Executive Position Profile
Vice President of Marketing & Communications
This search is being conducted by:
1701 Pennsylvania Ave. NW, Ste. 300 Washington, D.C. 20006 +1.202.544.4749
vettedsolutions.com /vetted-solutions-llc @vettedsolutions
Vetted Solutions is a proud member of:
Table of Contents Click any entry in this Table of Contents to go directly to that page.
Click on the page number at the bottom of any page to return to the Table of Contents.
I.
Position Description . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3
Scope of Position Key Responsibilities Qualifications Measures of Success
II.
Organization Review . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
5
Overview Goals Membership Sleep Health: Journal of the National Sleep Foundation Programs and Services Governance Organizational Background and Staffing Culture Leadership NSF Headquarters Web Presence
III.
About Vetted Solutions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2
7
I. Position Description Scope of Position
building effective groups in each programmatic area to achieve high performance and attain organizational goals. The Vice President will empower and strengthen his/her direct reports, delegating authority with the intent of enabling individuals to work effectively. For indirect reports, the executive will build capacity in his/her director and manager levels to attract, develop, and retain top talent in a competitive market.
The Vice President (VP) of Marketing & Communications will be responsible for developing and leading the implementation of a comprehensive marketing and communications strategy, which is aligned with the organizational strategic goals and priorities. The VP of Marketing & Communications will develop a comprehensive marketing and communications plan for the National Sleep Foundation (NSF), as well as directly manage the activities that promote, enhance, and protect the organization’s brand reputation and awareness. The position will provide leadership and management of NSF marketing strategy and programs focused on branding, messaging, promotion, advertising, and industry/market/members insights and trends.
The Vice President of Marketing & Communications reports to the Chief Executive Officer.
Key Responsibilities ■
The VP of Marketing & Communications will be responsible for the development, integration, and implementation of a broad range of public relations activities relative to the strategic direction and positioning of the organization, its programs, and its leadership. The position will provide oversight for NSF’s website properties, including sleepfoundation. org (the #1 Google search ranking for “sleep”), sleep. org, drowsydriving.org, and others. In addition, the VP Marketing & Communications will oversee a variety of communication vehicles, including print publications, website, online communications, and social media.
■
■
Leveraging a broad range of programs and organizational assets, the VP of Marketing & Communications will develop, promote, and oversee the corporate sponsorship activities. The position will build and manage corporate sponsor relationships, as well as sponsorship packages. Package costs and benefits will be regularly reviewed and set consistent with NSF brand value and the competitive marketplace.
■
■
As a C-level executive, the Vice President will have key staff leadership and management responsibilities for individual and team recruitment, training, development, and retention. Team leadership responsibilities require focusing, aligning, and
■
3
Develop and implement an integrated strategic marketing and communications plan to advance NSF’s brand identity; broaden awareness of its programs and priorities; and increase the visibility of its programs across key stakeholder audiences. Create marketing and public relations strategy that will allow NSF leadership to cultivate and enhance meaningful relationships with targeted, high-level external audiences, including thought leaders, public policy and government officials, and industry leaders. Provide oversight and strategic thinking for signature annual campaigns: Sleep Awareness Week® and Drowsy Driving Prevention Week®. Develop a future plan which grows the campaigns’ impact, builds awareness, recruits sponsors, and identifies potential partners. Provide leadership for NSF’s website properties and strategic thinking on opportunities, future direction, and plans, which include monetization of these important organizational assets. Identify challenges and emerging issues faced by the organization. Collaborate with the leadership team to recognize internal and external communication opportunities and solutions, and define and execute appropriate strategies to support them. Engage and manage public relations and the media, when appropriate and aligned with NSF priorities. Prepare talking points, speeches, presentations, and other supporting material, as needed.
■
■
■
■
Oversee development of marketing plans, strategic and tactical, for NSF conferences, programs, products, services, and membership aligned with organizational priorities. Oversee development of all NSF print communications, marketing collateral materials and electronic communications, including NSF’s website and new media. Oversee the day-to-day activities of the marketing and communications function, including budgeting, operational planning, and execution. Lead, manage, develop, coach, recruit, and retain the Marketing/Communications and Website staff team to support the development and execution of the marketing and communications strategy and plan. Dedicated staff are engaged in project-based marketing, communications, website, social media, and other functional activities.
■
■
■
■
■
■
■
Qualifications ■
■
■
■
■
■
■
Bachelor’s degree in marketing, communications, or related field is required. Minimum five years experience in senior management role, either in-house or with an agency. Solid foundation of traditional marketing, branding, communications, and public relations background, with ability to implement experimental and new trends, as appropriate. Demonstrated experience leading and managing a comprehensive strategic marketing and communications plan and program to advance an organization’s brand and goals. Proven skill and comfort in proactively building relationships with journalists and successfully positioning subject matter with the media to achieve high-impact placements. Successful writing and editing experience (externally focused) with a variety of print and online communications media.
