Associate Director, Integrated Marketing

THE ROLE: Associate Director, Integrated Marketing

You will be responsible for developing and executing the strategy for ASA’s thought leadership and communication campaigns with an eye towards building a national brand presence, extending our authority, building a thought leadership following, and increasing favorability and the perception of ASA as a trusted agent.

What You'll Do:

The AD, Integrated Marketing will be responsible for developing the strategy and supervising the planning of integrated communications campaigns that promote a particular project or body of work. The AD will also guide the execution of highly innovative, integrated communication campaigns that break new ground for ASA by expanding our thought leadership audience, building momentum on existing and new communication channels, and meeting mission/strategy objectives.

Responsibilities:

Develop Integrated Marketing and Communication Campaigns

1. Leverage multiple channels (PR, social, digital marketing, email, digital advertising, media buys, sponsored content) for proprietary and third party commissioned research, new audience markets, and key initiatives that increases engagement with existing audiences and opens new channels and influences new customer segments (such as parents, employers, educators/guidance, etc.).
2. Develop and execute the overall editorial calendar for the campaign as well as campaign messaging and channel plans. Channel plan may include events (industry conferences and webinars), PR, social media, web & email marketing, digital advertising, sponsored content like webinars, articles and infographics, etc.
3. Set and manage campaign budgets and performance goals to align with corporate initiatives.
4. Develop a budget, draft and manage RFPs, write messaging, secure media buys, supervise creative and reporting. Manage RFP process for and execution of national PSAs and comprehensive rebranding efforts. Coordinate PSA creative development and spearhead new brand initiative project with internal stakeholders and external agencies/partners.
5. Identify opportunities, negotiate contracts, provide strategic guidance and execute on deliverables, measure success.

Supervising Teams and Workstreams

1. Managing a comprehensive project plan: coordinating workstreams and teams to complete milestones on deadline and within budget.
2. Liaise with colleagues in Marketing, Advocacy, CSR, Research, PR, and Communications on planning and execution.
3. Serve as link between internal working groups to build consensus for action and deliver on plan.

Reporting Status & ROI

1. Set key performance indicators (KPIs) for a campaign including engagement metrics, reach and social media impressions, conversion rates, website traffic or downloads, media impressions & sentiment, etc.
2. Report and track ROI of campaigns: Calculate the ROI to determine the financial effectiveness of the campaign by comparing the campaign's costs to the KPIs generated as a result and report success at the end of every project. Provide a weekly status readout for executives on progress.
3. Spearhead the execution, monitoring and measurement of marketing campaigns and their success.

Required Skills & Experience:

1. Minimum of 7-10 years of strategic educational marketing and integrated communications campaign development experience.
2. Experience in the K-12 education and/or Edtech sector.
3. Demonstrated ability to develop large-scale, multi-channel communication campaigns and experience making data-informed marketing decisions including reviewing and analyzing campaign performance data, creating performance reports, and optimizing campaigns accordingly.
4. Strong background in strategic planning, integrated marketing, development of comprehensive campaign plans, and with proven ability to execute plan with fidelity.
5. Proven emerging leadership skills with the ability to lead and grow highly effective teams.
6. Strong communication skills and prior experience working with all levels of management.
7. Detail-oriented, process-driven, able to prioritize own work, set and meet deadlines, and manage multiple projects simultaneously.
8. Effectively prioritize and execute tasks in a high-pressure environment.
9. Strong business acumen with the ability to quickly understand the company’s diverse landscape of people, systems, and processes.
10. Ability to evaluate risks and opportunities and make the best decisions to achieve the company's goals.
11. Strong interpersonal skills and ability to motivate others to accomplish objectives and build consensus. Must be able to work with all levels of the organization as well as with content contributors and organizational partners. Must be able to fluently and confidently converse with all levels of the business. Having great facilitation skills and experience leading teams is a must.