Vice President of Marketing & Communications

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THE ORGANIZATION

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Overview 

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Goodwill San Francisco, San Mateo and Marin (SF Goodwill) is a diverse, mission-driven nonprofit that equips low-income individuals and those facing barriers with the skills required to succeed in the 21st century job market. In the past year, SF Goodwill has helped over 1000 people connect with jobs and provided support through its career center to over 9000 individuals seeking job counseling and other employment related services. SF Goodwill’s guiding principle is simple: that everybody deserves a second chance. It realizes its mission through three key pillars of support, a unique combination that provides a pathway to sustainable career opportunities for those most vulnerable in our community.

Skill Building & Industry Certifications

Today’s Bay Area tech-centric economy requires employees with significant digital skills. SF Goodwill provides employment and training opportunities to anyone with a willingness to work. It offers innovative digital training programs, often in partnership with leading Bay Area companies.

Individualized Career Services

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SF Goodwill empowers job seekers with the information and job search skills they need to land a job and offers sophisticated training to launch people on a focused career pathway. Along the way, it provides customized support and assessment services.

Paid Employment & Benefits

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For people left out or left behind, the chance to participate in the Bay Area economy is often out of reach. SF Goodwill helps people struggling with unemployment challenges to find jobs, build skills, and grow their careers.

SF Goodwill stands as the original social enterprise model with 11 popular retail locations, multiple donation sites, and a thriving E-commerce shopping platform that provides employment opportunities to hundreds of Bay Area residents. SF Goodwill is also a designated California Certified Green Business that has created hundreds of green jobs dedicated to reducing waste through programs including landfill diversion and textile and electronics re-use. A beloved and trusted community resource, SF Goodwill will continue to serve the region’s most vulnerable populations, transforming the lives of thousands of individuals and families through the power of work.

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THE POSITION

The Vice President of Marketing & Communications is responsible for planning, directing, implementing, and overseeing all aspects of marketing, communications and public relations activities for SF Goodwill. The VP will develop and implement a comprehensive plan to guide marketing, communication, and customer engagement strategies in support of SF Goodwill’s mission and vision. The complexity of SF Goodwill and the variety of its target audiences require a comprehensive approach to marketing and communications, as well as a content-driven, customer-centric approach to diverse audience segments.

A member of the senior management team, the VP will provide strategic leadership across the organization to ensure the SF Goodwill brand is enhanced across all channels. They will develop the tools necessary to reach a broader audience through consistent and effective messaging that heightens community understanding and awareness of SF Goodwill’s mission, services, needs, and capabilities and that increases and sustains support from a variety of sources.  

The VP will be responsible for tactical planning, market intelligence, positioning, community outreach, advertising and customer satisfaction initiatives. They will serve as the corporate spokesperson, media relations counsel, and advisor on internal and external strategies. This is a highly collaborative and visible role with the opportunity to build a smart, service-oriented MarCom team that will raise the visibility of SF Goodwill and support the needs of its retail, eCommerce, workforce development/training and fundraising programs. The position will supervise four to five staff members as well as outsourced relationships with a likely opportunity to grow the department strategically and over time.

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RESPONSIBILITIES

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• Reflect, articulate, and promote the mission, vision, and identity of SF Goodwill, leveraging marketing, communications and public relations activities to support its retail and mission strategic objectives

• Create, implement, and evaluate the success of a comprehensive marketing and communications program aligned with SF Goodwill’s top priorities and that enhances its image and position it within the marketplace

• Manage the strategic and creative design of marketing and communications activities and products across multiple functions and departments

• Ensure community understanding of the SF Goodwill brand which includes a clear understanding of SF Goodwill’s mission. Increase awareness and visibility of SF Goodwill’s programs through marketing, communications, public relations, media relations and events. Develop campaigns/initiatives that build customer/donor engagement. Ensure brand coordination of in-person, digital, exhibits, print, web, and promotional materials. 

• Build marketing, advertising and branding strategies to increase store traffic and drive donations and sales to meet and exceed retail budget goals. Develop a strong and unified organizational message while supporting the marketing and communication needs of specific business lines and departments

• Manage and mentor MarCom staff, including establishing, collaborating on, and measuring individual goals and overseeing day-to-day efforts to meet team objectives

• Oversee editorial direction, design, production, and distribution of all print and digital publications, including newsletters, annual reports, brochures, etc.

