National Cherry Blossom Festival, Inc., a 501(c)(3) not-for-profit organization based in Washington, DC, is currently seeking a
Director of Marketing & Communications.
Company Description
The National Cherry Blossom Festival produces and promotes one of the world’s greatest springtime celebrations and is dedicated to promoting the beauty of nature and international friendship through year-round programs, events, and educational and entertainment initiatives that enhance our environment, showcase arts and culture, and build community spirit.
Job Summary
The Director of Marketing & Communications is responsible for planning, development and implementation of all of the Festival’s marketing and communications strategies and public relations activities, both external and internal. They oversee all marketing and communications efforts, PR initiatives, advertising campaigns, digital marketing efforts, media partnerships, short- and long-form messaging deliverables, and collateral and presentation materials that support other Festival departments. They manage the efforts of the marketing, communications team (both internal and external) including media relations and creative services agencies, contractors and interns. The Director has a deep understanding of the NCBF brand and voice, and ensures all messages and creative execution are in line with the brand identity and standards. The ideal candidate is an enthusiastic, outgoing individual with a passion for collaborating and building strong working relationships with colleagues at all levels in a mission-driven work environment. They are a broad and well-rounded leader, equally capable on both strategic and operational levels. This individual will bring an entrepreneurial spirit, and is committed to innovation, creativity and excellence.
Responsibilities
The Director of Marketing & Communications is responsible for the achievement of marketing/communications/public relations mission, goals and financial objectives. The Director works with the President, Marketing Committee, and other management staff in charting the direction of the Festival, assuring its accountability to all constituencies and ensuring its effective operation. Outside of the organization, this position may respond to media/reporters as well as media advertising partners, sponsors, other Festival stakeholders, and new potential partners.
Strategic Planning
The Director of Marketing & Communications is responsible for:
- Create, implement and measure the success of a comprehensive marketing, communications and public relations program that will enhance the Festival’s image and position with the general public
- Build strong relationships and collaborate with key brand stewards both internal and external to cultivate and manage the Festival’s brand voice and style
- Serve as lead in the development of message-driven events and campaigns: construct what the Festival wants to convey, the goals and objectives of speaking to the selected audience, and then work with programming and sponsorship on the possible tactics employed
Project Management - Execution
- Develop and execute a year-round communication and production calendar
- Work with in-house graphic designer and external creative services agencies/designers on development of all publications, collateral materials, advertisements and promotional signage; includes editorial direction (including copy/messaging and photography selection), design, production and distribution
- Develop and manage departmental budget
- Develop, execute and monitor results for marketing, sales and promotional plans for all Festival events, programs, and campaigns
- Research and develop new advertising and marketing streams for varied and evolving Festival events, programs, and campaigns
- Own and optimize all marketing channels, including but not limited to the Festival’s website, social media accounts, television, radio, print, digital, and strategic partnerships
- Ensure brand integrity in the appearance of all Festival print and electronic materials and other aspects of the Festival organization
- Oversee development and coordination of resource materials that aid in sponsor procurement or programmatic collaboration
- Direct photography and videography efforts, including shot lists, artistic direction and image selection for marketing initiatives
- Ensure general public inquiries are up-to-date and responded to in a timely manner (i.e. emails received via contact us form, social media comments)
- Coordination with Destination DC (visitors bureau) to ensure up-to-date information to field calls to the hotline
- Coordinate and execute external marketing committee meetings
Project Management – Analysis & Reporting
- Monitor and analyze website traffic and social media impressions to optimize ROI
- Ensure that the Festival regularly conducts relevant market research and competitive analysis to ensure the organization is effectively positioned with our current audience, poised to reach new audiences, and comparable against others in our industry
- Direct post-event sentiment surveys
- Oversee development and execution of data collection and analysis to discern attendee metrics (demographics, engagement, behavior) relevant to event bench-marking and economic impact reporting
- Track and valuate internal and external marketing and communication assets for stakeholder reporting
Marketing & Advertising Partnerships
- Evaluate the market to uncover new opportunities and assure that the Festival’s marketing & advertising partner assets are aligned with market demand
- Maintain ongoing relationships with marketing & advertising partners, including development of partnership packages and recap results
- Oversee execution of marketing & advertising partner benefits prior to, during, and after the Festival,
Media Relations
- Serve as a Festival representative with the media
- Oversee project plan for annual press conference
- Network and build relationships on behalf of the Festival with diverse groups including high level stakeholders such as VIPs and high level engagement with the White House, The Mayor’s Office, The Embassy and celebrities
Staff Supervision And Development
- Marketing & Communications team members to enhance existing processes within the organization Supervise Communications Manager, Graphic Design Manager, Sponsorship & Communications Liaison, department contractors, interns and volunteers
- Participates in the interviewing and hiring of Marketing & Communications team
- Assists in planning, assigning and directing of work
- Provide regular performance feedback and conducts performance appraisals
Qualifications
- Bachelor’s or Master’s Degree in Communications or other related field preferred
- Minimum two –three years’ in Director level position or comparable experience and at least seven years’ experience overall with demonstrated skills, knowledge and experience in the design and execution of marketing and communications
- Proven ability to think strategically and analyze critically.
- Willingness to listen to other opinions, incorporate diverse viewpoints, and foster consensus where possible, even when such consensus does not reflect one’s personal opinion.
- Track record of demonstrating respect to colleagues, partners and stakeholders.
- Experience developing and managing budgets.
- Ability to use independent judgment and to manage and impart information to a range of constituencies.
- Ability to communicate effectively – to listen, influence, motivate and lead.
- Ability to identify key metrics and track success.
- Superior communication and writing skills.
- Demonstrated successful experience writing outbound messaging narratives (i.e. annual reports, scripts, and advertorials), making presentations, and negotiating with marketing and advertising partners.
- Experience overseeing the design and production of print materials and publications.
- Ability to work a flexible schedule, including days, evenings, weekends, and holidays resulting from NCBF’s event schedules, responsibilities and priorities.
- Ability to foster positive, productive relationships, collaboration and teamwork, internally and externally, among staff, board members, volunteers, partners and other Festival stakeholders
- Must have the ability to quickly assimilate into the culture of the Festival and work effectively with the entire leadership team, especially the President
Attributes Of Our Ideal Marketing & Communications Director
- Strategic, with the ability to translate and implement big ideas into action.
- Mission driven.
- Proactive, solution oriented, able to perform under pressure and problem solve.
- Detail oriented and organized in his/her approach.
- Creative with new ideas and recommendations
- Must be Forward-Thinking and open and receptive to new ideas or feedback construed around experience
- Hands on, managing priorities by rolling up his/her sleeves and working collaboratively.
- Effective as a project manager, keeping multiple projects flowing simultaneously.
- Adaptable and able to monitor progress and pivot when necessary
Additional Preferred Experience
- Proficiency in Microsoft Word, Excel, Outlook and PowerPoint are necessary
- Experience with Monday.com and Slack are preferred
- Familiarity with Wordpress, Elementor, Google Analytics, Brandwatch, Mail Chimp, and Spatial (or similar platforms) a plus
As an integral part of the NCBF team, this salaried exempt position participates fully in the production and execution of Festival events. This requires flexibility to be available evenings and weekends and to work additional hours during peak periods.
Compensation And Benefits
We offer competitive salary of $90,000-$110,000 commensurate with experience, and a comprehensive benefits package, including health, dental and vision coverage, life and disability insurance, 401k plan, transit subsidy, 12 paid holidays, sick and annual leave, and more. Convenient downtown location near multiple metrorail and bus lines.
Compensation: From $90,000 to $110,000 per year
