Association Director of Digital Experience

The Association Director, Digital Experience is responsible for leading and advancing the YMCA’s digital ecosystem to drive organizational growth, deepen member engagement, and accelerate revenue generating opportunities. This role develops and executes the digital strategy across all platforms—including websites, mobile apps, in-center digital signage, and social media—to optimize the customer journey from awareness to conversion. The Director ensures all digital touchpoints strengthen the YMCA’s mission, elevate program visibility, increase participation and giving, and build long-term community loyalty.

Culture Statement

The culture of the Y is rooted in our Christian mission and core principles. We strive every day to collectively embody our purpose to love, serve and transform lives. Every day we show up to Lead with Love and Serve with Purpose. We Love unconditionally – showing genuine care and concern for everyone, making each interaction meaningful and personal and ensuring every person feels valued, seen and welcomed. We elevate Hope – promoting optimism by offering encouragement and practical solutions to challenges. We act with Care & Compassion – listening attentively without judgment, responding with empathy, and creating a sense of belonging by uplifting and supporting those around us. We demonstrate Generosity – sharing our time, skills, and resources freely and with joy.

We walk in Grace – showing patience and kindness, even in difficult moments. We ignite Faith – staying grounded in our mission, principles and purpose, inspiring others to trust in what is possible. Demonstrating consistency in our actions, helping others see how their efforts align with a greater purpose. We treasure Honesty – communicating openly and truthfully, admitting mistakes when they occur, and honoring commitments. We honor Humility – leading with a servant's heart by prioritizing the needs of others above our own.

We live with Joy – celebrating small and big wins alike, inspiring connection and shared joy. We offer Respect – addressing everyone by name and honoring diverse perspectives and backgrounds. We value Responsibility – performing every task timely with diligence and excellence and holding ourselves accountable by openly evaluating our performance. We engage in Service – going above and beyond in serving others by anticipating needs and delivering exceptional experiences. 

Required Qualifications

• Bachelor’s degree in digital marketing, information technology, communications, or a related field.
• Minimum of 6 years of experience in digital strategy, platform management, or user experience design
• Proven leadership and team management skills, with experience mentoring and developing staff.
• Expertise in content management systems, analytics tools, and digital marketing platforms.
• Strong understanding of user experience design, SEO, and digital accessibility standards.
• Demonstrated ability to analyze data and translate insights into actionable strategies.
• Experience managing budgets and delivering cost-effective digital solutions.
• Excellent communication and interpersonal skills to collaborate with diverse teams and external partners.
• Familiarity with YMCA programs and mission is a plus.
• Ability to adapt to a fast-paced environment and manage multiple projects simultaneously.

All YMCA team members are expected to maintain a current and active status for all safety, risk, and
programming certifications defined by the YMCA of Greater Charlotte. 

Preferred Qualifications

• Master's degree in digital marketing, information technology, communications, or a related field.

Working Conditions

• Regularly required to use a computer for extended periods of time and be able to communicate using a computer and phone/smart device.
• This is an in-office role, candidates are expected to be in office five days/week.
• Frequently required to sit and reach and must be able to move around the work environment.
• Must occasionally lift and/or move up to 10 pounds.
• Specific vision abilities required by this job include close vision, distance vision, and the ability to
  adjust.
• Sit for extended periods of time.
• Kneeling.
• Standing.
• Push, pull and lift up to 30 lbs.
• Speak concisely and effectively communicate.
• Communicate in English, written and oral.

Strategic Leadership

• Develop and execute an omnichannel digital strategy that strengthens brand presence,
  advances strategic plan priorities, and drives measurable growth in membership, program
  participation, and philanthropy.
• Evaluate digital trends and emerging technologies to identify high-impact opportunities
  that improve efficiency, expand reach, and generate revenue.
• Provide proactive thought leadership to YMCA executives and center leaders on
  leveraging digital platforms to advance organizational goals and improve business
  outcomes.

Team Leadership

• Lead, coach, and develop a high-performing team of digital marketing and technical
  professionals to deliver innovative solutions that support revenue growth and member
  engagement.
• Equip staff with training, tools, and standards that elevate content quality, improve
  platform performance, and ensure consistent execution across the association.

Program Development & Management

• Direct the design, development, and continuous improvement of the YMCA’s website,
  mobile app, digital signage, and related platforms to optimize user experience, reduce
  friction, and increase conversions.
• Collaborate with membership, programs, philanthropy, and operations teams to create
  strategic digital content that boosts enrollment, promotes wellness initiatives, and
  advances organizational priorities.

Community Engagement & Collaborations

• Build and maintain strategic partnerships with community organizations and technology
  partners to extend digital reach, enhance service delivery, and support mission-driven
  growth.
• Represent the YMCA in digital innovation networks, leveraging external expertise to
  strengthen the association’s digital capabilities and competitive position.

Operational Excellence

• Oversee budgets and vendor relationships for digital initiatives, ensuring resources are
  aligned with strategic priorities and deliver a strong return on investment.
• Analyze performance metrics, user behavior, and conversion data to guide decision making, optimize digital pathways, and achieve targeted growth in engagement and revenue.
• Performs other duties and tasks as assigned by leadership

1. COMMUNICATION & INFLUENCE: Listens and expresses self effectively and in a way that
   engages, inspires, and builds commitment to the Y’s cause
2. COLLABORATION: Creates sustainable relationships within the Y and with other organizations in
   service to the community
3. ENGAGING COMMUNITY: Builds bridges with others in the community to ensure the Y’s work is
   community-focused and welcoming of all, providing community benefit
4. INNOVATION: Creates and implements new and relevant approaches and activities that improve
   and expand the Y’s work and impact in the community