| POSITION OBJECTIVE: To direct all business development efforts in the primary areas of membership marketing, sales, sponsorship, partnership and revenue sharing. Responsible for providing strategic leadership for marketing the organization’s products and services. Spearheading the creation and execution of a robust marketing plan that brands the organization’s products, services and programs as well as the needs of our members through digital and traditional efforts. This position provides vision, leadership and direct management for the development, implementation, and evaluation of marketing plans and campaigns for our strategic and operational program initiatives. PRIMARY RESPONSIBILITIES: - Lead all aspects of the company’s marketing initiatives, including brand marketing and positioning, membership marketing, digital marketing, social strategy, demand generation, product marketing, and marketing operations.
- Provide a strategic vision and ensure robust, integrated, and flawless execution of its mission.
- Strengthen and oversee corporate sponsorship program; identify new areas of sponsorship, partnership, marketing alliances, in-kind exchanges and revenue share arrangements.
- Lead, mentor and train a high-performing team of digitally-savvy staff to support the strategic goals of the business with focus on:
- Audience acquisition
- Membership development
- Demand generation aligned with the needs of each of product
- Digital marketing/social media/paid
- Product marketing
- Non-dues revenue
- Marketing Operations
- Work closely with key internal stakeholders to develop and execute dynamic campaigns that drive growth for their target segments.
- Make and drive data-driven decisions and establish effective frameworks, metrics, and strategies to inform the company’s approach to both brand marketing, and acquisition and retention marketing strategies.
Develop membership program and grow live and online event audiences: - Create and grow a membership program, including a portfolio of events and webinars.
- Identify and execute benefits to support a paid membership model.
- Develop a fluid marketing funnel. From emails to landing pages to sign-ups to product/content delivery, make it a fluid experience for our members, volunteers, vendors, and the general public.
- Using audience data, optimize campaigns and develop a hassle-free sign up process across channels.
Increase web traffic, brand and content awareness: - Manage a content strategy that increases website traffic, email acquisition and brand awareness.
- Collaborate with internal teams to improve the web conversion funnel and optimize user experience.
- Support campaign editorial calendars, analytics reports, etc.
- Research and implement search engine optimization recommendations.
- SEO activities related to content strategy, link building and keyword strategy to increase rankings.
- Grow social media presence on LinkedIn, Twitter, Instagram, etc.
- Stay up to date on the newest digital tools and tactics in digital marketing. Review, recommend, and manage tools, services, and vendors. Evaluate, hire, and develop relationships with existing and new platforms, partners and vendors.
Demand generation: - Oversee the development and execution of a demand generation strategy leveraging key channels such as email, website, referrals, paid search/PPC, social media advertising and partners to achieve team and company-level goals and objectives.
- Recommend strategies to develop quality traffic to the company’s website and online experiences, drive online traffic and conversion to memberships/sales.
- Work with staff to track and scrutinize pipeline sourced from marketing channels from lead creation to revenue and analyze information to improve decision making.
Product marketing: - Translate the company's business objectives, market opportunities and portfolio of offerings into a formal, cohesive go-to-market architecture.
- Partner with leaders across the business (e.g. product, marketing operations, corporate development, etc.) to design a comprehensive go-to-market strategy and plan including positioning, launch strategy, PR, sales and sponsor/partner materials.
- Provide insight and support to company leadership to inform the identification and development of new offerings (products, solutions or services).
- Partner with staff to plan and oversee marketing contributions to drive sales' adoption of the portfolio.
Marketing operations: - Work in collaboration with IT staff to determine mar tech stack. Ensure teams have the tools, processes, and capabilities needed to execute marketing and track effectiveness of campaigns.
- Oversee data growth, quality and process audits to minimize compliance-related risks.
- Use automation to solve business problems, collaborate with key stakeholders to identify gaps in current processes/systems, and optimize workflows to increase marketing productivity.
Staff Management & Team Collaboration - Guide daily operations for a team of diverse marketing roles.
- Foster a team environment of forthright, open professional communications and demonstrate strong leadership qualities by modeling effective leadership behaviors consistent with the company’s high ethical and professional conduct standards inside and outside the company in all interactions with colleagues, members, volunteers, partners, sponsors and affiliates of the Society.
- Mentor and foster growth in a blended team of staff.
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