Position Summary
Leads the development of data-driven marketing communications strategies and plans to convey the Academy’s strategic value proposition, brand value, and engagement of members, prospects, and key stakeholders in realizing the specialty vision. This includes particular emphasis on retaining membership and recruiting new members. Supervises team responsible for marketing execution of these plans. Collaborates across all departments of the Academy.
Essential Duties and Responsibilities
- Oversees development and execution of strategic marketing plans for the Academy that engage PM&R physicians to strive for the specialty vision, support the Academy’s strategic plan, and clearly and effectively convey the strategic brand promise of the Academy.
- Evaluates new and existing marketing efforts and directs strategic change that results in membership growth and revenue growth.
- Creates comprehensive marketing initiatives that support the Academy’s revenue goals and identifies the return on investments.
- Integrates and gives cohesive vision and guidance to membership marketing, product and service marketing, communications and e-commerce. Oversees teams’ development and implementation of strategic marketing plans for membership campaigns, as well new and existing services/offerings.
- Conduct analysis of member and non-member data housed in the iMIS database, through market research, or in third part tools such as Google Analytics to facilitate decision-making and succinctly and clearly present analysis to key decision makers within the Academy.
- Actively communicates with colleagues within the Academy (staff and members) to further the market driven culture; listening to hear and understand diverse ideas on market expansion and understanding other specialty medical associations’ market penetration.
- Leads development of strategic research efforts to support the specialty vision and strategic plans.
- Manage the productivity of the marketing plans and projects in coordination with member communications efforts.
- Monitor, review and report on all marketing activity and results. Track effectiveness of marketing campaigns.
- Oversee team to deliver marketing activity within agreed budget, monitor budget on regular basis, and participate in annual budget and forecasting processes.
- Participate in development of pricing and promotion strategy.
- Manage the review of press inquiries and the relationship with our public relations partner.
- Perform other duties as assigned by the Associate Executive Director.
Required Qualifications
- Excellent interpersonal and leadership skills needed to interact with other staff members in providing targeted marketing counsel and campaign/plan management and execution, as well as member physicians for market research development.
- Strong strategic planning skills, creativity, and commitment the enhancing member value. Innovative, out-of-the-box, creative thinker, who is nimble and adaptable, with an eye for big picture goals.
- Strong organizational and management skills. Ability to manage self, others and projects. Strong project management skillset: ability to meet deadlines, prioritize with limited supervision, and work on several projects concurrently.
- Sincere interest in data analysis and strong analytical and decision-making skills; understands how to review and analyze data, gathers relevant facts, grasps complexities, evaluates pros and cons using good judgment, and understands when to seek input from others prior to making targeted marketing decisions.
- High quality, professional presentation skills, often to senior decision makers.
- Exemplary verbal and written communication skills.
- Experience with marketing execution including but not limited to print and electronic communications, print and electronic advertising, digital and social media, promotions, website content and structure, and online community networks.
- Understanding of the relevant issues facing the organization, the specialty and its members.
- Maintains high professional standards of integrity, ethics, and commitment to the goals of AAPM&R.
Education and Experience
- Bachelor's degree, preferably in Marketing Communications. Masters a plus.
- Seven or more years’ experience with marketing programs for associations or other non-profit organizations. Health care experience preferred.
- Management experience with proven track record to supervise and mentor staff and manage external vendors.
Estimated Travel
- Travel is estimated at 10%, including the Annual Assembly and weekend committee meetings. There is also participation in evening conference calls/webinars throughout the year.