The Senior Director of Marketing develops, implements, and evaluates APIC’s marketing strategy. This position reports to the Vice President of Membership, Education, and Marketing and manages three staff members: Associate Director of Marketing, Art Director, and Marketing Manager. The Senior Director is responsible for strategy related to association-wide marketing and sales and for developing a framework for viable implementation across all departments. The Senior Director is also responsible for developing and maintaining a pricing strategy for all APIC’s products and services. This individual will establish best practices that align with available resources and strive to bring innovative approaches into action. In addition to providing marketing leadership, the Senior Director is responsible for the implementation of marketing strategies, obtaining and utilizing research on members and audiences, and aligning projects with the strategic brand.
Duties & Responsibilities:
Collaborate with program teams to develop centralized, strategic, and leading-edge marketing plans that promote and highlight the work of APIC, including the Annual Conference, membership, practice-related resources, educational courses, and other programs and services.
Collaborate with cross-functional teams to establish marketing strategy to elevate the profile of the Association and its members and achieve organizational goals and objectives.
Collaborate with the Communications department to coordinate branding activities for the Association.
Collaborate with program teams and senior staff to create yearly budgets; manage the budget and provide guidance for financial planning.
Digital Marketing Strategy
Build APIC’s digital marketing roadmap and work with the Communications department to manage all digital marketing channels and ensure brand consistency.
Develop specific campaigns to create and maintain high-levels of customer interactions.
Product Development and Pricing
Collaborate with senior staff to recommend strategies for integrating and aligning APIC products and offerings to better position APIC in market place.
Develop and recommend the pricing, positioning, and packaging for all APIC products to acquire the highest possible long-term market share.
Collaborate with the Communications department to ensure the quality of APIC’s brand and that the brand value is represented in all products and services.
Research and analyze current and prospective audiences and devise marketing strategies to deepen existing relationships and attract new members and customers.
Conduct market research that helps APIC staff understand competition and threats to existing lines of business.
Measure results of marketing campaigns and make data-driven decisions about how to invest marketing resources for maximum impact.
Conduct regular audits of marketing efforts to determine effectiveness.
Work with the Sales Manager to create bundles of bulk products, services, and memberships to sell to hospitals and other practice settings; establish sales targets, quotas, and goals.
Review and analyze sales performance against programs, quotas, and plans to determine effectiveness.
Lead, manage, and inspire Marketing and Sales team by providing direction on day-to-day work while setting departmental and professional development goals for the team.
Drive excellence in execution by improving processes, collaboration, and stakeholder engagement.
Skills & Abilities:
Ability to strategically develop communication/marketing opportunities for new programs and trends
Demonstrated initiative, vision, creativity and agility
Strong leadership, management, and mentoring skills with the ability to build positive and respectful relationships
Excellent project manager skills with the flexibility to multi-task and manage multiple priorities
Excellent written and verbal communication skills
High-level of integrity and personal accountability
Ability to work with a team approach and execute independently with little oversight
Ability to take risks and to influence those up and down the hierarchy with soundly and rationally thought out alternatives
Ability to travel approximately 15% of the time
Education and/or Experience:
Bachelor’s degree in a relevant area, master’s degree is preferred
Seven to ten years of marketing experience, preferably in a healthcare association environment
Experience in strategic marketing planning
Experience in executing marketing strategies and advertising campaigns
Experience managing marketing and graphic design personnel
Solid budget development, financial analysis, and management experience
Successful track record in development of profitable products, programs, and services
About Cessna & Associates
Cessna & Associates is a boutique HR consulting firm specializing in search and staffing advisory needs for non-profit organizations.