Marketing and Communications Director

Marketing and Communications Director
Start Date: January 1, 2022
Position open until filled
Salary: $75,000
Reports to: Executive Director

Position overview:

The Director of Marketing & Communications will oversee the communication strategy for a variety of constituents, in support of Adventure Cycling’s mission and key priorities, and will guide the development of multi-channel communications in areas such as media outlets, website, email, social media, and donor communications.

About ACA:

Adventure Cycling serves through its members and the bike travel community. Our cycling community encourages and supports countless cyclists each year as they explore the beauty and history of America while tending to their mental and physical well-being. For nearly half a century, Adventure Cycling has created life-changing experiences that deepen appreciation for our country’s diverse cultures, communities, landscapes, and people. As the largest nonprofit cycling organization in the country, we have an impactful voice in policies and programs that advance the safety and accessibility of cycling. ACA headquarters are based in Missoula, MT, and we acknowledge and honor the Indigenous peoples who consider this land their home. The area’s natural abundance was stewarded by many peoples including the Blackfeet, Crow, Shoshone, Cheyenne, Kootenai, Pend d’Oreilles and Salish for millennia before colonization, and continues to be to this day.

Commitment to Diversity, Equity and Inclusion:

The Staff and Board of Directors of Adventure Cycling Association believes in the power of bicycle travel to open minds and change the way the world explores. We envision a future where this organization draws staff, tour leaders, members, board members, and riders from the whole of our society. For this to occur, bicycle travel has to be available for everyone.

We are committed to listening to BIPOC, LGBTQ, and other marginalized peoples and understanding the systems contributing to oppression while also working to provide more resources and support for these communities.

The Adventure Cycling Association acknowledges its place in this power dynamic. As an organization we have benefitted from white privilege omnipresent in the United States and must use our power to hire, support, empower, and create safe spaces for Black, Indigenous and People of Color, LGBTQIA+, and Femme/Trans/Women communities.

Key Responsibilities:

Adventure Cycling Association seeks an experienced, energetic, detail-oriented professional to direct the organization’s communications and digital strategy. The successful candidate will be a team builder and leader with successful experience in audience segmentation, acquisition, retention, and customer relationship marketing. The ability to take knowledge and transform it into exciting and useful messages, and disseminate it to the right audiences through the best communication channels is critical.

Adventure Cycling is currently integrating a new technology stack. A key part of this job will be helping Adventure Cycling establish audience segments and interest-based communication streams in support of our goals to expand, engage, and diversify our community.

Marketing & Communications

  • Annual plan and marketing calendar. Build and manage the holistic annual marketing calendar, defining priorities for all platforms, ensuring an integrated approach in support of Adventure Cycling’s communication and program priorities.
  • Implement the organization’s communication strategy. Oversee implementation of the acquisition and engagement communication strategies across all channels (paid, owned, earned, shared). Collaborate with leadership across the organization to utilize digital tools (web, social, email) to communicate our organizational priorities, including fundraising, online sales, new member acquisition, member communications and engagement, and advocacy. Integrate use of print mediums as part of campaign streams where appropriate.
  • Develop and optimize interest-based communications. Using our CRM, email and marketing automation tools, optimize and integrate campaigns for acquisition, fundraising, eCommerce, advocacy, community engagement and volunteer management platforms.
  • Manage agency relationships for paid advertising. Define scope of work for agency partners, negotiate contracts for services, and monitor performance against established goals.

Digital Strategy & User Experience

  • Develop and implement audience segmentation principles and hierarchies in partnership with Database Administrator and cross-functional teams.
  • Manage the website and oversee UX. Ensure that the website effectively supports the organization's communications strategy and utilizes best practices for an effective user experience. Guide design team to create new UI concepts and designs for online projects.
  • Collaborate with technology team to develop and maintain systems to support ongoing campaign operations such as developing and maintaining website features, database administration, and implementing tracking systems for analytics of web traffic, paid, owned, earned and shared marketing campaigns.
  • Partner with Sales (merchandising) team to deliver an effective online sales experience for our community.

Leadership & Admin

  • Lead the marketing team (5 Direct Reports). Guide and mentor team members in their work, professional development, and collaboration with the rest of the organization. Leverage use of external vendors and contractors as needed to supplement workflow of existing resources.
  • Create and manage the departmental budget. Lead annual planning and forecasting of impact and revenue goals for priority programs. Oversee monthly reviews of budget to actuals.
  • Construct a marketing dashboard providing KPI reporting across all platforms to key stakeholders. Oversee creation of weekly/monthly/annual KPI reports for channel and campaign performance and distribute to leadership for inclusion in the organizational dashboard. Provide ad-hoc reports and insights for planning and collaboration with other departments as needed.

Required Qualifications:

  • 6-10 years previous work experience with developing and implementing strategies for acquisition, engagement, and retention campaigns utilizing multi-channel campaigns. Experience with CRM platforms, marketing automation tools, and social media channels.
  • Self-starter, able to work independently, and entrepreneurial.
  • Relationship builder with the flexibility and finesse to "manage by influence" Able to communicate effectively both verbally, through presentations, and in writing to serve as a unifying force and to position communications discussions at both the strategic and tactical levels.
  • Sincere commitment to work collaboratively with all constituent groups, including staff, board members, volunteers, donors, program participants, and other supporters.
  • Solid understanding of web design procedures. In depth knowledge of principles of SEO/SEM and website analytics. Basic understanding of HTML, CSS, JavaScript.
  • Keeps current on latest trends, technologies, and strategies in digital marketing to assess and implement best practices.
  • Data-driven decision making and excellent analytical skills. Able to extract and analyze campaign data to evaluate KPIs, provide recommendations grounded in campaign performance, best practices, data, and actionable insights.
  • Track record of building and leading high performing teams - able to attract, retain and inspire all levels of talent. Experience in management of remote staff and/or outside resources.
  • Understanding and willingness to engage with issues of institutional and structural racism or bias and their impacts on our organization and community.
  • Commitment to equity and inclusion and to learn and respect differences of race, ethnicity, gender identity or expression, ability, religion and socio-economic circumstances and class.

Preferred Qualifications:

  • Experience working with people very different from yourself.
  • Excellent at collaborating with subject matter experts and translating that knowledge into strategic campaigns, and explaining complicated topics in a fun, clear, concise and engaging manner.
  • A passion for learning and regularly looks externally for innovative solutions and new ideas.
  • Non-profit or agency experience in digital strategy and implementation of multichannel campaigns.
  • Experience building digital accessibility for people with disabilities.

Compensation, Schedule and Benefits:

This is a full time, exempt position (average 40 hrs/week). Schedule varies by supervisor, but is generally M-F, 8am-5pm MST. We are located at Adventure Cycling’s headquarters in beautiful and bike-friendly Missoula, Montana, and are also open to remote applicants who live in the Mountain West or Northwest Region (WA, OR, NV, UT, CO, ID, MT, WY). Benefits include paid time off, holidays, an additional fully paid one-week bike vacation (a.k.a. “bike respite”), medical, dental, and vision coverage, life insurance, and retirement plan. We have a wonderful office in downtown Missoula, with plenty of bike racks! Adventure Cycling Association is an equal opportunity employer. Salary $75,000.

How to apply:

Please send your resume and cover letter to www.submittable.com – Marketing and Communications Director. Please answer the following question in the last paragraph of your cover letter: “Describe why inclusive and accessible opportunities in the outdoors are important to you?”

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