Director, Web Strategy & Customer Engagement - Advanced Medical Technology Association

Director, Web Strategy & Customer Engagement

Supervisor / Department

Vice President, Marketing / Marketing (87)

FLSA Status

Exempt

Purpose of Position

As the driving force behind the redefined role on our marketing team, the Director, Web Strategy & Customer Engagement, is tasked with revolutionizing the digital landscape of AdvaMed. The Director will craft and execute a comprehensive web and digital strategy for advamed.org, ensuring that all web properties are not just functional but compelling. You will lead the conceptualization, implementation, and vision for digital transformation by aligning our digital initiatives with revamped brand goals, ensuring AdvaMed's online presence is not just current but ahead of the curve.

In this role, you'll be orchestrating tangible outcomes. Collaborate closely with policy experts, Membership, and Public Affairs teams to fine-tune digital content with the goal to grow awareness and engagement for AdvaMed’s products and services. As the Director, you're not just influencing outcomes, you're fostering collaboration and contributing to a digital landscape that sets AdvaMed apart.

Essential Duties of Position

Web Strategy, Content & Data Management

• Crafts and executes a comprehensive web and digital strategy for advamed.org to ensure all web properties are compelling and aligned with overall association business objectives
• Leads the conceptualization, implementation, and vision for digital transformation, ensuring alignment with revamped brand goals
• Provides oversight of WordPress and CMS platform to ensure follows best practices, and optimal performance
• Ensures web content is engaging, mobile-responsive, user-friendly, and contributes to SEO (search engine optimization)
• Develops plan to collaborate with department leaders to ensure content and visuals are engaging, with consistent tone and aligned with association brand expectations
• Develops smart and effective web strategies that are aligned with omnichannel efforts across including automation, paid media, social media, and video
• Collaborates with vendors, IT, marketing team members to ensure integrations and data flow is optimized and improves user experience
• Works in coordination with supervisor to implement project management software to effectively manage marketing and web resource allocation

Analytics & Project Management

• Manages web/association editorial calendar and provide recommendations to colleagues on how to best curate content for maximum engagement and impact
• Develops SOPs for content management, CMS health checks, and provides staff training as needed so that departments can manage and publish content effectively
• Develops website KPIs and tracks performance to ensure marketing plans are delivering expected conversions and outcomes
• Manages web vendors and internal staff to drive process, fixes issues, and constantly improves the design, functionality, and user experience across web and digital platforms
• Ensures Google Analytics tracking in place and provides quarterly updates on analytics and web performance, site optimizations
• Stays on top of web, CMS releases, and AI trends to ensure site and content optimized for performance

Brand & Membership Marketing

• Successfully manages and elevates AdvaMed’s brand presence across digital platforms
• Supports digital campaigns that drive increased brand awareness and engagement
• Serves as lead brand ambassador to implement brand consistency guidelines across various digital touchpoints and ensure communicated and adhered to association-wide
• Develops and supports marketing plans and budgets to support membership, association initiatives, and policy announcements
• Creates innovative marketing campaigns to drive awareness and retention for membership
• Develops and supports medtech awareness campaigns utilizing assets like podcasts, webinars, white papers, infographics
• Partners with membership and business development teams to ensure marketing messaging is aligned with business goals, including new announcements, targeted outreach, nurture campaigns, content creation, and more
• Works collaboratively with the membership and public affairs teams to develop web and social strategy to increase awareness to both members and broader medtech industry
• Manages marketing team members and outside marketing vendor relationships as needed
• Provides guidance, feedback, and professional development to the marketing coordinator and/or manager
• Ensures brand cohesiveness and consistency across the organization’s collateral including whitepapers, infographics, social graphics, PowerPoints, and marketing materials

Other duties as assigned

Knowledge, Skills, and Abilities

• Significant experience in WordPress implementation and management
• Performance minded, analytical, creative, resourceful
• Strong, positive work ethic, ability take initiative to complete projects under pressure in a fast-paced environment
• Experience directing cross-functional teams, fostering collaboration and a shared vision
• Demonstrated leadership skills with the ability to collaborate effectively with cross-functional teams
• Experienced in digital marketing techniques including social media marketing, email marketing, SEO/SEM, website optimization, content marketing, online advertising
• Experience with martech systems (HubSpot preferred), association or event technology
• Proven campaign tracking experience
• Strong budgetary and project management skills
• Experience implementing WordPress and other technologies and tools to streamline processes, enhancing overall digital efficiency.
• Experience with Hubspot, Drupal, Adobe Illustrator and/or Photoshop
• Direct marketing or online/email marketing experience
• Proven success in developing and creating marketing presentations and reports
• Highly proficient in Microsoft Office and database management
• Exceptional verbal and written communications skills are necessary with emphasis on professional telephone and email etiquette

Specifications

• Minimum Education Required: Bachelor’s degree or equivalent combination of education and practical experience.
• Minimum Experience Required: 6+ years relevant digital marketing experience preferred in a non-profit, association, customer/member service, or conference/trade show industry environment
• Travel Required: Up to 5%
• Hybrid Work Policy: Teleworker: Minimum 1 day onsite per week
• Starting Range: $100,400 - $113,500