Essential Functions/Responsibilities:
1. Oversee development and execution of comprehensive strategic marketing plans and tactics that drive market growth for CHEST’s major business pillars/profit centers: clinician education, industry education, patient education, foundation, publishing, and membership.
2. Ensure accurate, impactful, and brand-aligned message development for all CHEST marketing and communication materials and channels; implement effective standard operating procedures that ensure routine and ongoing quality control, editorial review, and timely error correction for all communications/channels.
3. Build relationships and a positive team culture, collaborating across the marketing team, Market Growth division, and with colleagues and divisions across CHEST; participate on CHEST Senior Staff and CHEST core teams, and other director-level cross-divisional activities, bringing a marketing perspective, as well as budget and resource awareness, to help inform and execute on collaborative efforts.
4. Lead integrated marketing, communications, PR and new media efforts across CHEST and its profit centers, facilitating understanding of CHEST’s value proposition, leveraging the brand, and building comprehensive integrated marketing communication solutions; effectively manage internal and external resources for the delivery of marketing support.
5. Ensure effective planning and execution of efforts that leverage CHEST channels of communication for reaching targeted constituents, including electronic newsletters, sponsored member and health communications, research projects, clinical and patient education programs, in collaboration with Market Growth colleagues and identified partners.
6. Provide oversight for and collaborate with Manager of Marketing Communications and team, ensuring effective execution of consistent and compelling strategic marketing and communications efforts that differentiate CHEST, its products, events, and services, helping advance the organization’s visibility, achieve organizational goals, and drive purchases, registrations, and revenue growth.
7. Lead efforts to move from product- or project-based promotion plans to topic-based plans that promote a variety of products and resources throughout CHEST to: (1) strengthen and support our “one CHEST” philosophy, and (2) reduce email fatigue among CHEST constituents.; oversee use of CHEST digital marketing tools to ensure we employ best practices. Lead team to follow best practices to protect CHEST email reputation, keep number of “unsubscribes” and spam reports to a minimum, etc.
8. Provide oversight for and collaborate with Manager of PR and New Media and team, ensuring effective PR & new media support, increasing CHEST’s social media engagement, interactive new media content, and local, national and international visibility; participate with SVP in efforts to provide issues/crisis communications counsel to executives, elected leaders.
9. Partner with SVP, executive leadership, and other medical societies on collaborative projects that advance common goals and objectives of organizations within the chest medicine space, both in the US and international non-profits.
10. Lead and direct the marketing team, including all marketing communications and PR & new media staff, in development of team and individual goals, monitor progress, ensure effective performance management, and report accomplishments and results. Ensure staff training, promote professional development, encourage cross-training, and facilitate smooth transitions in the event a position is vacated.
11. Track and monitor the success of marketing team efforts, employing available analytics and measurement tools and resources, and provide reports to SVP and executive leadership.