Vice President, Marketing and Communications


View the PDF of this position description and candidate profile on the 360 Group website

San Francisco, CA

Reports to
President and CEO

About the Golden Gate National Parks Conservancy

At the Bay Area’s doorstep are some of the most beautiful and diverse parklands anywhere. The Golden Gate National Parks extend from San Mateo in the south to Marin County in the north, and include iconic places like Muir Woods, Alcatraz, Ocean Beach, the Presidio, and Crissy Field. These parks are one of the world’s largest urban park systems and among the most popular national parks in America, with more than 17 million visits each year.

The Golden Gate National Parks Conservancy (the Conservancy) is the nonprofit organization that has worked for 35 years to help preserve these parks and enhance the public’s awareness and enjoyment of these areas. The Conservancy works hand-in-hand with the National Park Service, the Presidio Trust, and other partners to revitalize park sites, preserve landmark locations and natural habitats, provide world class interpretive experiences, enlist volunteers, deliver best-in-class educational and youth leadership programs, provide public programs, and offer services to park visitors.

The Conservancy is viewed nationally and even internationally as a leader in its field. To date, it has provided more than a half-billion dollars in support of park projects and programs and built a large community of Bay Area residents dedicated to conserving these iconic parks for the future. The Conservancy’s public programs serve tens of thousands of Bay Area residents each year. With a strong emphasis on youth and underserved communities, the Conservancy seeks to welcome and engage with all Bay Area residents. Through the success of its various programs, including those focused on stewardship, conservation, education, youth engagement, volunteers, park projects, visitor services and retail, the Conservancy continues to expand and grow as a source of civic pride, fulfilling its vision of “Parks For All Forever.”

We invite you to learn more about the Golden Gate National Parks Conservancy at

Position Responsibilities
Reporting to the President & CEO, this role develops and executes the Conservancy’s institution-wide communications and marketing. This position creates a multi-year plan that promotes the Conservancy’s programs and services, enhances the Conservancy’s visibility and brand reputation, reaches a wide variety
of important audiences, and drives donor support for the organization. Serving on the Conservancy’s executive team, the Vice President, Marketing and Communications is responsible for creating a broad range of public relations and marketing activities that supports the strategic direction and positioning of the organization and its leadership. This individual serves as an ambassador for the organization, developing relationships with the media and key partners, including the National Park Service and the Presidio Trust. Within the Conservancy, the Vice President sets the appropriate tone for a “communications culture” and ensures the quality of the Conservancy’s varied and integrated marketing and communications activities including: brand building, print publications, photo and video production, digital media (website, E-news and other online communications and social media), traditional media and public relations. This role also supervises a team of nine communications professionals who execute these communications activities.

Specifically, the responsibilities of the Vice President, Marketing and Communications will include:

Strategy, Vision and Leadership
• Oversee the development and execution of Conservancy identity and
messaging; broaden awareness of the Conservancy’s programs and priorities
across key stakeholder audiences
• Define marketing and communications objectives that are aligned and in
support of Conservancy’s mission and objectives; analyze and interpret
information, conditions, stakeholder positions and other variables to develop
a framework for communications and marketing; adjust the strategy in
response to, or in anticipation of, changing conditions
• Promote an integrated strategy across marketing/communications
disciplines (i.e. media relations, digital media, employee communications,
branding and identity, marketing communications, community relations)
• Develop a comprehensive long-term strategic communications and
marketing plan. Operationalize this into annual departmental plans to 
encompass the entire spectrum of departmental activity and all target
• Develop strategies, plans and tactics to reach new audiences reflecting the
diversity of the Bay Area
• Work with leadership team and staff to recognize internal and external
communications opportunities and solutions and define and execute
appropriate strategies to support them
• Serve as marketing/communications counselor to Conservancy leadership.
Advise on media perceptions, public relations issues, marketing strategies
and effective messaging to advance the reputation of the Conservancy and to
minimize risk
• Develop and implement systems and utilize data to measure the
effectiveness of all strategic communications and marketing activities
• Provide strategy, oversight and accountability for departmental budget

