Sr. Marketing Director – Marriage/Advocacy

Colorado Springs, CO, United States

Sr. Marketing Director – Marriage/Advocacy Job Description Headquartered in Colorado Springs, Colorado, Focus on the Family has nearly 700 employees who work to achieve the mission of enriching the lives of families, engaging the culture, advocating for life and spreading the Gospel of Jesus Christ. The work is meaningful, the culture is rewarding, and the purpose is eternal.

The Sr. Marketing Director – Marriage/Advocacy position serves two essential functions within the ministry. The first function is to lead a small team of professionals in the development and execution of Focus on the Family’s marketing and communication efforts around the assigned KMIs (Marriage & Advocacy) to maximize constituent engagement, brand growth, and long-term constituent value. As the liaison to the Marriage and Advocacy teams, his or her expertise will help guide the planning and effective marketing integration within the communicated content strategic initiatives.

This is a key leadership role carrying great visibility given the ministry initiatives under this role’s purview are closely aligned with the programs directly sponsored by members of the executive team. The position exists to employ current and forward-looking research, information, and cross-functional collaboration to conceive, develop and implement strategic marketing tactics to promote resources, manage KMI product portfolios, including digital (i.e., web, apps, email, video, LMS, subscription or paid content models), book, audio, film, events, etc., identify potential alliances and oversee communications strategies that meet the needs of the target audience to support the strategic KMI initiatives of Focus on the Family. Success requires an outcome-driven, measurement-minded, audience-centric leader.

Knows and understands target audience of Christian married parents (with and without children in the home) including demographics, psychographics, lifestyles, preferences, needs, desires, and societal pressures. Target audience expertise (especially of Millennials, ages 16-36) includes sub-targets and niche channels such as empty nesters and mentors/influencers to the core target audience

Provides discovery analysis of marketplace, product strategy recommendations, brand alignment, marketing & communication strategies, timing parameters; ability to collaborate with internal research team achieve marketing deliverables

Develops innovative omni-channel product roadmaps, launch plans, marketing plans, and functional support plans for programs, initiatives, products, and prioritized alliances to connect our target audience with their natural consumption channels and platforms, ensuring measurable objectives are attained

Provides input into the titling, packaging, and promotion of Focus-branded resources for target audience

Makes sure appropriate and relevant market and product research is completed to inform product development. Defines the features and requirements necessary to deliver a complete product to market (including post-launch product management)

Increases audience reach, usage (engagement), and Long-Term Constituent Value (LTCV) from resources and products promoted through community engagement channels; evaluates and optimizes the customer experience in partnership with the product development and KMI marketing teams

Team / Relationship Management:

Builds and leads a best-in-class marketing team by inspiring them to achieve superior performance through individualized and measurable goals

Partners with internal teams responsible for our strategic priorities/products to supervise marketing and promotional plans for target audience with measurable goals and objectives; responsible for keeping up-to-date and reporting on results

Collaborates with other directors to provide direction and strategic input into ministry’s Constituent Engagement philosophy and implementation for target audience including the “relationship strategy” for how constituents will be drawn to, interact with, and ultimately support the audience / ministry

Supports the VP by provides executive-level recommendation for prioritizing marketing initiatives to optimize ministry effectiveness of channel capacity and internal resources

Is accountable to collaboratively lead strategic corporate marketing initiatives in conjunction with the Sr. Brand Strategist on cross-functional efforts related to growing the Focus on the Family Brand

Works collaboratively with internal ad sales/alliances team, provides strategic input into allocation of internal and external advertising

Serves collaboratively with design/publishing team, interfacing with external publishing and distribution partners (e.g., Tyndale House, Zondervan), authors, and agents, to ensure that all internal and external marketing plans are integrated to achieve optimal results

Provides marketing leadership and team support for special content development efforts – includes digital and traditional formats - by the ministry in support of target audience

Marketing Execution:

Develops and oversees execution of marketing strategy including lead generation, acquisition, conversion, engagement, and retention for resources and products distributed and promoted through congregational engagement channels, as well as traditional publishing products related to Marriage and Advocacy for the ministry

Designs and implements measurements to quantify ROI from channel marketing programs, quarterly priority campaigns, and co-marketing activities with Channel Partners

Is accountable for the Marriage and Advocacy product portfolios while working collaboratively with internal content owners. Insures product portfolio health and balance. Provides executive leadership and oversight of the product portfolio, including digital (i.e., includes web, apps, email, LMS, subscription or paid content model), book, audio, radio theatre, film, events, etc.

