The ASDA Senior Manager, Marketing and Communications is responsible for setting and guiding the vision, strategy and tactics for all marketing initiatives, to consistently articulate and promote ASDA’s brand and mission. S/he will be responsible for leading the organization with an overall marketing and communications approach, including elements such as member engagement and overall value to the audience. S/he will be responsible for enhancing the delivery of content and information to different segments by utilizing data and implementing marketing best practices. A core responsibility of this role is brand development and management for the association and its three national events.
Develop, implement and evaluate annual marketing and communications plans across ASDA audiences. Channels should include (at a minimum) ASDA’s website, e-mail and social media.
Develop, implement and evaluate an annual Membership Recruitment & Retention marketing and communications plan with input from the membership department.
Develop marketing plans and oversee tactical execution for all national events, including the National Leadership Conference, Annual Session and Lobby Day. Strategies and tactics should encourage registration, increase engagement and enhance the attendee experience.
Identify audience segments and recommend fields within ASDA member database to collect necessary information.
Seek new and more effective ways to engage with ASDA members and external audiences, including alumni, sponsors and school administrators.
Lead production for all public-facing print or electronic collateral/marketing materials (excluding publications):
Identify need, determine contributors, write the value proposition and message
Develop project plan with milestones and deadlines
Review collateral for appropriateness, organization, accuracy, quality and conformance to ASDA style
Manage design and print
Assess and recommend enhancements (technical and design) for ASDA website. Provide suggestions to improve the visual layout, content, usability and presentation.
Manage workflow of communications department to ensure information is timely and relevant to ASDA audiences; cyclical processes are documented and quality-control procedures are in place.
Develop and maintain association brand guidelines.
Develop and oversee marketing and communications budget (excluding publications).
Lead the generation and successful delivery of online and social media content that engages audience segments and leads to measurable action. Use Website analytics (traffic behavior, users, hits, visitors and downloads) to make recommendations (reports and analysis) on how to improve the user experience.
Develop mobile app strategy, including selection of vendor and app management.
Write and distribute ASDA press releases. Manage requests from media and arrange for interviews with ASDA spokespersons.
Communicate and collaborate regularly with other departments; proactively report on outcomes of activities and suggest improvements.
Oversee relationship with outside vendors, including videographers, photographers, printers, freelance designers and staffing agency and other personnel as needed.
Determine need for and manage association’s market research initiatives.
Staff liaison to Council on Communications.
Other projects as assigned by the Executive Director.
Some travel and weekend work is required.
Bachelor's degree in marketing or communications-related field.
Minimum 7 years’ experience indigital and print marketing.
Knowledge of health care industry and association experience preferred.
Proven skills in project management, content development and audience engagement.
Excellent written and oral communication skills; can produce effective and engaging copy, as well as edit and proofread using A.P. style.
Hands-on, daily demonstration of marketing/sales expertise and proactive, thoughtful strategy.
Experience in cross-marketing, message automation and downstream marketing principles.
Knowledge of digital marketing and e-mail best practices.
Understands the role of informational graphics, visuals and video as part of the marketing mix— an ability to create attractive infographics and visuals using Canva (or similar) is a plus.
Ability to combine targeted blast, print, social media and video strategies to reach defined audiences with strong messages and calls to action.Experience developing and managing budgets based on organizational goals.
Experience working with volunteers and supervising staff is mandatory.
Professional, creative, detail-oriented and have excellent interpersonal skills.
Ability to function at a strategic level, with attention to detail a must.
About American Student Dental Association
The American Student Dental Association (ASDA) is a national organization that protects and advances the rights, interests and welfare of dental students. Founded in 1971, it is the largest dental student organization in the United States. With a membership of more than 24,000, ASDA represents 94% of dental students from all 66 dental schools. ASDA introduces students to lifelong involvement in organized dentistry and provides services, information, education representation and advocacy. Located in Chicago, ASDA has a staff of 14 and an operating budget of $4.5 million.