Senior Vice President, Communications and Marketing

Posted Date: March 2, 2019
Location: San Francisco, California
Department: Marketing

The Trust for Public Land is a U.S. nonprofit organization with a mission to "create parks and protect land for people, ensuring healthy, livable communities for generations to come.” Since its founding in 1972, The Trust for Public Land has completed 5,000 park-creation and land conservation projects across the United States, protected over 3 million acres, and helped pass more than 500 ballot measures--creating $70 billion in voter-approved public funding for parks and open spaces. The Trust for Public Land also researches and publishes authoritative data about parks, open space, conservation finance, and urban climate change adaptation. Headquartered in San Francisco, the organization is among the largest U.S. conservation nonprofits, with approximately 30 field offices across the U.S., including a federal affairs function in Washington, D.C.

REPORTING TO: President and Chief Executive Officer


Reporting directly to the President/CEO of The Trust for Public Land (TPL), the Senior Vice President of Communications & Marketing (SVP of Comms) will lead all aspects of communications and marketing to achieve the goals of: 1) increasing the impact of TPL’s national, state, local, and advocacy efforts through effective messaging, storytelling, and outreach; 2) increasing TPL’s profile, and supporter audiences' level of interest in the organization, and 3) building TPL's culture through effective internal communications.
The SVP of Comms spearheads the design and implementation of innovative strategic and integrated issue communications campaigns, effective and nimble media relations, consistent brand management, high functioning digital strategy, well-written and visually compelling content, and targeted outreach. 

The SVP of Comms will manage a team of 20 staff, primarily located in the San Francisco Office. S/he will work closely with the Chief Philanthropy Officer, SVP Field Offices, SVP National Programs, VP Federal Affairs and VP Research & Innovation, and other leaders to ensure coordinated strategies. The SVP will also work on a regular basis with Division Directors, State and local Program Directors, other senior managers and high-level donors/volunteers. 


Communications & Marketing Management (30% or 40%)

  • Leads a growing Communications & Marketing team that is diverse, flexible, and effective.
  • Guides direct reports and entire department fulfilling strategic goals of department.
  • Manages direct reports, supporting them in their budgetary, management, and strategic responsibilities, and to ensure a professionally challenging, productive, and enjoyable workplace.
  • Ensures the hiring and management of talented, high-performing staff with a diverse array of communication/marketing skills.
  • Establishes team goals and accountabilities for staff, providing regular feedback and performance reviews.
  • Develops strong, cooperative relationships between Communications & Marketing and other departments in the organization.

Communications & Marketing Strategy (30% or 40%)

  • Set the vision for the department in alignment with brand, awareness, engagement, issue communications, fundraising, and operations goals.
  • Further clarify the organizational brand, develop a compelling brand strategy and market the brand to ensure stronger target audience connections.
  • Determine core and future audiences for the organization and lead the development of communications and marketing to reach these targets.
  • Lead the development of the department's strategic plan.
  • Foster strategic partnerships with external organizations and corporations to advance brand opportunities.
  • Prioritize issues for communications and marketing resources.
  • Lead the development, maintenance, and activation of brand communications and marketing guidelines.
  • Keep abreast of latest tools and trends in communications and marketing and determine how/when to adopt new approaches and technology.
  • Lead the development and monitoring of key measures of success to evaluate communications, marketing and online fundraising efforts and to help guide new initiatives.

Senior Management (30%):

  • Participate in development and implementation of organizational strategic plans.
  • Participate in development of organizational budgets.
  • Participate in implementation of major initiatives.
  • Participate in setting and cultivating internal culture.
  • Work with Philanthropy to ensure adequate funding sources for the communications effort.
  • Represent The Trust for Public Land at networking events, conferences, etc.
  • Other duties as assigned.


Direct Reports

  • Senior Director of Communications
  • Media Director
  • Creative Director
  • Online Director
  • Marketing Director
  • Communications & Marketing Assistant


Strategic Planning and Execution

  • 10 plus years of experience as a marketing leader in either the non-profit or for-profit sectors.
  • Proven track record in developing, articulating and implementing a strategic communications & marketing plan within a distributed organization.
  • Ability to drive change and new initiatives.

Issue & Advocacy Communications and Brand Marketing

  • In depth knowledge of non-profit marketing, issue communications, and philanthropy techniques preferred.
  • Experience in issue and advocacy communications, building audience support on an issue in service to an organization's mission.
  • A proven track record in setting brand strategy and strengthening existing brand equities.


  • Ability to manage internal and external relationships; preparing and presenting vision, priorities, strategies, and impact measurement.
  • Strong general management, strategic planning, organizational and administrative skills.
  • Experience managing a marketing budget.
  • Evidence of personal passion for the organization's mission.
  • Willingness to travel as needed.


  • Ability to foster and maintain a spirit of unity, teamwork, and cooperation.
  • Experience in being effective in a collaborative team environment.
  • Exceptional written and verbal communication skills and ability to distill complicated concepts into consistent, digestible messages.


  • Bachelor's degree in marketing or related field, Master's degree in Marketing or Business preferred.


  • The Trust for Public Land offers a competitive salary and an excellent benefits package.