National Trust for Historic Preservation - Chief Marketing Officer

Reporting to the President & CEO of the organization, the Chief Marketing Officer (CMO) provides leadership and strategic direction for the overall brand positioning and awareness of the National Trust for Historic Preservation (the Trust) as well as engagement strategies for target audiences.  In partnership with the Chief Development Officer and Chief Financial and Administrative Officer, s/he provides strategic guidance and oversight of the Trust’s revenue development strategy and implementation of its 5-year financial goals.  In addition, the CMO oversees day-to-day operations of its communications, corporate sponsorship/licensing, marketing, magazine, media/public affairs, membership, and online departments.  With these resources, the CMO has a mandate to:

• Promote the core attributes of the Trust brand;

• Elevate awareness and understanding of the Trust, its programs and goals among target audiences and develop new audiences;

• Broaden the influence of Trust marketing programs to enhance program outcomes;

• Develop partnerships, including corporate partnership and licensing arrangements, to provide visibility and funding; 

• Generate approximately $8 million in annual unrestricted revenue with annual and long-term growth targets;

• Provide a strategic framework for all Trust marketing including field offices and historic sites; and,

• Position the Trust as a national thought leader on issues of preservation, community revitalization, heritage tourism, sustainability, and related issues. 

The CMO manages a dynamic team of approximately 45 professionals, is the staff liaison to the Marketing and Business Development Committee of the Board of Trustees, and is a member of the Executive Team.

DUTIES

• Division Leadership:  The CMO leads all aspects of the division, including:  strategic direction, budgeting, staffing decisions, professional development, performance management, team management and cross-divisional relationships.

• S/he cultivates effective relationships with the President, Trustees and Executive Team members. S/he works collaboratively and with minimal guidance across the organization to promote the division and ensure appropriate outcomes.

• Building broad support through community outreach: The CMO collaborates with Trust divisions, partners and communities to execute effective community outreach programs which drive brand awareness, preservation outcomes, and engagement of Preservation Allies -- people connected to the Trust via digital channels who can be activated for donations, advocacy and volunteerism. The Trust plans to grow its Allies base from 350,000 currently to 1.5 million over the coming decade.

• The CMO also provides oversight for HOPE Crew (Hands On Preservation Experience), a youth volunteer program implemented in partnership with the Corps Network.

• Preservation Magazine:  The CMO is responsible for working with the Senior Director of Editorial & Creative Strategies to make certain Preservation magazine reflects the overall National Trust communications strategy and program.  This requires coordination of the magazine’s vision with the vision for the organization and includes increased emphasis on building an engaged membership and encouraging action by the members of the Trust.  In addition, the CMO is responsible for providing astute oversight to the business side of the magazine, keeping the publication on a path to meet its annual and long-term business goals.   

• Web Properties:  Digital: Equally important is the expansion and integration of the National Trust’s digital marketing as a key strategy for achieving goals for advocacy, engagement, education, business development, and financial strength. This includes expanding the Trust’s footprint and impact in the rapidly evolving social media landscape. Working with the VP-Community Outreach, the CMO will review and manage all National Trust digital channels to ensure brand alignment, build operational efficiency and create strong user engagement. 

• Media Relations and Public Affairs: Working with the VP of Public Affairs, the CMO coordinates and directs the Trust’s work with the media (broadcasting, print, online and social) as well as the communications and public affairs elements of key projects. These include the annual “Eleven Most Endangered Historic Places” list, our National Treasure portfolio of projects, and key preservation priorities in which we build our advocacy base of support. In this role, the CMO is responsible for developing and implementing communications plans to aggressively promote the National Trust’s mission and programs.

• Management of the Trust Message and Brand: The CMO is responsible for managing the National trust message and brands, including an organization-wide process for coordination and approval. A key goal is to significantly broaden the Trust’s external outreach beyond the established preservation community and appeal to, and inclusion of, diverse cultures, communities, constituents and partners, with a focus – in the next ten years – on engaging Millenials.

