The Director of Communications & Marketing manages a team dedicated to increasing the visibility and awareness of Girl Scouts Heart of Central California (GSHCC) through strategic, multi-channel communications efforts and initiatives. The Director is responsible for creating and managing an annual communications and public relations plan, and associated campaigns, that: support council priorities and key initiatives; engage key stakeholders and community partners; and foster a positive image of Girl Scouts throughout our 18-county region. This position is directly responsible for creating clear and effective content/messaging for both internal and external audiences, as well as management and strategic direction of public-facing platforms (e.g., council website and social media channels). The Director will also work in conjunction with executive leadership and council team members to build, create and sustain relationships with local media, business and community partners.

DEPARTMENT DESCRIPTION

The Communications & Marketing team creates and implements strategies to position Girl Scouts as the premier leadership organization for girls in the 18-county region served by Girl Scouts Heart of Central California. The team creates and implements GSHCC’s communications, public relations and marketing initiatives designed to: recruit and retain members and volunteers; promote the council’s programs in a way that increases awareness and utilization of those programs and services; and foster a positive image of Girl Scouts with the media, public, funders, and other key stakeholders.

ESSENTIAL DUTIES AND RESPONSIBILITIES

1. Takes a leadership role in developing and implementing a comprehensive council communications, public relations and marketing strategic plan.
2. Develops and manages council-wide communications content calendar incorporating traditional, social and digital media to support and advance programs, events, campaigns and activities.
3. Develops, writes and coordinates the production of all communications and marketing materials, including but not limited to council e-news, publications and print materials.
4. Writes content that is clear, concise, and appropriate for multiple channels (website, email, print collateral, social media, podcast, video, and media) and multiple target audiences (girl members, troop leaders, volunteers, non-members, and the public) aligned to GSHCC’s mission and key initiatives.
5. Creates and implements GSHCC crisis communications as needed.
6. Fosters positive relationships with key stakeholders, business leaders and community members to create long term partnerships, increase visibility and build brand awareness through public relations and networking engagement.
7. Establishes and cultivates relationships with local and mainstream media throughout the council jurisdiction.
8. Fields inquiries from news media, provides guidance on responding to requests for information about the council and serves as the council’s designated spokesperson as necessary and appropriate.
9. Proactively seeks earned media opportunities to support the recruitment of girls and adults, promote Girl Scout programming, achieve product and revenue goals and attract new funding sources and community partnerships.
10. Researches stories, collects testimonials, writes press releases and articles and pitches stories that enhance the Girl Scout image/brand and provide increased visibility to the council.
11. Working with executive leadership and department/program leads, will support (and sometimes lead) the development and implementation of a variety of marketing initiatives (efforts may include limited paid advertising, but overall emphasis will be placed on earned and organic television, radio, print, social and digital media advertising) to increase growth and raise visibility and support of council initiatives. Manages contracts for freelancers, marketing agencies, and vendors as appropriate.
12. Oversees the development, creation and management of council social media campaigns, ensuring all communications are in compliance with social media guidelines. Capture social media metrics and analyze trends to optimize viewing and shares. Research to ensure council’s social media outlets remain current with technology and recommend changes as necessary.
13. Prepares speeches and design presentations for senior leadership and/or council initiatives.
14. Analyzes market trends, persona data and customer insights and recommends changes to communications and marketing strategies and plans accordingly.
15. Develops and maintains strong working partnerships with volunteers that encourages the exchange of public relations and marketing opportunities, capitalizes on local knowledge and positively promotes Girl Scouts. Provides support and resources that are readily available to assist their efforts.
16. Works collaboratively with all functional areas of the council to develop media campaigns, communications pieces and messages that support and achieve the council’s membership, product, program, fund development and other goals.
17. Actively supports and promotes the Council’s commitment to excellence in member services, membership growth, community visibility and diversity.

TEAM LEADERSHIP

The Director is responsible for overall department management, including:

• Recruiting, managing and developing qualified and skilled team members that support the implementation of communications and marketing strategies and initiatives.
• Establishing and communicating performance standards and holding team members accountable for their individual and collective contributions to advancing the team’s and council’s goals.
• Fostering a positive and collaborative work environment that encourages teamwork within the department and across the council.
• Ensuring the team has needed systems, technology, and tools to work efficiently and produce high-quality work outcomes.
• Being a leader who cares for and supports the team members’ professional development.

• Bachelor’s degree in communications, public relations, marketing or related field preferred
• Demonstrated skills and experience in the design and execution of communications, public relations and marketing activities
• Five to seven years of experience in progressively responsible roles and experience in managing staff
• Strong writing, editing, and proofreading skills: ability to write for a variety of audiences and for multiple channels including website, email, social media, and printed collateral
• Experience in guiding and managing marketing collateral development and design processes
• Experience working in a non-profit organization preferred, but not required
• Exceptional interpersonal, verbal and communication skills to maintain and build collaborative relationships
• Strategic, forward thinking
• Ability to manage multiple tasks and projects
• Experience developing and managing budgets
• Bilingual (English/Spanish) skills preferred but not required
• Demonstrate a commitment to recognize and respect the many forms of diversity
• Demonstrate a willingness to embrace the Girl Scout mission, goals, values, and council-driven programs
• Proof of COVID-19 vaccination, unless a qualifying medical or religious exemption is needed

TECHNICAL SKILLSET

This position requires training in several systems. You will receive training on these systems and must be comfortable with and have a broad knowledge of these systems.

• Girl Scouts Volunteer Systems 2.0
• Proficiency in Microsoft Office Suite, Microsoft Teams
• Digital media: video posting/editing, social media posting/editing, email marketing platforms (SalesForce Marketing Cloud)
• Zoom, GoToMeeting, Looker, gsLearn, gsConnect, Adobe Experience Manager (web editor), Google Analytics, Adobe Creative Suite
• Asana (project management)
• Rallyhood (internal member portal)

PHYSICAL & OTHER REQUIREMENTS

• Able to lift and carry 25 pounds.
• Must possess valid California driver’s license, a clean driving record, and provide proof of insurance

WORK HOUR/TRAVEL

• Must have access to reliable transportation; position may include some work-related travel.
• Willingness to work a flexible schedule and travel, including some overnight travel as needed (approximately 3 times per year).
• Available for council-required events throughout the year.