GENERAL FUNCTIONReports to SVP CMO and serves on the Marketing Leadership Team, working closely with Association Associate VPs of Marketing and of PR & Marketing Communications. Work will be done primarily on a remote basis. Some meetings and work in the Association Office, at YMCA facilities, and other offsite locations will be requiredSME responsible for optimization of website, social media platforms and email/MMS/SMS platforms (including oversight of customer journeys), and for ensuring an integrated marketing approach through the YMCA membership and program management platform (Reclique CORE), apps, in-Center channels, etc.Manages website, email/MMS/SMS, and other marketing technology partnerships as assigned, in collaboration with SVP CMORecommends and oversees approved processes for integration of marketing technology and channels to increase marketing effectiveness and ensure a streamlined customer experience Monitors Google analytics, keywords and other marketing metrics for insights, reports findings and makes recommendations for improving efficiency and resultsResearches and recommends digital marketing and marketing technology best practices, keeping pace with technology innovations and emerging digital trends, and training or facilitating training as requiredContributes to and helps maintain a professional work environment by demonstrating integrity, promoting teamwork and fostering positive communication KNOW HOWBachelor’s Degree in marketing, communication, business or related discipline Minimum 3-5 years’ experience and demonstrated success in digital marketing, including automation and marketing content that attracts audiences and drives action across digital platforms leading to measurable resultsTechnical aptitude and working familiarity with marketing technology tools and software including email/MMS/SMS automation (Salesforce Marketing Cloud preferred); website management (WordPress preferred); social media management (Hootsuite or similar); Adobe Creative Cloud; and databases and business systemsBasic understanding of HTML and JavaScript, plus creating flows in Microsoft Power AutomateWorking understanding of website optimization; user experience; analytics; SEO and paid search; social media; email marketing; MMS/SMS; eCommerce; customer segmentation; lead generation and sales processes; marketing automation and AIAbility to generate, analyze, interpret and translate complex and varied inputs including digital behavioral data and analytics, market research, industry and competitive trends and more, into a clear, cohesive narrative that leads to actionable strategiesExceptional organizational and time management skills including effective project management and ability to lead and direct outside resources Ability to work independently and meet deadlinesAbility to recognize challenges and opportunities, drive ideas, and map digital solutions to desired outcomes through marketing strategy, planning and workflowsHigh EQ and adaptability under pressure and during times of rapid changeIntellectual curiosity; optimistic about future possibilities and a catalyst for well-managed change; thrives on continuous learning/teaching and collaborationExcellent written, verbal and visual communication skills PRINCIPLE ACTIVITIESOptimize technology investments, including oversight of implementations, user adoption and training for marketing softwareManage relationships with internal marketing technology users and external vendors as requiredWork closely with cross-functional teams, including effective communication between marketing, membership, wellness, financial development, IT and external partnersDevelop strategies and programs to attract, engage and deepen relationships with members and participants, driving traffic and revenue, and maximizing efficiency of digital marketing channelsDevelop and execute a cohesive strategy and comprehensive calendar for digital marketing, marketing technology, content creation and web management in collaboration with Association Associate VPs of Marketing and of PR and Marketing Communications, and use expertise to expand digital engagement across multiple marketing channelsDevelop content as assigned for digital channels, including editing and repurposing existing contentLead, engage, influence and support partners across the organization to implement designed journeys, customizing content and experiences for multiple audiences and stages of engagementIdentify, propose and oversee “cross-sell” and other digital marketing engagement opportunities through analysis, execution and evaluationSet, manage, report, evaluate and achieve digital analytics benchmarks and goalsLeverage existing data and analytics and develop additional sources, as necessary, to inform strategy development, ongoing measurement and optimizationCommunicate results to key internal stakeholders and provide actionable insightsCollaboratively lead and oversee content distribution to online channels (e.g., social media platforms) to increase web traffic and other engagementManage the user experience of the website Oversee the proper maintenance and updating of the website by ensuring processes are established and followed in a timely mannerStay up to date on trends, tools and insights within digital marketing, AI and automation, serving as a marketing technology resource Create vision and roadmap for developing digital marketing excellence and new capabilities in alignment with strategic goals and improving processes and performanceOther duties as assigned