Responsibilities:
Develop and execute strategic marketing communications plans that show value, attract new members, help retain current members, promotes the value of membership through the use of member benefits and fosters member engagement both domestically and internationally. Build an understanding of members (and prospects) through various research methods using internal and external data. Develop appropriate plans that are consistent of a multi-channel distribution strategy by looking at category trends and segments to meet financial objectives. Build and measure key metrics around the business including customer/member acquisition, customer/member satisfaction, and revenue attribution. Manage creation, execution, and track and report on campaigns effectiveness. Identify any gaps, challenges, and roadblocks; recommend solutions in order to execute and deliver projects on time. Proactively engage integrated communications division on value of membership. Marketing communications strategies should deliver on the brand promise to targeted customer segments, align with strategic initiatives for growth, and achieve membership, marketing and financial objectives.
Utilize data to define target markets, build demand generation, provide lead creation and conversion. Build an understanding of members (and prospects) through various internal and/or external research methods. Work cross-departmentally to identify data gaps and monitor trends through market/association benchmarking and environment scans to assist in providing recommendations. Build and analyze membership data to develop insights and pinpoint opportunities. Work with operations team to improve data hygiene/data integrity for optimal campaign performance.
Develop and execute strategic marketing communications plans that contribute to strategic and financial objectives and increase participation and awareness of valued member programs including publications (print and digital), Clinical Communities and other programs as assigned. Build an understanding of target audiences through various research methods using internal and external data. Determine appropriate multi-channel distribution strategies and work across IC division to ensure consistent messaging across all available channels. Manage creation, execution, and track and report on campaigns effectiveness. Identify any gaps, challenges, and roadblocks; recommend solutions in order to execute and deliver projects on time.
Provide strategic direction to operations specialist on the use and maintenance of marketing automation software and connection to/from our shopping cart. Help resolving high level or complex issues as needed and causes of bugs in order to correct the processes. Monitor, analyze, test and refine strategies for email marketing and customer engagement when needed. Implement best practices for utilization of marketing automation tool, lead scoring, lead nurturing, data quality, and workflows as they contribute to the understanding of customer intelligence, insights, and engagement. Utilize platforms full capacity (i.e. developing landing’s, pages, social campaigns, drip campaigns, lead nurturing and lead scoring models and track KPI's from end-to-end campaigns).
Develop annual budgets for assigned categories by analyzing revenue and ad & promo ROI. Create comparative analysis by using historical revenue numbers as well as consumer trends. Determine ad & promo budgets using historical ROI and taking into consideration business objectives. Monitor monthly membership recruitment and retention numbers and reports.