Leadership role
Director of Marketing
Directs an organization's marketing, promoting its programs, services, events or earned-income products to the people it wants to reach.
Reporting and scope
Typically reports to the Executive Director / CEO, a Chief Marketing / Communications Officer or a VP of Marketing. Authority covers marketing strategy, brand and paid channels.
Core responsibilities
- Builds marketing plans tied to enrollment, attendance, membership or sales
- Manages advertising, digital marketing and campaign budgets
- Maintains brand standards and creative quality
- Tracks results with data and analytics
- Supports fundraising and membership campaigns
- Manages agencies and vendors
How it differs
Director of Communications focuses on media, reputation and messaging. Membership Director owns member acquisition and retention. Director of Marketing owns demand for earned revenue and participation. VP of Marketing is the tier above.
By organization size
In smaller organizations marketing and communications are often one job. Arts, education and health organizations with large earned revenue have dedicated marketing teams.
Filings from the last five years mapped to this role commonly report titles such as: Director of Marketing; Marketing Director; Director, Marketing; Director of Marketing & Communications; Senior Director of Marketing; Director of Marketing and Communications