VP of Marketing and Strategic Partnerships

Location: New Westminster

Are you a senior marketing and communications leader who knows how to build trust, influence stakeholders, and grow a mission-driven brand at scale?

Smart, Savvy + Associates is pleased to partner with YMCA BC in their search for a Vice President, Marketing & Strategic Partnerships—a senior leadership role focused on strengthening brand presence, deepening community and government relationships, and supporting long-term, sustainable growth across British Columbia.

About YMCA BC
YMCA BC is one of the province’s most trusted charities, serving more than 225,000 people across 58 communities through programs spanning child care, health and fitness, aquatics, camps, mental wellness, newcomer services, and community programs.

Following a major unification in 2023, YMCA BC is building a more connected, province-wide organization focused on igniting belonging and advancing health and wellbeing for people of all ages, backgrounds, and abilities.

As Vice President, Marketing & Strategic Partnerships, you will…
Provide senior‑level strategic leadership

Lead the development and execution of integrated marketing, communications, and stakeholder engagement strategies aligned with YMCA BC’s mission and strategic priorities

Serve as a trusted advisor to the executive team on brand, reputation, communications, and engagement strategy

Drive visibility, credibility, and emotional connection with communities across British Columbia

Strengthen and steward the YMCA BC brand

Build and reinforce a unified YMCA BC brand, ensuring clarity and consistency across programs, portfolios, and touchpoints

Lead integrated campaigns that support participation, revenue, and mission impact across Child Care, Health & Fitness, Camps, and Community Programs

Oversee digital marketing strategy, including website, social, email, SEO/SEM, paid media, and user experience optimization.

Lead communications, PR, and issues management

Set clear external communications frameworks to ensure alignment, consistency, and timeliness across the organization

Guide public and media relations strategy, elevating impact stories and protecting organizational reputation

Lead crisis communications and issues response when required

Advance government relations and advocacy

Build and maintain strong relationships with municipal, provincial, and federal government stakeholders

Position YMCA BC as a credible policy partner on issues related to child care, youth development, health equity, and community wellbeing

Support advocacy efforts, briefing materials, and funding‑related communications in collaboration with senior leadership

Develop meaningful corporate partnerships

Lead corporate partnership strategy focused on sponsor ships, cause marketing, and aligned collaborations

Negotiate and steward partnerships that deliver shared value and long‑term impact

Work closely with Fund Development to ensure clarity between partnerships and philanthropic fundraising

Build and lead high‑performing teams

Provide inspirational, inclusive leadership to Marketing & Communications and Government Relations teams

Establish clear priorities, guardrails, and ways of working that balance strategic initiatives with reactive needs

Champion equity, diversity, inclusion, and accessibility across all marketing and communications efforts

Build measurement and reporting frameworks to demonstrate impact and inform decision‑making

You bring…

A bachelor’s degree in Marketing, Communications, Public Relations, Business, or a related field

10+ years of progressive leadership experience in marketing and communications, including senior‑level roles

Proven experience leading integrated marketing and communications strategies in complex, multi‑site organizations

Strong background in public affairs, government relations, advocacy, or reputation management

Deep expertise in brand strategy, digital marketing ecosystems, and stakeholder engagement

A collaborative leadership style grounded in trust, inclusion, and accountability

Nice to have (but not required):

Experience navigating organizational change or post‑merger integration

Familiarity with BC’s public sector, social services landscape, or policy environment

Established media…