Is responsible for making product decisions and often is the lead resource for the rest of the organization when deep product expertise is required. This includes supporting the teams that work directly with constituents—namely CRM support

Is responsible for defining and owning the ‘why’, ‘what’ and ‘when’ of new (including newly refreshed product versions) and existing Focus products. Works collaboratively with the product development department internally on the making of (i.e., the how) relevant products

Designs and implements measurements to quantify ROI from channel marketing programs, quarterly promotion campaigns, and collaborative marketing activities with other channel partners

Operational Leadership:

Works in the annual planning/budgeting process and Initiative Action Plan development ensuring that product marketing support and capacity requirements are included

Is responsible for income and budget forecasting (including ROI) by creating, reading, interpreting proformas, business cases, budgets, reports, forecasting, PnLs, dashboards, and scorecards

Reports on key products, events, activities to executive leadership, providing weekly updates to VP– and quarterly executive-level updates – on progress against objectives and priorities; maintains and reports at the scorecard level

Clearly articulates the product value to internal teams so they understand the intent behind the new product or product release. Owns the strategy behind the product and its roadmap and must partner with others to build what matters

Supports VP on annual plan/calendar creation; tracking and prioritization; management and delivery

Programs in Scope:

Is accountable for marketing leadership for the following known programs at the time of the development of the job description:

SeeLife initiatives / Support Option Ultrasound Fundraising program

Marriage Assessments (Couples Experience)

Boundless

Marriage Events

Marriage 911

Additional Marriage and Advocacy resources / products / curriculum

Support FMI counselor recruitment efforts

Other Duties/Responsibilities:

Performs other duties, including but not limited to duties as assigned, some of which may include the development and creation of copyrightable works (print, photography, voice work, film, music, visual arts, etc.) for distribution in any and all media and formats (such as television, radio, DVD, digital), all of which shall be for the benefit of Focus on the Family

Managerial Breadth/Scope of Job:

Manages internal marketing strategy team of 3-5 staff, including coaching and performance evaluation. Holds each employee accountable for meeting agreed upon objectives. Serves in vital role of hiring/firing, training new staff

Provides executive oversight to special projects with full accountability and authority as assigned by the VP

Working Environment/Physical Requirements:

Office environment; may require some domestic travel

This role may require occasional travel including nights and weekends

JOB QUALIFICATIONS/REQUIREMENTS

Character/Spiritual:

Exemplifies Ephesians 5:1-2, “Therefore be imitators of God as dear children and walk in love, as Christ also has loved us and given Himself for us...”

Pursues the Great Commission given by Jesus Christ in Matthew 28:19-20, “Go therefore and make disciples of all the nations, baptizing them in the name of the Father and of the Son and of the Holy Spirit, teaching them to observe all things that I have commanded you; and lo, I am with you always, even to the end of the age.”

Is a consistent witness for Jesus Christ; maintains a courteous, Christ-like attitude in dealing with people within and outside of Focus; adheres to the Standard of Moral Conduct and Statement of Faith ; upholds Focus on the Family's ministry in prayer

Prays personally for Focus on the Family’s staff and constituents and may occasionally lead in a public prayer

This role is considered a Spokesperson for Focus on the Family and should represent Focus’ position and tone at all times

Personal Characteristics:

Long term, visionary thinker, Team-oriented, Results-oriented, self-motivated, and committed; Imaginative, sees what “could be”, excellent listening and leadership skills

Has a high degree of integrity and ethical behavior

Knowledge/Experience:

Bachelor’s Degree in Business, Marketing, Communications, or other related discipline, or equivalent experience

7-10 years of professional experience with evidence of increasing responsibility, including substantial leadership and oversight of financial tools (i.e., proformas, budgets, PnLs, etc.)

10+ years of demonstrated experience working with local communities and/or churches where vision casting, collaboration, and cross-functional execution were critical

5-7 years of experience in developing sound market-driven business strategies for product lines (publishing, audio, video, entertainment a plus.)

Proficiency w/ MS platform, Mac or PC, Adobe, and Workflow management systems required.

History of being adept in learning new software and systems required.

Thorough understanding of Focus on the Family mission, philosophy, values, and objectives

Demonstrable experience working within a Story brand Framework

Skills, Abilities, and Special Talents/Gifts:

Able to translate research and reporting data into actionable strategy

Influencer, not a dictator, Challenges “group think”, Able to navigate through ambiguity

Can work well under time pressure. Ability to manage numerous and conflicting objectives, projects, and/or activities at the same time

Ability to interface effectively and establish credibility and confidence across multiple departments

Ability to think both strategically and tactically with a creative mind

Understands how to take strategy and translate that into business tactics that can be implemented

Stewardship Requirements:

Accountable for $4-8 Million in Revenue, with growth targets as high as 30% annually

Salary Range: $95,676 to $110,757/yr

Focus on the Family puts a high value on our team members and offers a unique benefit package.

Employees scheduled for 20 hours or more per week are eligible for:

Norton LifeLock ID Theft Coverage

Legal Shield/ID Shield Coverage

AFLAC

403B Retirement Plan

Vacation Time & Vacation Payout

Sick Time

Holidays

Service Awards

Community Service Days

Bookstore Discount

Fitness Center

Employees scheduled for 30 hours or more per week are eligible for all the above and:

Medical Plan

Vision Plan

Life Insurance

Disability Insurance

Flexible Spending Accounts

EAP (Employee Assistance Program)

Tuition Reimbursement

Warehouse Membership Reimbursement

Note : This is a summary and should not be construed as future promises to continue to provide benefits as outlined above. For complete and definitive language, refer to the governing plan documents.

*Temporary employees are not eligible for benefits, except for:

Fitness Center

Sick Time

Bookstore Discount

Helping Families Thrive! Focus on the Family is a 501c3 Christian Non-Profit Ministry.

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