Director, Integrated Brand Marketing

About Golden Gate National Parks Conservancy

Since 1981, the Golden Gate National Parks Conservancy (Parks Conservancy) has served as the nonprofit partner of the National Park Service, collaborating with the Presidio Trust, partners, donors, and the community to support the Golden Gate National Recreation Area (GGNRA). The GGNRA stretches across three Bay Area counties, north and south of the Golden Gate Bridge, and includes iconic places such as Muir Woods National Monument, Fort Point National Historic Site, Alcatraz Island, Crissy Field, Mori Point, Lands End, and the Presidio of San Francisco.

The Parks Conservancy engages at the intersection of national park sites, local communities, social justice, and climate resilience. Collaborating with partners, our staff are dedicated to enhancing public awareness and providing volunteer and educational opportunities in the parks. We are park builders, caretakers, ambassadors and educators, all working to connect people to parks, in support of our vision Parks for All Forever. Join us.

About the Branch

The Communications and Public Affairs Branch focuses on implementing the mission by providing essential organizational support and infrastructure. It serves as the primary connection between the Parks Conservancy and external audiences, fostering engagement and building awareness.

The branch tells inclusive stories of the parks and highlights our programmatic work through thoughtful marketing strategies, impactful organizational publications, media outreach, and dynamic digital platforms, including the website and social media channels. Additionally, it envisions and develops strategic branding and cohesive messaging, collaboratively leading the organization’s efforts to shape a compelling brand narrative and imagery that advance the mission while ensuring consistency across programs and functions.

The branch also promotes financial growth by identifying opportunities to effectively market income-generating programs, ensuring alignment between communication efforts and the organization’s revenue goals.

About the Opportunity

The Parks Conservancy has approximately 300 employees dedicated to connecting people to these incredible resources by enhancing the public’s awareness and providing opportunities for enjoyment and stewardship of these special places. Reporting to the Chief Communications Officer (CCO), the Director, Integrated Brand Marketing will lead the strategic development, execution, and optimization of digital advertising, paid media, and brand partnerships. This role presents an exciting opportunity to amplify the impact of the Golden Gate National Parks Conservancy through integrated marketing strategies and multi-channel campaigns, elevating its visibility and deepening its connection with diverse audiences, all while ensuring alignment with the organization’s broader strategic goals. They provide direction and leadership over marketing programs and/or initiatives and coordinate with other branches to ensure efficiencies and high impact toward marketing goals supporting Key Move 4 of the One Parks Conservancy framework—crafting a singular organizational identity that creates a common understanding of our work among staff, volunteers, and the public.

The Director, Integrated Brand Marketing develops and implements an integrated, efficient and effective audience-driven annual marketing plan to help advance organizational strategy. They create, manage, and implement key marketing initiatives and/or campaigns, designed to advance integrated marketing efforts, build awareness and engagement, influence conservation action, drive membership, and achieve revenue goals in collaboration with the Development and Retail branch leads. They work closely with marketing park partners at the National Park Service and the Presidio Trust, key internal and external stakeholders, the executive team, board of trustees, philanthropy colleagues, conservation staff, and public affairs to ensure delivery of marcom activities.

This full-time position is based in the Parks Conservancy’s headquarters at Fort Mason in San Francisco. Work is performed primarily in an office setting, including a mix of telework and onsite. The Conservancy currently requires a minimum of four full days per month onsite; however, in many instances it would require more onsite days either in the office or visiting park sites in order to meet the essential requirements of the position. This role is expected to work onsite at Fort Mason at least two days per week. Work may include weekends and evenings and may take place in locations other than Fort Mason.

