Title: Director, Digital Marketing and Content
Department/Unit: Digital Marketing and Content/Member Experience
FLSA Status: Full-time, Exempt
Location: This position is located onsite at the APTA headquarters in Alexandria, VA
About 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. 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.
Summary
This position will lead the Digital Marketing and Content department within the Member Experience Unit, spanning marketing planning, paid/earned/owned media, digital and creative services, audience segmentation and targeting, performance and measurement. Leads strategies and oversees team 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. Drive innovation around content development, distribution and consumption to meet APTA’s members where they are across the media landscape. Supervises marketing, creative, digital and social staff and outside agency partners, including ensuring adherence to Association policies and procedures, coaching and supporting engagement and participation in the workplace. Defines, directs and supports opportunities for continuous quality improvement in department activities. Effective champion of the Association vision, mission, and brand.
Essential Functions
- Leads APTA multiplatform marketing strategy and oversees tactical implementation by the department.
- Serves as internal marketing and content subject matter expert and advisor to plan, execute and define appropriate messaging, audience targeting, distribution and media mix to drive reach, impressions, engagement and conversion.
- Leads digital and social platform initiatives, including content, marketing performance and audience development.
- Manages 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.
- Leads creative services staff to develop rich and compelling content across digital media, social, video and offline channels, adhering to best practices for channel development and distribution.
- Leads efforts to assess member user experience (UX) and journeys across content marketing channels; Develops audience segmentation and campaign targeting best practices.
- 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.
- Provides recommendations on advancing operations within the department to gain efficiencies, grow revenue, and provide stewardship of association resources.
- 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 strategic insight, counsel, data and intelligence to unit leader 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
- CAE a plus
- 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
- Project management skills
- Presentation skills – virtual, public
Travel Requirements
Up to 10% - local, National
How To Apply
Please 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, sex, national origin, disability status, protected veteran 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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