Director Of Marketing And Communications

Director of Communications & Marketing

Reports to: Chief of Staff

Classification: Full-time, Exempt, Salaried

Start Date: ASAP

Location: Central Office, Los Angeles, CA

ABOUT GREEN DOT CALIFORNIA

Green Dot Public Schools California is a non-profit network of public charter schools helping to transform the public education system so that ALL students graduate prepared for college, leadership, and life. Our schools are founded on an unwavering belief in the potential of all students, and there are four key elements to our school model that help us unlock the inherent potential in every student we serve: quality teaching and instruction, a college-going culture, a focus on fostering leadership and life skills, and a focus on eliminating barriers to learning. We have 18 schools and over 10,000 students across Los Angeles. Our schools are located in some of the most underserved communities that have been denied access to high-quality educational opportunities, and we seek to prove that it is possible to close the access and opportunity gap that exists between low-income students and their more affluent peers.

What differentiates Green Dot California is our intense focus on truly serving ALL students, our collaboration with reform-minded unions, our work focused on large-scale turnarounds of schools formerly run by the districts, and our ability to take on the toughest challenges with the same public funding received by traditional district schools but accomplishing very different results. Green Dot California’s results are undeniable. Nine of our high schools have been ranked among the top schools in the country. We have three California Distinguished schools and 3 California Gold Ribbon schools, and several of our schools have been recipients of the CORE Districts’ Academic Growth Awards, which honor schools having the greatest impact on student achievement. Additionally, Green Dot’s first turnaround, Alain LeRoy Locke College Preparatory Academy, was named Charter School of the Year by the California Charter Schools Association in 2019.

In June 2024, Green Dot California will bring many resources in-house, including IT, payroll finance, and public affairs. This change is a pivotal moment for Green Dot California to build new capabilities designed to empower and support our schools here in California. As part of this shift, we anticipate hiring over 50 employees to support our schools by July 2024.

OPPORTUNITY

The Director of Communications and Marketing will be responsible for the overall communications and marketing strategy for Green Dot Public Schools California. The position will work closely with leadership to direct internal and external communications efforts with the goals of increasing student enrollment, attracting high-quality talent, maintaining strong community ties and distinguishing Green Dot California’s as a leader in public education. The Director of Communications & Marketing will lead a team that is focused on ensuring our schools are equipped with the tools they need to tell their unique stories and execute their goals. The position reports to the Chief of Staff and serves as part of Green Dot California’s central office team, primarily based in Los Angeles.

ESSENTIAL RESPONSIBILITIES

Communications Marketing Strategy

• Develop and implement Green Dot California and school-specific PR and marketing plans in collaboration with the leadership team to support a variety of efforts: student recruitment and retention, teacher recruitment, stakeholder communications, fundraising, and the overall Green Dot CA brand.
• Identify, evaluate, and execute opportunities that increase Green Dot CA’s visibility among key audiences.
• Drive the online marketing strategy as it relates to organization’s website, search engine monitoring, display ads, traditional advertising and inbound marketing, emails, and social media.
• Develop and execute comprehensive PR and media strategies to support Green Dot California's brand awareness, recruitment efforts, fundraising, and stakeholder relations, using proven tactics like media partnerships and localized pitches.
• Prioritize building relationships with key media contacts at major outlets like LA Times, local TV affiliates, top education publications to secure high-impact earned media opportunities including press releases, op-eds, profiles, and features.
• Craft compelling pitches, press releases, talking points, and other materials to achieve earned media goals. Monitor news cycles and trends to identify media opportunities.
• Manage crisis communications planning and execution using established procedures. Protect and defend brand reputation through proactive and strategic PR.
• Drive creative digital communications strategies on websites, social media, and other channels to amplify PR efforts and brand awareness. Leverage proven analytics and optimize content.
• Create print/digital communications materials including newsletters, mailers, and campaigns; ensure brand consistency and strategic alignment with external campaigns and PR goals.
• Collaborate with leadership on advocacy efforts including elected official engagement and community relations from a strategic PR perspective.
• Lead, motivate, and mentor communications team to execute strategies with a creative, proactive, results-driven approach. Foster a culture of innovation and excellence through team building.

Green Dot CA Assets & Materials

• Oversee the development of engaging communications pieces consistent with Green Dot's brand messaging such as newsletters, direct mail, advertising, as well as student and talent recruitment campaigns to attract attention and generate interest.
• Further develop Green Dot CA's brand identity and key message points to support strategic positioning in the Los Angeles area.
• Develop Green Dot CA and individual school communications templates and other school-based communications as requested.
• Copy edit a range of written programmatic and fundraising materials with a high attention to detail in order to ensure clarity, conciseness, and effectiveness.

Brand Asset Development & Creative Direction

• Oversee the conceptualization and development of visually compelling, on-brand creative assets and campaigns, including newsletters, direct mail, digital and print advertising, recruitment campaigns, annual report and more.
• Bring an artistic eye and marketing instincts to ideate innovative concepts and thought-provoking designs that attract attention and align with brand strategy.
• Further elevate Green Dot's brand identity through key messaging, visual systems, and creative platforms that reinforce its positioning and achieve intended outcomes.
• Develop creative templates and toolkits for Green Dot California communications as well as individual schools to maintain consistent brand expression.
• Copy edit and enhance a wide range of written content and materials with a high attention to detail, clarity, messaging, and overall quality.
• Continuously raise the bar on creative excellence and innovation through a passion for great design and strategic vision.

