Job Training, Employment Skills, and Digital Literacy Education - Rappahannock Goodwill

Senior Director of Marketing

Job Title
Senior Director of Marketing
Job ID
Work Hybrid
Fredericksburg,  VA
Other Location
Our Vision
That people with barriers to employment – particularly those with disabilities – enjoy full social and economic participation in their community.
Our Mission
We create jobs locally, prepare people to succeed at work, and help them overcome barriers to employment.
About Rappahannock Goodwill Industries

Our Values
Our Culture Pillars guide our behavior, inform our perspective, and drive our decision-making. Our promise is straightforward and steadfast – basic and balanced – enduring and essential:
  • We recognize that Everybody is Somebody – is welcomed, seen, and important – with basic rights, due respect, having personal experiences and owning a unique perspective.

Our History

Rappahannock Goodwill Industries (referred to as RGI, or ‘Goodwill’) began in the mid-1960s when a group of concerned parents of adult children with developmental disabilities questioned the lack of growth opportunities for their children. In 1968, the efforts of (ARC), the Fredericksburg Area Mental Health Association, and the Junior Women’s Club created Opportunities Unlimited. That organization (long before it became a Goodwill) provided residents of Stafford, Spotsylvania, Caroline, and King George counties and the City of Fredericksburg with the first day program in the area for adults with disabilities.
By 1970 the organization realized that people want to work, as working offers a sense of purpose and accomplishment—for individuals with and without disabilities. So, Opportunities Unlimited adopted a vocational mission, changed its name to Rappahannock Rehabilitation Facility, Inc. (RRF), and began a packaging and assembly operation. The organization evolved when its vision expanded beyond the walls of the production floor to include work settings in the community.
By 1991, RRF recognized that its dependence on external funding limited who could receive services and for how long. The organization’s vision was to be able to serve more individuals, and thus it took a step toward financial independence by forging an affiliation with Goodwill Industries International. Thus, RRF became Rappahannock Goodwill Industries, Inc. This move toward control over its financial future marked the beginning of a new era.
What is now Goodwill industries International began in 1902, when Reverend Edgar Helms started the first Goodwill in Boston by gathering clothing and other items from the community for his poor parishioners to repair and sell for wages. That same focus on meaningful work for wages applies today and serves as the foundation for more than 150 Goodwills in North America and affiliates in 12 other countries across the globe. Locally, Rappahannock Goodwill Industries has served thousands of individuals by helping them enjoy the power of work.
About the City of Fredericksburg and Spotsylvania County Virginia

In 1728, the City of Fredericksburg was established by the Virginia General Assembly, on land originally patented by John Buckner and Thomas Royston of Essex County in 1681. It was named for Frederick, Prince of Wales (1707-51), eldest son of King George II of Great Britain and father of King George III. Its older streets still bear the names of members of the British royal family.

Midway between Washington, D.C, and Richmond, Spotsylvania is a picturesque county known for being as unique as its name.  The County’s heritage is deep, extending beyond the Civil War to include the Revolutionary War, African American history, and Native American history, as well as its unique early foundry and agricultural roots. Spotsylvania also has an abundance of beautiful countryside and nature-based recreation, highlighted by scenic Lake Anna. There are culinary delights appealing to every taste bud and cultural charms spanning music and the arts. 

Senior Director of Marketing – Role Overview

Rappahannock Goodwill Industries (RGI) was named 2022 Large Business of the Year by the Fredericksburg Regional Chamber of Commerce. Our Strategic Plan is fully oriented toward ‘Growth.’ In 2023 we are delivering at RGI all-time record levels in terms of total people served across our 16-County area, total number of community members placed into jobs, total number of donations received, and total revenue generated from retail store sales. I’m proud of ‘who we are’ and ‘what we do.’ And we’re just getting started – the best part of our story is that there is significant room for improvement – we can and will ‘do more’ and ‘get better.’

If you’re looking for a challenge, you’re reading the right description – read on. If you’re a Marketing professional who’s serious about quantifiable results and real impact – not ‘fluff,’ ‘feel good’ and ‘impressions’ – then I’m serious about you becoming one of us. 

