Leads the development, management and implementation of strategic marketing and communications plans and initiatives for a large-scale national program. Responsible for providing direction, leadership and oversight of the program’s marketing and communications strategy, standards, activities, materials, campaigns and events. Works closely with key departments, volunteers and other cross-functional teams to manage marketing strategies from beginning to end. Develops strong, collaborative organizational relationships inside and outside of AARP to meet goals and objectives. Advises and informs the National Director of key findings and makes national-level marketing and communications recommendations for program promotion and enhancement, with a contributing role on business strategy.
Areas of Responsibility:
- Leads and implements comprehensive marketing and communications plans and strategies to define long-term and short-term priorities in support of ADS vision and mission and its social impact agenda.
- Develops and manages marketing budget and expenses related to marketing, communications and promotions.
- Provides direction for marketing content, creative and messaging platforms.
- Oversees development of promotional collateral pieces, press releases, direct mail, print and email marketing campaigns.
- Works with internal teams and manages outside agencies, as necessary, to develop marketing/advertising materials.
- Recommends changes to program website to improve usability, user experience and conversions.
- Develops and tracks metrics and success criteria for all marketing programs and activities to inform marketing direction.
- Responsible for audience segmentation strategy, including identifying segment-specific attributes for targeted campaigns and member touch points.
- Builds organizational capabilities within the marketing and communications team necessary to support growth and continuous improvement.
- Collects input from State Offices, State Coordinators and other volunteer leaders as part of the local marketing and decision recommendation process. Advises and informs the National Director of key findings and makes national-level recommendations for program enhancement.
- Oversees the nationwide recruitment of volunteers, including special attention to the critical business area of recruiting diverse volunteers.
- Collaborates effectively with key program staff and leaders to develop national-level strategies.
- Manages coordination as program lead in support of overall departmental needs as follows:
- Marketing and Communications - organizes marketing and communications planning, campaigns, nationally-used publicity materials, message content and consistency, maximizing communication opportunities and liaison with appropriate enterprise-wide departments/groups.
- AARP Collaborative Partners - liaison for designated key internal functional and planning groups. Serves as program’s representative, as appropriate on AARP work groups and task forces, with a joint focus of serving the broader organizational goals and enhancing the program.
- Partnership Development – In coordination with the Sr. Advisor, focused on Partnerships, assesses collaboration and partnership opportunities with internal units and external organizations, focused on marketing, communications, advertising and public relations. Serves as a liaison to external public and private organizations by identifying and analyzing partnership opportunities designed to increase exposure and resources (channels access, volunteer recruitment, sponsor/host, content, grant/financial etc.).
- Assists Vice President with other special projects or campaigns, as assigned.
Educational Background:
Completion of a Bachelor’s degree
Skills/Experience:
- 8+ years of experience in professional/business activities, including experience with promotions, marketing, program development and administration, supervision, communications, operations and volunteer management; or an equivalent combination of training and experience related to the duties of the position. Experience with complex, national, non-profit programs highly desired.
- Demonstrated experience in high-level representation and serving as a liaison with organizational relationships inside and outside AARP to achieve maximum success. Requires ability to be creative, analyze information, and develop, communicate and implement strategies with internal teams, organizations and volunteers.
- Requires project management skills and prior experience managing marketing and communications campaign execution from planning through to implementation, measurement and analysis. Demonstrated experience with direct-to-consumer marketing and experience with online marketing, including email, search engine optimization, paid search, etc. Ability to develop and deliver on metrics for measuring success in key marketing initiatives and programs. Ability to manage multiple tasks simultaneously within a continually changing environment.
- Requires superior written and oral communication skills; excellent interpersonal, problem solving, and partnership development skills.
- Proficient use of MS Office Suite products (MS Word, Excel, PowerPoint).
- Ability and willingness to travel.
Compensation/Benefits:
AARP offers competitive benefits with a 401K, 100% company funded pension plan, health, dental, vision and life insurance, STD/LTD, paid vacation and sick, and other benefits.
Job Function:
Organization Info
Listing Stats
Post Date:
Feb 25 2018
Active Until:
Mar 25 2018
Hiring Organization:
AARP
industry:
Nonprofit