Partnership and Collaboration
• Work collaboratively with the departmental team and subject matter experts
across the Conservancy to create frameworks and strategies for shared
responsibility in content development
• Work with key staff and the board’s Marketing and Communications
Committee to identify and achieve messaging goals
• Develop trust and teamwork with partner organizations, including the NPS
and Presidio Trust, and work in collaboration with their communications

Team Development/Management
• Recruit and manage departmental team and partners to develop and execute
the strategy in a fast-paced and complex environment
• Promote a culture of high performance and continuous improvement that
values learning and a commitment to quality
• Mentor and develop staff using a supportive and collaborative approach on a
consistent basis
• Establish and monitor staff performance and development goals, assign
accountabilities, set objectives, establish priorities, conduct annual
performance appraisals, and administer salary adjustments

External Ambassadorship
• Serve as a spokesperson and lead point person on media interactions
• Actively monitor and capitalize on emerging trends in media and public
relations, including digital media and other developments which will keep
Conservancy in a leadership role in connecting communities with their parks
and public lands
• Sustain comprehensive knowledge of the Conservancy’s programs, projects,
visitor services, its achievements, mission, vision, goals, policies, practices
and infrastructure

Profile of the Successful Candidate
The Conservancy is known for several core competencies: its partnership acumen,
focus on collaboration, commitment to quality and excellence in every area of
work, entrepreneurial spirit, and its focus on the park visitor and customer service.
Among its senior staff, it has actively fostered a culture of “service leadership” and
the ability to lead staff, volunteers and partners with grace, humility, and a high
level of emotional intelligence; comfortably share credit and gratitude; achieve
agreement with evenness and good will; bring graciousness even to the hardest
challenge, problem or issue. The Vice President, Marketing and Communications
will not only have these competencies, but will also contribute to the strength of
the Conservancy in the depth and execution of them.

More specifically, the Conservancy seeks a seasoned professional who has:
• Bachelor's degree in journalism, communications, marketing or related field,
advanced degree is preferred
• Minimum 7 years of experience with 3 years in a senior management role
• Experience in a non-profit educational or cultural setting preferred
• Passion for the Conservancy’s mission, combined with knowledge about
national parks and community relations
• Excellent written, oral, interpersonal, and presentation skills and the ability
to effectively partner with senior management, board and staff
• Extensive writing and editing experience with a variety of print and online
communications media
• A track record for innovatively translating strategic thinking into action plans
and output, with a reputation for inspiring creative thinking and fostering
problem solving
• Demonstrated leadership in creating, implementing, and evaluating a multiyear,
institution-wide marketing and communications plan
• A collaborative and collegial orientation, combined with institutional savvy
• An energetic, flexible, collaborative, and proactive approach; a team leader
who can positively and productively impact both strategic and tactical
• Knowledge of trends and best practices in marketing and public relations
Knowledge and understanding of the current communications technological
• Experience supervising people working on websites, photos/video, social
media platforms, digital marketing, and other online technologies;
understands how to analyze and evaluate the impact of these technologies
• Experience in building, mentoring and coaching a team of marketing and
communications specialists
• Excellent judgment and creative problem-solving skills, including negotiation
and conflict resolution skills
• Confidence and rapport to gain credibility and respect of the Conservancy’s
leaders and partners
• The ability to make decisions in a changing environment and anticipate
future needs
• A personal and professional style that maintains good will, collegiality, and
trust with all partners, staff, and key community stakeholders – and uses
these relationships to advance the Conservancy’s mission
• The ability to work with a wide range of cultures, including facility with
appropriate languages spoken in the region and parks

Start Timeframe
We seek to have someone in place by early 2019.

This position offers a competitive salary and includes a comprehensive benefits
package. We actively welcome all candidates from a wide range of backgrounds
who have the skills to fulfill this role – regardless of compensation history.

Department: Executive Office

To Apply

All applications are held in strict confidence. Please submit your credentials and a
letter of interest through our private applicant portal to The 360 Group at:

Applications should be directed to the attention of Vincent Robinson, Managing
Partner, The 360 Group. Applications will be reviewed on a rolling basis. Earlier applicants may
receive priority consideration. To be considered, The 360 Group encourages all
interested candidates to submit their applications promptly, via the confidential
applicant portal linked above.

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