• Serve as organizational contact to the media and outside constituencies. Coordinate media interest in Goodwill and ensure regular contact with target media. Establish strategic partnerships with key media, social media influencers and thought leaders. Provide counsel and coaching to staff interacting with media outlets.

• Develop and oversee CEO communications, internal and external

• Manage the MarCom budget as well as the use of external resources related to marketing and communications functions (advertising, public relations, crisis communications support, promotional campaigns, etc.)

• Ensures regular communications (news releases, newsletters, e-updates, etc.) with stakeholders to ensure awareness and engagement. Create a “Success Stories” portfolio resource that brings SF Goodwill’s mission to life through external platforms: website, social media, fundraising collateral, influencer campaigns

• Partner with internal program leaders and with departmental heads to support unit initiatives and goals and to ensure that internal requests/needs for marketing and communication services are met in a timely and effective manner

• Evaluate and oversee market research and identify consistent measuring strategies and tools to analyze growth/success. Identify and adopt current and future marketing technologies to measure and grow engagement, SEO, channels/distribution and CRM. Adjust marketing strategy to meet changing market and competitive conditions, including product development

• Identify new or underserved markets and develop targeted advertising channels, campaigns, or events and promotions

CANDIDATE QUALIFICATIONS/EXPERIENCE

Education:

A Bachelor’s degree is required, preferably in Communications, Marketing, Business, Management or related field. Graduate degree and/or professional certification in a related field is desirable.

Experience:

• Minimum of eight to ten years of experience and demonstrated success in marketing, communications, or public relations; at least three years of management experience

• Demonstrated skills, knowledge and experience in the innovative design and execution of marketing strategies, products and activities, including print and digital. Retail sector experience desirable

• Extensive successful writing and editing experience with a variety of print and online communications media to engage stakeholders, donors, and other key constituents

• Experience serving as an organizational contact to media and other external groups

• Experience using interpersonal skills to communicate effectively with a wide-ranging audience, including donors, government and corporate leaders, board and volunteers and community groups

• Experience providing strategic guidance re marketing, communications and media activities and inquiries to leadership, colleagues, and volunteers

• Experience hiring, developing, and supervising MarCom staff

• Demonstrated financial and accounting acumen, strong skills in budgeting and financial analysis, including ROI justification and reporting

• Experience overseeing the design and production of print materials and publications, website management, and social media content creation and management

• Experience using social media channels to share and distribute news and information, promote program initiatives or services, communicate with external audiences

• Experience developing strategy, implementing process and analyzing outcomes of sophisticated audience segmentation programs

COMPETENCIES/ATTRIBUTES

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The successful candidate will have or be:

• Knowledge of and demonstrated expertise with online marketing (social media, viral, experiential, digital, mobile, re-targeted advertising) and traditional media (print, broadcast, direct mail)

• Skilled in both branding and launching/rebranding products and services to consumers

• A positive outlook with a high degree of emotional intelligence

• Demonstrated ability to meet deadlines and manage multiple projects simultaneously

• Ability to balance strategic thinking with hands-on execution of detailed marketing efforts

• Excellent in-person, phone, and electronic-based interpersonal skills

• Ability to respect and work cooperatively with diverse groups of individuals from a variety of educational, social, economic and demographic backgrounds

• Proven leadership skills and ability to influence and partner/collaborate with others

• Ability to utilize self-learning systems. Proficiency with intermediate to advanced tasks within Microsoft Office applications and various cloud-based office applications

• A professional demeanor, poise under pressure with strong attention to detail, and well-developed time management skills

• Strong multi-tasker with the ability to work independently and as part of a team

• Demonstrated ability to develop a high-performing team that delivers consistent value in a complex organization

• Knowledge of current practices in developing content for websites, social media, and all other digital and print communications

• A high level of creativity, initiative, attention to detail and strong organization skills

• Demonstrated and strong analytical, written, and oral communication skills. Ability to craft messages that effectively reach a broad audience

• Ability to coach and build strategic relationships with leadership, staff, and external stakeholders

• Strong knowledge of public relations and strategic communications principles and best practices

COMPENSATION AND BENEFITS
 

A competitive compensation package, including a comprehensive benefits package, will be offered. To be considered for this position or for additional information, please contact and/or send resume and cover letter to:

David N. Randall

Principal

Randall Search Associates

415 769 4210

david@randallsearchassociates.com

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