POSITION OBJECTIVE: 

 Reporting to the Chief Marketing Officer, the Senior Manager, Membership and Accreditation Marketing will focus on driving marketing and promotional campaigns for PRSA’s revenue-generating initiatives, with the particular focus on member acquisition and retention for both PRSA and PRSSA (the student arm of PRSA), sponsored email campaigns, and Accreditation in Public Relations (APR) marketing. They will use their creativity, marketing expertise, and ability to manage projects and resources to achieve set business objectives.

The Senior Manager, Membership and Accreditation Marketing is responsible for the planning, development and execution of integrated, multi-channel marketing campaigns. This person will collaborate closely with the internal Membership and Programs teams and serve as the marketing lead on designated projects and initiatives, working with both internal and external resources (e.g.  vendors, marketing team members) on campaign deliverables. This includes:

• Developing a detailed plan for each campaign, including objective, timing, budget, and channel mix.
• Overseeing the development of all campaign elements, including creative assets, copy, organic and paid social media, digital advertising, and partnerships.
• Hands-on execution of emails and texts in support of each campaign, including writing copy, setting up, and deploying to the target audience.
• Other tactics as required by the marketing plan.

The Senior Manager, Membership Acquisition and Marketing will monitor campaign schedules, budgets, deliverables, and performance, optimizing in flight as needed to achieve business objectives and providing regular updates. They will develop a summary report for each campaign with key analytics, observations, and recommendations.

PRIMARY RESPONSIBILITIES:

• Owns campaign development and execution from beginning to end.
• Proactively recommends and tests new approaches to improve member acquisition and retention, lead generation, and accreditation awareness and consideration.
• Works with the marketing team and external vendors to develop campaign concepts and provides direction to internal and external resources on social media, digital advertising, and design as required by each campaign.
• Writes compelling marketing copy that resonates with the target audience. Proofs and edits social media copy and other marketing materials as needed.
• Uses PRSA’s software tools to set up and deploy email and text campaigns.

• Recurrent campaigns include Weekly Recap newsletter, monthly Chapter and PRSSA Toolkit emails and an annual PRSSA Faculty Adviser Kit mailing.
• Includes fulfillment of the sponsored emails sent on behalf of various partners.

• Coordinates project production with appropriate team members and external partners and vendors.
• Fosters consistent results measurement and campaign optimization to continuously improve effectiveness and ROI.
• Develops productive relationships with key internal stakeholders (e.g. Membership, Programs) including regular touchpoints to provide updates and ensure alignment.
• Tracks invoices and expenses per department guidelines.
• Stays current on market, competition, and trends including analyzing current marketing tactics, concepts, practices, and procedures.
• Attends member events as needed but no more than 5% travel.
• Completes other marketing projects as assigned.

Education:  

Bachelor's degree in Marketing, Communications or equivalent.

Experience:   

5-7 years of relevant marketing experience required, with at least 3 years specifically in member acquisition and retention. Association, non-profit or agency experience preferred. Experience marketing an accreditation or certification credential is preferred.

• Strong integrated marketing campaign and project management skills. Ability to handle multiple projects concurrently and consistently meet deadlines while maintaining high quality of the deliverables.
• Proven success driving member acquisition, retention and lead generation for member-based organizations.
• Demonstrated ability to write with creative flair and edit/proof marketing copy with accuracy and attention to detail.
• Proficiency in email marketing software required. Experience setting up automated email campaigns and familiarity with Informz and/or PropFuel is a big plus.
• Strong analytical skills, with experience developing marketing reports and summaries.
• Excellent understanding of digital and traditional marketing tactics and channels, including both organic and paid media.
• Ability to collaborate with multiple stakeholders in other departments.
• Passion for marketing and desire to grow within the marketing function.
• Proficiency in Microsoft Office suite required.
• Proficiency in social media channels preferred, with emphasis on guiding content development to support marketing objectives.
• Proficiency in Adobe Creative Suite or Canva is a plus.
• Ability to travel (up to 5% travel).