Director, Digital Membership Marketing

$148,500 - $165,000/Yr

AARP - Washington, DC

Full-time - Director

Remote - Washington, DC

501-1,000 employees

Social Assistance

About the position

AARP is the nation's largest nonprofit, nonpartisan organization dedicated to empowering people 50 and older to choose how they live as they age. With a nationwide presence, AARP strengthens communities and advocates for what matters most to the more than 100 million Americans 50-plus and their families: health and financial security, and personal fulfillment. AARP also works for individuals in the marketplace by sparking new solutions and allowing carefully chosen, high-quality products and services to carry the AARP name. As a trusted source for news and information, AARP produces the nation's largest-circulation publications, AARP The Magazine and the AARP Bulletin. AARP's Integrated Communications and Marketing (ICM) Group includes Membership, Content and Editorial, Customer Experience, External Relations, Brand Strategy and Strategic Communications. Across paid, earned, shared and owned channels, ICM manages AARP's reputation, drives engagement and member growth, and showcases AARP's mission and value through one, integrated voice. The Director, Digital Membership Marketing oversees a team of marketers tasked with developing and executing multi-channel marketing campaigns and program strategies to drive membership growth. Working closely with external companies and agencies, the director implements various digital acquisition marketing tactics to attract new AARP memberships, including Affiliate Marketing, Lead Generation, Email Marketing, and other non-traditional digital channels. The goal is to target prospects already engaged in transactions outside the typical digital platforms like Search, Social, and Display. In addition to leading the marketing team, the director plays a crucial role in fostering a collaborative and innovative environment that encourages professional growth and development. This includes effectively managing team tasks, prioritization, and daily follow-through for specific projects. By executing strategic marketing campaigns, the director ensures that the team achieves membership key performance indicators (KPIs) and goals. To align membership marketing activities with the broader organizational objectives, the director collaborates with various internal departments such as marketing, email, IT, UX, and legal. The director works towards achieving the established goals by developing and implementing multi-channel strategies. The director also focuses on scaling marketing operations to support growth and ensures that related processes and systems are efficient and adaptable to evolving business needs. Constantly monitoring and assessing campaign results, the director adjusts marketing strategies and plans to effectively respond to changing market dynamics and competitive conditions. Collaboration with senior management is essential in developing comprehensive multi-channel marketing plans and strategies for the business. The director must be willing to embrace AI and new technology as the organization moves towards personalized consumer journeys and possess a strong innovation mindset and agile approach.

Responsibilities

• Develops and drives digital platform and product growth strategies across web and mobile, setting a compelling vision, leading teams with data-driven guidance, and aligning with partners across the enterprise.
• 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 that will deliver value to members, providers and third parties.
• 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 who are responsible for the end-to-end execution of daily, weekly, and monthly newsletters, ad-hoc emails, and triggered campaigns.
• Reviews and approves all line-ups and assets for all subscription newsletters and other email campaigns, ensuring adherence to email marketing best practices and brand voice.
• Maintains the health of email lists by ensuring strong engagement with existing subscribers 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, identifying opportunities to grow consumer base by growing value delivered through the app.
• Operates in an innovative fashion and finds new opportunities for speed-to-value, informed by research and data, group participation, and continual testing and measurement.

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, preferably in a team-oriented workplace.
• Exhibit the ability to create and effectively communicate a vision for the team's work, ensuring proper planning and execution.
• 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)
• 100% company-funded pension plan
• Health, dental, and vision plans
• Life insurance
• Paid time off including company and individual holidays, vacation, sick, caregiving, and parental leave
• Performance-based and peer-based recognition
• Tuition reimbursement