Let me be clear, this role is the most senior Marketing role in the organization. As such, the expectation is that you will deliver Marketing results that support the growth of our Mission, Brand and Revenue – that’s it. RGI has never had a Marketing leader/professional as part of our Senior Leadership Team – you will be ‘the first.’ This is your opportunity to define the role, chart the course, set the standard, and be the example.

Two specific Marketing skill sets align to our Strategic Plan – Digital Marketing and Community Relations. An odd combination? Not really. Our goal is ‘Growth’ – and Growth is driven by engagement. Engagement is done digitally and in-person. If you want to sell me on the value of a press release, radio advertising or God-forbid, anything to do with newspapers, save us both some time and apply to another organization. But if you can support a multi-channel E-Commerce operation, analyze customer data and turn it into engagement that generates retail store revenue, while also executing social media campaigns during the day – and then go to the minor league baseball park that night and lead a team in talking to several thousand people about our mission, brand and impact – then I already love you.  

If you’ve read this far and you ‘get’ what I’m laying out in terms of the role, requirements, and challenge, you should apply immediately – I want to talk to you. If you’re not clear or feeling a pit in your stomach…go ahead and click out now.

I’ll lay out the Job Responsibilities below – there shouldn’t be any surprises since you chose to keep reading. The real question at this point is not ‘are you qualified?’ it’s, ‘are you willing?’

Role Responsibilities
  • Support achieving sustainable business growth through market intelligence, creativity, and strategic planning that designs and delivers marketing campaigns that combine digital mediums and personal interaction to drive engagement and develop relationships around our mission, brand, goods, and services.
  • Craft the strategy, define the objectives, develop the tactics, monitor the performance, and deliver results on multiple, simultaneous campaigns.
  • Lead the data and customer analytics and reporting function for all digital and community relations campaigns.
  • Develop and lead the implementation of a holistic data and analytics capability – in consultation with the line of business, mission services and functional area leaders.
  • Own the strategy for, lead both day-to-day operations and campaigns, and create engagement through the management of our social media platforms.
  • Own the strategy for, manage the content within, and lead the Search Engine Optimization (SEO) and Search Engine Marketing (SEM) operations associated with RGI web properties.
  • Build and maintain relationships with members of the community – peers, influencers, partner organizations, business community leaders and elected officials.
  • Plan, develop and implement community outreach programs and coordinate special events that influence public opinion around our mission and brand, and/or promote our products and services.
  • Leverage social media to support and enhance engagement for community relations activities.
  • Understand and influence the design of lead flow, pipeline generation, and marketing automation that will maximize the impact of campaigns.
  • Lead and direct operations of multiple outsourced marketing agency personnel and organizations.
  • Participate in daily Senior Leadership Team (SLT) meetings ‘on our business’ – providing a qualified Marketing perspective and lens to Team discussions.
    • Present monthly reports on Marketing performance and impact to the SLT.

Role Education & Qualifications
  • Bachelor’s degree or equivalent.
  • 5+ years’ experience in Marketing or related field.
  • Strong project management skills.
  • Superior organizational skills – time, resources, people, and funding.
    • Experience in leading teams and working with a wide range of stakeholders, i.e., line management, sales associates, brand/mission, and technology personnel.
  • Extensive experience in the implementation of data and analytics strategies.
  • Proven experience in PPC, paid social and content marketing.
  • Solid knowledge of SEO and web optimization techniques – specifically for syncing to and driving digital ad buy/marketing efforts (SEM).
  • Superb verbal communication and copywriting skills
  • Strong interpersonal skills.
    • Experience working across organizational teams and functional disciplines.
    • Experience working with external organizations, teams and individuals on collaborative projects or programmatic engagements.

  • Competitive base pay.
  • Paid time off (PTO), medical, dental, vision and life insurance, prescription coverage, 403(b) Retirement Savings Plan, short/long-term disability coverage.
  • Being a part of one of the nation’s most well-known and respected organizations.

To Apply

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Rappahannock Goodwill Industries is an equal opportunity employer.  All qualified candidates will receive consideration for employment without regard to age, color, disability, gender, national origin, race, religion, sexual orientation, or any other characteristic protected by law.

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