Organizational Mission:

The Appalachian Trail Conservancy’s mission is to protect, manage and advocate for the Appalachian National Scenic Trail.

Position Summary

The Associate VP of Marketing and Communications reports to the Chief Growth Officer (CGO) and is responsible for strengthening relationships with external and internal constituents through marketing, communications, fundraising communications, media relations, social media, digital, publications, membership programs, branded partnerships and events. The Associate VP of MarComm will develop and implement comprehensive and integrated branding, marketing, fundraising messaging and communications strategies; create and oversee communications operations; and build staff capacity to expand reach, deepen audience engagement, and increase philanthropy. This role will work collaboratively across the Engagement team and the ATC organization to craft the brand narrative and create marketing and communications supporting fundraising and campaign efforts. The Associate VP of MarComm will also provide direct support, as appropriate, to the Board of Directors and Board sub-committees and regularly report to the Engagement Committee and the CEO’s Campaign Executive Committee regarding ATC Marketing and Communications activities.

Responsibilities

Team Leadership and Organizational Collaboration

• Promote a broad understanding and awareness of the ATC’s mission and programs.
• Serve as a communications expert for the organization and counsel to the CGO, Associate Vice President of Development, President/CEO, and board of directors.
• Lead, manage, and oversee the marketing and communications team and agency partners.
• Lead by setting collaborative, accountable, and goal-oriented outcomes, leveraging key result areas (KRAs), project management practices, key performance metrics, and annual planning.
• Collaborate across the Engagement team to ensure marketing and communications activities are known, understood, and integrated with overall Engagement and ATC efforts.
• Foster collaboration, communication, and effective organizational processes for storytelling, revenue, and expenses.
• Mentor and create professional development opportunities for team members.
• Partners with People and Culture to ensure human resource best practices and promotes an environment that attracts, retains, and motivates a diverse workforce.

Strategy, Planning and Operations Management

• Identifies key goals and opportunities outlined in the strategic plan that can ultimately be converted into storytelling priorities.
• Develop the Marketing and Communications strategy, plans, activities, and timeline to support the Centennial and future fundraising campaigns.
• Lead the strategy and celebration of ATC’s 100th Anniversary and other significant historical milestones from ATC’s and the A.T.’s history.
• Create and establish yearly objectives that align with the organization’s strategy for growth and determine the priority activities.
• Identify and pursue Branded partnerships in line with ATC Partnership strategy.
• Develop and create standard reports highlighting ATC's impact and the Marketing and Communications team’s achievements.
• Support the CGO in developing the department’s annual operating budget and revenue plan and participate, as required, in the yearly financial audit.
• Lead the 3-year budget and resource planning process for the Marketing and Communications team.
• Create annual work plans and metrics for the marketing and communications team; Leverage metrics, data and survey results to drive continuous improvements and ROI.

Marketing and Communications:

• Oversee all content and communication channels for the ATC.
• Partner with the executive team to execute marketing and communication collateral for fundraising campaigns; create print, digital, and social fundraising materials.
• Create and implement annual communications plans for internal and external audiences.
• Implementation and collaboration with corporations on Branded Partnerships.
• Devise and assist with implementing a comprehensive digital media strategy that includes all ATC-managed web presences and social media platforms.
• Develop an effective paid media strategy to drive ATC awareness.
• Plan and oversee events to build the brand, create awareness, engage, and expand our audiences.
• Create standard fundraising messaging about the work of ATC.
• Create print collateral and produce necessary event materials (signage, handouts, etc.) to support events and fundraising efforts.
• Audit all communication channels and set metrics to optimize and grow their reach.
• Produce print, video and digital marketing materials to increase the organization's visibility and understanding of our mission, vision and impact.
• Pursue content partnerships, including user-generated content, influencer and media partnerships.
• Provide guidance and oversight on producing print publications, including ATC’s magazine, and the opportunity to completely reimagine the magazine's future.
• Hire and oversee vendors and consultants as needed
• Oversee the team that manages the website and improves UX.
• Oversee ATC’s membership retention, recruitment, onboarding, outreach and engagement efforts, including management of and collaboration with the Relationship Marketing and Membership Manager to ensure a best-in-class membership experience.

Qualifications

• A bachelor’s degree is required, with the preference for a major or certificate in communications, marketing, digital, journalism or business.
• 10+ years of experience leading strategic communications.
• Experience either as an employee or board member of a nonprofit organization preferred.
• Demonstrated record of development and execution of creative, innovative strategies to meet short–and long–term objectives.
• Demonstrated strength in conceptual strategy and execution while still maintaining a roll-up-your-sleeves management style.
• Proven record of solving complex problems and understanding the bigger picture.
• Direct experience and demonstrated success with fundraising campaigns.
• Effective leadership and experience building and managing high-performing teams.
• Proven experience collaborating with executive staff and board members on large-scale communications strategies.
• Strong writing, editing and analytical skills, including expertise in fundraising communications. A results-oriented nature and the ability to work well with people at all levels of an organization.
• The highest degree of professionalism, demonstrating leadership and gravitas to reflect the brand of the ATC positively.

Physical Demands and Work Environment

• One of the 14 A.T. states the trail traverses: Maine, New Hampshire, Vermont, Massachusetts, Connecticut, New York, New Jersey, Pennsylvania, Maryland, West Virginia, Virginia, Tennessee, North Carolina and Georgia.
• Moderate travel (up to 25% to agencies, partner organizations, corporations, ATC offices, regional events, partner meeting sites, and limited site visits to trail locations.
• Flexibility to work extended hours during peak season or special event periods.
• Remote workstations will require reliable, high-speed internet access.
• Must be able to communicate information and ideas so others will understand.
• While performing the duties of the job, the employee may occasionally be required to lift and/or move up to 20 pounds.

Additional Details:

• Location: This is a remote position; the candidate should be in one of the 14 trail states on the East Coast.
• If working remotely, candidates must have secure internet access from which to work.
• Annual salary: ($120,000.00)
• Health, dental, and vision insurance available.
• Company paid long-term disability and life insurance provided.
• 403(b) Retirement Plan with up to 7% match after 1 year of service.

ATC Equal Employment Opportunity Statement

The Appalachian Trail Conservancy (ATC) encourages collaboration, flexibility, and fairness with all employees and volunteers to enable participation and contributions to their fullest potential.

We are committed to being a diverse and inclusive organization and recognize that diversity contributes to an effective and successful organizational culture and mission.

The ATC prohibits discrimination in employment based on race, color, religion, sex (including pregnancy, gender identity and/or expression), national origin, political affiliation, sexual orientation, marital status, disability, genetic information, age, membership in an employee organization, retaliation, parental status, military service, political affiliation, union membership, or any other status protected by the laws and regulations in the locations where we operate.

ATC’s Identity Statement