Senior Vice President, Marketing and Communications

Job Summary:

The Senior Vice President(SVP) of Marketing & Communications is responsible for providing the strategic vision and leadership for Finseca and the Finseca Foundation’s, marketing, communications and branding efforts to build and drive a positive perception of Finseca’s new brand and reputation, as well as, generate and optimize revenue streams from domestic and international members and Foundation donors.

The SVP of Marketing & Communications is responsible for implementing and evaluating the success of Finseca’s marketing, communications (external and internal) and brand efforts. This includes, but limited t0an onging paid and earned media program with an emphasis on financial, policy and trade press, as well as, a content and engagment strategy for digital and social media channels. Also, the individual is responsible for managing and generating value from Finseca’s new website and through other activities as needed to align with the organization’s vision and strategic plan.

This position will help shape Finseca’s direction and will lead Finseca’s efforts to develop and strengthen the brand’s position as the lead organization and Foundation in the financial security profession by evolving and implementing the brand plan aligned to the mission and purpose of Finseca.  The innovative marketing and communication strategy will influence and engage members/donors, as well as, potential members/donors and increase the awareness of and commitment to Finseca both externally and internally.

Reporting to the Chief Operating Officer, the Senior Vice President, Marketing & Communications will lead, mentor and support the work of vertical and cross functional team members and work closely with the Government Affairs, Membership, Member Learning and Experience, International, and Foundation teams, as well as our volunteers.

Duties & Responsibilities

• Marketing
  • Lead the development, ongoing management, and evaluation of marketing initiatives and plan to position Finseca as the lead organization and Foundation in the financial security profession, including:
    • Traditional and online member/donor engagement, sponsorships, direct and database marketing, digital branding, membership positioning and marketing, collateral/support materials, web site development and communications, and all forms of marketing presentations.
    • In collaboration with our Member Learning & Experience team, oversee the department’s work in support of Finseca’s annual meetings and other events, including the development of pre-meeting marketing materials.
    • Overseeing the design, management and evaluation of Finsecas website.
    • Data mining: key member and competitive insights that will guide our marketing strategies.
    • Drive lead generation with the implementation of effective in-bound and out-bound marketing processes including SalesForce/Pardot system.
    • Recognize new market opportunities for membership/donor development priorities.

• Communications
  • Create and lead a cutting-edge communications strategy, including the development and implementation of a comprehensive communications plan to influence members/donors and potential members/donors fostering awareness, understanding and belief in our work in each of our areas of focus:
    • Creation, management and evaluation of a superior media strategy.
    • Provide strategic consulting to executive leadership on public relations messaging and industry reputation management
    • Creation of digital media products to advance our work.
    • In collaboration with our Government Affairs team, develop and oversee key messages and other materials designed to coordinate the membership’s advocacy voice during their Capitol Hill visits; audio-visual pieces that recognize members and tell our members story; introductions; and other tasks, as needed.
    • Manage media strategy and direct media partners in the development, implementation, evaluation, and optimization of those strategies against target objectives
    • Develop and maintain media relationships with a special emphasis on financial, political, policy-making, Washington media and trade press, including seeking out and gaining positive media coverage
    • Ensure communications follow guidelines and best practices for 501(c)(3) and 501(c)(4) organizations

• Brand
  • Lead the current launch, ongoing management, and evaluation of our burgeoning brand strategies and plan that enables our internal and external constituents to connect to the values, vision and mission of Finseca.
  • Create measurable brand visibility and equity through development and ongoing content strategy and management of our website, materials, videos, events and collateral.
  • Train and develop all Finseca staff, volunteers, and board members in consistent and accurate use of brand and key messages.

• General
  • Ensure that department and project budget requirements are met, including periodic updates to management and internal clients about the progress of marketing/communications-related expenses
  • Work cross-functionally with all departments, as well as the Finseca Board of Directors, to develop compelling and effective messaging for Finseca’s new brand