POSITION OBJECTIVE:   

To provide strategic leadership and direct all marketing efforts supporting PRSA’s membership acquisition, retention, events and other services and benefits. Spearhead the creation and execution of a robust marketing plan that brands the organization’s products, services and programs as well as the needs of our members through all appropriate channels.  

This position provides vision, leadership and direct management for the development, implementation, and evaluation of marketing plans and campaigns necessary to accomplish PRSA’s strategic and operational program initiatives. 

• Lead all aspects of the company’s marketing initiatives, including brand marketing and positioning, membership marketing, event marketing, social media strategy and execution, demand generation, product marketing, and marketing operations.  
• Provide a strategic vision and ensure robust, integrated, and flawless execution of its mission. 
• Lead, mentor and train a high-performing team of staff to support the strategic goals of the business with focus on:  audience acquisition, membership development, product marketing, non-dues revenue and marketing operations. 
• Work collaboratively and closely with key internal stakeholders to develop and execute dynamic campaigns that drive growth for their target segments.  
• Work collaboratively with volunteer leaders to support the activity of committees. 
• Make and drive data-driven decisions and establish effective frameworks, metrics, and strategies to inform all marketing efforts.  
• Collaborate with Membership Director to support acquisition and retention. 
• Develop a fluid marketing funnel. From emails to landing pages to sign-ups to product/content delivery, make it a fluid experience for our members, volunteers, vendors, and the general public.  
• Using audience data to optimize all efforts.  
• Collaborate with VP of Events to drive awareness of and attendance to PRSA events. 
• Create strategies that maximize member awareness and introduce PRSA events to broader industry audiences. 
• Collaborate with the Chief Communications Officer on cohesive strategies and approaches. 
• Increase web traffic, brand, and content awareness.
• Manage a content strategy that increases website traffic, email acquisition and brand awareness. 
• Collaborate with internal teams to improve the web conversion funnel and optimize user experience. 
• Support campaign editorial calendars, analytics reports, etc.  
• Research and implement search engine optimization recommendations. 
• SEO activities related to content strategy, link building and keyword strategy to increase rankings. 
• Appropriately recommend and utilize social media channels.  
• Stay up to date on the newest digital tools and tactics in digital ecosystemReview, recommend, and manage tools, services, and vendors. Evaluate, hire, and develop relationships with existing and new platforms, partners, and vendors.
• Oversee the development and execution of a demand generation strategy leveraging key channels such as email, website, referrals, paid search/PPC, social media advertising and partners to achieve goals and objectives. 
• Recommend strategies to develop quality traffic to the website and online experiences, drive online traffic and conversion to memberships/sales.
• Work with staff to track and scrutinize pipeline sourced from marketing channels from lead creation to revenue and analyze information to improve decision making. 
• Translate PRSA’s business objectives, market opportunities and portfolio of offerings into a formal, cohesive go-to-market architecture.
• Provide insight and support to inform the identification and development of new offerings (products, solutions, or services). 
• Work in collaboration with IT staff to determine martech stack. Ensure teams have the tools, processes, and capabilities needed to execute marketing and track effectiveness of campaigns. 
• Oversee data growth, quality, and process audits to minimize compliance-related risks. 
• Use automation to solve business problems, collaborate with key stakeholders to identify gaps in current processes/systems, and optimize workflows to increase marketing productivity.
• Guide daily operations for a team of diverse marketing roles, mentoring and monitoring performance and growth. 

Experience:

10-15 years of marketing experience with 7 years having been spent in a senior role.

Addtional Requirements:

The ideal candidate will be highly motivated and self-directed with excellent writing and editing skills, management experience, strong ethical foundation, and business judgement. He or she should have substantial marketing, social media and relationship building experience at a leadership level. Candidate should be accomplished at managing projects, people and working in teams. Must have a strong understanding and experience working in all marketing channels. Experience with managing a remote staff. Ability to work cross functionally with department heads to execute strategy is critical. Experience in working with Membership organizations is a plus.

About PRSA

The Public Relations Society of America (PRSA) is the leading professional organization serving the communications community through a network of more than 400 professional and student chapters in the U.S., Argentina, Colombia, Peru and Puerto Rico. Guided by its Code of Ethics, PRSA empowers its members to succeed at every stage of their careers through a wide breadth of premium professional development programs, exclusive networking events and leadership opportunities. Signature events include the Anvil Awards and ICON, the premier annual gathering for communications professionals and students.

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