Vice President, Marketing & Communications

, ID, United States

The Vice President of Communications and Marketing at the 13,000-member Hudson Gateway Association of Realtors (HGAR), serving the Hudson Valley and New York City, is a senior leader providing the vision, strategy, and oversight for all marketing and communications functions. Reporting to the Chief Executive Officer, the VP of Marketing and Communications is responsible for internal and external communications and supporting the priorities and initiatives outlined in the associations’ Strategic Plan that focuses on advocacy, professionalism, and engagement. The VP will also raise the profile of the association as one of the largest and leading Realtor associations in U.S and promote its value proposition to all stakeholders.

A collaborative, collegial leader, the VP is responsible for motivating and empowering a team of 5 marketing and communications professionals to maintain a collaborative and productive office that is sought out and relied upon by other staff and leadership.

Data-driven and results-oriented, the VP will have experience building and maintaining an efficient team structure that can manage workflow and processes effectively from conceptualization to implementation; focus on key priorities that enhance and support membership growth, advocacy, government affairs, education, professionalism, engagement, non-dues revenue, philanthropy, and the association’s reputation; and evaluate progress toward key performance indicators, implementing changes for continual improvement.

This role oversees four primary areas (1) communications and brand strategy, which includes public relations, content marketing, publications, copywriting, and writing for executive support; (2) brand identity and visual strategy, which includes print and digital design, photography, and videography; (3) marketing strategy and audience engagement, which includes campaign development, media planning, digital marketing, web development, and social media; and (4) marketing operations and insights, which includes project management and data analysis and reporting.

Leadership and Vision

Set the vision for, design, and implement an overarching, data-driven marketing and communications plan that proactively builds on the strengths of the current operation, aligns with the Association’s strategic priorities, and targets key audiences.

Set department priorities and manage resources accordingly, with a focus on supporting and enhancing membership recruitment and retention, non-dues revenue opportunities, advocacy, education, engagement, and collaboration.

Ensure cohesive messaging and brand identity that extends across all media and communications platforms/vehicles, supports the needs of key constituencies, and advances the goals of the Association.

Use quantitative and qualitative data to evaluate the success and effectiveness of marketing and communications initiatives and campaigns with target audiences on an ongoing basis. Adjust strategies and tactics as necessary to meet long-term objectives, annual goals, and KPIs.

Evaluate and, as appropriate, make changes to improve marketing and communications processes, workflows, and organizational structure.

Communications and Public Relations

Serve as an advisor to Association leadership on communications matters and messaging to internal and external constituencies. Prepare or oversee the preparation of executive communications.

Support and prepare leadership to serve as the as spokespersons on behalf of the Association.

Lead crisis management planning and establish/update crisis communications policies and procedures. Identify situations that could impact the real estate industry and the business operation of members.

Work with colleagues and key stakeholders to elevate and protect the Association’s reputation through crisis communications, positioning, and marketing campaigns.

Prioritize the generation of positive media coverage of noteworthy developments and coordinate timely responses to media inquiries.

Marketing Strategy and Branding

Develop collaborative relationships with chambers of commerce, economic development agencies, and the state and national associations to persuasively tell HGAR’s story consistent with its branding strategy.

Thoroughly evaluate current marketing and branding efforts across the association and its brand. Ensure the development and implementation of effective branding, segmentation strategies, and customized digital marketing campaigns.

Proactively ensure the Association’s marketing and communications strategies remain innovative and incorporate the technology and platforms used by its target audiences.

Develop and implement strategies to engage and connect with traditionally underrepresented and underserved communities to support and enhance diversity, equity, and inclusion throughout the association and home buying/selling communities.

Periodically conduct market research and adjust strategies and/or tactics to account for insights gained from such research.

Management and Administration

Oversee the recruitment, training, management, and retention of a diverse team of marketing and communications professionals. Foster an environment that encourages collaboration, creativity, innovation, respect, and accountability.

Guide and empower team members through transparency, active communication, and clear direction, placing team members’ work within the context of the Association’s priorities and goals.

Ensure compliance with accessibility standards and all pertinent laws, regulations, and Association policies, including CAN-SPAM Act, etc.

Oversee department budget and expenditures. Allocate resources to support strategic priorities.

Stay informed of industry trends and emerging media and empower team members to be nimble in incorporating new approaches as warranted.

Committee Liaison

Serve as staff liaison to assigned committees and other related task forces or work groups.

Prepare meeting agendas, notices, minutes, and reports. Performs related follow-up work between meetings.

Required Qualifications

Undergraduate degree in communications, marketing, or public relations preferred.

Advanced degree such as a master’s degree in business administration, marketing, public relations, communication, or a related field is preferred.

At least 5-7 years of experience leading a comprehensive marketing and communications operation in a complex, mission-driven organization, ideally with a non-profit or trade association.

Ability to build relationships with a wide range of constituents from diverse backgrounds. A strong commitment and sensitivity to fostering inclusive working and learning environments.

Experience creating operational efficiencies, managing budgets, and allocating resources to meet department objectives.

Ability to understand and consistently ensure compliance with Association policies and procedures, state and federal rules and regulations, as well as high ethical standards.

Technical skill to use HGAR’s software and systems.

Member-centric mindset.

This position requires overnight travel to attend conferences and events, many of which are after working hours and/or weekends.

Salary range $140,000-$170,000.

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