Key Responsibilities

1. Strategy and Planning
   1. Develop and oversee a comprehensive brand and marketing strategy to increase awareness, engagement, and support for the Conservancy’s mission.
   2. Oversee and support the development of an annual marketing and communications plan, from concept to execution.
   3. Create and manage digital advertising and paid media campaigns across various platforms to reach target audiences effectively.
   4. Establish clear KPIs and performance metrics to evaluate campaign success and inform strategic adjustments.
2. Brand Development and Alignment
   1. Focus on Key Move 4 of the One Parks Conservancy ensuring brand consistency across all branches and channels, aligning every touchpoint with the Conservancy’s mission and values. Lead and evolve brand marketing and content strategy across social media, events, blogs, partnerships, sponsorships, and ads.
   2. Guide decision-making to commit the organization’s resources in a way that affects public image and have program-wide impact.
   3. Collaborate with internal teams to maintain a cohesive brand message across programs, events, and public content. Conduct regular brand audits and optimize positioning based on audience insights and market trends, with ongoing monitoring and reporting of brand perceptions and trends.
3. Digital Marketing and Paid Media
   1. Lead digital marketing initiatives, including social media advertising, search engine marketing, display ads, and retargeting, to reach diverse audiences.
   2. Analyze and optimize digital campaigns to maximize ROI and engagement.
   3. Stay current with digital marketing trends and best practices to continually innovate and improve campaign effectiveness.
4. Partnerships, Sponsorships, and Revenue Growth
   1. Identify, cultivate, and manage strategic partnerships and collaborations with brands, organizations, and influencers to enhance the Conservancy’s reach and impact.
   2. Collaborate closely with the Development and Retail branches to create and execute campaigns that increase membership and drive revenue.
   3. Research and pursue sponsorship opportunities that align with the Conservancy’s values, mission, and goals.
   4. Develop marketing packages and proposals for potential sponsors, creating mutually beneficial partnerships that drive awareness and revenue.
5. Budget Management
   1. Develop and manage the marketing budget, ensuring optimal allocation of resources to driving both marketing initiatives and sales budgets.
   2. Monitor ROI and adjust strategies as needed to maximize budget efficiency.
   3. Focus on creating value for the organization by achieving cost efficiencies over time
6. Evaluation, Innovation, and Impact
   1. Continuously evaluate marketing initiatives to measure impact and effectiveness, identifying areas for innovation and improvement.
   2. Implement best practices and innovative approaches to strengthen brand presence and operational efficiency.
   3. Regularly assess and refine strategies to ensure that marketing efforts align with broader organizational goals and make a measurable impact.
7. Team Leadership and Development
   1. May supervise staff including a Marketing Manager and Photo Archivist and is accountable for achievement of team and professional development goals and objectives.
   2. Fostering a collaborative and results-driven environment.
   3. Set clear goals and performance expectations, providing regular feedback and support to ensure individual and team success.
   4. Collaborate cross-departmentally to support and align organizational goals and strategic initiatives.

Knowledge, Skills & Abilities

• • Proven experience in digital and print advertising, paid media strategy, and partnership development.
• Highly collaborative approach - skilled at influencing cross-functional decision makers across all levels in a way that reinforces the culture and makes the organization stronger in the long run.
• Experience developing communications, media and engagement strategies and measuring results.
• Exceptional written and verbal communication skills.
• Cross-disciplinary knowledge and a passion for addressing environmental conservation, social justice issues, climate resilience, or related sustainability and stewardship efforts are highly desirable.
• Strategic thinker with a proactive, solution-oriented mindset.
• Strong relationship-building and collaboration skills, with the ability to work effectively across diverse teams and external partners.
• Creative, adaptable, and able to navigate a fast-paced environment with multiple priorities.
• Commitment to the mission and values of the Golden Gate National Parks Conservancy.

Education and Experience

• Bachelor's degree in marketing, Business, Communications, or a related field (Master’s preferred).
• 8+ years of experience in marketing, brand management, or related roles, preferably within nonprofits, conservation, or mission-driven organizations.

Health and Safety:

It is the goal of the Parks Conservancy to create and maintain a safe and healthy workplace. We work to mitigate hazards and risks that may cause harm to employees, consistent with state and federal laws. Employees play an active role in creating a safe and healthy workplace and are expected to comply with all applicable health and safety rules.

Physical Requirements and Work Environments:

• Work is performed in an office setting.
• Work is primarily performed sitting, standing, and/or walking.
• Must be able to sit at a desk six to eight hours per day
• Must be able to lift up to 20 pounds.

Salary/Benefits: The annual salary for the position is $115,000 (Grade 21). As part of our equitable hiring practices, The Parks Conservancy will hire at the salary posted for the position and will not make an offer above this level. Benefits include a competitive suite of medical, dental, and vision plans, up to 3 weeks of paid vacation; holiday, personal, and sick days; a 403(b) retirement plan, Employee Assistance Program, employee discounts, and more.

Application Deadline Date: For priority consideration, please apply by January 10, 2025.

The above statements are intended to describe the general nature and level of work being performed by people assigned to this classification. They are not to be construed as an exhaustive list of all responsibilities, duties, and skills required of personnel so classified. All employees may be required to perform duties outside of their normal responsibilities from time to time, as needed.

The Golden Gate National Parks Conservancy is an Equal Opportunity Employer. Recruitment, placement and promotions are conducted without regard to an individual's race, color, religion, sex, national origin, age, physical handicap, veteran status or sexual orientation, or any other classification protected by Federal, State, and local laws & ordinances. We will consider qualified candidates with criminal history in a manner consistent with the requirements of the San Francisco Fair Chance Ordinance. All qualified applicants are encouraged to apply.