Director of Communications, Branding and Engagement

About the Tysons Community Alliance

The Tysons Community Alliance (TCA) is an independent, non-profit (501(c)6) community improvement organization, committed to the transformation of Tysons, Virginia into a vibrant, inclusive, globally attractive urban center. We coordinate, plan, and leverage resources to continue to move Tysons toward a diverse and competitive community. We do that by facilitating collaboration, activating spaces, promoting Tysons, and managing places.

Position Summary:

The Tysons Community Alliance (TCA) Director of Communications, Branding and Engagement will lead the development and implementation of initiatives that tell the story of Tysons and highlight and elevate the activities of the TCA. The TCA’s Communications program includes branding; social and digital programming; campaign and project engagement supporting the TCA’s departments (Research and Business Support, Placemaking, and Transportation and Mobility); events; and community engagement. The Director of Communications, Branding and Engagement oversees a team of three direct reports – an Events Manager, a Marketing Manager, and an Engagement Manager – and reports directly to the Chief Executive Officer.

Primary Responsibilities Include:

The Director will develop and lead strategic programs, including an annual Work Program and budget, to further the communications priorities of the Connecting Tysons Collective Strategic Plan. Responsibilities include but are not limited to the following:

• Provide leadership and management of creative efforts for the organization, including branding, marketing and communications. Manage a team of dynamic individuals and contracts and manage and balance a budget to achieve annual goals; set and monitor key performance indicators to ensure progress towards those goals.
• Develop and implement marketing campaigns to support TCA initiatives as well as the organization’s overall mission. Oversee continued development and implementation of the “Tysons: This Way Up” multiplatform brand campaign, to include attracting private funding partners to leverage TCA investments in paid media and marketing.
• Direct all design choices related to branding, web design, graphics, digital media, advertising and publications and work to maintain brand consistency across all program areas.
• Oversee all external public communications:
  • Website: Lead the team of TCA’s web developer, VP of Strategy & Research, and Marketing Manager to shape and maintain the strategic direction for tysonsva.org, focusing on digital performance goals, audience engagement, and search engine optimization and marketing. Guide the Marketing Manager and Engagement Manager in engaging with other departmental teams to define content objectives for the website.
  • Social Media & Newsletter: Guide the Engagement Manager in executing the organization’s digital community presence and engagement platforms: TCA’s social media accounts, newsletter and Customer Relations Management (CRM) platform.
  • Publications: Lead the delivery of all creative assets including annual reports and quarterly market reports, as well as placemaking collateral.
• Serve as point of contact for all media and, working with the Marketing Manager and Engagement Manager, proactively identify opportunities to pitch stories about Tysons to local, regional and national media.
• Working with the TCA Events Manager, develop an events program to define and promote Tysons as an inclusive, dynamic downtown; highlight existing public and private investments; and elevate its diverse demographics.
  • Provide oversight of the Events Manager to ensure that the TCA is developing and executing a calendar of high-quality events in regular intervals – as well as fostering relationships with marketers operating throughout Tysons to aggregate and promote a community-wide events calendar.
• Provide oversight of community and stakeholder engagement activities: Set strategic goals with, and guide the Engagement Manager in the implementation of, stakeholder and community database development, as well as the design and execution of community engagement strategies and services, experiences and initiatives. Oversee the growth and maintenance of the Tysons Teammates engagement platform, with a calendar of activities driven by interests and priorities expressed by Teammates, including volunteerism, networking and social events.
• Work collaboratively with the Vice President of Strategy and Research to set – and ensure that Communications staff are maintaining and collecting – metrics and data for events, social media, website, newsletters and other activities to establish baselines for success and provide regular updates to senior staff and the TCA’s Board of Directors.
• Contribute innovative, creative event, marketing and community engagement ideas across all program areas, including Research, Placemaking and Transportation.
• Provide onsite oversight of events, including some nighttime or weekend occasions, as needed.
• As needed, manage contracts, such as with graphic designers, paid media marketers and branding firms, to achieve program goals.

QUALIFICATIONS

• Bachelor’s degree required; degree in Communications, Marketing, Journalism and/or Public Relations is preferrable. Graduate degree in a related field is desirable
• 10 years of experience in marketing, communications or public affairs with demonstrated success
• Awareness of and proficiency with communications technologies
• Experience in stakeholder and community engagement
• Experience in large-scale public and community events
• Excellent writing skills
• Experience with developing and managing digital assets
• Demonstrated and measurable marketing and communications success
• Experience leading events, design projects, and/or publications a plus
• Experience working in, or with, place management organizations (such as Business Improvement Districts, Community Improvement Districts, Partnerships and Alliances, etc.) a plus
• MS Office Suite, Salesforce, CMS platforms (WordPress), marketing automation tools, and/or Adobe Creative Suite experience a plus