Develops, manages, and directs omnichannel marketing strategies for all programs, products, and services in alignment with Strategic Plan objectives and organization priorities. Directs and manages marketing department of three full-time marketing managers as well as Creative Services and consultants. Collaborates with leadership and staff teams to develop integrated, global marketing initiatives and communications that drive member value, brand awareness, revenue generation, and maximized ROI. Manages the use of marketing automation technology and strategy to drive sales, lead generation, and member engagement. Directs and manages all marketing strategies, activities, and consultants, for client’s flagship conference and most significant revenue generator, including exhibit sales and attendee registration.
HYBRID (80% REMOTE / 20% IN OFFICE). Alexandria, VA
Sets the strategic direction for the Marketing department.
Establishes, monitors and reports on the Marketing team goals.
Directs the design, development, and implementation of integrated, comprehensive, global marketing strategies to support critical objectives and organization priorities.
Evaluates marketing plans based on business impact, resources, audience, and marketplace to identify the best use of resources and potential new market segments and expand market share.
Works with program stakeholders to help set program goals and requirements, advising on pricing strategy and audience cultivation while collaborating to create, launch, and track results for products and services within our markets.
Develops and maintains a strategic perspective on user experience (U/X), audience segments, market penetration, and marketplace and constituent needs to sustain the overall health of business and to grow brand awareness and revenue generation to new customers.
Works with Communications and Membership departments to help develop, manage, and implement brand (and key sub-brand) strategies, upholding established style across all marketing and communications collateral and promotional materials.
Uses data and analytics to determine optimal approaches and establish core marketing performance metrics. Tracks and reports on appropriate metrics.
Manages and mentors marketing department staff to promote a culture of collaboration, high performance, independent thinking, risk-taking, and continuous business process improvement. Provides leadership and strategic guidance by removing obstacles to success and fostering an environment for innovation and creativity. Creates marketing methodologies and workflow processes to optimize operations and ensure alignment and consistency across product and marketing channels. Manages marketing staff results by monitoring, planning, and analyzing staff performance.
Manages ongoing and incidental professional services relationships with vendors and consultants, including contract negotiation and management.
Develops and manages all budgets and financial objectives related to the Marketing department, including annual marketing campaign budgets, scheduling expenditures, analyzing variances, updating projections monthly, and review/approval of marketing invoices for payment.
Keeps informed of marketing, communications, and digital trends and uses this information to help operate with initiative and innovation.
Serves as Marketing Department lead on Oversight Committee, Strategy Team, Public Outreach & Communications, and Data Repository.
Other duties, as assigned.
Bachelor’s Degree in Marketing, Communications, or related area or commensurate experience.
15+ years’ strategic association and/or not-for-profit marketing experience, including marketing communications, direct mail marketing, and e-marketing techniques to include social marketing and website development with an emphasis on conference and event marketing.
Strong background in developing and implementing innovative marketing strategies, using relevant tools in multi-channel campaign-driven environments within a complex and rapidly changing environment.
Demonstrated experience with marketing automation and digital marketing channels and technology including social media, Google Tag Manager, Analytics, and Ads.
Strong computer background with expertise in project management software, Microsoft Office, and Association Management Software in a Salesforce platform. Knowledge of Marketo, Adobe Creative Suite preferred.
Demonstrated technology acumen and ability to understand marketing technology configurations and integrations and retargeting and how they can be used to achieve goals.
Successful track record using analytics and metrics to improve performance.
Excellent project management skills.
Experience in establishing and managing marketing budgets.
Experience in launching new products and services.
Demonstrated leadership in brand development.
A keen eye for operational efficiency and optimal use of resources.
Successful track record for translating strategic thinking into action plans, high functioning teams, and results.
Experience working with executive management, volunteer boards, and other high-level leadership.
Experience building, leading, and mentoring a team.
Excellent communication skills and attention to detail, strong writing skills.
Ability to work independently in a fast-paced, deadline-driven team environment.