Director of Marketing
The Director of Marketing serves as the head of APIC's Marketing department and is accountable for its overall direction and performance. The role develops, implements and evaluates APIC's marketing strategy and leads the day-to-day execution of marketing campaigns for all APIC products and services. This position reports to the Senior Vice President, Business Development and Marketing, and manages the content specialist, HubSpot and data specialist, and graphic designer.
The Director establishes marketing strategy in partnership with APIC's departments and directs time-sensitive, organization-wide marketing initiatives, including APIC's social media presence. The role ensures that APIC staff understand their responsibilities as contributors to and co-authors of marketing content, and collaborates with them to translate their vision into finished products delivered on mutually agreed-upon timelines. This role establishes best practices that align with available resources and strives to bring innovative approaches into action.
In addition to providing marketing leadership, the Director is responsible for the implementation of marketing strategies, obtaining and utilizing research on members and audiences, aligning projects with the strategic brand, and adhering to the APIC staff core values of Ownership, Unity, and Commitment.
The Director leads APIC's use of AI in marketing, applying AI tools in new and creative ways to plan, create, personalize, and measure campaigns. The role ensures that AI-supported work delivers high-quality products that are authentic and meaningful given APIC's mission and vision. The Associate Director, Marketing exemplifies APIC's core values of Ownership, Unity, and Commitment.
Education/Experience:
- Bachelor's degree in a relevant area or equivalent years of experience required. Master's degree preferred.
- 10-15+ years' professional and managerial 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, including independent contractors.
Knowledge, Skills, and Abilities:
- Strategic thinker with ability to develop communication/marketing opportunities for new programs and new trends.
- Exceptional attention to detail, with strong proofreading and editing skills that ensure accuracy and quality in all published materials.
- Demonstrated initiative, vision, creativity and agility.
- Total comfort using AI in new and creative ways, while delivering high-quality products that are authentic and meaningful given APIC's mission and vision.
- Strong leadership, management, and mentoring skills.
- Solid budget development, financial analysis and management experience.
- Positive relationship builder. Ability to win the time and respect of senior management and volunteer leaders.
- Flexible, adept at multi-tasking and managing multiple priorities.
- Excellent project manager.
- Successful track record in development of profitable products, programs and services.
- Solid marketing background.
- Excellent written and verbal communication skills.
- High level of integrity and personal accountability.
- Ability to enjoy working with a team approach to idea generation.
- Ability to 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.
Innovation/strategy development:
- Develop and lead APIC's enterprise-wide marketing strategy and annual plan, setting organization-wide goals and priorities that promote and highlight the work of the APIC enterprise, including special events such as Annual Conference. Balance competing requests and deadlines across departments.
- Partner with each department to develop department-specific marketing strategies that align with the enterprise-wide strategy and elevate the profile of the Association and its members. Define each department's role in content development and establish mutually agreed-upon timelines for delivery.
- Oversee branding activities for the Association, including maintaining brand and style guides, templates, and assets for use across departments.
- Collaborate with program teams and senior staff to create yearly budgets. Manage budget and provide guidance for financial planning.
Campaign execution:
- Oversee day-to-day marketing campaign execution for all products, including goal performance, analytics, metrics, and financial tracking. Ensure alignment of all campaigns to the strategic vision of APIC as expressed through our brand and leverage the brand to inform campaign strategies.
- Direct the work of the contractor team, including content development, HubSpot email, automation, and reporting, graphic design, and strategic planning support. Assign projects, review deliverables, and ensure work is completed efficiently, on schedule, and to APIC's quality standards.
- Serve as final reviewer of all marketing communications before release, ensuring every email, post, and publication reaching APIC's audience of approximately 15,000 is accurate, on-brand, and free of errors.
- Ensure sponsored content meets sponsor requirements and receives additional review before release.
- Work with the Communications and Practice Guidance committees, subject-matter experts (SMEs) on staff, and other experts as needed to ensure the accuracy of clinical, practice, and certification content.
- Lead urgent and rapid-response communications in partnership with senior leadership, including breaking policy news, and maintain a same-day process for time-critical requests.
- Oversee the approval process for press releases and media outreach.
- Integrate AI tools across the marketing workflow, from audience research and content development to campaign personalization, testing, and reporting, to increase speed, scale, and impact. Set standards so all AI-supported content is accurate, on-brand, and authentic to APIC's mission and vision.
Digital marketing strategy:
- Build APIC's digital marketing roadmap and work with the HubSpot specialist to manage all digital marketing channels to ensure brand consistency.
- Develop specific campaigns to create and maintain high levels of customer interactions.
- Direct time-sensitive, organization-wide marketing initiatives and oversee APIC's social media strategy, including content planning, publishing, and performance measurement.
- Oversee paid digital advertising, including budget, targeting, and return on investment.
Product development
- Collaborate with senior staff to recommend strategies for integrating and aligning APIC products and offerings to better position APIC in the marketplace.
- Develop and recommend the positioning and packaging for all APIC products to acquire the highest possible long-term market share.
Data analysis
- Oversee research and analysis of current and prospective audiences and devise marketing strategies to deepen existing relationships and attract new members and customers.
- Oversee 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.
- Report marketing performance monthly to leadership and program areas.
Leadership:
- Supervise the Marketing and Communications Manager, who manages day-to-day project intake, deadlines, and department check-ins.
- Lead the Marketing function by setting clear priorities, expectations, and quality standards for contractor deliverables.
- Drive excellence in execution by improving processes, collaboration and stakeholder engagement.
- Select and manage marketing vendors and contracts.
- Establish and maintain marketing operating standards, including request intake, turnaround times, and approval levels.
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