APA’s Digital Marketing Manager is the lead individual responsible for APA’s email communication with its members and the public. The primary focus of this position is email marketing and marketing automation platforms. Our objective is to make useful, well-designed marketing campaigns that deliver value to our members and represent our brand to prospective members and the public. The position requires an eye for design and strong HTML coding and copy-editing abilities. This position is accountable for digital marketing project planning, execution and evaluation. The incumbent will coordinate across APA departments and within the Communications team for the direction of efforts throughout APA’s communications and marketing channels.

SECTION 1: ESSENTIAL DUTIES AND RESPONSIBILITIES

• Plan and manage digital marketing campaigns to serve the APA’s members and advance the profession of psychiatry and the cause of mental health
  • Work with internal clients to develop a scope of work for content, program, event registration, and membership marketing efforts
  • Advise clients on how to best achieve goals using targeting and appropriate channels/platforms
  • Manage projects and ensure on-time completion according to objectives and expectations
  • Track timelines, deliverables and digital metrics for each project and report out regularly
• Monitor trends in email and social media tools, design, and strategy
• Oversee digital marketing design needs and assign work to graphic artists as needed
• Develop reports and summaries to document departmental priorities, initiatives, and accomplishments
• Manage APA’s email marketing
  • Lead the email creative process by presenting strategic solutions
  • Manage email calendar, coordinating needs across departments
  • Develop and iterate compelling email layouts through visual design, typography, and imagery
  • Stay abreast of modern email design trends and HTML/CSS development best practices
  • Build, proof, and revise emails and templates in ExactTarget and deploy to targeted lists
  • Complete quality assurance checks on every email campaign
  • Use Salesforce Marketing Cloud to generate subscriber lists and create segmentation groups
  • Build and iterate email customer journey maps and automated campaigns
  • Document processes and identify areas to grow in efficiency
  • Ensure compliance with relevant regulations (CAN-SPAM, CASL, GDPR)
  • Closely monitor subscriber lifecycles, and actively manage to minimize opt outs, spam complaints, and unsubscribes by honoring recipients’ preferences
  • Manage synced systems and lists and APA’s email preference center
• Create and edit content for marketing campaigns, manage distribution of content and plans to channel/platform owners, and support Communications Department objectives
  • Assist with development of written materials for email campaigns, blogs, and social posts
  • Plan and update stories and promotions for the front page of psychiatry.org
  • Advise subject matter experts on best practices for writing for the web and email
  • Support psychiatry.org front-end development through design and coding of landing pages and blogs
• Begin and grow APA’s marketing automation function of Salesforce Marketing Cloud by implementing and documenting processes, benchmarks and metrics
• Perform other duties as assigned