Director of Integrated Marketing

Purpose Statement: To lead the strategy and execution of marketing across current and future channels to ensure the success of chapters and brigades for Global Medical Brigades. The Director of Integrated Marketing is responsible for fostering the recruitment, fundraising, and brigade preparation journey of volunteers, as well as promoting elements of the program for individual volunteers and entire chapters. The Director promotes successful brigades by keeping volunteers actively engaged from the moment they sign up in an effort to increase shipped brigades, while reducing attrition, and increasing the quality of the experience.

This is a big role. The company has a long history with a lot of story to tell that we have not always. We have powerful champions on 200+ campuses that we have not harnessed. We host dozens of events that we do not direct, and we ship thousands of communications in email, blog, social and other collateral that we do not make the most of. This is an opportunity for an ambitious storyteller to make an actual impact on the lives of not only thousands of students, but perhaps tens of thousands of community members around the world.

Responsibilities include but not limited to:

Overall Integrated Marketing Strategy

• Bring intentionality and organization to the way we use our story.
• Center of knowledge on current and future chapter communication channels; Decision maker on entry into new chapter communication channels
• Responsibility for building, adhering to, and reporting on, marketing budget
• Responsibility for stakeholder-facing collateral, including blog/content, chapter kits, knowledgebase
• Responsibility for rolling out new communication channels and overall strategy to wider audience of volunteers, chapter leaders, donors, potential leads etc.

Build Chapter Network into a Channel

• Catalogue and categorize independent chapter social profiles & activity
• Develop relationships with the most influential among them; steer the influence toward activities that drive top/bottom line results (recruiting, fundraising, partnerships)
• Capture the best content and boost it: via the social channel tool (ie. sponsor the posts) as well as bring them into email, blog, etc.

Email Communications

• Develop email strategy so that all customers are promptly, consistently and perpetually engaged
• Manage effective, consistent and visually-pleasing nurture communications to chapters and volunteers
• Support growth and program teams in communications to potential leads
• Oversee performance of above on HubSpot
• Optimize communications for high mailing scores, open rates, click rates and low opt-out rates
• Execute email marketing strategy through Sendgrid and HubSpot
• Oversee communication of program milestone updates to volunteers/alumni separate from brigade-planning process
• Evaluate overall impact of email spend & effort on top and bottom line

Stakeholder Collateral

• Adapt“kits” for chapters that reduce variability on recruiting and fundraising
• Identify and promote best practices for chapter success
• Product marketing & storytelling for customer success
• Review and approve all volunteer and donor-facing collateral
• Use content to renew and revitalize relationships with our other stakeholders: alumni, donors, faculty, etc
• Manage GMB annual impact report creation

Owned Publication

• Make the blog excellent. Drive engagement and impact.
• Use the blog to amplify trends and great stuff from the UGC channels
• Direct the Marketing Associate with the development and execution of the editorial calendar and required post process
• Work with external partners if appropriate to support in paid social and SEO initiatives, with focus on maintaining brand identity

Brand Manager

• Maintain Brand Guidelines across all platforms and collateral
• Ensure that all teams are effectively communicating within brand guidelines, including third party vendors
• Create / Update Brand Guidelines for GMB as needed

Website

• Provide strategy and oversight on content, layout, organization of website
• Support and approve designs of new webpages
• Provide discretion for graphic design and create/design graphic elements as needed

Leadership

• Liaise with department heads to ensure teams are supporting and collaborating with one another towards brigade success
• Develop marketing and sales campaigns for special initiatives to leverage and highlight upcoming events
• Serve as Knowledge Manager and drive strategy and execution for Knowledge Base
• Execute communication plan for new brigade offerings, programmatic changes, and job postings
• Manage projects across teams as needed

Minimal Requirements:

• Strong verbal and written communication skills; able to work in a virtual environment
• Proficient in Microsoft Suite Office and Google Drive
• CMS experience (WordPress) preferred
• Organized, with an ability to prioritize time-sensitive assignments
• Analytical skills to forecast and identify trends and challenges
• Able to travel within the U.S or to other Global Brigades program countries as needed
• Competencies should include critical evaluation and ethical practices
• CRM experience (Hubspot) preferred