Hebard Search Partners has been retained by our valued client, Goodwill Industries International (GII), to help them identify and recruit a seasoned marketing leader for this critical new role for the organization. A more complete overview of this role will be provided to qualified candidates after our initial screening process.
ROLE SUMMARY:
Reporting directly to the Chief Marketing Officer, the Senior Director of Digital Acceleration & Brand Growth Marketing leads the evolution of the Goodwill® brand for a digital-first, AI-influenced world. This role is responsible for advancing how the Goodwill brand is experienced, discovered, trusted, and recommended across the digital ecosystem, with the goal of driving brand relevance, measurable growth, and local impact at scale. This leader combines brand strategy, digital innovation, performance marketing, emergingplatforms, AI enablement, and network mobilization to move Goodwill beyond campaign centric marketing toward a connected, data-informed marketing system where everychannel, from AI search to social to CRM, reinforces the others and compounds trust overtime. The role shapes end-to-end marketing journeys, translates innovation into practicalplaybooks for the network, and ensures the Goodwill brand continues to earn relevance, credibility, and recommendation with its audiences while supporting the mission deliveryof local member organizations. BASIC FUNCTION:The Senior Director of Digital Acceleration & Brand Growth Marketing is responsible forsetting and executing a multi-year, digital-first brand growth strategy for Goodwill Industries International (GII) and the Goodwill member network. This role designs and advances anintegrated digital marketing system, spanning brand, SEO and AI search, content, social, paid, CRM, and analytics, that strengthens brand equity, builds trust as a durablecompetitive advantage, drives performance outcomes, and enables consistent and locallyadaptable execution across markets. Rather than managing channels in isolation, thisleader treats marketing as a connected system in which every signal strengthens the next. A core function of the role is identifying emerging platforms, technologies, and marketingmodels, that help speed the delivery of actionable strategies, guidance, playbooks, andbest practices for adoption across the member network. The role works closely withinternal teams, executive leadership, member organizations, and external partners toensure Goodwill brand and marketing capabilities continue to evolve in step with changingconsumer behavior and category dynamics.
SPECIFIC DUTIES:
A. Digital-First Brand Strategy Develop and lead enterprise-level, digital-first brandgrowth strategies aligned to GII’s business and mission objectives. Shape how the Goodwill brand is experienced across owned, paid, earned, and emerging digitalplatforms, building the authority and consistency that earns brand trust andrecommendation. Use a modern, digitally native lens to advance brand positioning, messaging, storytelling and creative assets. B. Brand Trust & AI Search Visibility Build the Goodwill brand into one that AI tools(ChatGPT, Gemini, Claude, Perplexity) are confident recommending. Prioritize originalresearch and proprietary insight and turn customer and community outcomes intomeasurable proof points that strengthen credibility across every channel. Align SEO, AISearch/Answer Engine Optimization (AEO), content, PR, and social under oneconnected strategy so that consistency across every touchpoint compounds trustrather than fragmenting it.C. Digital Innovation Develop and optimize end-to-end digital marketing journeys thatdrive awareness, engagement, loyalty, and action. D. Performance & Consumer Journey Delivery Lead performance marketing strategies inpartnership with the analytics team, ensuring insights inform optimization andinvestment decisions. Prioritize pipeline, retention, and donor/customer growth as themeasures of success. Champion experimentation, test-and-learn approaches, andscalable innovation across platforms and channels. E. Emerging Platforms & AI Enablement Identify emerging platforms, technologies, andmarketing capabilities relevant to brand growth and local impact. Translate innovationinto practical, actionable guidance (playbooks, pilots, toolkits, etc.) for the membernetwork. Partner cross-functionally to advance responsible, effective AI adoptionacross marketing workflows, including AI-assisted content systems. F. Network Enablement & Mobilization Serve as a strategic partner to Goodwill memberorganizations, providing leadership, guidance, and best practices to advance digitalmarketing maturity. Ensure brand systems, tools, and frameworks enable bothconsistency and local flexibility. Drive and support member adoption of marketingstrategies that drive retail performance, donor engagement, and mission outcomes. G. Leadership, Collaboration & Measurement Lead and develop high-performing teamsacross digital, brand, and creative, aligning them around one connected growth systemrather than siloed channel goals. Collaborate with GII’s P, Communications, Analytics, Government Relations, Mission, and Development teams, and measure andcommunicate performance through clear KPIs, insights, and executive-level reporting. H. Brand Stewardship and Protection Work in close partnership with Legal to steward Goodwill’s intellectual property, guide responsible digital acceleration and managecompliance implications of digital and AI-enabled marketing, and proactively addressevolving risk landscapes tied to innovation, nonprofit regulation, and brand trust. SKILLS NEEDED:A. Advanced digital marketing fluency across brand, performance marketing, marketingplatforms, and customer journey design. B. Strong understanding of consumer behavior, digital ecosystems, and emergingmarketing models. C. Working knowledge of AI/answer-engine search behavior (AEO) and how to build brandauthority and credibility that AI tools will surface and recommend. D. Demonstrated ability to translate innovation into scalable best practices and systems. E. Strong experience driving data-informed decision-making and performancemeasurement. F. Proven leadership skills with the ability to inspire, align, and mobilize teams andstakeholders. G. Strong strategic, analytical, and problem-solving capabilities. H. Excellent written and verbal communication skills, including exec-level storytelling. I. Highly collaborative, adaptable, and comfortable operating in complexity and change.
BACKGROUND REQUIRED:
Minimum of 10 years of progressive experience in digital marketing, brand strategy, or growth marketing roles, with at least 5 years in senior leadership positions. Demonstrated success leading digital transformation, brand growth initiatives, andenterprise-level marketing strategies.
