The Membership Field Marketing Manager will seek to enhance the Associations competence at growing membership by working with field office(s) staff to drive membership acquisition and retention initiatives at the state and national levels. This position will serve as the point person for working with state association executives, ensuring effective communication and planning synergies between Headquarters and State Associations affiliated with National Association. The goal will be to build mutually beneficial partnerships between the state associations and the National Association and ensure effective marketing communication of activities, updates, planning documents, learning and facilitate joint planning. They will travel as necessary to build key relationships; conduct field visits and serves as a vital member of the membership staff. They will work with the state association executive directors whenever possible with membership recruitment and retention campaigns, ongoing strategies, learning and coordinated approaches. They will be responsible for state-level membership tracking and reporting. As part of the Membership Recruitment and Retention team, they will participate in the development and execution of the overall membership recruitment and retention plan, bringing state association-focused information and learning to the planning and implementation process.
Reporting Relationship: Reports to the Director of Recruitment and Retention. Will collaborate closely with the Assistant Director of State Association Relations and the Director of Revenue Operations to ensure overall effective communication between National and State affiliates.
ESSENTIAL JOB FUNCTIONS
1. Responsible for developing the Associations overall recruitment and retention capability:
a. Develop state-level competencies in various membership acquisition and retention activities, including direct marketing campaigns, member-get-a-member efforts, and other recruitment campaigns
b. Serve as the subject matter expert for local (state) associations in recruitment and retention
c. Evangelize the importance of membership growth activities at the state level, influencing allocation of resources and effort
d. Build effective relationships with local state leadership
2. Responsible for implementing integrated Membership Recruitment strategies and initiatives between associateds and its affiliates:
a. Ensure execution of integrated local and national recruitment campaigns, coordinating joint timing and planning to create synergies.
b. Identifying state-specific joint membership analysis, planning and execution opportunities when possible (including conferences, programs and campaigns), identifying best practices being implemented by the States and communicating that learning to National and across the local membership community
c. Leveraging State information and learning into national-led direct mail campaigns, including obtaining state contact lists to integrate into the direct mail campaigns
d. Ensuring that the membership campaign goals are set on behalf of both National and State leadership when possible
e. Ensuring ROI analysis is done on National and State membership campaigns to ensure a positive return exists and implement an information and learning based Membership culture across the enterprise
f. Travel to the State offices as needed to ensure effective joint planning (30% travel)
g. Host phone or web-based Membership planning meetings with HQ and State ED staff as needed
h. Development of any promotional materials as required to facilitate joint planning and execution of Membership
i. Facilitate any joint Membership research between State and National as required, and ensure State EDs have complete knowledge of Association's National research
2. Responsible for ensuring effective Membership Recruitment communication between National and Affiliate State Associations:
a. Responsible for ensuring National Membership plans are effectively communicated to state leadership
b. Responsible for gathering and integrating State membership planning activities and ensuring effective communication across the association
c. Responsible for leading all state-based Membership tracking and reporting, including monthly reports. Including working with Membership billing and State associations to ensure the information is accurate and identification of relevant trends and issues
d. Responsible for maximizing communication effectiveness by managing and executing email communication, phone calls, webinars, and social media communication tools (including but not limited to an association membership blog and a membership social networking site)
e. Communication of State "best practices" learning across National and the State affiliates
3. Responsible for integrating national retention efforts at the state level and for communicating effective Retention learning across National and the State affiliates
a. Ensure effective communication of Retention rate tracking analysis at the National and the State level
b. Identify joint National and State Retention planning opportunities to improve retention rates
c. Optimize membership engagement with National and State benefit programs via effective member benefit communication, via State and National Newsletters and email communication.
4. Support optimizing the Member Benefit Value Proposition, including integration of the National and State value propositions
a. Ensure joint planning and effective communication on state-level benefits associated with any new membership structure pursues, including basic membership benefits and State Legacy Premium Bundles
b. Lead implementation of any integrated planning pursues on member benefits at the State level, including Newsletters
c. Ensure State leadership is fully briefed and involved in development of the Association's value proposition
d. Manage any joint Branding opportunities Association pursues with the State offices.
5. Perform other duties as assigned by management.
a. Will lead and participate in special Membership projects as assigned by Director of Recruitment and Retention.
b. Including facilitation ofGovernance meetings and execution of Board reports as needed
MINIMUM QUALIFICATIONS REQUIRED
Bachelors degree in Marketing required; MBA desired.
Related Work Experience:
A minimum of five (5) years of relevant marketing experience required. Experience working with an affiliate-based Association in a marketing capacity preferred
Knowledge of all aspects of marketing planning and execution
Experience creating and executing marketing strategies and plans
Exceptional communication skills including written and verbal communication and listening skills
Strong interpersonal skills and the ability work collaboratively and in teams in a politically sensitive, busy work environment; must be personable, persuasive, and diplomatic.
Strong organizational and project management skills, ability to develop detail plans and manage multiple tasks simultaneously
Exceptional intelligence, as well as analytical and problem solving skills
Ability to identify and build business opportunities that advance the organizations strategies and plans
Flexibility and adaptability in dealing with changing priorities and demanding workload
Healthcare background and familiarity with nursing issues a plus
Familiarity with Association management processes and issues a plus
Kamis - 17 months ago
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