Organizational Mission

The Appalachian Trail Conservancy’s mission is to protect, manage, and advocate for the Appalachian National Scenic Trail.

Position Description

This position will report to the Associate Vice President of Advancement and will be responsible for overseeing the marketing and communication activities of the Appalachian Trail Conservancy. The individual will ensure alignment and consistency of the ATC’s brand identity across all channels, including how it is represented visually and articulated through content strategy. They will also be responsible for elevating the ATC’s brand and visibility with key audiences in support of strategic goals and fundraising efforts. This role requires an appreciation for conservation and outdoor recreation, strategic thinking, creativity, an appetite for producing content in all its forms, and sound editorial judgment. The Director of Communications will also mentor and supervise the communications team.

Who We Are

Established in 1925, the Appalachian Trail Conservancy (ATC) leads the effort to protect, maintain and celebrate the A.T. We are part of a unique cooperative-management system, working with a number of local, state, and federal partners to ensure greater protections for the Trail. Our partners include the National Park Service, the U.S. Forest Service, dozens of state agencies, and 31 local Trail Maintaining Clubs. We believe everyone should have the opportunity for a life-changing discovery on the A.T.

Essential Duties and Responsibilities

  • Strengthen ATC’s brand by developing strategic integrated marketing initiatives aligned with the ATC’s strategic plan and goals.
  • Ensure a singular, compelling brand message and consistency of information across all media, including owned, earned, and paid channels.
  • Oversee revitalization of brand identity in preparation for ATC’s upcoming 100th anniversary.
  • Raise visibility about ATC’s impact by driving coverage of ATC news and programs in both traditional and new media.
  • Ensure alignment of all communications with fundraising priorities.
  • Drive storytelling that brings brand attributes and value proposition to life and garners financial support for the ATC.
  • Oversee implementation of communications campaigns across all channels and audiences, including Trail visitors, supporters, volunteers, and partners.
  • Provide editorial guidance and contribute to the strategic direction of A.T. Journeys magazine, as well as other serial communications for specific constituent groups (e.g., e-newsletters, annual reports).
  • Provide communications counsel and support for internal teams seeking to raise awareness of specific programs and especially being a key partner to ATC’s fundraising team.
  • Provide communications support for events, including public programs and donor cultivation and stewardship events.
  • Ability to broaden understanding and impact of ATC’s work to target audiences.
  • Organize and respond to media inquiries using the ATC’s content management system.
  • Manage media relations and develop contacts with media members, influencers, and community leaders.
  • Track engagement across various platforms and make data-driven communications decisions.

Qualifications & Skills

  • Commitment to the mission of the Appalachian Trail Conservancy
  • Bachelor’s degree in marketing, communications, or public relations field with 10 years’ experience or equivalent combination of education and experience.
  • Experience working with program staff and across all levels.
  • Strategic thinker and problem solver with the ability to prioritize and manage multiple projects.
  • Demonstrated experience working with others at all levels in and outside an organization to accomplish objectives.
  • Extraordinarily strong written and visual presentation skills.
  • Strong project management, leadership and decision-making skills
  • Experience with Adobe Creative Suite including Photoshop, InDesign, and Premiere (or comparable software) preferred.
  • Working knowledge of content management systems, HTML coding, and digital graphics production.
  • Experience with search engine marketing, Google Analytics, and Google AdWords.
  • Examples of relevant work product required for consideration.

Physical Demands and Work Environment

  • Frequently communicates with individuals by phone, video, email and in person.
  • Working on the phone, video or computer for prolonged periods.


  • This is a remote position; candidates must have access to secure internet from which to work.

Additional Details

  • The salary range for this position is $90,000-$110,000 annually.
  • COVID-19 vaccination will be required for this position as a condition of employment. Medical and religious exemptions may apply.
  • Heath, dental, and vision insurance available.
  • Company paid long-term and life insurance provided.
  • 403(b) Retirement Plan with up to 7% match after 1 year of service.

To Apply

To apply for this position, please submit an application packet via our ADP application portal.

Click here to apply

ATC Equal Employment Opportunity Statement

The Appalachian Trail Conservancy (ATC) encourages collaboration, flexibility, and fairness with all employees and volunteers to enable participation and contributions to their fullest potential.

We are committed to being a diverse and inclusive organization and recognize that diversity contributes to an effective and successful organizational culture and mission.

The ATC prohibits discrimination in employment on the basis of race, color, religion, sex (including pregnancy, gender identity, and/or expression), national origin, sexual orientation, marital status, disability, genetic information, age, membership in an employee organization, retaliation, parental status, military service, political affiliation, union membership, or any other status protected by the laws and regulations in the locations where we operate.

Click here to view the Appalachian Trail Conservancy Identity Statement