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Director, Membership Strategy

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May 29, 2018

Washington, DC

Permanent

Agent: Monica B.

Job #: 133413

Job Description

Job Function:

This is a professional management position in the Membership Strategy & Operations department reporting to the Managing Director, Membership Strategy & Operations. The incumbent will be responsible for managing the annual national member recruitment; the retention and development plan; and supporting initiatives, including local, state & international component membership marketing initiatives, in accordance with the national membership strategy.  The incumbent works with the national Committees/task forces to identify obstacles and solutions to membership retention & growth. This position is considered a core staff position. In order to provide client members and customers with services during weather events or similar extraordinary circumstances, the incumbent will telework and continue to serve their members and customers unless they encounter circumstances that prevent them from teleworking.

Job Responsibilities:

  • Works with the Managing Director, Membership Strategy & Services& Managing Director, Marketing to develop and document the annual membership recruitment and retention plan and goals. 
  • Works with Managing Director and other key stakeholders to develop and deliver member retention and recruitment marketing initiatives to achieve annual membership goals. 
  • Responsible for building cross departmental support and buy-in.
  • Identifies opportunities for new services and delivery channels to meet member needs & satisfaction.
  • Conducts research trends relating to dues structures and membership categories at regional, national, state and local levels as well as new innovations in membership strategy.
  • Provides oversight for the implementation of marketing initiatives supporting the annual membership recruitment & retention plan and the career center. This includes the tracking, analysis, synthesis and reporting campaign results.
  • Develop annual marketing budgets and assess on-going marketing mix to drive optimal performance. Identify and establish metrics, benchmarks and key performance indicators (KPIs) in collaboration with the Managing Director and other stakeholders.
  • Develops and manages annual recruitment, retention & career center budget of $200,000. Conduct monthly budget reconciliations to ensure deliverability of tactics.
  • Develop short and long-term customer retention strategy, overall and by segment, based on clear customer insight to drive down churn, and win-back former members.
  • Formulate and implement strategic marketing communication strategies and tactics to advertise the association's new and existing products or services across all media.
  • Research and explore new incentives and promotions as well as cross-promotional opportunities.
  • Develop messaging, positioning and value propositions for all membership segments.
  • Collaborate with other departments and key marketing personnel to manage the client’s brand and product positioning and ensures ongoing brand awareness and consistency in all creative materials.
  • Works closely with marketing team on content and design of all marketing collateral. Serve as the department’s primary point of contact with the Marketing team. Responsible for submitting all requests in a timely manner on behalf of the department, tracking those requests to completion and updating key stakeholders.
  • Track and analyze competitors' services, prices, and messaging; synthesizes information to develop an integrated marketing strategy and course of action.
  • Collect and share information from members and non-members that will enhance client’s ability to provide one-on-one membership benefits and services.
  • Train internal and external staff, including local and state chapter representatives on key marketing campaigns.
  • Oversee compilation of membership management reports.
  • Manage and track budget(s); utilize key financial and operational metrics to measure effectiveness of membership marketing campaigns, ad-hoc qualitative and quantitative/qualitative analyses and other special reporting as needed.
  • Works with local, state, international chapter & or regional staff to develop customized membership campaigns.
  • Assists all chapters and stakeholders to follow best practices and leverage national membership marketing initiatives through component updates, webinars and presentations.
  • Manage up to four outside marketing/production vendor partners to ensure timely delivery and continuity of services.
  • Provides direction and support for staff supporting regional, national, international, local and state component initiatives.
  • Ensures all components adhere to membership bylaws, polices and database procedures.
  • Solicits and incorporates feedback from components on membership issues to ensure that policies and procedures meet their needs. 
  • Provides membership retention and recruitment best practices and keeps abreast of association trends to provide guidance to the regional, local, state & international components as needed.
  • Assists the Managing Director with the support of national board committees and task force as determined by management.  This includes logistical, administrative and strategic support.
  • Keeps abreast of association trends and best practices regarding membership.
  • Other duties as assigned by the Managing Director.

 

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