Vice President Marketing Communications

About the Organization

The ASPCA was founded in 1866 on the belief that animals are entitled to kind and respectful treatment by humans and must be protected under the law. As a privately funded 501(c)(3) not-for-profit corporation with more than two million supporters nationwide, the ASPCA is committed to preventing cruelty to dogs, cats, equines, and farm animals throughout the United States.

Headquartered in New York City and with operations and programs in locations across the U.S., the ASPCA's programs tackle issues facing animal welfare on a national scale with operations throughout the country. Our vision that animals are valued by society, protected by its laws, and free from cruelty, pain and suffering is achieved through innovative programs addressing: homelessness, access to veterinary care, behavior, protective legislation, rescue from abusive situations and natural disasters, among others.

We assist animals in need through on-the-ground disaster and cruelty interventions, behavioral rehabilitation, animal placement, legal and legislative advocacy, and the advancement of the sheltering and veterinary community through research, training, and resources.

At the ASPCA, we are committed to fostering a collaborative and compassionate culture and we welcome all voices to contribute to our lifesaving mission. Our staff represent a vast array of backgrounds and diversity dimensions, bringing with them valuable experiences and perspectives. They join the ASPCA to learn, grow, and continually do their best work on behalf of animals. We are inspired by our staff, partners, and the communities we support across the country who work to improve animal lives. We are committed to diversity, equity, and inclusion at the ASPCA because it elevates our organizational culture, aligns with our Core Values, and enables us to move further and faster toward the ASPCA's vision – that all animals live good lives; valued by society, protected by its laws, and free from cruelty, pain and suffering.

For more information, please visit www.aspca.org


About the Position

The Vice President (VP) of Marketing Communications is a new position that will play an essential role in understanding the organization's new audiences and effectively sharing the ASPCA's life-saving programs with these audiences across the country. In partnership with key stakeholders in the Communications and Development departments, the (VP) will lead the team developing the strategic narrative for the ASPCA's long-term goals and marketing plans to engage with these new audiences to help vulnerable animals across the country.

The VP will report to the Senior Vice President (SVP) of Communications, with a dotted line to the SVP of Development, and together they will set the marketing communications strategy for key audiences for the nation's leading animal welfare organization.

The VP will initially lead two direct reports and two teams of up to 15 staff, specifically: Creative Strategy & Branding (CS&B), the team responsible for strategically producing photo and video assets for the ASPCA's various communication channels and setting brand marketing communications strategy; and Professional Communications, the team responsible for setting the marketing communications strategy to reach and engage with professional audiences (veterinarians, behaviorists, equine welfare leaders, law enforcement, shelter and rescue management, among others). Starting in the fall, the VP will oversee Events, the team responsible for setting standards and centralizing resources for all ASPCA events, except fundraising events, which will continue to be overseen by and managed by Development. All teams reporting to the VP must work effectively with other stakeholders across the organization, spanning various disciplines.

This is an ideal opportunity for a seasoned marketing communications leader who is passionate about animal welfare issues to collaboratively build and refine best-in-class function for a preeminent animal welfare organization.

Responsibilities include, but are not limited to:

Marketing Communications Strategy (30%):

  • Establish a consistent, engaging narrative for the ASPCA and its audiences in service and support of the organization and its 2030 goals, particularly to reach beyond already served audiences
  • Work with teams to establish foundational messaging for key initiatives/campaigns and guide the CS&B team to create supporting branded assets
  • Create marketing communications architecture/framework of long-term goals and branded initiatives and programs for dissemination across the organization
  • Provide strategic oversight and advice for marketing communications plans to support key business objectives, in collaboration with programs and existing communications functions
  • Develop marketing plans that support new initiatives and generate measurable impact, with input from key stakeholders
  • Guide marketing research within each community we serve to better identify target audiences and adjust strategies and narratives, as needed
  • Guide audience development, helping teams define, understand and support new audiences
  • Survey landscape and work with leadership and teams to assess additional needs and implement marketing communications solutions over time
  • Help team and organization integrate marketing communications assets and strategy to ensure consistency of branding and messaging with all interactions

Creative Strategy & Branding (20%):

  • Oversee Creative Strategy & Branding (CS&B) team that is developing the branding principles, strategy, and processes to build visual assets that are aligned with the organization's mission and help achieves business goals
  • Manage the development and design of public-facing materials, in collaboration with CS&B leadership, that communicate key messages to target audiences
  • Provide asset and content consultation and support to key audiences and channels
  • Develop consistent branding and collateral that supports objectives and maintains consistent narratives and messaging across teams and channels
  • Create advertising that supports narrative and branding story, as needed
  • Oversee multimedia content, including video and photo production
  • Continue to build processes, protocols, tools, and training resources that ensure brand integrity and empower staff to be effective brand stewards

Professional Communications (20%):

