Director of Marketing

Innovation/strategy development: Develop and lead APIC’s enterprise-wide marketing strategy and annual plan, setting organization-wide goals and priorities that promote and highlight the work of the APIC enterprise, including special events such as Annual Conference. Balance competing requests and deadlines across departments. Partner with each department to develop department-specific marketing strategies that align with the enterprise-wide strategy and elevate the profile of the Association and its members. Define each department’s role in content development and establish mutually agreed-upon timelines for delivery. Oversee branding activities for the Association, including maintaining brand and style guides, templates, and assets for use across departments. Collaborate with program teams and senior staff to create yearly budgets. Manage budget and provide guidance for financial planning.

Campaign execution: Oversee day-to-day marketing campaign execution for all products, including goal performance, analytics, metrics, and financial tracking. Ensure alignment of all campaigns to the strategic vision of APIC as expressed through our brand and leverage the brand to inform campaign strategies. Direct the work of the contractor team, including content development, HubSpot email, automation, and reporting, graphic design, and strategic planning support. Assign projects, review deliverables, and ensure work is completed efficiently, on schedule, and to APIC’s quality standards. Serve as final reviewer of all marketing communications before release, ensuring every email, post, and publication reaching APIC’s audience of approximately 15,000 is accurate, on-brand, and free of errors. Ensure sponsored content meets sponsor requirements and receives additional review before release. Work with the Communications and Practice Guidance committees, subject-matter experts (SMEs) on staff, and other experts as needed to ensure the accuracy of clinical, practice, and certification content. Lead urgent and rapid-response communications in partnership with senior leadership, including breaking policy news, and maintain a same-day process for time-critical requests. Oversee the approval process for press releases and media outreach. Integrate AI tools across the marketing workflow, from audience research and content development to campaign personalization, testing, and reporting, to increase speed, scale, and impact. Set standards so all AI-supported content is accurate, on-brand, and authentic to APIC’s mission and vision.

Digital marketing strategy: Build APIC’s digital marketing roadmap and work with the HubSpot specialist to manage all digital marketing channels to ensure brand consistency. Develop specific campaigns to create and maintain high levels of customer interactions. Direct time-sensitive, organization-wide marketing initiatives and oversee APIC’s social media strategy, including content planning, publishing, and performance measurement. Oversee paid digital advertising, including budget, targeting, and return on investment.

Product development: Collaborate with senior staff to recommend strategies for integrating and aligning APIC products and offerings to better position APIC in the marketplace. Develop and recommend the positioning and packaging for all APIC products to acquire the highest possible long-term market share.

Data analysis: Oversee research and analysis of current and prospective audiences and devise marketing strategies to deepen existing relationships and attract new members and customers. Oversee market research that helps APIC staff understand competition and threats to existing lines of business. Measure results of marketing campaigns and make data-driven decisions about how to invest marketing resources for maximum impact. Conduct regular audits of marketing efforts to determine effectiveness. Report marketing performance monthly to leadership and program areas.

Leadership: Supervise the Marketing and Communications Manager, who manages day-to-day project intake, deadlines, and department check-ins. Lead the Marketing function by setting clear priorities, expectations, and quality standards for contractor deliverables. Drive excellence in execution by improving processes, collaboration and stakeholder engagement. Select and manage marketing vendors and contracts. Establish and maintain marketing operating standards, including request intake, turnaround times, and approval levels.