Manager, Marketing and Communications

About the role

United Way of Greater Charlotte is boldly investing in what if. When Charlotte ranked last in the nation for economic mobility, United Way challenged ourselves and others to ask what if every ALICE household, those who are Asset Limited, Income Constrained, Employed, working hard but still struggling to afford the basics, had the resources to build lasting financial stability? And what if every neighborhood had equal access to opportunity? In response, United Way is going directly to where the needs are greatest, bringing new voices to the table and working alongside ALICE families to close the gap between income and the true cost of living. We believe that by challenging the what ifs and moving together in hope, we can build thriving communities where every household can get ahead, not just get by.

The Marketing and Communications Manager co-leads the development and execution of United Way of Greater Charlotte's (UWGC) integrated marketing strategy, with accountability for brand stewardship, omnichannel campaign performance, select media relations, and departmental results. This individual contributor and team-influencer role requires experience developing and executing marketing strategy and using marketing performance information to help leadership make informed decisions. Reporting directly to the Chief Philanthropy and Marketing Officer, the Manager works across the organization to strengthen UWGC's brand, increase understanding of its work, and advance its mission with cultural competence, creativity, integrity, and a forward-looking approach.

The ideal candidate is a strong marketing generalist who can move comfortably between strategy and execution—able to develop a campaign plan, manage the details, make sound decisions about priorities, and get the work across the finish line. The role requires excellent organization and project management skills, the ability to manage multiple priorities and deadlines, a practical understanding of current marketing practices, and the confidence to work with colleagues and leaders across the organization.

UWGC embraces AI and emerging technologies as tools to enhance efficiency, creativity, and marketing performance. At the same time, this role requires distinctly human judgment and empathy, particularly in how we tell the stories of our residents, community partners, and the work of UWGC. Our storytelling should reflect the lived experiences of neighbors who work hard but often struggle to afford the basics, and the power of bringing people, organizations, and resources together to create pathways to greater economic mobility and stability. AI can help us work smarter; it cannot replace the human connection, authenticity, and care at the heart of our work.

Responsibilities

• Strategy and Brand Leadership: Co-design the annual marketing plan, inclusive of goals, channel mix, and performance benchmarks aligned to the organizational strategic plan; manage brand strategy for UWGC, ensuring consistent voice, identity, and positioning across all internal and external touchpoints; set measurable marketing goals tied to organizational priorities and report on progress to executive leadership; proactively identify opportunities to advance brand awareness, community engagement, and donor and partner relationships.
• Digital Marketing and Omnichannel Marketing Campaign Execution: Plan and execute integrated omnichannel marketing campaigns across digital and traditional channels including paid search, social media, email, and web; manage and continuously optimize the UWGC website through content updates, SEO strategy, and user experience improvements using Google Analytics (GA4); lead paid digital advertising including Google Ads and social media campaigns; manage spend and report on ROI; develop and distribute email marketing to external audiences via UWGC's CRM; troubleshoot HTML issues as needed; conduct ongoing keyword research, landing page optimization, and lead generation strategy tied to trackable conversions.
• Content Creation: Lead development and execution of integrated content strategies across digital and traditional channels, ensuring consistent brand voice, positioning, and audience-specific messaging; manage a part-time staff member to produce and edit compelling content across email, web, social, and executive communications in partnership with cross-functional teams; manage omnichannel content calendar, applying performance data and audience insights to continuously optimize messaging and campaign effectiveness.
• Operations and Reporting: Manage marketing project timelines and requests through Airtable; maintain an organizational metrics dashboard; review, analyze, and present omnichannel marketing campaign results, user behavior, and performance data with actionable recommendations; collaborate across departments to develop content, communications, and creative assets aligned with organizational priorities; stay current on emerging marketing trends, technologies, and best practices; apply learning to advance organizational strategy.

Requirements

• Bachelor's degree in Marketing, Communications, Business, or a related field; advanced degree a plus.
• 5 or more years of progressive marketing experience, with demonstrated strategic ownership.
• Proven track record of developing and presenting annual marketing plans and brand strategies to senior or executive audiences.
• Experience managing direct reports, contractors, or agency partners with accountability for performance outcomes.
• Experience owning a departmental marketing budget, including spend forecasting and ROI reporting to leadership.
• Demonstrated success leading integrated, omnichannel marketing campaigns from strategy through measurement with full ownership.
• Experience serving as an organizational spokesperson or managing select external media relationships.
• Proficiency across digital marketing disciplines: SEO, SEM, PPC, email marketing, social media, and web content management.
• Experience with Google products (Analytics/GA4, Ads, Workspace) and CRM platforms.
• Strong copywriting, editing, and communication skills across formats and audiences.
• Experience with project management tools such as Airtable; comfort managing multiple priorities simultaneously.
• Basic HTML knowledge; ability to troubleshoot email and web rendering issues.
• Ability to engage credibly with executive stakeholders, media contacts, community partners, and funders.

How we'll know it's working

• UWGC's brand voice, identity, and positioning stay consistent across every channel and touchpoint.
• Omnichannel campaigns meet their performance benchmarks, with spend, ROI, and lead generation tracked and reported to leadership.
• The website and digital presence show measurable improvement in SEO performance, user experience, and conversion data.
• Content calendars run on schedule, with email, web, social, and executive communications consistently on-brand and audience-ready.
• Executive leadership receives clear, actionable reporting on marketing performance that informs decisions.

Benefits

• Health, Dental, Vision coverage.
• 401(k) defined contribution plan.
• 14 Paid Holidays.
• Paid Time Off (200 hours granted annually).