Creative and thoughtful in how new media technologies can be utilized. Innovative thinker, with a track record of translating strategic thinking into vision, action plans, and measures of success. Excellent judgment and creative problem solving skills, including negotiation and conflict resolution skills. Ability to make decisions in a fast-changing environment; envision and anticipate future needs. Effective staff management skills; ability to influence and engage direct and indirect reports and peers. Well developed presentation, communication, and interpersonal skills to gain the credibility and respect of the Board of Directors, as well as C-level corporate executives. Ability to operate as an effective tactical, as well as strategic thinker. Energetic, flexible, collaborative and proactive team leader, who can work collaboratively across the organization.
Measures of Success By the end of the Vice President’s first year, the following accomplishments would be expected: ■
■
■
■
4
Provides vision and critical strategic directionsetting for Marketing and Communications functions aligned with NSF’s overall objectives, goals, and priorities. Takes ownership and identifies highest priorities for execution, resource (financial, staff, technologies) allocation, and timing. Demonstrates profit and loss ownership for his/ her areas of responsibility. Envisions new opportunities and ideas for NSF, which includes new revenue sources, plans, and resource needs.
II. Organization Review Overview
Programs and Services
The National Sleep Foundation (NSF) is dedicated to improving health and well-being through sleep education and advocacy. Founded in 1990 by the leaders in sleep medicine, NSF is the trusted resource for sleep science, healthy sleep habits, and sleep disorders to medical professionals, patients and the public.
The National Sleep Foundation develops and delivers a wide range of education, research, technology, and government affairs programs. Education programs include both Continuing Medical Education (CME), as an ACCME-accredited provider, and non-CME activities. Non-CME activities and events include NSF’s annual Sleep Health & Safety Conference.
As the global voice for sleep health and safety, NSF is a leader on issues with growing importance and visibility to policymakers, Fortune 500 corporations, healthcare providers, the media, and the public.
NSF is well known for its polls documenting America’s sleep habits and its efforts to reduce drowsy driving accidents.
Goals
Governance
As the global voice for sleep health, the National Sleep Foundation’s priority goals are to ensure that:
The National Sleep Foundation is governed by the NSF Board and volunteer leadership are comprised of leading scientists, clinicians and patient advocates. The organization’s committees, councils, task forces and consensus panels each have unique responsibilities areas that address specific NSF goals. The Board of Directors delegates responsibility and empowers committees, councils, and task forces with annual charges.
■
■
■
■
S leep is used as a vital sign of health by medical professionals and the public; Th e biological sleep/wake process is common knowledge; W orkplaces, schools, homes and transportation infrastructures are designed to be sleep-friendly; S leep science is rapidly incorporated into products and services.
Organizational Background and Staffing
Membership A wide range of annual membership opportunities has been developed to meet the needs of this growing field, including categories for researchers and social scientists; sleep care centers; primary care physicians; nurses; dentists and dental professionals; sleep doctors; sleep care managers and technicians.
The National Sleep Foundation is a nonprofit 501(c)(3) organization with a 25+ year history. NSF’s annual operating budget is approximately $5.7 million and the organization employs 16 high performing staff. By using a core staffing model, NSF highly leverages and scales external contractors to align with programmatic needs.
Sleep Health: Journal of the National Sleep Foundation
Culture NSF’s organizational personality is bold. The organization is often a first mover and is seeking team members who thrive on the cutting edge of research, science, and technology. The team likes to think out of the box and is very business-minded. The leadership expects that taking a “first mover” position sometimes means taking criticism or making mistakes, which is “okay” in this organization.
The National Sleep Foundation publishes Sleep Health, an academic journal that covers sleep’s role in population health from the social science perspective. The Journal serves as the foremost publication for manuscripts that advance the sleep health of all members of society.
5
Leadership
organizations domestically and globally. Since joining the National Sleep Foundation in 2008 as CEO, he has been instrumental in pioneering private-sector educational campaigns with health care and consumer companies to bring sleep health and safety education to the public.
Mr. David M. Cloud is the Chief Executive Officer of NSF. A native of Chicago, he received his undergraduate and MBA from DePaul University. His career has been marked by an unusual blend of business and nonprofit pursuits. Early in his career he ran an insurance subsidiary of a health care organization. He later moved to the American Medical Association where he worked on political and advocacy efforts and later led large-scale strategic reorganizational planning involving hundreds of specialty and regional medical organizations. After 15 years in medical association leadership, he moved to the private sector as President of a professional services firm serving distinguished surgical and interventional medical specialty
NSF Headquarters NSF’s offices are located at 1010 North Glebe Road, Suite 420, Arlington, VA 22201, conveniently located near the Ballston Metro station. NSF designed, built, and moved into its brand new office space last year.
Web Presence
For more information, visit sleepfoundation.org or sleep.org. Also, follow NSF on Facebook and Twitter.
6
III. About Vetted Solutions Vetted Solutions is a Washington, D.C. based executive search firm specializing in association, nonprofit, and hospitality/destination marketing community recruiting and consulting. We focus on senior staff and CEO positions. To apply, please visit the Current Searches page at: www.vettedsolutions.com Jim Zaniello, President Vetted Solutions 1701 Pennsylvania Ave. NW, Ste. 300 Washington, D.C. 20006 +1 202 544 4749
[email protected] For more information about Vetted Solutions, please visit us at: vettedsolutions.com
@vettedsolutions
/vetted-solutions-llc
Vetted Solutions is a proud member of:
7
