Job Description

Thursday, May 8, 2025

Goodwill is one of the leading non-profit brands in the world and one of the largest non-profits in Southern California. We are a rapidly evolving organization and yet we have never been more focused on our Mission, on our people, and on our future. It’s always a GOOD day in SoCal!

Company Description

As one of the leading nonprofits in the world, and the largest nonprofit in Southern California, Goodwill Southern California has been transforming lives through the power of work for more than 100 years. Originally opened in the heart of Los Angeles in 1916, today Goodwill Southern California operates a vast network of retail stores, donation centers, career resource centers, work programs, youth programs and more throughout Los Angeles, Riverside, and San Bernardino counties.

At the heart of the mission of Goodwill Southern California is the belief that every person in our community has value…every person has talent…and every person is deserving of our time and effort to provide a hand up and an opportunity. The organization focuses on those with the greatest barriers to employment such as Veterans, opportunity youth, people with disabilities, formerly justice involved, and people experiencing homelessness. Goodwill Southern California staff are servant leaders who are naturally drawn to people with multiple barriers, often serving those others will not.

Most people know Goodwill for its retail stores. Goodwill Southern California operates nearly 100 retail outlets and has a tremendous opportunity for growth as secondhand clothing is the fastest growing sector of the fashion industry. Driven by next generation shoppers who want to support people and planet, a strategic approach to keeping Goodwill stores modern and relevant is important. This social enterprise of retail stores provides job training and employment opportunities while generating the necessary funding, along with generous financial gifts and grants, to support its dedicated team of professionals who are committed to counsel, train, place, and coach.

Goodwill Southern California has a unique combination of history, knowledge, service, solutions, and compassion. Inspired by the efforts of its retail stores and operations, its talented and passionate team, the quality of its employment programs and services, and an unwavering commitment to serve the community, the vision of Goodwill Southern California is to be true to why it was founded and seek to transform as many lives as possible during the next century of service.

About the Job

The Chief Marketing Officer will develop and execute comprehensive marketing strategies to enhance our visibility, engage diverse audiences in Southern California, and drive support for our mission while fostering brand loyalty. Ideal candidates will have a passion for our mission, insightful nonprofit marketing understanding, deep retail marketing understanding, and a track record of implementing creative campaigns grounded in data-driven insights. The CMO is responsible for providing the vision, strategy, and oversight for all marketing and brand communications functions. The CMO is the primary architect in formulating and implementing effective marketing strategies, messages, and narratives that convey Goodwill SoCal’s mission messages, retail value, environmental positioning and unique brand promise.

The CMO will oversee our Brand, Advertising, PR, Digital Strategy, Sales, Retail, E-Commerce, Customer Experience, CRM, Loyalty and Direct Marketing. This role requires strong team development, collaborative spirit, and a pragmatic approach to problem-solving. The CMO will work closely with departments to ensure alignment, develop compelling narratives, and foster community connections. They will influence various teams to create customer, donor and community marketing that resonates with diverse audiences, guiding the retail’s growth, donor acquisition, funder engagement and community loyalty. The Chief Marketing Officer will report to the President and Chief Executive Officer and is part of the senior leadership team.

• Develop and implement an integrated marketing strategy aligned with the organization's mission, goals, and target audience.
• Collaborate with cross-functional teams to ensure marketing efforts are cohesive and support overall organizational objectives; to provide data-driven decision-making and measurable outcomes to define the Goodwill SoCal Brand, engage our audience, and support our mission and strategy.
• Lead efforts to create strategic, brand-building work that resonates with audience to increase the understanding of our Brand promise…. The reason why we exist.
• Manage and enhance Goodwill SoCal's brand identity, ensuring consistency across all communications and materials.
• Support development of retail merchandising, e-commerce, and store experience to grow retail revenues, profitability, donor engagement and shopper loyalty.
• Identify and analyze target audiences, developing strategies to reach, inspire and engage diverse communities.
• Implement data-driven approaches to understand shopper behavior and preferences, adapting marketing efforts accordingly.
• Lead the development of the Company's online presence, including website management, social media, email marketing, and digital advertising.
• Implement data analytics tools to measure the effectiveness of digital campaigns and make data-driven optimizations.
• Cultivate and maintain positive relationships with media outlets, influencers, and community Stakeholders and represent the Goodwill SoCal with broad array of constituents, including promotional partners and community leaders.
• Collaborate with Development, WCD and Retail on event planning to promote programs, and special events.
• Develop and execute targeted marketing campaigns to drive financial support from both individual and corporate donors.
• Oversee development and implementation of marketing, communication and community relations strategic plan to publicize Goodwill SoCal’s mission.
• Develop and execute a comprehensive marketing strategy to drive brand recognition drive traffic and customer acquisition, customer engagement and merchandise donations, retention, and loyalty to Goodwill SoCal’s Retail and Boutique Stores.
• This position requires frequent local travel to Goodwill SoCal locations, approximately 50% of the time.

Knowledge, Skills, and Abilities

• Undergraduate degree required; advanced degree in business or marketing preferred.
• 10+ years in senior marketing leadership role, developing and executing brand strategies across various channels required.
• Public Relations and Community Relations experience is helpful.
• Strategic marketing expertise driving business growth, adapting to market trends.
• Culturally aware with a track record of modernizing legacy brands and diversifying audiences.
• Expertise in developing, implementing, and evaluating marketing plans and research.
• Demonstrated success building and implementing marketing plans designed to grow retail store, website traffic and client base.
• Familiarity with retail operations, and social work preferred.
• Knowledge of Southern California retail market business environment, and media networks helpful.
• Demonstrated experience in leveraging AI tools such as GPT as marketing tool required.
• Strong understanding of digital marketing, including social media, SEO, and email campaigns.
• Exceptional analytical skills, with a focus on data-driven decision-making and performance measurement.
• Financially savvy, adept at budgeting and organizational management.
• Experienced in developing and leading teams to advance Company's brand.
• Strong collaborator with cross-functional departments.
• Adept at setting inclusive goals and building committed teams.
• Collaborative problem-solving skills.
• Excellent written and oral communication skills; dependable proofreader.
• Ability to manage discrete and confidential information
• Skilled in long-term planning, crisis response, and team leadership.
• Demonstrated ability to plan and manage long and short-term complex projects.

Goodwill Industries in Southern California is an equal opportunity employer and gives consideration for employment to qualified applicants without regard to race, color, religion, sex, national origin, disability or protected veteran status. If you'd like more information about your EEO rights as an applicant under the law, please click here:

Goodwill gives preferential consideration to persons with barriers to employment.Persons with disabilities are encouraged to apply.

Goodwill is committed to a policy of equal employment opportunity for applicants and employees.Employment decisions will comply with all applicable laws prohibiting discrimination in employment including Title VII of the Civil Rights Act of 1964, the Age Discrimination Employment Act of 1967, the Americans with Disabilities Act of 1990, the Immigration and Nationality Act, and any other characteristic protected by federal or state law.

Nondiscrimination on the Basis of Disabilities

In furtherance of our commitment to end discrimination against qualified disabled individuals, and in accordance with the provisions of Section 504 of the Rehabilitation Act of 1973, the Americans with Disabilities Act, and all regulations properly issued thereunder to protect the rights of qualified disabled persons, it is Goodwill's policy that no program or activity administered by it shall exclude from partic]]> <

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