American Bar Association (ABA)
Chief Marketing Officer
Center for Membership Engagement/Marketing
Job Summary/General Purpose of Job
Senior-most position accountable for marketing in the organization, responsible for working with the Membership Department to acquire new members, retain existing members, as well as other aspects of member engagement, including communications, development and marketing of new and existing non-dues revenue streams, brand development, social media, optimization of value proposition messaging and member experience, engagement, and ensuring the positive return on investment on all related spending. Leads the creation of an appropriate, Association-wide branding and brand compliance culture, and developing and implementing market segment specific messaging which drives the advancement of the Association and its goals.
Principal Duties/Job Responsibilities
Accountable for working with the Membership Department to create messages, strategies, and programs and the Association’s brand that result in member acquisition and retention through increasing an understanding of the value proposition and instilling member loyalty in the Association’s more than 400,000 members with revenues in excess of $50 million annually.
Functions as the core marketing and brand strategist accountable for the consistent delivery of the Association’s compelling value proposition, enhancing member engagement, improving the member experience, and increasing non-dues revenue from new and existing offerings.
Establishes and develops cost-efficient, high-impact branding which drives and supports the positive perception of the Association as the premier national association for the legal profession in a manner consistent with our mission, goals, and policies.
Leads the development of key messaging and style/brand requirements to ensure optimal end-user acceptance and usability.
Drives branding requirements, culture, and compliance across all entities and communications media.
Work with membership staff to identify member value levers and develops and implements demographically-specific marketing strategies that drives membership retention/new members, delivery of time-sensitive and/or specialty specific valuable content, and the creation of a sense of community and belonging.
Creates marketing and branding environment and tools which positively overcomes stale or non-targeted audience mindset and drives market- and/or demographic-specific.
Overcomes objections and resistance to change through the elimination of siloed marketing/branding.
Develops and manages marketing/branding budgets and creates metrics/reports on the return on investment and value proposition measurement.
Provides coaching, counseling, guidance, performance feedback, and, where necessary, applying discipline to an assigned team.
Performs other related duties as required.
Basic Qualifications & Interests (BQIs)
Possession of a Bachelor’s degree in Marketing, Marketing Communications, or Business Administration from an accredited college or university.
At least ten years’ experience in developing marketing and branding strategies that drive the realization of member/consumer value propositions, member/customer retention and growth, and optimization of the return on investment of marketing spend.
At least five years’ experience in developing and deploying market- and demographically- specific marketing program using appropriate media [e.g., print, video, social media, and marketing automation] in a creative and cost-effective way to enhance end-user receptivity and to drive appropriate response.
At least five years’ experience in the creation, compliance, and maintenance of an organization-wide brand strategy and integration.
At least five years’ experience in the development and oversight of marketing budgets.
At least five years’ experience providing coaching, counseling, guidance, performance feedback, and, where necessary, applying discipline to an assigned team.
Preferred Qualifications & Interests (PQIs)
Previous experience leading the engagement operations for a member-based organization, media, distance learning, or not-for-profit business. Demonstrated experience with building a new or re-building an existing marketing program into a highly effective marketing and branding function within an established company.
Previous experience within the legal or legal education arena.
As a normal course of business, this job will typically require travel of less than 10% of the time.
The American Bar Association is an Equal Opportunity, Affirmative Action Employer of all protected classes including veterans and individuals with disabilities.
Women, minorities, veterans, and individuals with disabilities are encouraged to apply. In compliance with the ADA Amendments Act (ADAAA), if you have a disability and would like to request an accommodation in order to apply for a position with the American Bar Association please call 312-988-5188.
American Bar Association (ABA)
Website : http://www.americanbar.org/aba.html
The American Bar Association is one of the world’s largest voluntary professional organizations, with nearly 400,000 members and more than 3,500 entities. It is committed to doing what only a national association of attorneys can do: serving our members, improving the legal profession, eliminating bias and enhancing diversity, and advancing the rule of law throughout the United States and around the world.