Team Management & Strategic Planning

• Manage Green Dot CA Communications Team; set overall marketing direction and priorities to support development initiatives and organizational impact.
• Work to maximize communications efforts and understand the needs of the organization.
• Drive the strategy for Green Dot CA's social media, website traffic, and other emerging media based on current marketing trends and data.

Advocacy Support

• Collaborate with the Policy and Advocacy Manager and Chief of Staff to ensure relationships with elected officials maintain momentum. Monitor and promote engagement with elected officials.
• Support in the development of advocacy campaigns.
• Develop and track advocacy-related communications.

Requirements

QUALIFICATIONS

• Minimum of 5 years (8 years preferred) of strategic communications and/or writing-intensive marketing experience with demonstrated success in creating persuasive communications materials
• Bachelor's degree or higher from an accredited college or university in communications, journalism, marketing, public relations, or other related field
• Passion for education and the belief that every child can succeed; experience in education or other non-profit field a plus, understanding of the Los Angeles education landscape and education reform preferred
• Excellent writing, verbal communication, and presentation skills with a keen ability to proofread and edit others' work
• Experience managing and developing direct reports, budgets, and freelancers/consultants
• Detail- and results-oriented team player who is dedicated to getting the job done
• Successful track record of building relationships and collaboratively working with a wide range of stakeholders, both internal and external
• Strong leadership skills and an ability to take initiative, develop, and seek out creative ideas
• Comfort with working in a fast-paced, data-driven nonprofit environment along with an outstanding ability to multitask, prioritize, manage, and execute projects at a high level
• Spanish language fluency - both written and verbal - preferred
• Pass a TB test and background check at time of offer and provide proof of Covid-19 vaccination.

In addition, the following standards will generally define the successful candidate:

• Ability to maintain positive relations with colleagues at all levels—including central office staff and school-site administrators and staff
• Ability to simultaneously manage multiple projects, while maintaining a firm grasp of individual project details, meeting and/or exceeding project goals with the highest quality, and bringing joy to the work
• High level of personal responsibility, a growth mindset, and an A+ work ethic
• Dependability, humility, a sense of humor, and a rock-solid commitment to Green Dot’s mission and the communities we serve

Benefits

COMPENSATION

The starting salary range for this role is $125,000 - $137,000. To allow for salary progression over time, offers at the top of the range are rare. Individual education and experience will be considered when issuing offers. In addition, this position qualifies for a one-time $7,500 signing bonus, paid in two installments after months 6 and 12 of employment (subject to change).

Green Dot also offers one of the most robust and comprehensive benefits packages in the industry (for both you and your dependents):

• PPO, EPO and HMO choices for medical, dental and vision coverage - including a 100% employee-only paid option (visit https://www.mygreendotbenefits.com/ for more information).
• Employee Assistance Program (100% employer-paid)
• Life and AD&D Insurance (100% employer-paid)
• Optional Term Life & AD&D Insurance
• Short- and Long-Term Disability Insurance (100% employer-paid)
• Flexible Spending Accounts (health and dependent care)
• Monthly parking for Central Office-based employees (100% employer-paid)
• Optional California Parking Cash-Out program for Central Office-based employees
• Wellness programs and resources
• Financial planning/coaching access
• Optional non-matching 401(k) plan
• Potential for remote work opportunities (occasional or recurring)
• Potential for annual performance-based compensation increases
• Potential for annual bonuses
• Potential for stipend work opportunities
• Approved family care and/or medical leave (unpaid)

Green Dot also offers generous paid time off for an overall work-life balance, while giving employees the opportunity to impact a growing, mission-driven organization that is committed to the success of all students:

• 15 days of paid time off during years 1-3 of service (20 days during years 4-6 and 25 days beyond 6 years of service)
• An additional 15 days (minimum) of paid time off each year for our Winter and Spring breaks* (which include the Christmas and New Year’s holidays), as well as an additional 10 annual paid holidays (MLK Day, President’s Day, Cesar Chavez Day, Memorial Day, Juneteenth, July 4th, Labor Day and Veteran’s Day, Thanksgiving Day and Day after Thanksgiving)
• 3-5 days of paid bereavement leave (if needed)

*May be adjusted annually

Green Dot Public Schools has embedded a diversity, equity and inclusion lens in our organizational culture, as well as in our educational and talent practices. We are committed to hiring those who reflect the diversity of our communities, and we recruit, employ, support, compensate and promote employees, without regard to their actual or perceived race, religious creed (including religious dress or grooming practices), color, national origin or ancestry (including native language spoken), physical or mental disability (including HIV or AIDS), medical condition (including cancer or genetic characteristics), genetic information, marital status (including registered domestic partnership status), sex (including pregnancy, childbirth, lactation and related medical conditions), gender (including gender identity and expression), parental status, age (forty (40) and over), sexual orientation, Civil Air Patrol status, military and veteran status, citizenship, immigration status or any other consideration protected by federal, state or local law. Please note that we are unable to sponsor H1-B Visa applicants.