Assistant Director, Brand & Program Marketing

Assistant Director, Brand & Program Marketing

The Assistant Director, Brand & Program Marketing is responsible for helping shape and execute Feeding Tampa Bay's brand and program marketing strategy. This role serves as a key partner to the Senior Director of Marketing and supports the organization's evolution from being understood primarily as a food bank to being recognized as a mission-driven organization building people-focused solutions tackling the root-cause of hunger insecurity so communities can flourish today and for generations to come.
This role leads awareness-building and mission-forward marketing initiatives, supports the development of a clear and differentiated brand narrative across multiple stakeholder audiences, and helps establish program marketing as a formal capability within the organization. The Assistant Director will translate organizational priorities and program goals into audience-centered strategies, integrated campaigns, and measurable outcomes.
This is a strategic and hands-on leadership role. The Assistant Director is expected to contribute at both the planning and execution levels, build structure where processes are still emerging, and lead a small team responsible for advancing brand and program marketing work across the organization.
Duties and Responsibilities

Brand and Mission Awareness Leadership
Partner with the Senior Director of Marketing to develop and execute brand and program marketing strategies aligned to organizational priorities
Help translate Feeding Tampa Bay's vision, mission, and organizational evolution into clear, consistent, and compelling messaging for external audiences
Lead mission awareness and brand-building campaigns that strengthen public understanding of Feeding Tampa Bay's role, impact, and long-term vision
Support the development of a clear and differentiated brand narrative that can be applied consistently across campaigns, programs, and audience touchpoints
Ensure marketing strategies and messaging reflect a people-first, community-centered, and dignity-driven approach
Program Marketing Function Development
Help establish and scale program marketing as a defined function within the organization
Collaborate with Marketing operations to develop planning frameworks, intake processes, prioritization methods, and cross-functional ways of working for program marketing
Partner with program leaders and internal stakeholders to position programs clearly, accurately, and in ways that are accessible and audience-relevant
Develop go-to-market strategies and campaign plans for new and existing programs, services, and community initiatives
Lead development of campaign briefs, messaging frameworks, channel recommendations, content direction, and rollout plans
Bring structure and accountability to program marketing planning and execution through clear timelines, roles, workflows, and follow-through
Multi-Audience Strategy and Execution
Create audience-specific messaging and activation strategies across multiple stakeholder groups, including neighbors, volunteers, community partners, and supporters, while maintaining one cohesive brand narrative
Oversee execution of integrated marketing initiatives in collaboration with internal creative resources, marketing operations, the social media coordinator, and external agency partners as needed
Support content and channel execution tied to brand and program campaigns, including digital and communications-related work where dedicated resources do not exist
Align campaign strategy and execution to the needs, motivations, and barriers of distinct audiences across the community
Ensure campaigns and program marketing efforts are relevant, accessible, and effective across the organization's priority audiences
Team Leadership and Hiring
Directly manage two Program Marketing Managers and provide ongoing coaching, support, performance feedback, and professional development
Recruit, hire, and onboard two direct reports in partnership with organizational hiring processes
Create role clarity, establish expectations, and support strong team performance and accountability
Help build team capability over time by strengthening strategic thinking, executional excellence, and cross-functional collaboration
Serve as a trusted extension of the Senior Director of Marketing, helping move high-priority initiatives forward with increasing ownership and independence
Insight, Measurement, and Planning Discipline
Help build a stronger audience insight practice by identifying information gaps, gathering formal and informal feedback, synthesizing campaign and stakeholder learnings, and turning findings into actionable recommendations
Establish and track KPIs and OKRs for brand and program marketing efforts in partnership with the Senior Director of Marketing and Marketing Operations
Monitor campaign and program performance, assess effectiveness, and recommend optimizations based on data, audience response, and organizational priorities
Support annual and campaign-level planning by defining goals, success measures, and performance expectations
Use insights, measurement, and learnings to improve decision-making, prioritization, and future marketing strategy
Scope of Role
This role focuses on brand marketing, mission awareness, and program marketing
This role is not responsible for fundraising or development marketing strategy
This role is not a marketing operations position, but it is expected to work closely with Marketing Operations to support planning, execution, measurement, and process development
This role includes both strategic leadership and hands-on execution
This role includes direct people management and team-building responsibility
Requirements
Qualifications
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skills, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
Education and/or Experience
Excel working in a fast-paced, evolving environment and demonstrate the ability to embrace the FTB's commitment to treat all people with equity and respect in pursuit of our mission to feed people in need and mobilize our community to eliminate hunger
Bachelor's degree in Marketing, Communications, Business, Public Relations, or a related field preferred
Minimum of 6 years of progressive experience in brand marketing, program marketing, integrated marketing, communications, product marketing, or a related field
Experience leading integrated campaigns and marketing initiatives from strategy through execution
Experience developing audience-centered messaging and strategies across multiple stakeholder groups
Experience building or improving marketing processes, planning frameworks, and cross-functional collaboration models
Experience establishing and tracking KPIs and/or OKRs and applying insights to improve marketing effectiveness
Prior experience managing people, including coaching, developing, and supporting team performance, required
Experience recruiting, hiring, and onboarding team members preferred
Experience in mission-driven or nonprofit organizations preferred but not required
Corporate sector experience is also valued, particularly in brand marketing, product marketing, and go-to-market roles
Willing to actively participate in mission-driven programs, such as food distribution initiatives and disaster relief operations as needed.
All internal candidates must be in good standing with no corrective actions within the last 90 days.