The Role
Leads internal and external communications, public and media relations, executive and board communications, crisis response, reputation management, fundraising communications, and organizational engagement. Advises executive leadership, builds enterprise-wide communication strategies across headquarters and branches, oversees messaging standards and channels, manages stakeholder and media relationships, and strengthens mission visibility, employee alignment, and donor engagement.
Summary Generated by Built In
The Senior Vice President (SVP), Communications is a key member of the leadership team responsible for advancing the Armed Services YMCA’s internal and external communications strategy in support of organizational alignment, mission impact, reputation, growth, fundraising, and stakeholder engagement.
A central priority is building an effective internal communications function that keeps employees informed, connected, and equipped to act on organizational priorities. Working across departments and with branch leadership, the SVP establishes the strategies, channels, and practices that strengthen engagement through growth and change.
Reporting to the Chief Development & Marketing Officer (CDMO), the SVP oversees strategic messaging, internal communications, public and media relations, content development, executive communications review, and crisis communications. This leader collaborates closely with fellow SVPs within Development and Marketing to support corporate partnerships, fundraising, brand visibility, reputation management, and coordinated crisis response across channels.
Essential Duties & Responsibilities
Strategic Leadership
Required Education & Experience
A central priority is building an effective internal communications function that keeps employees informed, connected, and equipped to act on organizational priorities. Working across departments and with branch leadership, the SVP establishes the strategies, channels, and practices that strengthen engagement through growth and change.
Reporting to the Chief Development & Marketing Officer (CDMO), the SVP oversees strategic messaging, internal communications, public and media relations, content development, executive communications review, and crisis communications. This leader collaborates closely with fellow SVPs within Development and Marketing to support corporate partnerships, fundraising, brand visibility, reputation management, and coordinated crisis response across channels.
Essential Duties & Responsibilities
Strategic Leadership
- Develop and execute comprehensive internal and external communications strategies aligned with organizational priorities, growth objectives, and mission advancement.
- Serve as a strategic advisor to the CDMO, CEO, and leadership team on organizational communications, public relations, reputation management, and stakeholder engagement.
- Establish messaging frameworks and communications standards that ensure clarity and consistency across National Headquarters and branches.
- Collaborate with fellow SVPs within Development and Marketing to integrate communications with fundraising, corporate partnerships, marketing, and audience engagement strategies.
- Establish measurable goals, key performance indicators, and reporting mechanisms to evaluate communications effectiveness and guide improvements.
- Build and lead an enterprise-wide internal communications strategy that connects National Headquarters and branches and strengthens employee understanding of ASYMCA’s mission, priorities, decisions, and progress.
- Partner across Human Resources, operations, finance, programs, Development and Marketing, and branch leadership to identify communications needs, coordinate priorities, and clarify roles for shared planning and review.
- Establish a coordinated communications calendar, channel standards, and distribution practices that deliver timely, relevant information to the right employees, including frontline staff.
- Translate strategic decisions, organizational initiatives, and operational changes into clear communications that explain what is changing, why it matters, and what employees need to do.
- Develop executive updates, town halls, manager resources, and other communications that increase leadership visibility and equip department and branch leaders to communicate consistently.
- Support employee engagement, organizational culture, and change communications while creating meaningful opportunities for two-way feedback and exchange of ideas across departments and branches.
- Coordinate significant internal announcements with external communications and measure reach, understanding, and usefulness through feedback, channel analytics, and other relevant indicators.
- Lead external communications and media relations strategies that elevate national visibility, strengthen public understanding, and advance ASYMCA’s reputation.
- Build and maintain relationships with media outlets, industry influencers, community leaders, and strategic partners.
- Develop compelling messaging and content for organizational initiatives, campaigns, events, impact stories, and public engagement opportunities.
- Collaborate with fellow SVPs within Development and Marketing to coordinate external communications supporting corporate partnerships, sponsorships, fundraising, brand priorities, and partner commitments.
- Coordinate with marketing and social media leadership to ensure consistent messaging across earned, owned, and shared channels.
- Serve as an organizational spokesperson when appropriate and support designated spokespersons throughout National Headquarters and branches.
- Lead the development, implementation, and refinement of an organization-wide crisis communications plan, including roles, response protocols, approval processes, and escalation procedures for National Headquarters and branches.
