Ep. 64 - From Soccer Fields to Storytelling - Meet the Y’s CMO

Today on (Y) Connect, we’re sitting down with someone who’s no stranger to the YMCA—James Reynolds, our Chief Marketing Officer. James grew up at the Decatur Y, now coaches his daughters’ soccer team at the Cowart Family Y, and returned to the organization a little over a year ago in a big way. With a career that’s taken him around the world—from the Atlanta Braves to brands like Popeyes, Moe's & Tropical Smoothie—James brings a unique mix of professional expertise and personal connection to the Y. We’re excited to hear how he’s thinking about storytelling, brand, and what it means to come full circle.

IN THIS EPISODE:   

• (03:33) James describes his connection to the YMCA 

• (07:16) Adapting the brand to serve community needs, drawing from corporate experience

• (13:42) How storytelling elevates the Y’s community impact

• (16:40) The diverse programs, like Head Start and sports, positioning the Y as a place for community connections

• (21:30) James explains how authentic storytelling and community connection help the YMCA stand out from the heavy advertising noise

• (22:35) James describes the YMCA’s impact as measurable through storytelling and touchpoints

KEY TAKEAWAYS: 

• The Y makes an impact on the community through storytelling. It highlights diverse programs to showcase community impact and expand reach in local areas. Authentic storytelling enables the Y to stand out from competitors despite heavy advertising noise.

• The Y tailors its brand to meet unique community needs, ensuring relevance and accessibility.

• The YMCA creates an immeasurable impact through over 3 million annual interactions, ranging from brief moments like a single camp day to transformative, life-changing experiences that shape individuals and communities for years.

RESOURCE LINKS:

Facebook:  YMCA Metro Atlanta

LinkedIn: YMCA Metro Atlanta

Twitter: YMCA Metro Atlanta

Website: YMCA Metro Atlanta

BIOGRAPHY:

As the YMCA of Metro Atlanta's chief marketing officer, James Reynolds oversees the Marketing and Communications team’s efforts, including revenue generation, traditional and digital media, brand standards, public relations, social media, and internal communications. Before joining the YMCA of Metro Atlanta, James was Vice President, Marketing for GoTo Foods International (formerly Focus Brands International), overseeing 2,000 locations for six brands in 60 countries. His work travels took him to South Korea, Japan, Costa Rica, the United Kingdom, and Germany. Before joining GoTo Foods International, James held various marketing, product innovation, and strategy roles with Tropical Smoothie Café, Popeyes Louisiana Kitchen, American Golf Corporation, and the Atlanta Braves Baseball Club. James holds a Bachelor of Science in Marketing from Florida State University and has continuing education certificates in Digital Advertising from the University of Illinois and Social Media from Northwestern. James grew up in Decatur, Georgia, and spent many days and nights playing basketball at the Decatur Family Y. James lives in Brookhaven with his wife and two daughters, both of whom play youth soccer at Cowart Family Y, where James also volunteers his time as a coach. 

 

Keywords: 

Y, YMCA, Community, Storytelling, Brand Adaptation, Authentic Connections, Mission-Driven, Community Engagement, Program Diversity, Head Start, Wellness Programs, Youth Sports, Volunteer Opportunities, Immeasurable Impact, Atlanta Communities, Marketing Strategies, Personal Connections, Decatur Y, Soccer, Soccer Coach, Cowart Family Y, Personal Connections, Y’s community impact, accessibility, Decatur, Georgia, Podcast