Director of Marketing and Communication Services

SUMMARY
The International Society of Arboriculture (ISA) is a non-profit membership organization that serves the needs of tree care professionals, and promotes the profession of arboriculture around the world. ISA is known as the industry authority on research, education and professional development. Each role in the organization plays an important part in delivering excellent member benefits and customer service.
 
Reporting to the Executive Director, this strategically-focused role is responsible for translating organizational priorities and needs into marketing strategies and solutions. The Director of Marketing and Communication Services (DMCS) is responsible for the oversight of the following functional areas, including Marketing, Graphic Design, and Public Relations, and Sponsorship Development. In supporting the integrity of the ISA brand, the Marketing Department is also helping to create a cohesive ISA brand as it applies to all association functions. The DMCS is responsible for the development and execution of marketing strategy and public awareness campaigns for membership, credentialing, product sales, all ISA websites, and special projects. 
 
ESSENTIAL DUTIES AND RESPONSIBILITIES include the following. Other duties may be assigned.

• Understands ISA’s mission and adheres to organization and staff core values.
• Contributes to the strategic planning process and collaborates with the internal Staff Director Team to provide leadership in the implementation of the ISA strategic plan as defined by the ISA Ends Policies established by the Board of Directors, and establishes, coordinates, and monitors departmental goals and initiatives that support ISA’s strategic plan.
• Provides leadership for team and clearly defines expectations of staff to meet departmental goals. Coaches and counsels as needed and holds staff accountable to deliver results. Evaluates staff performance in relation to personal, departmental, and organizational goals. Assists with prioritization and the removal of roadblocks.
• In partnership with the Executive Director, and the senior leadership team, drives the vision and consensus on how the ISA brand is portrayed both internally and externally.
• Liaises with other departmental directors to understand and support marketing needs across all ISA functions
• Creates, implements and facilitates a strategic Marketing Plan in conjunction with the roadmap for Educational Products and Services, Credentialing, Membership, and Events initiatives that ensures the vision and long term objectives of ISA are realized.
• Leads and drives strategic communication. Ensures clear and powerful messages about ISA products, brand, and value proposition to all market segments.  This includes the use of press releases.
• Oversees corporate messaging and positioning, visual branding and creative marketing communications, public relations, influencer relations, digital marketing, content marketing, social media, events and industry trade shows.
• When appropriate, provides advice and consultation to ISA chapters/Professional Associations/Affiliate Organizations interested in marketing, sales, or branding issues and/or processes.
• Provides editorial and design oversight for all ISA external communications including but not limited to:
  • Press Releases
  • Electronic communications with members, credential holders, and prospects, such as newsletters, websites, and mass emails
  • Printed marketing materials, such as brochures, fliers, postcards, and invoices
  • Special product promotions, such as discounts ,special offers, and sales incentives, in partnership with EPS.
• Enhances ISA’s online presence and creates a positive online experience.
  • The DMCS will manage the design and content for all ISA websites, including site development, maintenance and testing. Provides oversight and content maintenance of the ISA website, as it relates to marketing and the ISA image, ensuring that the website promotes current and accurate ISA information.
  • Administers ISA’s social media strategy, ensuring appropriate use of association resources to most efficiently meet customer desire to connect with ISA.
• Provides strategic support to multiple ISA committees, including Public Relations and Marketing, and Awards. Will also provide support to any short- term task force groups that are formed for issue-specific efforts.
• Uses competitive intelligence to support rationale for product development, association initiatives, and events including ROI analysis, market trends, competitive analysis, and industry best practices.
• Develops and manages budgets for departmental operations.
• Uses internal resources for analysis of ISA data to support development of accurate sales and marketing forecasting models.
• Conducts market assessments and determines appropriate growth models based on market research.
• Formulates and implements a strategic outreach and communication plan about why trees are good, why they need care, and why one should hire a professional to provide that care.
• Analyzes and evaluates the effectiveness of marketing campaigns and tactics by reviewing goals, methods, costs, and results.
• Increase sponsorship ROI for sponsors and look for future support opportunities.
  • Meets annual sponsorship goals set by the Executive Director.
• Builds and maintains a network of strong partnerships with partners, vendors and industry stakeholders. Recommends and administers policies and procedures to enhance marketing and product sales operations.
• Oversees the development and execution of an ongoing public relations effort designed to raise consumer awareness of the profession.
• Works with other staff directors in managing cross-departmental functions, especially in terms of providing a positive customer experience whenever possible.
• Attends seminars and takes part in other educational opportunities to stay abreast of developments in the sales and marketing professions.
• As a member of the Director Team, you are obligated to act honestly and in good faith in the best interest of ISA. Through your position as Director you will have access to ISA business information and documents related to ISA operations, business, assets and contracts, as well as employee personnel information which may be both confidential and sensitive in nature. It is imperative that you maintain confidentiality as necessary. Confidential information should not be disclosed to ISA Members, ISA non-director employees, former employees, ISA associates and contractors, any media outlet or source or to the public, without prior written consent from the ISA.

