Member Benefits Marketing Manager

This position will develop the marketing and communication plan and execute a range of tactics that seek to improve member awareness, engagement and retention by effectively communicating the value of AARP through a variety of strategically selected channels and communications. Manager is ultimately responsible for strategy, planning, integration, execution and effective measurement. 

Core focus areas are below.

Member Benefits Insights >>

In an effort to deliver on data-driven strategies, it is necessary that this position define, develop and maintain the relevant qualitative and quantitative inputs to successfully impact member benefits awareness and engagement.  This includes, but is not limited to the following:

• Voice of the Customer (VOC) – this analysis is designed to track the volume of mentions and sentiment (positive, negative, neutral) of mentions about AARP member benefits. Data is sourced from a variety of channels including Facebook Messenger, AARP call center, AARP email, open ended surveys, Artificial Intelligence, Chat, etc. Manager is responsible for working closely with AARPx and fellow Member Benefits Communications channel managers to review and optimize insights discovered through the VOC review.
• Member Benefits Awareness Tracker – this study is an ongoing tracker that fields quarterly to understand if the cumulative efforts of communicating benefits has a positive impact on awareness and intent to renew. This position would be responsible for refining questions each quarter, QAing the survey upon programming, working with Research to understand the most meaningful insights related to channel effectiveness, content preference and ease of learning about benefits.
• Foresee Satisfaction Survey – this survey is custom and appears on the member benefits section of AARP.org to assess the experience of the online user session. This position is responsible for ensuring we are leveraging the best Foresee capabilities to validate the member benefits content strategy on the site. The coordination and ingestion between the survey results into the above VOC dashboard is critical with our AARP Experience team partners. Position will be held accountable for ongoing tracking of issues expressed via Foresee with intentional prioritization as well as criteria on what triggers an issue into a project. Position will need to develop the process for routing customer inquiries that require guidance from the AARP contact center (e.g., account information).

Manager is responsible for sharing the highlights with key stakeholders and agency partners of all items listed above with appropriate action plans.

Member Benefits Campaign Strategy & Implementation >>

Manager leverages member benefits insights to develop a comprehensive cross-channel marketing/communication plan including a clear articulation of challenge(s), goals, strategies, audience prioritization, creative development and channel selection (e.g., web, print, email, direct mail, paid and/or organic social media, paid and/or organic search, paid display, events, call center, mobile app, editorial, content marketing, partnerships, etc.).Specific responsibilities include:

• Lead the refinement of member benefit campaign assets based on user data including imagery, design/layout, copy/content, categories, iconography, onboarding/sunsetting of benefits, redemption framework, etc. 
• Manage day-to-day operations including projects/programs, timelines and budgets. Manager will also manage agency partner to develop the overarching creative campaign tone, look/feel, and all creative assets.
• Lead tactical creative execution, production and deployment when necessary.  Works across the Enterprise on necessary reviews and approvals from critical stakeholders such as ASI, Brand and OGC.
• Develop new strategies to deliver on a more personalized benefits experience in order to drive increased engagement.
• Actively partner and collaborate with cross-functional partners to ensure consistent visual identify and messages associated with member benefits, across all consumer touch points, particularly as it relates to member benefits branding. 
• Assess each paid media channel with critical partners across the Enterprise to inform a seamless, intentional strategy for communicating commercial and social mission benefits, testing into a long-term strategy.
• Stays abreast of new and emerging trends to apply to Member Benefits Communications.

Partnerships & Integrations >>

Manager leads the strategy to socialize member benefits communications and assets across the enterprise. Manager also builds relationships, soliciting champions and allies to help articulate the value of the member benefits story. Primary responsibilities include:

• Lead quarterly business reviews and develop presentations to drive effective change across the association both on an ad-hoc basis and regularly for executive leaders and critical business partners.
• Nurture the relationships with key program and channel owners within the Enterprise to determine the appropriate member experience based on allocated budget and timing. 
• Serve as a stakeholder for consumer-centric initiatives as it relates to member benefits.

Reporting & Analytics >>

Manager develops the holistic measurement plan that outlines core KPIs based on strategies including

• Development of the balanced scorecard which tracks all campaign inputs including awareness, engagement and retention; manages all inputs and analyses from various sources to tell the full story.
• Ensures all quantitative KPIs are accurately captured within the campaign dashboards and quarterly ROI analyses are conducted with the appropriate context.
• Assesses performance on an ongoing basis and presents optimization recommendations accordingly. When appropriate, shares overall performance broadly to showcase successes and/or learning opportunities for the greater team.