DIRECTOR OF MARKETING
Brand Department
United Way of Central Indiana works to bring the resources of philanthropy, government, corporations, the social sector, and neighborhoods together to confront generational poverty head on and ensure a better future for our neighbors in need. This is an ambitious time to join United Way as we embark on a five-year strategic plan to reduce the number of households experiencing poverty and financial instability. To make a significant impact in our region, United Way is looking for dedicated, confident, and compassionate team members who live our shared values of inclusivity, courage, accountability, respect, and excellence.
Position Summary
The Director of Marketing leads our Marketing team responsible for developing and implementing Untied Ways’s yearly strategic marketing plans as part of the overarching Brand Integrated Marketing & Communications Plan. The role is a key leadership role within the Brand Division’s Leadership Team, responsible for leading and managing the Marketing Team and responsible for developing and executing innovative marketing strategies to advance our mission and it’s Divisions’ goals. This role will oversee all aspects of market engagement – therefore being responsible for the marketing content, channel activation, measures, reporting, and optimization of activities/plans. The ideal candidate has a deep understanding of non-profit operations and is a strategic thinker, creative problems solver and skilled communicator who can develop, inspire and lead their team.
Position Duties & Responsibilities
The following statements are intended to describe the general nature and level of work being performed. They are not intended to be construed as an exhaustive list of all responsibilities, duties and skills required of personnel so classified.
- Form, lead, manage and develop the Marketing Team direct-reports to ensure talent is relevant and capable with contemporary skills and the right competencies to deliver on United Ways and its Divisions’ goals. Team may include roles now and in the future, at various levels to support Marketing, Events & Meetings, Marketing Analytics, and AI Applications.
- Collaborate cross-functionally and organizationally to form the yearly Marketing Plan and budget in line with the overarching Brand Marketing & Communications Plan.
- Collaborate with the Strategic Intelligence & Information (SII) Division to drive data-driven decision making in the formation of plans, strategies and activities – and the measurement of performance, reporting of results, and optimization of plans and activities.
- Integrate marketing plans and activities with Brand Communications’ plans and activities to maximize brand recognition and inspire target audiences in our 7-county region to engage and take action.
- Utilize Salesforce CRM and related suite of tools to drive stronger engagement with target audiences and enhance personalized delivery of content, messaging and access to information for the user.
- Own the marketing content development, execution and activation in all traditional and online channels.
- Collaborate with Brand Creative and Communications to continuously improve channel utilization and optimization in the delivery of messaging and content to audiences.
- Enable and strengthen the use of Analytics in our marketing efforts – to inform plans, strategies and tactics; and to measure performance and glean insights that help optimize marketing efforts. Perform regular funnel analysis of marketing performance by product, tactic, campaign, channel and/or geography – measuring key metrics (unsubscribes, ROI, conversion rates, etc.).
- Communicate consistently and effectively with senior leadership teams to inform and manage expectations – strengthen the reputation of Brand with senior leaders.
- Innovate with the use of GenAI and other emerging technologies/platforms to enable contemporary techniques, content creation, and content delivery.
- Operationalize the Marketing Team by owning the development and implementation of current tools, processes and practices that lead to ease of use and efficiencies for users. Support the Brand Team with the democratization of content creation and delivery.
Skills & Competencies
A Director of Marketing requires a blend of strategic thinking, creative flair, and analytical prowess. Here are the core skills: By possessing a strong foundation in the following skills and competencies, a Director of Marketing can drive successful marketing campaigns, enhance brand reputation, and contribute to overall business growth.
- Strategic Thinking and Planning:
- Strategic Planning: Developing and implementing comprehensive marketing strategies aligned with the organization’s mission and goals.
- Market Analysis: Conducting in-depth market research to identify target audiences, understand their needs, and analyze industry trends.
- Brand Management: Building and maintaining a strong brand identity, ensuring consistency across all marketing channels.
- Innovation: Leading the continuous improvement of marketing techniques and use of technology such as AI and Analytics platforms.
- Digital Marketing Expertise:
- Digital Marketing: Proficient in various digital marketing channels, including SEO, SEM, social media, email marketing, and content marketing.
- Analytics: Utilizing analytics tools to track and measure marketing campaign performance and make data-driven decisions.
- CRM: Managing customer relationships and leveraging CRM systems to improve donor retention and acquisition.
- Fundraising and Donor Relations:
- Fundraising Support Strategy: Developing and implementing effective marketing strategies for fundraising, including major gifts, planned giving, and capital campaigns.
- Donor Relations: Supporting the building and maintaining strong relationships with donors, foundations, and corporate partners.
- Creative and Communication Skills:
- Creative Thinking: Developing innovative marketing campaigns and creative content.
- Authoring: Leading creation of clear, concise, and persuasive content for various marketing materials and channels.
- Presentation Skills: Delivering effective presentations to diverse audiences, including board members, donors, and staff.
- Leadership and Team Management:
- Team Leadership: Leading and mentoring a team of marketing and communications professionals.
- Collaboration: Working effectively with cross-functional teams, including program staff, finance, and development.
- Budget Management: Overseeing marketing budgets and allocating resources efficiently.
EDUCATION AND/OR EXPERIENCE
- Bachelor’s degree in marketing, communications, business, statistics or related field is preferred.
- 6+ years of Non-Profit Marketing and/or Branding experience required.
- Strong and proven proficiency in Salesforce Marketing Cloud or similar email marketing platform is required.
- Excellent knowledge of Google Analytics and other analytics platforms used in marketing measurements – analysis of data, reporting of results, and optimizing of plans.
- Strong experience with extracting the best content and materials from Brand Creative teams using the Adobe CC platform.
- Strong Salesforce CRM experience required.
- Experience in authoring content for diverse audiences and use in online and traditional marketing channels.
- Proven experience working cross-functionally in a complex organization required – leading strategic planning and execution discussions/session with Divisional teams and within Brand Team.
- Strong track record of leading, managing and developing people.
- Work experience may substitute for education requirements on a case-by-case basis.
Position Leader:
Director of Marketing
Position Leads: Marketing Specialist and Manager of Special Events
FLSA Status:
Exempt, Full-Time
Salary Range: Mid 80’s-mid 90’s
Benefits:
Complete Benefits Package Available
Reviewed:
July 2025
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