Description

POSITION SUMMARY

Building PCMA’s brand as the Platform for The Business Events Industry globally, the Vice President of Marketing is responsible for developing and driving integrated marketing strategies and executing across all PCMA business includingevents, Institute (learning products), Convene, Membership, Innovation Products, audience acquisition and Foundation. The Vice President of Marketing ensures marketing initiatives directly support enterprise growth goals across various business lines and across all marketing channels, driving brand awareness, customer acquisition, and revenue growth.

The Vice President of Marketing provides strategic leadership, guidance and operational execution to the marketing department. The marketing leader ensures collaboration across business units and functional teams to align marketing initiatives with overall business objectives and outcomes. The Vice President, Marketing possesses strong leadership skills with hands-on execution, a deep understanding of integrated marketing including digital, experiential, community, event, and product marketing with a proven track record in developing and implementing successful marketing campaigns and strategies in a fast-paced and dynamic environment.

Essential Duties And Responsibilities

Strategic Leadership & Planning:
- Develop and execute marketing strategies directly supporting business unit priorities.
- Translate organizational goals into measurable marketing campaigns focused on audience acquisition, engagement and conversion.
- Partner and collaborate with business unit leaders to design marketing plans and align on goals, objectives and KPI.

Demand Generation & Growth
- Drive membership, community growth, event registration, subscriptions and audience engagement across all business lines.
- Implement strategies to increase top-of-funnel awareness and expand PCMA’s global community reach.
- Optimize conversion funnels for learning products, Convene’s digital subscriptions, innovation products, and Insights.
- Data, Analytics and Performance

Establish KPIs for   website traffic, digital conversions, and newsletter engagement .
Establish a   data-driven marketing culture   that leverages analytics for decision-making and continuous optimization.
Create dashboards and reporting systems that provide visibility into marketing ROI, audience behavior, and pipeline growth.
Partner with the technology and data teams to integrate market intelligence and customer segmentation into marketing strategy.
Use audience analytics and customer insights to optimize digital channels for lead generation and community growth.
Marketing Technology & Digital Channels
- Oversee PCMA’s marketing technology stack   (CRM, CMS, email automation, analytics tools, personalization engines, AI-powered marketing tools).
- Oversee PCMA’s   websites and digital platforms   as primary hubs for member engagement, content distribution, and subscription growth.
- Ensure website functionality, design, and content align with PCMA’s brand and business unit goals, while optimizing for SEO, accessibility, and user experience.
- Ensure integration of systems to support unified audience data and customer journeys including compliance with   data privacy regulations (GDPR, CCPA, etc.) .
Marketing Creative & Content Development
- Lead strategy, production, and distribution of newsletters and digital communications   to drive member engagement, event registrations, product subscriptions, and Convene readership.
- Ensure editorial consistency, personalization, and segmentation strategies to increase open rates, click-through rates, and conversions.
- Collaborate with the Convene editorial team and business unit leaders to align newsletters and web content with growth goals.
- Manage internal creative and external agency/partner creative execution, exploring new media formats, experiential activations, and audience-driven content strategies.
Cross-Functional Collaboration:
- Partner with Events to build integrated campaigns that maximize registration, sponsorship growth and value.
- Support the Community Team with acquisition and retention marketing strategies.
- Collaborate with the Foundation team on donor engagement, fundraising campaigns and storytelling on Foundation benefits.
- Provide marketing expertise to Consulting (Insights) initiatives and expand consulting reach.
Budgeting and Resource Allocation:
- Manage the marketing budget and resources effectively across various initiatives and ensure cost-efficient utilization of funds to drive profitability.
Team Leadership & Development
Lead, mentor, coach and grow a high-performing marketing team.
Foster a culture of innovation, accountability, collaboration,
Manage external agency and vendor partnerships to extend capacity and expertise.
Stay up to date with industry best practices, emerging technologies, and innovations in marketing.

Qualifications

KNOWLEDGE, SIILLS, AND ABILITIES

Strong expertise in demand generation, content marketing, and subscription growth models.
Proven ability to drive measurable results across multiple revenue streams.
Excellent leadership, collaboration, and team management skills.
Deep understanding of marketing analytics, CRM, CMS, and campaign optimization.
Strong communicator with the ability to influence internal and external stakeholders.
Knowledge of association, events, education products, and media industries preferred.
Proficient with Microsoft Suite of Products, PowerPoint wizard, CRM, CMS
Deep understanding of changing marketing dynamics

Minimum Qualifications

12+ years’ experience of progressive marketing experience with minimum of 7 years in leadership roles.
Proven record in driving membership, event registration and subscription growth.
BA in Marketing or similar field.
Master’s Degree preferred but not required.
Additional marketing certifications are a plus.
Must be audience centric.
In-depth understanding of the meetings and events industry; what PCMA does and why.

Physical Requirements And Environmental Conditions

Ability to perform work utilizing a computer for extended periods of time.
Ability to sit for extended periods   of time in performing the work.
Ability to grasp objects utilizing the fingers (fine motor manipulation).
Ability to travel by air or ground transportation as required in performing the work.
Ability to lift up to 15 pounds.

PCMA Greater Midwest Chapter

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Vice President, Marketing