In partnership with the Managing Director of Marketing and Integrated Services, the Marketing Director conceptualizes, develops, implements, and evaluates marketing strategies for ASCD's programs, products, and services. This involves the strategic development, execution, and implementation of external facing messaging that maximizes growth opportunities throughout the brand marketing funnel. This role is responsible for maximizing marketing efforts that generate and grow non-dues revenue and advance the association’s mission. ESSENTIAL FUNCTIONS AND RESPONSIBILITIES
Collaborate with the Managing Director of Marketing and Integrated Services to conceptualize, develop, and direct marketing strategy and planning for ASCD’s programs, products, and services, integrating that strategy into the development of holistic marketing plans.
In partnership with the Managing Director of Marketing and Integrated Services, allocate marketing spend and resources to dedicated programs, products, and services to achieve and exceed ASCD’s annual revenue projections and forecasted goals.
Tracks and monitors goal progress monthly.
In partnership with the Managing Director of Marketing and Integrated Services, lead and direct ASCD’s brand strategy, including development of the brand and establishment of brand goals. Stewards and enforces brand standards, including the use of sub-brands and brand extensions, and the development of brand licenses.
Oversees execution of consumer integrated marketing communications including advertising, direct marketing, and planning of tradeshow and event marketing.
Directs and manages the coordination and scheduling of production activities to ensure on time completion of marketing communications for media and direct marketing campaigns.
Collaborates and partners with sales and service center staff to respond to pricing and product marketing queries and opportunities. Partners with product development teams to develop new or enhance existing programs, products, and services aligned to meet current and future market needs. Oversees development and execution of a marketing research plan to align internal and external research with the association’s strategic objectives and in support of product development initiatives.
Provides management oversight of marketing operations to ensure appropriate risk management processes are in place and followed to minimize legal, financial, and reputational risks of marketing activities, programs, and communications.
Participates in exhibiting at ASCD meetings and conferences, as well as other trade shows as needed.
Executes online and offline marketing initiatives, integrating online, email, print, direct mail, social media, company websites, SEM/SEO strategy development and brand awareness.
Executes marketing campaigns and analyze performance that leverages interest to drive new members & sales revenue.
Evaluates and reviews market response and return on investment of ASCD’s programs, products and services and positioning to guide course correction of brand strategy, tactics and plans.
Provide accurate marketing results, revenue projections and expense forecasting. Manages to revenue goals, budget, and appropriate business metrics.
Contributes new ideas and develop content/repurpose content to be deployed across a variety of channels and formats.
Manages unit staff and budget; provides a climate for motivation and innovation; supports positive working relationships with direct reports; establishes effective team work and collaboration practices; openly supports the organization’s direction, strategy, and employee programs; and is accountable for adhering to and upholding all applicable employment laws and the association’s operating protocols.
A four-year college degree in a related field of study is preferred.
Extensive knowledge of marketing management, electronic commerce, international marketing, digital marketing and direct mail, and knowledge of printing, print production, and postal regulations.
Knowledge of budgeting, pricing, and marketing in the education field highly desirable.
Skills and Abilities
Managerial skills, including conflict resolution, problem solving, and decision making
Interpersonal skills are essential as leader and member of project teams.
Strong communication skills, attentiveness to detail, and the ability to manage multiple projects.
Ability to work in a collegial relationship with all levels of employees.
High-level project management skills are required.
Ability to work within tight deadlines to meet specific goals
Ability to learn and use web-based office applications for online collaboration, document/content management, and intranet management.
Critical Success Factors / Leadership Attributes
Must be able to create value for the organization.
Possesses the ability to make meaning by keeping others well-informed on the big issues.
Can hire and cultivate talent who are strong contributors to the organization.
Applies learning by seeking new learning from a variety of disciplines and addressing obstacles immediately and directly.
Recognizes the importance of acting together by encouraging imagination and creating opportunities for others to step up and contribute.
Executes accountably by creating clear plans to achieve goals and monitoring costs, progress, and results.
Continuously reinvents by demonstrating the ability to change.
Leads self by setting a personal example of authenticity and inspiring others to want to follow his or her lead.
Ten or more years’ marketing management experience.
Five or more years’ experience in the direct marketing industry.
Three or more years’ experience in e-commerce.
Three or more years of supervisory experience.
Experience in an association or nonprofit environment is desirable.
Five or more years’ supervisory experience.
Normal demands associated with a deadline-driven office environment.
The noise level is generally quiet to moderate.
Daily contact with external customers, vendors, colleagues, associates, supervisors, and staff at all levels of the organization.
Ability to remain at a desk for extended periods of time.
Ability to communicate and exchange information with others.
Ability to move about to coordinate work in areas of varying heights.
Ability to perceive and inspect records in a document management system.
Ability to travel to off-site meetings up to 10%.
Ability to lift, carry, move, or position objects weighing up to 10 pounds.
This position is designated as an essential position. The incumbent is responsible for providing immediate and continuing support for operations and/or support functions during an emergency or building closure. Employees who are designated as essential staff are expected or required to work (at their worksite or remotely) when other employees are not. This position description summarizes the main duties of the job. It neither prescribes nor restricts the exact tasks that may be assigned to carry out these duties. This document should not be construed in any way to represent a contract of employment. Management reserves the right to review and revise this document at any time.
ASCD is dedicated to excellence in learning, teaching, and leading so that every child is healthy, safe, engaged, supported, and challenged. Comprising 114,000 members—superintendents, principals, teachers, and advocates from more than 127 countries—the ASCD community also includes 57 affiliate organizations.Our diverse, nonpartisan membership is our greatest strength, projecting a powerful, unified voice to decision makers around the world.