Director, Digital Membership Marketing

AARP - Washington, DC

Full-time - Director

Remote - Washington, DC

1,001-5,000 employees

Social Assistance

About the position

The Director, Digital Membership Marketing at AARP is responsible for overseeing a team of marketers to develop and execute multi-channel marketing campaigns aimed at driving membership growth. This role involves collaborating with external companies and agencies to implement various digital acquisition marketing tactics, targeting prospects engaged in transactions outside typical digital platforms. The director fosters a collaborative environment, manages team tasks, and ensures the achievement of membership key performance indicators (KPIs) while aligning marketing activities with broader organizational objectives.

Responsibilities

• Develops and drives digital platform and product growth strategies across web and mobile.
• Contributes, develops, and maintains the digital platform roadmap across consumer/member and B2B initiatives.
• Identifies opportunities to align the digital strategy to the enterprise strategy and provides recommendations, business cases, and execution plans.
• Serves as pod/agile team day-to-day lead, working in partnership with stakeholder teams across the enterprise to advise, influence, and prioritize digital initiatives and enhancements.
• Provides points of view, strategies, and insights to help inform planning and use data to set key performance indicators and goals for performance measurement.
• Collaborates with analytics teams to maintain and develop measurement plans in a results-driven culture.
• Optimizes email campaigns using performance data to drive significant traffic to the site and grow member orders and power actions.
• Leads teams to maximize results across paid and non-paid digital marketing channels, including programmatic, SEO/SEM, affiliate, native, mobile.
• Manages a budget and oversees actions to send email campaigns, including list growth, testing, and optimization efforts.
• Oversees a team of email marketers responsible for the execution of newsletters and ad-hoc emails.
• Reviews and approves all line-ups and assets for newsletters and ensures adherence to best practices and brand voice.
• Maintains the health of email lists by ensuring strong engagement and a list growth plan.
• Develops and maintains the digital newsletter subscription strategy and tool kits.
• Defines and develops full-funnel marketing and engagement strategies to drive growth from digital programs and products.
• Communicates strategies across the enterprise to foster awareness and tie-ins for greater overall impact.
• Optimizes cross-platform engagement, including on the organization's flagship mobile app.
• Operates in an innovative fashion and finds new opportunities for speed-to-value.

Requirements

• Possess a bachelor's degree, preferably in a related field.
• Have at least 8 years of experience in team, vendor, and/or agency management.
• Exhibit the ability to create and effectively communicate a vision for the team's work.
• Collaborate across business units, build consensus, and drive results.
• Demonstrate experience in leading direct-response and data-driven marketing campaigns in a digital environment.
• Proficient in managing operational details such as data and technical requirements, reporting processes, and more.
• Showcase a track record of executing strategies and delivering measurable results.
• Possess strong organizational skills and meet high standards for quality and accuracy.
• Be a self-starter with excellent initiative and outstanding communication skills.
• Display strong presentation and executive communication abilities.

Benefits

• 401(k)
• Dental insurance
• Health insurance
• Life insurance
• Paid time off
• Parental leave
• Tuition reimbursement