1+ months

Senior Director Marketing and Member Experience

American Immigration Lawyers Association
Washington, DC 20005
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The Marketing and Member Experience Department plays a vital role in developing and promoting the products, services and member experience that are at the core of the value and mission of the American Immigration Lawyers Association (AILA). The department's goal is to identify, analyze, and understand member needs, and to use these critical insights to define, communicate, and deliver a premier member experience. The department supports the organization by developing and leading the strategic direction and delivery of a comprehensive brand and marketing strategy, by providing the insights needed to inform the prioritization of critical resources, and by identifying new opportunities to sustain the organization's growth.

Position Summary
The Senior Director of Marketing and Member Experience is responsible for leading AILA's marketing strategy, partnering on business development, innovation, and driving revenue growth.

The Senior Director of Marketing and Member Experience will be a mission-driven, entrepreneurial-minded, data-driven, marketing professional who will develop and execute a clearly defined marketing and digital strategy that supports revenue growth and delivers a best-in-class, member-focused products, and experience. The individual is a proven marketing innovator who can connect AILA services and products with the needs of the AILA membership.

The Senior Director of Marketing and Member Experience is experienced in building and developing teams and will work in close collaboration with other department leads to understand the needs of the members and develop solutions that highlight and strengthen AILA programs, services, and benefits by identifying and analyzing market data. The goal is to optimize current revenue streams as well as broaden AILA's appeal to new and more diverse market segments and ensure that marketing activities are aligned with organizational goals.

Essential Job Functions

Marketing and Digital Strategy, Brand and Positioning

Develop and lead the strategic direction and delivery of a comprehensive brand and marketing strategy, working closely with department leaders from concept and development to execution, optimization, and reporting, to market and develop AILA's key products and services, including membership, conferences, publications.

Collaborate with the Technology and Strategy Services team to establish/lead a best-in-class digital presence and website, by aligning all marketing efforts such as search engine optimization, landing pages, web analytics, creative design, and user experience to drive member awareness, engagement, and affinity.

Utilize segmentation and analytics to develop member engagement strategies to improve the member journey across all touchpoints, strengthen member experience, and drive retention efforts and overall member lifetime value.

Manage the design and implementation of market research initiatives to keep abreast of changing needs of the membership and profession. Use information from research and data in an integrated way to provide insights and ensure that association marketing approaches and formats are based on audience and response data.

Lead the development and execution of campaign plans, play a critical role in daily and weekly content editorial meetings, and direct all marketing channels.

Manage and leverage the analysis of sales and revenue trends to inform campaign planning and the effectiveness of marketing campaigns and, as well as ongoing optimization throughout the campaign.

Align internal/external stakeholders around event specific marketing plans, goals, and objectives.

Collaborate with AILA's Technology and Strategy Services team and vendors to create, build, and grow AILA's digital online presence and new online community.

Collaborate and provide direction to AILA's Member Services team to gather information and insights to enhance the member experience.

Business Development and Innovation

Collaborate with the Senior Director of Innovation to identify emerging trends, suggests solutions, and to deliver those solutions.

Create and implement revenue optimization strategies and evaluate current member service programs for ongoing relevance and excellence.

Identify and implement creative marketing opportunities to substantially grow business portfolio and identify new opportunities for the Association.

Collaborate with AILA's Meetings Operations team supporting the existing exhibits and sponsorship portfolio.

Department Management

Develop department's annual plan goals and budget.

Participate with AILA Board & Staff Executive Leadership in guiding organizational direction and implementation of annual plan and budget.

Work with senior management team to develop organizational goals, implementation plans, and internal policies and procedures to cultivate a positive workplace culture.

Supervise department staff and manage day-to-day operations of the department.

Bachelor's degree from an accredited college or university in marketing, business, or communications.

Minimum Job Requirements

10+ years of progressive experience in developing marketing strategies, brand or digital marketing, market segmentation, business development, or sales. Experience in a legal, law firm, or professional service environment is preferred. In addition, candidate should have not-for-profit, subscription or membership association experience. Prior managerial and leadership experience required.

Travel, and Work Hours

Travel is required, as well as occasionally working weekends to support association conferences. All travel will be planned.

Our workplace

We offer a dynamic and collaborative work environment with a competitive compensation package based on your experience and qualifications. Our generous benefits include:

-100% of an employee's Medical/Rx, Dental, and Vision premiums

-Contributions towards dependents' premiums

-401(k) with up to 3% matching contribution upon enrollment

-Employer-paid disability and life insurance

-Commuter subsidy

-Flexible scheduling and telecommuting options

-Paid time off to bolster creativity and recharge

-Four-week paid parental leave

Our diverse membership is comprised of knowledgeable, compassionate, and dedicated professionals who constantly work to navigate the complex practice of immigration law.

Candidates are asked to submit a resume and cover letter when applying for the role.


Posted: 2021-09-22 Expires: 2021-10-24

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Senior Director Marketing and Member Experience

American Immigration Lawyers Association
Washington, DC 20005

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