Functions as the primary subject matter expert on marketing and promotion within an assigned Section(s). Ensures Section marketing and promotional initiatives are aligned with the ABA’s master marketing plan and that Section plans support and enhance the key master marketing plans and programs.
Essential Job Functions and Responsibilities (listed in order of importance and/or time spent)
Develops, implements, and manages membership strategic direction and marketing plan for all Section offerings. This includes but is not limited to: managing all activities to market Section membership, programs, products, and good works initiatives; and identifying appropriate target audiences and marketing channels.
Collaborates with member leaders and key staff to create and execute section recruitment and retention campaigns. Researches and prepares membership activity reports and make recommendations to increase membership and strengthen engagement.
Advertises products, such as Section membership, CLE, and books to ensure fulfillment of annual strategic and revenue goals. Develops and executes promotion strategies in consultation with associate director and member leaders. Manages copy, design, production, and delivery of promotional messages across channels, including email, direct mail, website, social media, and print advertisements.
Accountable for the development and implementation of marketing plans and programs for an assigned Section(s) within the ABA.
Ensures that Section marketing programs are aligned with the ABA’s master marketing plans and initiatives and that Section marketing reinforces the messaging and overall outcomes of ABA mission, vision, and values.
Develops, designs, and deploys targeted marketing initiatives directed to the specialty area of the Section which drive the attraction of new members, the retention of existing members, increases non?dues revenue growth, and enhances the value of membership in the ABA.
Develops and deploys marketing initiatives and advertising such as Section membership value, CLE, books, and Section services to ensure the attainment of annual revenue objectives.
Creates and recommends annual marketing plan and supporting budgetary requirements and is accountable for marketing spend and return on investment.
Collaborates with ABA leaders and members in the creation and deployment of promotional strategies.
Manages the design, production, and delivery of marketing and promotional messages across various channels, including e?mail, social media, direct mail, and/or print advertising.
Provides leadership, coaching, counseling, performance feedback, and, where appropriate, applies discipline to a team of direct reports.
Performs other related duties as required.
Typical travel is 2-3 times a year. Trains and guides direct report in execution of assigned tasks.
Required Education, Qualifications, Experience
Possession of a bachelor’s degree from an accredited college or university.
At least six years’ experience in marketing which must have included responsibilities for fulfilling annual revenue goals, creation and targeted distribution of marketing collateral via multiple media, and development of marketing plans.
Previous experience developing and managing marketing budget plans and creating/reporting on marketing spend and return?on?investment.
Previous experience using influencing and communications skills to garner consensus and alignment on marketing initiatives.
Preferred Education, Qualifications, Experience
Possession of a bachelor’s degree from an accredited college or university with a concentration in Marketing or Business Administration.
Previous formal supervisory responsibilities.
Previous experience in digital and/or social media marketing.
Previous work experience in a not?for?profit, NGO, and/or association.
Physical Requirements
Typical office work environment.
Extent of Travel Required in the Job
As a normal course of business, this job will typically require travel of less than 15% of the time.
