General Manager of Marketing & Communications

The YMCA Southwestern New Brunswick is working hard to address the critical issue’s facing the region; the health crisis, population decline, youth outmigration and child poverty. At the Y, we are striving to build a diverse and inclusive community where each person is valued for the unique perspectives and contributions they bring.

The Y offers a diverse set of programs at 21 locations in the city and surrounding municipalities. We are a community of 450 employees and 500 volunteers. If you don’t have a Y story yet – now is your opportunity to get involved. We invite you to come see what the power of belonging can do for you, your career and your community.

Position Overview

The General Manager of Marketing and Communications reports to the Chief Development Officer and is a senior leader responsible for advancing the YMCA of Southwestern New Brunswick’s mission through brand leadership, marketing excellence, storytelling, internal communications, and values-driven culture activation.

This role owns the development and execution of an integrated marketing and communications strategy that ensures the YMCA’s brand, voice, and messaging consistently and proactively reflect its full range of programs, services, and community impact.

The General Manager of Marketing and Communications strengthens organizational culture through leadership messaging, internal communications, and intentional activation of YMCA values, supporting alignment, engagement, and shared purpose across the Association. 

Responsibilities

Internal Communications

• Lead culture activation through values-based storytelling, leadership messaging, internal communications, and recognition initiatives.


• Own the organizational internal communications strategy, ensuring clarity, alignment, and trust across all staff audiences.


• Lead staff communication channels, including organizational updates, staff town halls, internal platforms, and executive messaging.


• Serve as a strategic communications advisor to the Executive Team on organizational priorities, change initiatives, and culture alignment.


• Ensure internal messaging consistently reflects YMCA values, strategic direction, and community impact.

External Communications and Brand Strategy

• Own the YMCA’s brand framework, messaging architecture, and brand standards, ensuring consistency across all internal and external touchpoints.


• Increase the YMCA’s visibility and profile, working closely with the CDO to maximize opportunities for communicating the YMCA message. Engage diverse communities from Sussex to St. Stephen.


• Serve as lead brand storyteller, authentically conveying the YMCA’s impact across digital channels, media relations, donor communications, and public-facing materials.


• Partner with Fund Development to shape a unified, mission-aligned brand voice and support communication on key fundraising events.


• Lead and manage the marketing and communications team, setting clear priorities, standards, and expectations aligned with organizational strategy and budget, as well as meet the needs of the operational teams.


• Ensure consistency of tone, messaging, and branding across digital, media, and print channels.


• Leverage data-driven insights and digital tools to guide and optimize marketing and communications strategies. Emphasize performance measurement, audience engagement, and continuous improvement across all platforms.

Marketing and Promotion

• Lead the development and execution of integrated marketing and promotional strategies that support YMCA programs, services, fundraising initiatives, and community engagement.


• Oversee marketing planning and campaign execution across digital, print, media, and internal channels,


• Ensure accurate, current, and effective digital and communication platforms that support member engagement and community awareness.


• Provide strategic oversight of media relations, including key relationships, messaging, and high-value media opportunities.


• Oversee creative and content development for major campaigns, organizational materials, and key publications.


• Monitor and evaluate marketing and communications effectiveness, using data and insights to guide continuous improvement.


• Allocate resources and set priorities to ensure high-quality, timely delivery and marketing and communications initiatives.

Leadership and Collaboration 

• Act as senior advisor to the CDO on brand, communications, reputation, and culture-related matters.


• Build strong relationships to align marketing, communications, and culture efforts with program delivery and organizational goals.
  


• Develop and lead high-performing marketing and communications function, including talent, development, performance expectations, and team culture.


• Manage budgets and spend accordingly.


• Establish KPIs for internal culture health and external communications reach/impact. Leverage engagement surveys, media analytics, and qualitative feedback to refine approach.

Other Duties:

• Any other tasks as required.

Skills and Qualifications

•  Bachelor’s degree in Communications, Marketing, Public Relations, or a related field. Equivalent experience in  strategic leadership, brand development, and internal culture management will be considered.


• 10+ years of progressive leadership experience in marketing, communications, and brand management, with 3-5 years at a senior leadership level.


• Experience in the nonprofit, community-based, or membership organization sector preferred.


• Exceptional communication skills, both written and verbal, including public speaking, presentations and storytelling. High emotional intelligence (i.e., self-awareness, self-regulation, motivation, empathy, social skills).


• Advanced knowledge of business computer skills, including Microsoft Teams, Microsoft Office Suite, and familiarity with digital optimization strategies such as Google Analytics, Search Engine Optimization, and Google AdWords.


• Experience with Customer Relationship Management (CRM) tools, e.g., Salesforce.


• Participation in YMCA Canada Leadership/Management Development programs and/or similar programs


• Commitment to the YMCA’s mission, values, and community impact.

Competencies:

• Coaching and Development: Commits to assisting staff, volunteers, and participants in continuous learning and development.


• Leadership: Ability to develop and direct the performance of others to achieve desired results.


• Effective Interpersonal Communications: Ability to speak, write, listen, and secure information in a variety of settings.


• Self-Management: Ability to direct personal performance to achieve desired results.


• Teamwork: Ability to work effectively with others to achieve optimal collective results.


• Flexibility/Managing Change: Strong political acumen with the ability to understand the environment and initiate and respond effectively to changing conditions.


• Stewardship: Ensure the health of the Association today, while protecting and enhancing the future.

What we offer

• YMCA Membership


• In-house training and professional development opportunities


• Uniform and uniform allowance


• Personal “Y” Day


• Competitive compensation package, including benefits and pension plan


• Opportunity for career growth


• Cross-departmental training opportunities


• Paid role related certifications (CPR/First Aid)

Employment is contingent on having a clean Criminal Record Check with Vulnerable Sector Search.

If this is an opportunity that aligns with your qualifications and interest, please submit your resume and cover letter by 5:00 p.m. on Monday January 26, 2026 The YMCA of Southwestern New Brunswick appreciates the interest of all applicants; however, only those selected for interviews will be contacted.