Director of Marketing

Director of Marketing, Communications, Public Relations, and Branding

Location: Greater Birmingham Humane Society (GBHS)
Reports To: Chief Executive Officer (CEO)
Classification: Full-Time | Exempt | Senior Leadership Team

• Please include a cover letter and portfolio in addition to your application

POSITION SUMMARY

The Director of Marketing, Communications, Public Relations, and Branding (“the Director”) leads the strategic vision, development, and execution of a comprehensive marketing, communications, and public relations strategy that elevates the mission of the Greater Birmingham Humane Society (GBHS). This role enhances the organization’s image and visibility across key stakeholder groups, promotes public engagement, and fosters broad-based support for its programs and services.

This senior leadership position ensures brand consistency across all platforms and leverages both traditional and emerging technologies—including artificial intelligence (AI), marketing automation, social media, and data analytics—to drive performance, storytelling, donor engagement, volunteerism, and community awareness.

PRIMARY OBJECTIVES

• Deep understanding of the GBHS mission, brand, and audience segments.
• Strategic development and execution of compelling, cohesive messaging that informs, inspires, and activates target audiences.
• Effective delivery of messaging across all communication platforms including digital, print, media, and AI-powered tools.

KEY RESPONSIBILITIES

Marketing, Communications, Public Relations, and Branding

• Create, implement, and measure a holistic communications and marketing strategy that aligns with GBHS’s mission and goals.
• Lead cross-platform storytelling efforts—producing emotionally resonant content across digital, print, video, and event mediums.
• Serve as brand steward, ensuring consistency in messaging, voice, visual identity, and user experience across all public-facing materials and platforms.
• Manage and expand media relations strategy, including outreach, press releases, op-eds, interviews, and crisis communications.
• Direct content creation for all platforms including website, blog, e-newsletters, social media (Facebook, Instagram, LinkedIn, X), print appeals, brochures, digital campaigns, and annual reports.
• Lead the organization’s social media strategy, including content calendar development, monitoring, analytics, and engagement.
• Leverage AI-driven tools (e.g., ChatGPT, Grammarly, Midjourney, Canva AI, Jasper) to enhance content creation, media monitoring, SEO optimization, and campaign performance.
• Develop strategies for rapid-response communications during crisis scenarios (e.g., disaster relief, cruelty cases, large-scale rescues).
• Implement customer journey mapping and personalization using CRM and digital automation platforms.
• Monitor trends in the nonprofit, animal welfare, and digital marketing sectors to inform strategies and enhance brand relevance.

Planning, Budgeting, and Strategic Leadership

• Develop and execute an integrated strategic communications plan that supports GBHS’s long-term vision and immediate goals.
• Collaborate with Development, Programs, Operations, and Volunteer teams to align messaging and maximize impact.
• Establish KPIs and performance metrics for all communications and branding initiatives. Utilize analytics dashboards and AI-powered tools to track and optimize results.
• Prepare and manage department budgets, ensuring resource allocation aligns with strategic priorities.
• Lead regular brand audits and market research to assess audience perception and refine outreach approaches.

AI, Technology, and Innovation

• Integrate AI-driven solutions to streamline internal workflows, enhance content creation, automate repetitive tasks, and improve audience targeting.
• Explore AI applications for donor segmentation, email personalization, A/B testing, image generation, and predictive analytics.
• Stay abreast of emerging technologies and communication tools to maintain GBHS’s competitive edge in the nonprofit sector.

Team Leadership and Management

• Hire, train, mentor, and manage a high-performing team of marketing, communications, and creative professionals.
• Cultivate a team culture of accountability, innovation, and excellence.
• Promote cross-functional collaboration to ensure seamless coordination across departments.
• Lead vendor and contractor relationships (e.g., designers, photographers, digital agencies) and negotiate service contracts as needed.

Fundraising and Development Support

• Partner with the Development team to create compelling donor communications, annual giving campaigns, sponsorship decks, and event promotions.
• Contribute to grant proposals, reports, and stewardship content through storytelling and impact narratives.
• Drive campaigns and storytelling that connect with donors emotionally and convey measurable impact.

QUALIFICATIONS

Required

• Bachelor’s degree in Marketing, Communications, Public Relations, Journalism, or related field. Master’s preferred.
• Minimum of 5 years in a leadership role in marketing, communications, or PR—preferably within a nonprofit or animal welfare environment.
• Demonstrated success in developing and executing integrated marketing strategies across traditional and digital channels.
• Proficiency with:
  • Social media and content platforms (Meta Suite, LinkedIn, X)
  • Design and video tools (Canva, Adobe Creative Suite)
  • Email marketing platforms (e.g., Mailchimp, Constant Contact)
  • Website CMS (WordPress, Squarespace, Wix)
  • Analytics and reporting tools (Google Analytics, Meta Business Suite, SEO tools)
  • Marketing automation and CRM tools (HubSpot, Salesforce Marketing Cloud, or similar)
  • AI tools (ChatGPT, Jasper, Grammarly, Midjourney, Canva AI)

Preferred

• Experience with cause marketing, issue advocacy, or mission-driven storytelling.
• Media training or experience as a public spokesperson.
• Video production and basic photography skills.
• Event promotion and experiential marketing experience.
• Strong understanding of DEI communications practices.

KEY COMPETENCIES

• Strategic and analytical thinking
• Creative vision and storytelling ability
• High emotional intelligence and interpersonal skills
• Strong project and time management
• Excellent writing and editing
• Data-driven decision making
• Media and crisis communication expertise
• Adaptability and resilience in a fast-paced environment

WORK CONDITIONS & ADDITIONAL REQUIREMENTS

• Must be able to work at a computer for extended periods and lift up to 30 pounds occasionally for event setup.
• Evening and weekend hours are required, particularly during special events and fundraising activities.
• Work is performed in an animal shelter environment with exposure to high noise levels, animals, and zoonotic diseases.
• Occasional travel for meetings, events, and conferences required.

OUR COMMITMENT TO DIVERSITY

GBHS is an equal opportunity employer committed to creating an inclusive environment for all employees. We welcome and encourage individuals of all backgrounds, abilities, and perspectives to apply. It is the policy of GBHS to provide EEO to all persons regardless of age, color, national origin, citizenship status, physical or mental disability, race, religion, creed, gender, sex, sexual orientation, gender identity and/or expression, genetic information, marital status, status about public assistance, veteran status, or any other characteristic protected by federal, state, or local law.