand.

The Senior Director of Brand Experience is pivotal in executing the brand strategy, building brand identity and guidelines, and driving brand awareness, consideration, and conversion. The Senior Director of Brand Experience uses tactical brand experience and strategic marketing potential and will collaborate closely with the donated goods/retail, community impact, education, development, and content creation teams to ensure a cohesive brand presence across all touchpoints.

Ensures that marketing and brand strategies impacting Goodwill’s revenue and reputation are effectively managed, maximized, and measured. The services provided must be in accordance with the brand standards and Core Values of Goodwill.

Business operations served by the marketing and communications team include Goodwill’s community impact operations, donated goods and retail operations, contract operations, sustainability operations, as well as development & fundraising, recruitment services, all internal communication, and The Goodwill Excel Center (GEC) Adult Charter High School.

403(b)/401(k) plan with match available after 1 year. Bonus eligible.

Responsibilities:

Essential Competencies:

• Plans and aligns
• Develops Talent
• Values Differences
• Drives Vision & Purpose
• Collaborates
• Strategic Mindset
• Decision Quality

Essential Duties and Responsibilities:

1. Brand Management: Oversees the management and execution of Goodwill of Greater Washington’s brand strategy.
2. Brand Strategy Execution: Implement and execute brand strategies that align with Goodwill’s goals. Maintain and refine brand guidelines to ensure consistency in messaging and visual identity across all channels.
3. Work closely with the CMO on the development of Goodwill’s brand strategy, strategic communications and marketing approach.
4. Campaign Management: Work in partnership with the CMO to manage 360-degree marketing campaigns, focusing on brand awareness, engagement, and conversion. Collaborate with cross-functional teams to execute tactical brand and marketing efforts.
5. Brand Identity Development: Work closely with the marketing team to build, maintain, and evolve the Goodwill’s brand identity in both online and offline channels.
6. Partnerships & Collaboration: Identify and manage marketing partnerships that can enhance the brand's visibility and credibility, supporting brand and user growth.
7. Measurement and Analysis: Establish and monitor key performance metrics for marketing initiatives, ensuring return on investment and making data-driven decisions to optimize strategies.
8. Brand alignment: Ensures that all marketing and communication activities are aligned with the Goodwill brand, core messaging, and strategic goals.
9. Brand evaluation: Ensures that all marketing vehicles and tactics are constantly evaluated to ensure adherence to the Goodwill brand promise.
10. External Engagement: Works with the Director of Communications, and Manager of Special Events to identify external community engagement opportunities, donation drives and community activities that will build brand awareness, trust, and activate donors, shoppers, and brand advocates.
11. Internal Brand Management: Works with Director of Communications, and People & Culture teams to effectively manage internal communications to ensure all Goodwill and GEC team members are kept informed, valued, and recognized while the Goodwill brand is communicated effectively through design and messaging.
12. Brand consistency: Ensures that all brand presentations, online and offline activity, and messaging are consistent, and aligned with Goodwill’s organizational goals and messaging hierarchy.
13. Understanding business goals: Translates business goals into actionable marketing objectives and campaigns.
14. Understands Goodwill’s business units: Has a clear understanding of Goodwill’s diverse SBUs, and audiences, ensuring that all marketing activities are properly targeted to each audience.
15. Ensures marketing automation performance: Ensuring that all automated marketing platforms are operational and providing the data / functionality needed to advance Goodwill’s marketing strategies.

Other Duties and Responsibilities:

1. Always reflecting the Goodwill core values in his/her deliverables.
2. Development of new and innovative methods to solve problems and achieve results.
3. Performs other job-related tasks as assigned by CMO.

Supervisory Responsibility:

This position has two direct reports:

• Director of Communications and Community Engagement
• Director of Web Strategy

Qualifications:

Required Qualifications:

1. Bachelor's degree (B. A.) from four-year college or university in Marketing, Brand Management, Design, or Communications.
2. Four to six years of professional work experience in brand design or management, marketing, communications, and/or development experience. Previous leadership experience is highly desirable.
3. Basic knowledge of social media strategy
4. Strong research, writing and communication skills.
5. Strong analytical skills that can be applied to recommending sound business decisions.
6. Detail-oriented and highly organized with the ability to multi-task and prioritize accordingly.
7. Valid driver’s license and frequent local travel required.

Preferred Qualifications:

1. Access to reliable automobile preferred.