Position Description

This position reports to the Vice President (VP), MarCom & Industry Relations and is responsible for leading SNA marketing operations for a wide range of Association programs, initiatives, and events. This includes implementing engaging campaigns for a variety of audiences, overseeing the Association’s social media strategy, and maximizing online advertising sales.

Position Responsibilities

Works closely with the VP, develops an annual SNA marketing strategy and promotion plan for identified major initiatives and ensures resources are aligned to deliver against the plan.Oversees development and implementation of SNA’s social media strategy across relevant platforms.Develops marketing strategies, cross-promotions, and new ideas to build awareness of SNA to members, prospective members, and external audiences.Ensures the diversity of SNA members is reflected in all marketing initiatives.Consults with and advises all Centers on marketing options as they develop their program plans and identify key messages for new and ongoing initiatives and develop relevant marketing campaigns to deliver against Center needs.Develops marketing plans and creative briefs to produce print/digital/video materials designed to:promote the SNA brand;enhance professional development programs and educational offerings;promote registration for SNA’s national meetings;support other programs, projects, and initiatives of the Association; andpromote sales in the SNA Shop.Manages social media advertising and recommends strategies to the VP to maximize brand exposure and advertising revenue.Oversees partnerships and contracts with external designers, marketing, advertising, and creative services agencies.Responsible for list management, distribution, and troubleshooting of all email blasts and eNewsletters, including E-Daily, from SNA’s communications platform.Monitors and assures accurate recording of opt in/opt out subscriptions to ensure SNA remains in compliance with the CAN-SPAM act.Ensures all marketing efforts are meeting deadlines and expectations.Writes and edits engaging promotional copy across multiple marketing platforms.

SNA Shop

Oversees the Shop with the support of the Marketing Specialist.Identifies new products, themes, and designs for Shop items and oversees all promotional efforts.Analyzes sales data and recommends improvements to the VP based on analysis.Analytics

Establishes benchmarks, KPIs, and metrics for marketing campaigns.Produces and analyzes monthly analytic reports for all marketing products, campaigns, sponsored content, and initiatives and develops recommendations for adjustments and improvements.Regularly monitors digital analytics.Provides campaign-based, monthly and quarterly reports for SNA leadership on defined benchmarks and metrics.Position Relationships

Works with SNA staff, members, and volunteers.Works closely with outside vendors, sponsors and partner organizations, as well as media agencies.Supervision

Receives general supervision and direction from the position’s supervisor. Exercises independent judgment and discretion regularly.Supervises Marketing Specialist and Digital Content Specialist.Qualifications

Education

Bachelor’s degree in a relevant field or equivalent training and professional work experience. Digital marketing certification preferred.

Experience

Five years or more of demonstrated experience developing and managing marketing programs, including planning, idea development and execution, budgeting, and monitoring and evaluation.Marketing experience using a range of media, including print, digital, video, and creating strategy, planning, campaign development, targeting audiences, data analysis, research, budgeting and project evaluation.Strong analytic skills with the ability to analyze marketing campaigns, web analytics and other data to assess results and make recommendations for changes to improve communications and marketing approaches and tactics.Demonstrated experience using Adobe Suite, Canva, Later (or similar social media platform) and project management tools.Experience leveraging social media to inform and engage people as part of marketing campaigns.Demonstrated work experience in analysis of various marketing metrics to guide strategic direction.Demonstrated experience managing and coaching employees of varying experience and skill levels.Demonstrated skills in collaboration, teamwork and working in a group to achieve specific goals and meet deadlines.Highly developed communications skills, including professional writing, editing and verbal skills for various internal and external audiences.Ability to write final drafts with minimal editing support.Ability to juggle significant workloads in a fast-paced environment to meet long- and short-term deadlines and to keep pace with the demands of daily operations.Demonstrated experience using a database to access customer or member information, using the internet to conduct research, and expertise in Microsoft tools such as Teams, SharePoint, Word, Excel, PowerPoint and Outlook, as well as virtual meeting platforms such as Zoom.