Director of Visual Content

1. Job Summary:

The Director of Visual Content is responsible for creating visually compelling content that tells the YMCA of the North’s story across all platforms. This creative-leadership role will lead high-quality video, photo, and asset management from concept through final delivery. Responsible for capturing professional photography for campaigns and producing agency-level video content for marketing and leadership initiatives to ensure consistent quality and reliability. This position combines creative vision and direction, technical expertise, and storytelling excellence to help grow the YMCA brand and elevate member engagement.

2. Essential Functions:

• Set and lead the creative vision for photography and video storytelling across the organization, ensuring alignment with brand strategy, mission, and audience engagement goals.
• Develop and execute a cohesive visual storytelling strategy supporting marketing campaigns, programs, and leadership initiatives.
• Direct high-impact photography and video productions from concept through final delivery, including studio and on-location shoots across YMCA programs.
• Maintain and evolve visual brand standards to ensure consistency and quality across all platforms and media channels.
• Oversee studio operations, production environments, and technical infrastructure to ensure professional, reliable, and efficient workflows.
• Lead equipment strategy, budgeting, upgrades, and vendor relationships related to video, audio, and photography production.
• Establish and oversee post-production standards, workflows, and quality control for photography and video deliverables.
• Provide creative leadership for editing workflows, ensuring brand alignment, technical excellence, and consistency.
• Own the vision, governance, and optimization of the Digital Asset Management (DAM) system, including metadata standards, taxonomy, access, and rights management.
• Ensure media assets are organized, searchable, reusable, and preserved for long-term organizational use.
• Develop and enforce SOPs, guidelines, and best practices for photography, video production, and asset management.
• Train and coach staff, associates, and contractors to elevate visual quality and ensure adherence to brand and production standards.
• Provide strategic leadership to internal teams, contractors, and external partners involved in visual content production.
• Partner with marketing, program leaders, and executives to align visual content with organizational priorities and campaigns.
• Manage creative prioritization, timelines, and cross-functional coordination to deliver high-quality work efficiently.

3. Relationships:

This position reports to the Associate Vice President of Digital Experience and Design who reports to the SVP of Strategy and Marketing. This role interacts regularly with instructors, program leaders and staff at all levels of the organization, including marketing and fitness teams. Work collaboration may also be with leaders in Marketing and Fitness.

4. Qualifications:

Required:

• Bachelor’s degree in Film, Photography, Media Arts, or related field; demonstrated experience in professional video/photography production may be considered in lieu of degree.
• Minimum five (5) years of experience leading video and photo projects for marketing, storytelling, or brand campaigns.
• Minimum ten (10) years of experience in a leadership position, managing teams, or creative direction.
• Expertise in Adobe Creative Suite (Premiere Pro, After Effects, Lightroom, Photoshop).
• Proficiency with professional cameras (Sony, Blackmagic), lighting, and audio equipment.
• Demonstrated ability to lead projects from concept through completion with strong storytelling, composition, and project management skills.
• Experience and knowledge of DAM systems and file management and formatting.
• Excellent communication, organization, and leadership skills.
• Ability to adapt to new technologies and manage multiple priorities under tight deadlines.

Preferred:

• Bi/multilingual.