| Associations International/International Coaching Federation (ICF) Reporting to the Chief Executive Officer of ICF, the Director of Marketing will serve in a key leadership role of the company that will develop organizational strategy, governance and culture initiatives. The Director of Marketing will be responsible for planning, developing and implementing all global marketing strategies, marketing communications and public relations activities. The position will lead a team tasked with demand generation and marketing funnel optimization. Using inbound marketing tactics such as search engine optimization, social media, landing page conversion testing, online advertising, and email marketing, you will grow our database and overall company revenues. The Director of Marketing will also be responsible for bringing new products, features, and/or services to market, working closely with our global membership, education and other teams to determine ideal messaging, packaging and delivery methods of our products to market. This is a core role at the heart of our organization, participating in the development of organizational strategy development, to the development and execution of marketing strategy and driving sales. ESSENTIAL FUNCTIONS AND RESPONSIBILITIES - With other members of the organization’s leadership team, establish and execute organizational strategy, governance and culture.
- Set the marketing strategy, based on analysis of historical marketing and customer feedback data, designed to move the team and our products forward to hit organizational goals.
o Develop a comprehensive inbound, digital marketing strategy and oversee execution of the strategy designed to drive community engagement via multiple points of engagement (website, social media, on-line learning, etc.). o Lead a team of marketers to drive key business metrics including leads, MQLs, SQLs and Conversions to paid engagement (currently membership and event attendance) by converting site traffic through calls-to-action, landing pages, and lead generation content (including offers), etc. -
- Develop the strategy for pricing, messaging, packaging, promotion and selling of our products, ensuring the success and adoption of our products as they go to market.
· Provide leadership to the marketing team and oversee the creation of comprehensive and fully integrated marketing and communication plans, budgets to support those plans and provide cost reporting. o Oversee all marketing and communication processes to ensure consistency and accountability. o Develop marketing plan to support app to all content and audiences (assuming product line specific marketing plans are developed by product marketing leads). o Develop marketing plan and supporting materials to support vendor audience. · Optimize our marketing automation and lead nurturing processes through email, content, and social channels. · Utilizing research and analysis provide critical information on community demographics and trends; provide guidance for product improvement and identify areas of opportunity for customer participation growth. o Establish closed-loop analytics with sales to understand how our inbound marketing activity turns into customers, and continually refine our process to convert customers. · Establish annual service plans, budgets to support those plans, and provide cost reporting. - Grow the marketing team through hiring, training and development.
- Keep the company up-to-date with market trends and competition
- Own the relationships with customer learning, customer and vendor sales and forge strong communication and service level agreement (SLA) between marketing and departments.
- Manage vendor communications and negotiations
· Forecast and present to senior management and the board of directors to achieve greater marketing success. |
