The Strategist, Communications & Content is responsible for planning, budgeting, implementing, measuring and reporting on various communications programs and media/public relations activities designed to inform internal/external audiences and enhance AMTA’s image. The Strategist, Communications & Content ensures AMTA’s digital assets- website, mobile, email and social presences are integrated and aligned with the overall strategic goals of the association. Serves as lead writer for original content as needed, demonstrating the value of membership and positioning AMTA as an information resource.
Content Marketing/ Web—Serves as one of the editors of the website, working closely with the Digital Media and Web PM to support e-strategy goals and with the Marketing team in collaboration on AMTA messaging. Edit for content that’s desirable, functional, engaging. Keep SEO goals top of mind. Protect brand voice, message clarity, with a strong eye for accuracy, grammar, punctuation and web best practices. Also serves as a lead author on website developing evergreen, campaign-specific, and seasonal content for digital platforms in short and long format. Curate and provide editorial perspective on existing web content designed to be engaging and shareable for members.
Social Media- Shares oversight of social media calendar, all social content scheduling, publishing, moderation and ongoing engagement. Co-leads strategy, planning, execution. Co- manages, publishes, and contributes diverse and engaging content to priority social media channels while ensuring consistent messaging and monitoring. Collaborates with the marketing team to generate content ideas that align with business goals and marketing campaigns that grow audience and engagement. Analyzes and generate reports on social media performance. And responds to customer service inquiries, working with marketing and communications manager to develop and document messages and best practices.
E-Communications-- Make sure AMTA brand, identity and voice are championed via digital communications. Design content that is structured and optimized for effective search, publication, distribution and engagement. Monitor open rates and click throughs. Analyze and generate reports as needed on e-communications performance. Identify opportunities for content testing and measurement.
Champion of e-communications calendar and lead writer for unassigned pieces. Create content strategies to outline publishing cadence for digital content (what, how much, when, where, why, how for e-communications planning). Develop and document editorial calendar. Serve as liaison to email broadcast vendor, including including budgeting and planning. Work in liaison to Member Experience on list hygiene issues.
Consumer Awareness and Outreach- Work with Communications Manager on execution of AMTA Consumer Awareness activities. Develop and promote key messages and disseminate through spokesperson/speaker/partner liaisons. Arrange media interviews, assist in project management, prep speakers with AMTA branded and profession talking points. As needed, serve as liaison to PR firm and track media placements. Work with influencers and reporters; secure appropriate partnerships. Lead annual National Massage Therapy Awareness Week, providing member support and driving content strategy.
Vendor Relations—Serve on project team to assist in vendor and advertiser relations. Oversee advertising content review and assist in trademark protection.
General Communications- Makes sure AMTA’s brand and voice are championed across communication pieces including Powerpoints, press releases, print pieces, images/infographics, research roundups and other deliverables.
Performs other duties as assigned.
Required Knowledge, Skills and Abilities:
Demonstrated project management planning and budgeting experience in a communications or public relations environment essential;
Demonstrated knowledge and application of fundamental communications and public relations principles;
Demonstrated experience in responding to national media inquiries and/or pitching stories to the media;
Knowledge of journalism and/or broadcast reporting and demonstrated experience working with professionals in that field;
Intermediate to advanced knowledge of both traditional and internet means of communications, news distribution and measurement;
Knowledge and demonstrated application of emerging communications and public relations trends;
Competency in Microsoft Office Suite products including Word, PowerPoint, Access, Excel and Front Page:
Strong oral, written and interpersonal skills, and ability to demonstrate good newswriting and editing skills;
Ability to manage multiple priorities, handle pressure and meet deadlines;
Permissions experience a plus
In addition, successful candidates at this level in the organization must exhibit the following skills and behaviors:
Ability to analyze situations, exhibit good judgment and make sound, ethical decisions;
Acceptance of responsibility;
Ability to collaborate, cooperate and be flexible;
Ability to direct/develop employees;
Ability to plan and manage both operations and costs;
Ability to effectively communicate in both oral and written form;
Service/management of AMTA customers including volunteers, members, and vendor.
Education and Experience:
A. degree required in preferably Communications, Journalism, or English;
Minimum 5 years project management experience in communications/PR/media relations;
Minimum 5 years of experience in an association and/ or non-profit environment working with volunteers preferred.
This position may require some evening and weekend work. Must have the ability to travel.
The American Massage Therapy Association is devoted to serving its members while advancing the art, science and practice of massage therapy. Utlizing the talents of its professional staff these goals are achieved while offering a diverse, challenging and friendy work environment.