Supervisory Responsibilities

• Yes; 5 direct reports
• Carries out supervisory responsibilities in accordance with the organization's policies and applicable laws.
• Responsibilities include interviewing, hiring, and training employees; planning, assigning, and directing work; appraising performance; rewarding and disciplining employees; addressing complaints and resolving problems.

QUALIFICATIONS To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required.
Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Education and/or Experience

• Bachelor’s degree in marketing or a business related field is required and at least 5 years related experience and/or training; will consider an equivalent combination of education and experience.
• Minimum of 3 years of director level experience overseeing a marketing or communications team.

Language Skills

• Fluent in English, both verbal and written. Fluency in additional languages is a plus.
• Excellent oral and written communications skills.
• Demonstrated ability to design, implement, and evaluate creative materials, including advertising, websites, press releases, and other promotional programs
• Ability to develop and articulate marketing plans both orally and in writing.
• Ability to respond diplomatically to sensitive inquiries or complaints.

  Decision Making/Reasoning Ability

• Ability to collect and analyze data, establish facts, draw valid conclusions, and determine appropriate action plans. Ability to interpret a variety of sales and market reports and deal with both abstract and concrete variables.
• Must be familiar with statistics and possess an ability to apply analytical concepts.

  Additional Competencies

• Outstanding management, leadership and communication skills
• Knowledge and understanding of market research techniques
• Experience in planning and budgeting
• Ability to demonstrate successful interaction with staff and executive management
• Strong understanding of non-profit operations and membership organizations

Physical Demands The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

• Must be able to remain in a stationary position 80% of the time.
• Moves about inside the office to access file cabinets, office machinery, etc.
• Regularly operates a computer and other office productivity machinery such as calculator, copy machine, and computer printer.
• Frequently communicates with internal and external customers.
• This position requires occasional lifting, under 25 lbs.
• This position will require occasional travel within and outside of the U.S.
• While setting up exhibits and trade show booths, this employee will routinely be required to pack, unpack, lift and carry boxes and other booth equipment weighing up to 25 pounds.

 
Work Environment The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

• Working conditions are normal for an office environment.
• The position may require work outside of normal office hours to meet deadlines and support work-related travel.
• The noise level in the work environment is usually quiet to moderate.

 Technology and Equipment

• Proficient in using Microsoft Windows 7 and Office 2007 and/or 2010; including Outlook, Word, Excel, and PowerPoint.
• Experience working with graphic design software, specifically Adobe Creative Suite and InDesign.
• Experience managing multiple websites.
• Experience with event registration software.
• Experience managing multiple social media platforms, including Facebook, Twitter, and LinkedIn.

ISA is an equal opportunity employer. This position is located in  Downtown Atlanta, GA. This position is not eligible for remote work.