Marketing and Communications Director

Position Summary

This position supports the work of the YMCA of the Rockies, which operates two mission-driven family and group conference and retreat centers and a residential camp serving more than 225 thousand guests annually.

The Director of Marketing & Communications is a strategic, hands‑on leader accountable for full‑funnel growth—from awareness to loyalty—while protecting and elevating the brand. This role leads channel brand and communications, in‑house PR, and issues/crisis response to drive occupancy, revenue, and community impact across all properties and programs.

We firmly believe in our mission of putting Christian principles into practice through programs, staff, and facilities in an environment that builds a healthy spirit, mind, and body for all. YMCA of the Rockies staff are key players in helping cultivate an environment of healthy living, youth development, and community impact on our breathtaking properties outside Rocky Mountain National Park. This is a place where nature inspires, and staff lead with heart.

We are committed to being welcoming to all people and to making a difference in the lives of our members, guests, and staff. The work each staff member does matters. We count on our staff to provide extraordinary mission‑based experiences for our guests and for each other.

• Develop and implement an integrated marketing and communications strategy that advances brand awareness, engagement, occupancy, and revenue across all properties and programs.
• Set quarterly objectives and KPIs (e.g., CAC, ROAS, conversion rate, LTV, share of voice, occupancy pace) and run a weekly operating cadence to inspect results and unblock execution.
• Define target segments, positioning, and key messages; ensure consistent delivery across all channels and touchpoints.
• Lead issues management and crisis communications as the in‑house owner, partnering with the Sr. Director of Group Sales & Marketing and senior leadership; maintain a current crisis playbook and spokesperson protocols.
• Maintain brand integrity, accessibility, and mission alignment in all materials and platforms.
• Own strategy and outcomes across paid/owned/earned channels; manage the full funnel holistically to drive qualified demand and loyalty.
• Through the Performance Marketing Manager:
  Set strategy, budgets, and testing guardrails for SEO, SEM, paid social/display/video, and retargeting; approve media plans and experimentation roadmaps.
• Through the Marketing & Communications Manager and Social Media Specialist:
  Design lifecycle journeys (prospect > booker > repeat/loyalty); direct email/SMS automation, content, social, onsite messaging, and editorial calendars tied to seasonal and segment needs.
• Web & CRO:
  Own site goals, user journeys, landing pages, and SEO/UX/content priorities; ensure accurate tracking (GTM, pixels, events) and continuous conversion optimization.
• Partnerships & Events:
  Prioritize co-marketing, community/influencer partnerships, and event activations with clear attribution plans and post-mortems.
• Oversee compelling, on-brand campaigns that reflect the YMCA mission and resonate with priority audiences.
• Direct creation of marketing assets across channels, including web content, social media, video/photo, press materials, event promotions, and printed pieces.
• Ensure all creative outputs meet quality, accessibility, and brand standards while supporting organizational goals.
• Serve as the in‑house PR lead for media relations, narrative development, and spokesperson preparation.
• Monitor brand reputation and social sentiment; implement rapid‑response protocols and conduct post-incident reviews to capture learnings.
• Maintain a strong understanding of services and facilities at both Centers and Camp Chief Ouray to accurately represent offerings.
• Lead, mentor, and develop a team of 4–6 professionals (including the Performance Marketing Manager, Marketing & Communications Manager, and Social Media Lead), plus agency/contractor partners; foster a culture of creativity, accountability, and growth.
• Collaborate cross-functionally with Group Sales, Operations, Programs, Camp/Center leadership, IT,…