TITLE:  Vice President of Engagement Strategy
DEPARTMENT:  Membership and Marketing
REPORTS TO:  President & CEO
CLASSIFICATION:  Full-time, Exempt
SUPERVISES:   Membership & Marketing Teams

PRIMARY PURPOSE OF POSITION
Provide strategic leadership that drives the growth, engagement, and retention of the organization's membership base while enhancing AAPACN's brand and visibility and ensuring that both dues and non-dues revenue goals are achieved. Oversee department operations so that membership services, marketing initiatives, and communication efforts align with the organization's mission and goals. 

Key responsibilities include:

·         Membership Growth and Retention: Develop strategies to attract new members, retain existing ones, and improve member satisfaction by delivering value-driven programs, services, and benefits.

·         Marketing and Branding: Lead the development and execution of marketing campaigns to promote the Association’s offerings, build brand awareness, and engage target audiences effectively.

·         Public Relations and Communications: Position AAPACN as the expert in post-acute care by engaging with media, securing placements and exposure, promoting our value, and communicating with targeted sectors.

·         Strategic Leadership: Collaborate with leadership to align membership and marketing efforts with the organization’s strategic objectives and long-term goals.

·         Stakeholder Engagement: Build strong relationships with members, partners, media representatives, and other stakeholders to foster collaboration and support for the Association’s mission.

·         Data-Driven Decision Making: Use data and analytics to assess membership trends, evaluate the effectiveness of marketing campaigns, and guide future strategies.

·         Revenue Generation: Drive membership dues, product sales, and Foundation giving.

GENERAL REQUIREMENTS

Decision-making: All decisions made in this position are of the highest level and impact the future success of the Association. Decisions include those that affect the Association’s operating expenses and budget, are analytical and based upon experience in the field, and/or derived from evidence-based research. This position is charged with identifying member needs and business opportunities in light of subject matter expertise and working with the executive team to determine strategies for implementation.

Complexity: This position requires highly experienced analysis and judgment. Experienced judgment is needed in predicting future trends and implementing changes to the Association’s messaging to incorporate this analysis. Problem-solving and strategy include outcomes that affect the Association’s reputation, operations, staffing, expenses, and revenues.

Authority: This position coordinates routinely with the executive leadership team and directly oversees the membership and marketing teams. 

ESSENTIAL DUTIES
Membership Development and Retention
·         Strategic Planning: Lead the development and implementation of strategies to grow and retain the membership base, focusing on value delivery and engagement.
·         Member Engagement: Oversee programs and initiatives to enhance member satisfaction, such as onboarding, communication, and benefits.
·         Membership Analytics: Analyze membership trends, demographics, and feedback to identify opportunities for growth and improvement.
·         Retention: Create and execute strategies to improve member renewal rates and reduce attrition.
 
Marketing and Branding
·         Marketing Campaigns: Lead the creation of integrated marketing strategies to promote the AAPACN brand, AAPACN experts, products, and educational programs. Drive targeted campaigns to build awareness among non-MDS roles, administrators, hospice providers, and home health professionals.
·         Brand Management: Ensure the Association’s brand is consistently represented across all communication channels and materials. Lead efforts to reposition AAPACN as a forward-thinking organization, moving beyond its legacy identity as AANAC.
·         Content Development: Oversee the creation of newsletters, social media content, website updates, and promotional materials.
·         Digital Strategy: Maximize the use of technology and digital tools, including email marketing, social media, SEO, and paid advertising, to expand the Association's reach.
 
Public Relations and Communications
·         Strategy: Develop and implement a comprehensive strategy to enhance AAPACN’s brand awareness and reputation across targeted sectors, including members, partners, and solution vendors. Align initiatives with the organization’s strategic goals, including the AAPACN brand and the promotion of certifications.
·         Media Relations: Develop strategies to enhance the Association's visibility and reputation among industry publications. Serve as the organization’s media contact, cultivating relationships with key media outlets and industry leaders.
·         Promotion of research: Promote AAPACN impact studies, such as the Value of Certification and the Quality Improvement Program (QIP) and create additional case studies.
·         Relationships: Build relationships with industry associations such as LeadingAge and AHCA, regulatory bodies such as CMS, and key decision-makers to increase AAPACN’s influence and visibility.

Leadership and Collaboration
·         Team Management: Lead and mentor marketing and membership teams to ensure productivity, innovation, engagement, and satisfaction.
·         Cross Departmental Collaboration: Work closely with other departments to align membership and marketing strategies with broader organizational goals.
·         Stakeholder Relationships: Oversee the development and implantation of strategies to create mutually beneficial relationships with state affiliate chapters of national stakeholder associations.

Strategic Leadership
·         Goal Setting and Monitoring: Establish key performance indicators (KPIs) and metrics to measure the success of membership and marketing efforts.
·         Board Reporting: Provide updates for the board of directors and senior leadership on membership growth, marketing performance, and strategic initiatives.
·         Market Research: Conduct research to stay informed about industry trends, competitor activities, and member needs.

WORKING CONDITIONS
·         Remote work environment
·         Assigned days and times within a Monday through Friday 40-hour work week
·         Occasional evening or weekend work
·         Some travel may be required

REQUIRED EXPERIENCE & SKILLS

• Bachelor’s degree required with 7 years of leadership experience in membership, marketing, or related roles, preferably in a nonprofit, professional association, or member-based organization. Advanced degree (MBA or similar) preferred but not required.
• Demonstrated success in driving membership growth, engagement, and retention.
• Experience implementing successful marketing campaigns that deliver measurable results.
• Experience managing cross-functional teams, including marketing and membership departments.
• Track record of fostering collaboration across organizational departments.
• Proficiency in membership management software and website management tools.
• Familiarity with digital tools such as email marketing platforms, SEO, social media analytics, and web analytics.
• Experience building and managing relationships with colleagues, members, sponsors, partners, media, and board members.
• Understanding of nonprofit organizational dynamics, including revenue generation through membership dues, sponsorships, and events.
• Strong communications skills and ability to copywrite and edit collateral materials, press releases, and speeches.
• Must be organized, self-motivated, and able to multi-task, work independently, and use critical thinking to make decisions.
• Proven record in managing, developing, mentoring, and nurturing staff.
• Excellent knowledge of Windows based programs: Teams, Word, Excel, PowerPoint, Access, Outlook

About American Association of Post-Acute Care Nursing

American Association of Post-Acute Care Nursing (AAPACN) represents more than 19,000 post-acute care nurses and professionals working in more than 7,000 facilities nationwide. Dedicated to supporting post-acute care (PAC) nurses and healthcare professionals in providing quality care, AAPACN offers members best in-class education, certification, resources, and strong collaborative communities.

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