Manager, Marketing Strategy

Company: AFBA
Location: Alexandria
Posted on: February 1, 2025

Job Description:

Title: Manager, Marketing StrategyDepartment/Unit: Digital Marketing and Content/Member ExperienceFLSA Status: Full-time, ExemptLocation: This position is located onsite at the APTA headquarters in Alexandria, VAAbout APTADo you want to contribute to an organization dedicated to improving societal health? Would you like to collaborate with colleagues who are passionate about making a difference? Are you excited to work in a new state-of-the-art building designed to encourage movement, participation, and employee health?Then you want to work for APTA!APTA is the trusted leader for the physical therapy profession, representing more than 100,000 physical therapists, physical therapist assistants, and physical therapy students. Our approximately 150 employees support the association's mission to build a community that advances the profession of physical therapy to improve the health of society. Learn more in our Association Profile.Located in Alexandria, Virginia, APTA has outstanding employee benefits, including flexible work schedules, generous retirement contributions, and travel subsidies for employees who choose public and active transportation.SummaryThis position will lead strategic marketing planning and campaign execution within the Member Experience Unit, spanning email strategy, paid/earned/owned media planning, digital advertising audience segmentation, and targeting media spend analysis. Leads strategies and oversees campaign execution to grow awareness, engagement, and conversion around APTA member value and benefits; member acquisition, retention, and growth; events, programs, and products.Digital-first mindset to set KPIs and help grow audience and performance around digital and social content and channels. Drives innovation around content development, distribution, and consumption to meet APTA's members where they are across the media landscape. Collaborates with marketing, creative, digital, and social staff and supervises staff and outside agency partners, including ensuring adherence to Association policies and procedures, coaching and supporting engagement and participation in the workplace. Defines and supports opportunities for continuous quality improvement in department activities. Effective champion of the Association vision, mission, and brand.Essential Functions

• Develops multiplatform marketing strategies and planning; oversees campaign implementation, monitoring, optimization, and performance.
• Serves as internal marketing and content subject matter expert and advisor to plan, execute, and define appropriate messaging, audience targeting, distribution, email campaigns, and media mix to drive reach, impressions, engagement, and conversion.
• Develops digital and social platform initiatives, including content, marketing performance, and audience development.
• Collaborates with marketing staff and external agency partners in planning and execution efforts to support always-on Member Value, Growth, and Retention initiatives.
• Collaborates with APTA cross-functional teams to develop campaigns to grow awareness and conversion for events, products, and programs.
• Sets marketing KPIs and provides insights around channel health, reach, and performance.
• Advises creative services staff around the development of rich and compelling content across digital media, social, video, and offline channels to grow reach, awareness, and conversion.
• Develops calendar and budget around annual campaigns, always-on/evergreen campaigns, and new program opportunities.
• Collaborates with Member and Component Engagement team to develop marketing toolkits and assets for chapter and sections.
• Accountable for meeting performance expectations and metrics for department and respective budget activities.
• Contributes to quality assurance and continuous quality/performance improvement in department activities, including supporting unit leader in annual assessments of respective budget activities described above.
• Supports the Member Experience team in the implementation of the Association's programs, priorities, and projects.
• Provides insight, counsel, data, and intelligence to department and unit leaders and executive leadership as appropriate on best practices and growth strategies.
• Supports external relationship growth and collaboration through relationship building with external counterparts. Contributes to unit efforts to seek business opportunities which align with membership strategy, the APTA brand, and organizational priorities.Staff Expectations
• Upholds and fosters team values
• Complies with all APTA policies and procedures
• Performs other duties as assigned to foster achievement of association priorities.Qualifications
• Bachelor's degree
• 5-7 years of experience in marketing and media planning, creative and content strategy
• Experience managing digital and social media performance, audience growth, and content development
• Staff supervision and development
• External partners, agency supervision
• Familiarity with lead-gen and acquisition marketing, budget planning, media targeting/spend and implementation
• Familiarity with CX and journey mapping a plus
• Familiarity with marketing automation systems (HubSpot)
• Project management skills
• Presentation skills - virtual, public
• Logistical support (planning)Travel RequirementsUp to 10% - local, NationalHow To ApplyPlease send resume and cover letter, including salary requirements, when applying.Principals only; no agencies; no phone calls, please. Candidates selected to participate in an interview will be contacted by Human Resources.The American Physical Therapy Association is an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, ethnic or national origin, sex, pregnancy, childbirth or related medical conditions, age, marital status, sexual orientation, gender identity, disability, or military status or any other characteristic protected by law.APTA participates in E-Verify and will provide the federal government with your Form I-9 information to confirm that you are authorized to work in the U.S. For more information, please visit e-verify.uscis.gov.APTA is committed to a diverse and inclusive workforce and invites and welcomes applicants with diversity of experience, mindset, and skills to add value to APTA and our staff community.
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Keywords: AFBA, Franconia , Manager, Marketing Strategy, Advertising , Alexandria, Virginia