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 at APTA will lead the Digital Marketing and Content department within the Member Experience Unit. This role focuses on developing and executing marketing strategies to enhance member engagement, acquisition, and retention through digital channels. The director will oversee a team responsible for content creation, audience targeting, and performance measurement, ensuring alignment with APTA's mission to improve societal health through physical therapy.

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.
• Manage marketing staff and external agency partners in planning and execution efforts to support 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.
• 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.
• Provide recommendations on advancing operations within the department to gain efficiencies, grow revenue, and provide stewardship of association resources.
• Support the Member Experience team in the implementation of the Association's programs, priorities, and projects.

Requirements

• Bachelor's degree; CAE certification is 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 experience.
• Familiarity with lead-generation and acquisition marketing, budget planning, media targeting/spend, and implementation.
• Familiarity with customer experience (CX) and journey mapping is a plus.
• Project management skills and presentation skills (virtual and public).

Nice-to-haves

• Experience with external partners and agency supervision.

Benefits

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