For 150 years, the San Francisco SPCA has been a cherished San Francisco institution, known for compassion, excellence and innovation. We are seeking an experienced, mission-driven marketing leader who will be responsible for developing and implementing the Society’s marketing strategy and stewarding our brand across all marketing channels, with a particular focus on fundraising, promoting our state-of-the art veterinary hospitals, and championing our leadership position in the field of animal welfare. The individual must have a passion for marketing and be committed to the SF SPCA’s mission of saving, caring for, and improving the lives of animals and the people who love them.
Reporting to the Chief Operating Officer, the Director of Marketing Communications will be responsible for leading the strategic development, creative execution and implementation of offline and online advertising and integrated marketing communications efforts that re-enforce the brand and drive measurable results. This is a hands-on role that will be tasked with everything from strategy to creative ideation to execution, and the successful candidate will need to be able to devise and measure marketing solutions that support the Society’s marketing efforts and revenue goals.
S/he should be a strategic thinker who is able to develop marketing plans that are aligned with the Society’s overall strategic plans and be adept at collaborating with stakeholders to make those plans a reality.
S/he will have overall responsibility for leading marketing activities to maximize the Society’s impact and build both local and national awareness for the Society’s programs and services and its successes.
Working in conjunction with multiple stakeholders, s/he will provide channel strategy expertise and recommend the most effective ways to achieve objectives. S/he will also oversee the execution of all marketing materials to ensure they are efficiently planned, prioritized, and implemented within budget.
- This role will be part of the director’s circle and leadership team and will have a voice in setting overall direction and strategy for the organization as well as a 2-3 year marketing strategy that supports the organization’s strategic vision
- Develops annual marketing tactical plan in line with annual budget.
- Sets digital engagement strategy with new website and CRM
- Manage and grow the SF SPCA brand with creative campaigns/events to raise awareness, grow constituents/engagement/revenue/donations.
- Oversees the marketing team, including (at this time) a marketing manager, media relations manager, events coordinator, and graphic/web designer.
- Manages marketing budget, third-party vendors, and volunteers
- Provides marketing services to internal clients: veterinary hospitals, adoption centers, Development, and various programs, including Advocacy, Behavior & Training, Humane Education, Community Medicine, and Volunteer Services.
- Sets objectives and reviews metrics regularly to measure success. Regularly review shared metrics and department outputs to measure success and innovate for improvement.
- Assures consistent, branded, timely outreach to public constituents by setting and tracking shared objective, goals, and tactics with department leads.
- PR: Manages traditional and non-traditional media relations, press releases, PR strategy, and the ongoing relationship with external PR/Communications firm. Sets up ongoing media training, conducts market research as needed, and may occasionally serve as a spokesperson on radio and TV
- Internal and External communications: Directs our communications, including key messages, major announcements, and communications strategies for organizational changes. Manages eNewsletter and other outbound email communications.
- Website: Oversees sfspca.org, which receives nearly 1MM visitors per year, plus additional websites and our web maintenance and design vendors.
- Social media: Oversees strategy for engaging and converting stakeholders on multiple popular social media channels. Collaborate with Development Department and digital advisory firm on new digital donor acquisition strategies.
- Advertising: Directs limited budget towards appropriate and successful advertising channels to build engagement, drive traffic, acquire clients, and fuel donations.
- Marketing materials: Directs and reviews all creative and print for brochures, posters, stickers, cards, TV slides, apparel, etc.
- Print: Collaborate with Development Department on Our Animals, the Society’s magazine, and our annual report to donors.
- Events: Develops strategic organizational and community events to generate awareness, deepen community ties, build relationships, encourage adoption and inspire donations. Build a collaborative strategy for converting event attendees to program constituents and organizational donors.
- CRM: S/he should have experience in marketing automation and CRM and be capable of implementing complex workflows and defining content strategy across multiple categories and customer demographics.
- Research: Conduct market research as needed.
- Performs other related duties as assigned
- Practice and encourage the humane treatment of animals
- Provide excellent customer service to clients, volunteers, and staff while actively promoting our mission.
- Promote donation and giving opportunities as appropriate
- Work with Volunteer Services to recruit volunteers to assist with events and other marketing programs
- Coordinate and supervise volunteers needed for the successful execution of events
- Work cooperatively with all volunteers and recognize the talent and commitment they bring to the Society
- Ensure a safe work environment; following safety guidelines and modeling safe work practices
- Take immediate action to address any safety concerns that could put staff members, volunteers, clients, animals, or the organization at risk
- Maintain a clean, healthy, sanitary work area; following pest/rodent protocols
- Participate in keeping the SF SPCA campus clean and well maintained
- Facilitate open, direct communication throughout the Society.
- Embrace and promote the Society’s BLISS direct communication program.
Physical Requirements and Work Environment:
- Regularly sits at a computer station and operates electronic equipment 6 to 7 hours per day
- Frequently lifts, carries and positions objects weighing up to 15 pounds when moving supplies and managing special events
- Typically stands, bends, stoops and crouches while working special events
- Periodically moves about the campus to coordinate work
- Consistently exposed to animals and animal allergens under conditions with limited alternatives available
Chief Operating Officer