Director, Digital Marketing and Content

American Physical Therapy Association - Alexandria, VA

Full-time - Senior

Alexandria, VA

101-250 employees

Religious, Grantmaking, Civic, Professional, and Similar Organizations

About the position

The Director of Digital Marketing and Content will lead the Digital Marketing and Content department within the Member Experience Unit at APTA. This role focuses on developing and executing marketing strategies to enhance member engagement, acquisition, and retention through various digital channels. The position requires a digital-first mindset to set KPIs and drive innovation in content development and distribution, ensuring alignment with APTA's mission and brand.

Responsibilities

• Lead APTA multiplatform marketing strategy and oversee tactical implementation by the department.
• Serve 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.
• Lead digital and social platform initiatives, including content, marketing performance and audience development.
• Manage marketing staff and external agency partners in planning and execution efforts to support always-on Member Value, Growth and Retention initiatives.
• Collaborate with APTA cross-functional teams to develop campaigns to grow awareness and conversion for events, products and programs.
• Set marketing KPIs and provide insights around channel health, reach and performance.
• Lead 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.
• Assess member user experience (UX) and journeys across content marketing channels; develop audience segmentation and campaign targeting best practices.
• Develop calendar and budget around annual campaigns, always-on/evergreen campaigns, and new program opportunities.
• Collaborate 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.
• Provide recommendations on advancing operations within the department to gain efficiencies, grow revenue, and provide stewardship of association resources.
• Contribute to quality assurance and continuous quality/performance improvement in department activities.
• Support the Member Experience team in the implementation of the Association's programs, priorities, and projects.
• Provide strategic insight, counsel, data and intelligence to unit leader and executive leadership as appropriate on best practices and growth strategies.
• Support external relationship growth and collaboration through relationship building with external counterparts.

Requirements

• Bachelor's degree
• 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

Nice-to-haves

• CAE certification

Benefits

• Flexible work schedules
• Generous retirement contributions
• Travel subsidies for public and active transportation