The Director of Marketing provides strategic and operational leadership for ICAN’s marketing department, translating organizational priorities into effective marketing strategies, campaigns and measurable outcomes. Reporting to the Vice President of Development & Marketing, the Director leads the annual marketing plan, manages marketing staff and external partners, and ensures ICAN’s brand, communications and marketing efforts support organizational growth, mission impact and community engagement.
Duties and Responsibilities- Lead the development and execution of ICAN’s annual marketing strategy, objectives, calendar and campaigns.
- Establish marketing priorities aligned with ICAN’s strategic plan, organizational goals, audience needs and available resources.
- Lead ICAN’s brand positioning, messaging and storytelling strategy, ensuring a consistent organizational voice across programs and platforms.
- Manage and develop marketing staff providing oversight with internal teams and external marketing partners, agencies and vendors.
- Oversee internal marketing production and projects, ensuring high standards of quality, consistency and professionalism; adherence to ICAN brand standards; and alignment with organizational marketing priorities, objectives and timelines.
- Oversee digital marketing, website, SEO, social media, email, advertising, public relations and other external communications.
- Develop marketing strategies that support program awareness, qualified referrals, regional growth, philanthropy, community engagement and employee recruitment.
- Lead impact-focused campaigns and communications that demonstrate measurable outcomes and community impact.
- Partner with Development, Human Resources, program leadership and other departments to align marketing with organizational priorities.
- Establish marketing performance measures and use data to evaluate campaigns, audience engagement, website performance, referrals and overall marketing effectiveness.
- Manage marketing budgets, resources and workflows to ensure effective use of organizational and external resources.
- Lead quarterly marketing reviews and recommend opportunities to start, stop, continue or modify marketing activities based on results and strategic priorities.
- Bachelor’s degree in Marketing, Communications, Business, Public Relations or related field.
- 5+ years of progressively responsible marketing or communications experience, including leadership or management experience.
- Demonstrated experience developing and implementing integrated marketing strategies and campaigns.
- Experience managing staff, agencies, vendors or cross-functional projects.
- Nonprofit, human services or community-based organization experience preferred.
Skills & Abilities:
- Strong knowledge of digital marketing, social media, website management, SEO, public relations and analytics
- Excellent communication, organizational, project management and relationship-building skills.
- Ability to think strategically while effectively overseeing execution in a fast-paced environment.
Skills Required
- Bachelor’s degree in Marketing, Communications, Business, Public Relations, or a related field
- 5+ years of progressively responsible marketing or communications experience
- Leadership or management experience
- Experience developing and implementing integrated marketing strategies and campaigns
- Experience managing staff, agencies, vendors, or cross-functional projects
- Strong knowledge of digital marketing, social media, website management, SEO, public relations, and analytics
- Nonprofit, human services, or community-based organization experience
What We Do
ICAN (Integrated Community Alternatives Network) is a nonprofit home- and community-based care network serving children, families, and individuals with significant service needs across Central New York. Its individualized programs address social, emotional, mental-health, and behavioral challenges, including care management, crisis intervention, family support, and school-based services. Through coordinated, strengths-based care, ICAN helps people pursue healthier, more productive lives and works to keep families together.
