The National Association for College Admission Counseling (NACAC) has an opening for the position of Director of Marketing. This position leads the association’s marketing efforts to increase the value of NACAC’s brand and drive the association’s key revenue-producing programs, including developing marketing strategies, planning and coordinating marketing efforts (digital marketing campaigns, promotional events, etc.), communicating the marketing plans to staff, and managing market data and metrics. The director of marketing uses social media marketing techniques and online technology to identify, track, and maintain relationships with NACAC’s members and customers.
This position reports to the deputy CEO and partners with and advises the directors of other NACAC departments on marketing initiatives.
NACAC is an education association of more than 15,000 postsecondary and secondary schools, organizations, counselors, and college admission and financial aid officers that work with students as they make the transition from high school to postsecondary education. NACAC offers competitive compensation, an excellent benefits & retirement package, and a convenient location near the Clarendon metro station in Arlington, Virginia.
Organization-wide Marketing Strategy
Develop, implement, and evaluate NACAC’s marketing plans to promote NACAC’s brand, products, events, and services.
Plan, direct, and coordinate specific marketing efforts and budgets to meet revenue goals.
Create and maintain customer personas.
Research demand for NACAC’s products and services by gathering and analyzing consumer behavior data in web traffic and rankings, purchases, and other relevant metrics. Identify potential audiences, customers, and competition.
Develop a strategic marketing plan that incorporates both existing and new messaging and marketing content, determine optimal methods of promotion and dissemination, and adjust campaigns accordingly.
Develop strategies and tactics to drive qualified traffic.
Measure and report on the performance of marketing campaigns. Gain insight and assess against goals.
Manage inbound marketing system, including campaign development and data analysis.
Build and maintain a strong online reputation for NACAC.
Search Engine Optimization (SEO)
Build brand awareness and positioning through SEO campaigns and other channels.
Develop and continuously improve SEO strategy.
Create, adapt, improve, and optimize web communication for SEO and organic and keyword search.
Generate and monitor performance reports on marketing and revenue metrics. Compile forecasting reports.
Work with the senior leadership team and individual departments to develop association promotions and meet revenue goals.
Communicate and coordinate marketing plans among different departments.
Contribute to the development of a pricing strategy for our products, events, and services.
Recruit and maintain outside partnerships for development of trade-in-kind agreements.
Assist the director of membership with marketing efforts to grow and retain membership.
Manage the relationship with marketing-related vendors that may provide assistance to NACAC.
Oversee media strategy related to the development of social media profiles and quality content on Twitter, Facebook, and LinkedIn.
Identify and develop additional relevant social media outlets to support and expand our digital presence.
Transform content to ensure easy sharing via social networks.
Develop and support email campaign strategies.
Assist in preparing and drafting various communications (email, social media, blogs, etc.) including, at times, public commentary.
Prepare and administer annual marketing budget.
Perform other duties as assigned.
Expert knowledge in the latest digital and social media technology and channels and how to best leverage for marketing programs as part of an overall strategy.
Excellent project and deadline management skills.
Strong copy writing and editing skills.
Strong working knowledge of HTML, Email Campaign Systems, Social Media Platforms.
Highly motivated, quick-learning, self-starter.
Expert English writing and speaking skills.
Prior work marketing experience for a professional membership association.
Bachelor’s degree in business, marketing, statistics, communications, or related field.
Minimum eight years’ marketing experience.
Five years’ experience creating marketing strategies and conducting marketing campaigns from scratch.
Success creating targeted SEO-friendly online content and social media strategies.
Experience with multiple research methods and use of data analytics tools.
Experience managing internal clients and partnering with others to fulfill project needs.
Knowledge, Skills and Abilities
Superior technology skills, including working knowledge of marketing technology applications and analytical tools.
Excellent communication and interpersonal skills, including the ability to communicate about products and services effectively.
Strong copywriting skills.
Attention to detail.
Strong research and analytical skills.
Ability to manage budgets.
Effective time management skills and the ability to multitask.
Ability to work well both independently and in coordination with others.
Self-starter with a professional and proactive work ethic.
Additional Salary Information: Additional Salary Information: 8% 403(b) retirement contribution that is immediately 100% vested; paid time off leave; 15 paid holidays; half paid day off on birthday; summer hours compressed work weeks with every other Friday off; employer subsidized health/dental/vision insurance (PPO, POS or HMO plan); employer paid disability/life/AD&D insurance; employer paid parking or metro SmartBenefits contribution; and more!
Internal Number: 03042020
About National Association for College Admission Counseling
The National Association for College Admission Counseling (NACAC) is a growing nonprofit education association located in Arlington, VA that is comprised of 15,000+ member postsecondary and secondary school counselors, independent counselors, college admission and financial aid officers that work with students as they make the transition from high school to postsecondary education. NACAC currently has a $17+ million budget and 65 employees.