National Alliance on Mental Illness
  • 04-May-2022 to Until Filled (EST)
  • Marketing & Communications
  • Arlington, VA, USA
  • Full Time

The Director of Marketing is responsible for strengthening and elevating the NAMI brand as the leading voice for individuals and families affected by mental illness. In support of this goal, the Director of Marketing will build and sustain a strong storytelling cadence that reinforces NAMI's mission, vision and values across a diverse mix of audiences and media channels. This leader will take an innovative approach to developing a strategy to garner enhanced brand visibility and awareness.

Serving as the creative architect for the organization's public awareness campaigns, the Director of Marketing will conceptualize and implement strategic marketing plans that drive demand for various programs and services and strengthen Alliance-wide understanding of and engagement with NAMI.

The Director of Marketing is expected to be innovative, results-oriented, and data driven with an expert understanding of integrated marketing management and a particular facility with digital tools/strategy.

The ideal candidate is a dynamic and accomplished marketing leader with strong analytical, communication and execution skills. This role will develop a strategy and innovative approach to enhance the brand to garner enhanced visibility and awareness. The ideal candidate is also a creative and strategic thinker who is excited to support NAMI's growth while working alongside a wide array of external and internal stakeholders.

As part of the Marketing and Communications (MarCom) leadership team, the Director of Marketing will play a critical role reporting to the Chief Communications Officer and partnering with the Director of External Communications. The Director of Marketing oversees the Senior Content Manager and works with MarCom department staff to support the organization and other NAMI departments in the development of comprehensive marketing strategies.

Duties and Responsibilities:

  • Develops integrated marketing plans to build brand awareness, strengthen engagement, drive demand and activate people to join and support the mental health movement.
  • Drives and implements content and marketing strategies to elevate NAMI's brand through multiple public platforms, and in various print and digital media channels, including the web and social media.
  • Manages a team of content developers/writers that create and manage content for NAMI publications, collateral materials, campaigns and other initiatives.
  • Oversees, edits/approves all public facing communications materials.
  • Researches, analyzes, and monitors demographics and other factors to maximize market opportunities and minimize effect of competitive activity.
  • Regularly conducts market research to identify opportunities and challenges.
  • Conceptualizes, writes and/or edits stories, message points, positioning papers, and calls-to-action across a variety of organizational programs and services, including organizational promotional videos and PSAs
  • Oversees the project request process to ensure that creative briefs and other project requests are processed and onboarded to the appropriate department managers in a timely manner.
  • Provide leadership, direct supervision and management of team members through effective coaching, accountability, and performance management.
  • Works with MarCom project leads and department liaisons to produce project plans.
  • Convenes and manages programming for monthly meetings with MarCom staff liaisons to discuss upcoming projects, reinforce synergies, and report on monthly KPIs and other performance measures.
  • Procures, oversees and manages relationships with consultants such as vendors and freelancers, as well as internal team members, to ensure coordination and execution of quality production.
  • Manages expenses and budget related to assigned projects and deliverables.
  • Develops comprehensive internal communications plan to engage NAMI staff and strengthen understanding and cross collaboration among staff and between departments.
  • Collaborates with field communications staff to strengthen connections and engagement with Alliance leaders and key stakeholders.
  • Develops, implements and oversees organizational content development/editorial style and guidelines.
  • Responsible for marketing and communications to and training of field staff and volunteers as needed.
  • Creates quarterly reports and presentations as needed.
  • Perform other duties as assigned.


  • BSc/BA in business administration, marketing and communications or relevant field
  • 10+ years of marketing experience, preferably in a mission-driven, non-profit organization, with at least 3 years direct experience in public policy communications
  • Experience with mental health or related issues is desirable
  • Demonstrated experience in public affairs campaign development
  • Demonstrated experience and leadership in managing comprehensive strategic marketing and communications, social media and traditional media relations, and marketing programs to advance the organization's mission and goals
  • Excellent writing, proofreading, copyediting, and substantive editing skills
  • Advanced proficiency with Microsoft Office
  • Working knowledge of Constant Contact or other email marketing software, Adobe Creative Suite, Muck Rack, Buffer or comparable programs and Salesforce, Raiser's Edge, or similar CRM/Development databases
  • Proficiency with web content management systems, project management software, digital marketing tools and analysis tools (e.g., Kentico, HTML, Smartsheet, Google Analytics, WebTrends and Google Adwords)Experienced in developing creative marketing campaigns and print and digital graphics
  • Strong command of social networking and multi-media strategies and tactics
  • Demonstrated experience in implementing and utilizing effective strategies in a variety of media
  • Strong story conceptualization, writing and editing skills with experience in the management of print and digital publications and other collateral materials
  • Good "news sense" with the ability to spot trends/issues and proactively engage the organization in the conversation
  • Experience managing integrated digital, print and broadcast media to optimal results
  • Ability to define and manage deadlines, manage multiple tasks, and ensure quality communications outcomes
  • Proficiency with desktop publishing software and photo editing software (Adobe Creative Suite) preferred
  • Ability to work well under pressure and deadlines, and to roll up the sleeves to get the job done as needed
  • Professional chartered marketer (CIM) is a plus
  • Understanding of basic SEO and metadata best practices preferred
  • Must pass background check

NAMI offers a competitive and comprehensive benefits package that contributes to employees' overall total compensation package.

This position is hybrid, working onsite in the Arlington office 2 - 3 days per week.

Salary range: $100,000 - $115,000

NAMI is proud to be an equal opportunity employer and is committed to creating a diverse and inclusive workforce. NAMI prohibits discrimination and harassment against any employee or applicant for employment because of race, color, religion, sex, national origin, marital status, age, disability, veteran status, sexual orientation, gender identity or expression, pregnancy, childbirth or related medical conditions, genetic information or any other legally protected group status. We also provide reasonable accommodation for candidates with disability.

National Alliance on Mental Illness
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