Vice President of Marketing and Communications

Yoga Alliance
July 17, 2018
Job Type


Chaloner has partnered with Yoga Alliance (YA) on their search for a Vice President of Marketing and Communication to be based out of their Arlington, VA office. YA is the independent not-for-profit member organization that advances the development and livelihood of yoga professionals and advocates for safety and accessibility in yoga. A related public charity, the Yoga Alliance Foundation (YAF), is an emerging field leader in yoga-based social impact.

Together, these two organizations support yoga teachers to more fully grow into their role as leaders in their communities. YA supports yoga teachers’ growth as professionals, giving them tools to effectively bring yoga into their communities. YAF develops vehicles for direct social impact, such as programs that enable teachers to serve within communities that have typically been excluded from yoga.

YA and YAF were founded to promote unity in yoga – so that all lineages, traditions and yoga organizations may thrive and all students may benefit from the practices of yoga in a way that best supports their health, healing and happiness. We do this work so that the gifts of yoga can be offered effectively to more people.

Position Summary

The Vice President of Marketing and Communications will build and implement a creative, robust plan and narrative to reimagine and take advantage of YA’s unique place as an educator, resource aggregator, and thought leader for the industry. The VP of Marketing and Communications will conceive and propose new strategies, manage a team of creative and process-driven personnel, guide products to successful completion, assess and report results and impact, and adjust strategy and tactics based on ongoing learnings.

This person will lead a high performing marketing and communications team dedicated to the amplification of YA and YAF’s strong commitment to bringing yoga to underserved communities, supporting existing members and reaching new audiences. Reporting to the COO, the VP of Marketing and Communications will work closely with the CEO and in partnership with the senior leadership team to formulate, implement and evolve an innovative plan for the organization to reach new heights.

The ideal candidate will be both creative and analytical, well versed in the arts and sciences of marketing as well as familiar with the arts and sciences of yoga. They will not be afraid to disrupt and move forward. Flexibility, willingness to experiment, desire and ability to act quickly, and problem solving orientation is required. Mission-driven orientation is a must, as our intention is to grow so that we may serve society better and more broadly. The right leader will be a mover who can make smart things happen without delay or drama and with a sincere desire to serve yoga teachers, yoga schools and the public worldwide.


  • Conceptualize, build and execute the full lifecycle of all marketing activities in relation to strategic goals of the organization
  • Express and actualize a clear vision for increasing brand awareness nationally and internationally
  • Create innovative consumer marketing strategies and tactics that generate measurable results
  • Organize and support a disciplined process to hold the team accountable and achieve all goals
  • Drive growth so that the organization can serve the full spectrum of yoga educators and the public
  • Lead team through creative and data-driven processes that generate success
  • Develop deep understanding of constituents and customers as well as markets and landscape
  • Determine appropriate metrics and methods for measuring effectiveness
  • Introduce organization to new markets and opportunities
  • Create and present high-quality communications, documents and presentations to internal and external stakeholders
  • Serve as a member of the leadership team and partner with CEO and COO on organizational priorities and goals
  • Play key role in building relationships, partnerships and joint ventures
  • Seek and promote public engagement opportunities for leadership
  • Facilitate community building
  • Produce all collateral including annual report, fact sheets, board reports, etc.
  • Oversee market research
  • Direct and manage all activities to meet budgets
  • Bring quality and excellence to all marketing activities

Key Qualifications and Leadership Characteristics:

  • Capacity to productively drive both strategy and tactics
  • Ability to perform and succeed in a fast-paced creative and data-driven environment
  • Outstanding verbal and written communications skills
  • Willingness to roll up sleeves and get the job done
  • Strong analytical skills
  • Excellent attention to detail
  • Inspiring and energetic values-driven teammate
  • Demonstrated history of leadership, teamwork and support and development of direct reports
  • Ability to work with senior management effectively
  • Process oriented, collaborative, proactive and inclusive
  • Committed to exceptional workflow
  • Strong character, mature, self-aware and possessing unwavering integrity

Required Qualifications:

  • Bachelor’s degree in marketing or related field is required, MBA preferred
  • Minimum 10 years of marketing experience in consumer facing organization
  • Demonstrated success, experience and leadership in managing strategic marketing, communications and public relations for mission-driven organization
  • Proven success with more than one rebranding exercise
  • Deep understanding of technical and creative aspects of website construction
  • Expertise in customer segmentation
  • Experience with database marketing
  • Extensive understanding of online marketing channels including SEM, SEO, social media, direct, e-mail, newsletter, etc.
  • Track record of hiring and developing creative and analytical marketing talent
  • Superior decision maker 

Preferred Qualifications:

  • Passion for yoga – Eastern and Western - and doing good in the world
  • Patience and sense of humor
  • Excitement to lead
  • Candidates with experience working for disrupter health, wellness or fitness brands, in media or exciting technology companies are encouraged to apply

Interested and qualified candidates should send a resume and cover letter to Amy Segelin (

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