Chief Marketing Officer

Department: Marketing
Location: Washington, DC

Reporting to, and partnering with, the President & Chief Executive Officer, the Chief Marketing Officer (CMO) provides leadership and strategic direction for overall brand positioning and marketing for the National Trust for Historic Preservation (the Trust) as well as strategies for target audience recruitment, engagement and transition to financial support. In partnership with the Chief Development Officer, s/he contributes to the Trustís revenue development strategy and implementation of its 5-year financial goals. In addition, the CMO oversees day-to-day operations of the organizationís digital content/engagement, corporate sponsorship/licensing, marketing, magazine, and media/public affairs departments. With these resources, the CMO has a mandate to:

The CMO leads a dynamic team of approximately 20 professionals and works closely with Trustees and other volunteers. As a member of the Executive Team, the CMO is an advisor to the other divisional leaders regarding marketing, digital and brand management strategies. The CMO also serves as staff co-liaison to the Advancement Committee of the Board of Trustees, and to other volunteer committees as required.


Division Leadership: The CMO leads all aspects of the Marketing division, including: strategic direction, budgeting, staffing decisions, professional development, performance management, team management and cross-divisional relationships. S/he cultivates effective relationships with the President, Trustees, and Executive Team counterparts so as to identify their needs and provide useful tools and appropriate marketing guidance. S/he works collaboratively and with only directional guidance across the organization to promote the division and ensure appropriate outcomes. S/he is responsible for recruiting and retaining a culturally diverse staff, and continually enhancing division skills, particularly those related to use of rapidly changing technology and communications best practices.

Web and Digital Properties: The expansion and integration of the National Trustís digital marketing is a key strategy for achieving goals for advocacy, engagement, business development, and financial strength. This includes thoughtfully expanding the Trustís footprint and impact in the rapidly evolving social media landscape. The CMO will review and manage all National Trust digital channels to ensure brand alignment, build operational efficiency and create strong user engagement, toward the ultimate goal of revenue generation.  

Corporate Partnerships and Licensing: The CMO is responsible for engaging and sustaining corporate partnerships, using the Trustís brand assets in strategic and appropriate ways with corporate and retail partners. The goal is to nurture and retain existing partners, secure new partners and grow unrestricted revenue.

Media Relations and Public Affairs: The CMO coordinates and directs the Trustís work with the media (broadcasting, print, online and social) as well as the communications and public affairs elements of key projects. These currently include the annual Eleven Most Endangered Historic Places list, our National Treasure portfolio of projects, and key preservation priorities in which we build our advocacy base of support, such as the African American Cultural Heritage Action Fund. In this role, the CMO is responsible for developing and implementing communications plans to aggressively promote the National Trustís mission and programs.

Preservation Magazine: The CMO is responsible for working with divisional leadership to oversee Editorial & Creative Strategies to make certain Preservation magazine reflects the overall National Trust communications strategy and program. This requires coordination of the magazineís vision with the vision for the organization and includes increased emphasis on building an engaged membership and encouraging action by the members of the Trust. In addition, the CMO is responsible for providing astute oversight to the business side of the magazine, keeping the publication on a path to meet its annual and long-term business goals.  

Management of the Trust Message and Brand: The CMO is responsible for managing the National Trust message and brands, including an organization-wide process for coordination and approval. A key goal is to significantly broaden the Trustís external outreach beyond the established preservation community to appeal to and include diverse cultures, communities, constituents and partners, with a particular focus Ė in the next ten years Ė on engaging Millennials.

Building broad support through community outreach: The CMO collaborates with Trust divisions, partners and communities to execute effective community outreach programs which drive brand awareness, preservation outcomes, and engagement of Preservation Allies -- people connected to the Trust via digital channels who can be activated for donations, advocacy and volunteerism.

Promotion: The CMO will be responsible for developing, implementing and evaluating programs that raise the visibility of the Trust among target audiences. Examples include public service announcements, strategic paid advertising, strategic partnerships, and programmatic relationships. These programs will be designed to deliver key messages to priority audiences.

Research: The CMO will be responsible for developing the capacity for and providing oversight to market research, including membership, online, and brand awareness surveys and using a data-driven approach to hone the Trustís marketing programs.


Skills & Knowledge

Personal Attributes


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The National Trust for Historic Preservation an equal opportunity organization and does not discriminate on the basis of race, color, religion, national origin, sex, age, sexual orientation, veteran status, or disability.  The National Trust for Historic Preservation  actively seeks opportunities to include members of these groups in its programs and activities.

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