- Advise the CEO, CDMO, and leadership team on sensitive issues, emerging reputational risks, and crisis communications strategy.
- Coordinate with fellow SVPs, department leaders, affected branches, and corporate partnership leadership to assess communications needs and execute timely, unified internal and external responses.
- Partner with marketing and social media leadership to monitor emerging issues and coordinate crisis messaging, responses, and engagement across social platforms.
- Lead the development of holding statements, talking points, media responses, stakeholder communications, and employee guidance that are accurate, consistent, and appropriately sensitive.
- Prepare designated spokespersons and equip department and branch leaders to communicate effectively during sensitive situations.
- Conduct crisis preparedness exercises and post-incident reviews to strengthen readiness and improve response practices.
- Review and provide strategic and editorial guidance on all executive communications—including speeches, presentations, written messages, and thought leadership content—to ensure clarity, consistency, and alignment with organizational priorities.
- Partner with executive leadership and staff responsible for drafting communications to refine messaging, maintain each executive’s voice, and tailor content to its intended audience.
- Support Board communications and strategic stakeholder engagement initiatives.
- Prepare executive leadership for public appearances, interviews, conferences, and media opportunities through communications counsel, key messages, and briefing materials.
- Collaborate with Development leadership to support fundraising campaigns, donor stewardship, major gifts initiatives, and annual giving.
- Develop compelling impact stories and donor communications that demonstrate mission outcomes and organizational value.
- Support sponsorship, partnership, and revenue-generating initiatives through coordinated strategic communications.
- Partner with program and branch leaders to identify stories, insights, and outcomes that communicate ASYMCA’s impact on military families.
Required Education & Experience
- Bachelor’s degree in Communications, Public Relations, Journalism, Marketing, Business Administration, or a related field and at least 12 years of progressively responsible experience in communications, public relations, or related disciplines; or an equivalent combination of education and experience.
- Minimum of seven years leading teams and managing complex organizational communications strategies, including budget management, staff leadership, and vendor oversight.
- Demonstrated success building or significantly strengthening internal communications within a geographically dispersed or multi-site organization.
- Experience translating organizational strategy, complex change, and executive decisions into communications that improve employee understanding, engagement, and alignment.
- Demonstrated success developing and executing external communications, public relations, and media relations programs.
- Experience serving as a strategic advisor to executive leadership and boards.
- Proven experience leading crisis communications and reputation management, including coordinated response across social media.
- Demonstrated ability to collaborate with executive peers, influence across functions, build trust across leadership levels and locations, and communicate with exceptional writing, editing, presentation, and verbal skills.
- Experience within a national nonprofit organization, association, military service organization, foundation, healthcare organization, or other mission-driven enterprise.
- Experience working in an organization with a National Headquarters and branch or affiliate structure.
- Experience supporting corporate partnerships, fundraising, donor engagement, advocacy, membership, or public policy initiatives.
- Familiarity with employee communications platforms, digital publishing tools, social media monitoring, and communications analytics.
Skills Required
- Bachelor's degree in Communications, Public Relations, Journalism, Marketing, Business Administration, or a related field, or equivalent education and experience
- At least 12 years of progressively responsible experience in communications, public relations, or related disciplines
- At least seven years leading teams and managing complex organizational communications strategies
- Experience with budget management, staff leadership, and vendor oversight
- Experience building or significantly strengthening internal communications within a geographically dispersed or multi-site organization
- Experience translating organizational strategy, complex change, and executive decisions into employee communications
- Experience developing and executing external communications, public relations, and media relations programs
- Experience serving as a strategic advisor to executive leadership and boards
- Experience leading crisis communications and reputation management, including coordinated social media response
- Exceptional writing, editing, presentation, verbal communication, collaboration, influencing, and trust-building skills
- Experience with a national nonprofit, association, military service organization, foundation, healthcare organization, or other mission-driven enterprise
- Experience in an organization with a national headquarters and branch or affiliate structure
- Experience supporting corporate partnerships, fundraising, donor engagement, advocacy, membership, or public policy initiatives
- Familiarity with employee communications platforms, digital publishing tools, social media monitoring, and communications analytics
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The Company
What We Do
The Armed Services YMCA (ASYMCA) is a charity dedicated to serving active duty junior enlisted military service members and their families, providing support and services to enhance military life and increase resilience.