• Membership: The CMO will provide executive oversight for the Trust’s Membership function.  Importantly, this will include a review of the relative levels of desired investment in the traditional direct-mail programs and newer online channels.  Working with the Senior Director of Membership, the CMO develops strategies to increase membership loyalty and collaborates with other National Trust employees to develop and strengthen member services and benefits.  The CMO works to coordinate Trust messages with membership, and conversely, works to support membership goals through other Trust channels.  The CMO sets annual and long-term goals for membership, in concert with the Trust’s 5-year financial plan.

• Corporate Partnerships and Licensing:  The CMO is responsible for engaging and sustaining corporate partnerships, using the Trust’s brand assets in strategic and appropriate ways with corporate and retail partners.  The goal is to nurture and retain existing partners, secure new partners and grow unrestricted revenue, while coordinating closely with communications and membership to increase brand awareness and membership by promoting the work of the Trust and the preservation movement through these partnerships.

• Promotion:  The Chief Marketing Officer will be responsible for developing, implementing and evaluating programs that raise the visibility of the Trust among target audiences.  Examples include public service announcements, strategic paid advertising, strategic partnerships, and programmatic relationships.  These programs will be designed to deliver key messages to priority audiences.

• Research:  The CMO will be responsible for developing the capacity for and providing oversight to market research, including membership, online, and brand awareness surveys and using a data-driven approach to hone the Trust’s marketing programs.

 QUALIFICATIONS

• At least 15 years of experience, including at least 5 years in senior marketing related roles, including brand marketing, digital/social, direct marketing, media relations, and public relations.

• Experience in the nonprofit and advocacy sectors and experience or interest in preservation, historic architecture and/or community revitalization a plus. Non-profit board experience is also a plus.

• Demonstrated success in building brand equity, awareness, constituency loyalty, and using marketing to support programmatic outcomes;

• Demonstrated experience with direct marketing techniques in either a for-profit or non-profit setting;

• Experience with corporate licensing and sponsorship;

• Experience with division-level strategic planning, budgeting, staffing, supervising Vice President-level and other senior professionals and leading departments to generate high quality results.

• Demonstrated experience successfully managing key internal and external stakeholders and relationships.  Proven ability to train, motivate and manage staff in a fast-paced, high-performing environment.

• At least 5 years experience leading large, cross-divisional projects and teams, preferably within a national-level non-profit setting. Demonstrated capability to work effectively within a geographically distributed organization and across internal departments;

• Advanced analytical skills, problem solving (issue identification and prioritization) skills, communication and presentation skills are essential for this role, plus the ability to exercise sound judgment and make decisions based on accurate and timely analysis.

• Advanced project-management, division-management and client-management skills, with the ability to develop and execute short and long terms plans including the establishment of goals and outcome measures.  Dependability, with a strong sense of urgency and results-orientation, essential.

• Excellent verbal and written communication skills, with a willingness to share information and the ability to communicate plans and outcomes at all levels of the organization. Ability to communicate with staff at remote locations essential.

• Persuasive, polished presentation skills. 

• Strong interpersonal skills, with proven ability to collaborate across divisions to implement processes and achieve results.  Track record of building and maintaining productive relationships with multiple stakeholders.

• Ability to prioritize, multi-task efficiently and respond to a high volume of ongoing requests in a timely fashion.  Ability to adapt and be flexible in a dynamic work environment.

• Proven ability to continually develop skills related to use of rapidly changing technology and communications best practices.

• Entrepreneurial spirit and skill set essential.  Ability to be hands-on as required and to delegate as possible.

• Demonstrated success in marketing to and engaging culturally diverse audiences and partner, as well as a commitment to diversity in programming and staffing.

• Advanced knowledge of Microsoft Word and Excel required. Familiarity with other software, including databases and CRM systems, a plus.

• Bachelor’s degree in related field required. Master’s degree or PhD in relevant field, or equivalent experience, highly preferred.

Personal Attributes

• Demonstrated interest in, and commitment to, the values, goals and mission of the Trust is required.

• Strong partnership skills, including with the Board, senior management, colleagues, and partner organizations.

• An innovator who takes appropriate business risks.

• Mature and proactive, with evidence of having worked as a true business partner to the executives of a multi-divisional organization. 

• Ability to, and commitment to, work within a multi-cultural environment.