  • Set professional marketing communication strategy for the organization, in partnership with Program leadership and SVP, and oversee team executing the work via ASPCApro.org and other professional communications tools
  • Lead the development of and oversee the execution of marketing communications programs and campaigns in support of activities that bring our professional audiences closer to achieving our 2030 goals
  • Work with VP of External Communications and Strategy & Research team on strategic research in support of audience actions
  • Work with ASPCA programs to ensure alignment of marketing communications strategy and programmatic goals

Events (20%):

  • Support existing Events leadership in centralization of internal and external non-fundraising in-person and online event needs
  • Help organization capitalize on expertise and industry best practices, creating efficiencies and streamlined brand experience for all participants

Team Management and Leadership (10%):

  • Work with SVPs of Communications and Development to set marketing communications strategy, goals and key results that deliver both programmatic and departmental impact
  • Provide leadership and management for marketing communications team. Ensure teams are working strategically and connecting across programmatic areas
  • Manage and develop direct reports and overall team; complete annual and semi-annual performance evaluations; offer professional development guidance and growth opportunities
  • Practice and espouse positive, people-centric management approaches that are in line with organizational culture and Core Values
  • Support direct reports in setting clear expectations and effectively managing and developing their direct reports
  • Engage in all necessary activities of the employee lifecycle including but not limited to interviewing, hiring, training, performance coaching, succession planning, salary changes, promotions, and terminations
  • Participate in and contribute to annual strategic planning process and regular management of budget; participate as a department head and member of Communications Leadership Team

*Percentages of time spent in each area subject to change based on the evolution of function over time


Exemplifies the ASPCA's Core Values:

  • Has Commitment and dedication to improving the lives of animals
  • Demonstrates Ownership and feels responsible for outcomes
  • Believes in Team – that we are stronger together
  • Seeks to Elevate others and reimagine what is possible
  • Focuses on Impact, specifically making change for animals

Candidate Requirements:

  • BA/BS degree required; Master's degree or equivalent experience preferred, with demonstrated experience in marketing strategy
  • 12+ years of experience in marketing or marketing communications strategy and planning
  • 7+ years of team leadership experience
  • 5+ years of budget management experience
  • 7+ years' experience developing measurable and integrated marketing campaigns
  • Knowledge and experience in developing traditional as well as digital and social media marketing campaigns
  • 5+ years of experience in digital content and marketing strategy and email engagement strategy
  • Experience executing communications and audience research
  • Broad understanding of branding, marketing, advertising and communications industry and issues, professional communications, as well as a general understanding of commonly used consumer marketing techniques to drive programmatic impact and engagement
  • Must be a proactive and clear communicator in both written and verbal communications –able to deliver presentations, possess strong judgment, able to anticipate needs and challenges, and ask appropriate questions to mitigate issues
  • Strong interpersonal skills and ability to effectively work with a wide range of constituencies
  • Must be a collaborative, flexible, team player and able to maintain good working relationships with colleagues, leadership, partners, and public
  • Ability to develop and implement strategic marketing communications and data-based marketing plans
  • Strong leadership skills, work ethic, creativity, and passion for the animal welfare field
  • Must have proven track record as a strong critical and strategic thinker with the ability to synthesize sophisticated information and convey complex ideas in accessible and relatable terms
  • Willingness to quickly get up to speed and understand the ASPCA's mission, programs, policies, and philosophies
  • Established knowledge of the animal welfare industry – familiarity with major national organizations, leading local groups and other influencers and innovators in the space preferred
  • Must be well organized, have an ability to work rapidly and meet deadlines under pressure
  • Experience engaging with external partners and interfacing and negotiating with external vendors required
  • Ability to work with Microsoft Office, Microsoft Excel; familiarity with Canva, PhotoShop, Adobe Creative Suite Knowledge of traffic, print production, photography, and videography from conceptualization to post-production helpful



Additional Information:

The ASPCA strives to maintain a COVID-free workplace. To that end, being fully vaccinated is a condition of employment for all ASPCA employees, including new hires. The ASPCA makes reasonable accommodations for qualified applicants with disabilities or sincerely held religious beliefs that prohibit a person from being vaccinated.

Ability and willingness to travel up to 20% of the time as needed. Please note, travel requirements may be modified temporarily due in part to COVID-19; this remains a requirement of the position, and we expect normal travel volume to resume as the organization resumes normal operations.

LOCATION:

Must be within commuting distance to ASPCA's NYC-based corporate headquarters; position will be eligible for a hybrid remote/in-office schedule.


COMPENSATION AND BENEFITS:

Salary and benefits will be competitive and commensurate with experience.


QUALIFIED INDIVIDUALS, PLEASE APPLY:

The ASPCA is an equal opportunity employer and welcomes candidates from diverse backgrounds. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, citizenship, disability or protected veteran status.

On-Ramps is deeply committed to diversity, equity, and inclusion. We believe our impact is elevated substantially when all members of our staff, our partners, and our communities are seen, heard, and included. We're partnering with the team at the ASPCA to build a diverse team that demonstrates this commitment. We encourage candidates from all backgrounds to apply.