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Senior Vice President of Membership and Marketing / Chief Marketing Officer
AAA Mid-Atlantic Inc
Wilmington, DE, United States
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Do you have…
• A commitment to providing exceptional service?
• Professional expertise and a passion for what you do?
• A high level of integrity?
• An ability to work independently and collaboratively as a team member?
• Creative thinking and problem-solving skills?
• Dedication to developing your own skills and knowledge?
Our most successful associates demonstrate these qualities every day.
As a strategic leader, this role will:
• Generate revenue by increasing sales through successful brand and product marketing using market research, dues pricing, and multi-channel advertising.
• Act as safe keeper and promoter of the AAA brand(s); to position the brand(s) to increase member and non-member awareness, esteem, and consideration in alignment with business goals.
• Build product audiences through direct acquisition and retention of members and well as building long-term membership value.
• Lead the Membership team in the creation and execution of a holistic growth strategy.
• Create trusting and impactful partnerships with business line leaders to develop and implement marketing and advertising campaigns supporting business goals.
• Lead those brand and product marketing efforts through management of agency relationships as well as the Corporate & Partnership Marketing, E-Business, Marketing & Business Analytics (MBA), and AAA World teams.
Key Success Factors
• Expertise in translating business strategies into timely, actionable, and successful marketing plans. The ability to focus on the things that matter and deliver impact.
• Successful record of accomplishment of integrating digital and social channels with traditional channels to drive sales and revenue.
• Experience managing complex, multi-product brands.
• Successful and managing stakeholder communications, building a confident, self-aware, and trusted leadership presence.
• A driving sense of urgency in the accomplishment of goals. Resilience in the face of challenges.
Why Join AAA?
AAA is a great place to work. We provide a stable working environment with challenging and exciting career opportunities. To the qualified candidate, we offer:
• A competitive salary/dependent upon experience
• Annual Bonus Eligibility
• Comprehensive benefit package
Key Responsibilities:
Strategic
• Lead a collaborative effort with business leaders to create and execute strategies to increase member engagement around business goals, leveraging advertising, internal digital channels, the club publication, and analytics.
• Lead strategies to build new membership value. Leverage legacy and new value to acquire new members and retain existing members. Establish an impactful holistic growth strategy reflecting state-level and enterprise growth needs.
• Create positive and enduring partnerships with business line leaders, ensuring that marketing activities are accretive to business goals and the AAA brand. Provide expertise and guidance to business lines to increase the efficacy and brand compliance of distributed marketing activities.
• Lead the creation and growth of the company’s digital strategy, including but not limited to web site(s), mobile app(s), and e-mail.
• Lead our Marketing & Business Analytics strategy, providing relevant input and guidance impacting business strategy.
• Create a culture that embraces dynamic change and is responsive to business needs.
Operational
• Prepare and manage significant marketing budgets, allocating resources to meeting the needed mix of brand and business line needs.
• Lead key external relationships, including ad agencies, sports marketing agencies, technology vendors, and research partners. Focus efforts and allocate resources to best meet brand and business goals.
• Lead, direct, and develop the broad Marketing team, ensuring clear alignment between marketing strategies and business goals.
• Create and implement multi-channel membership growth strategies designed to meet and exceed budget and state-level accreditation targets. Wherever possible, align acquisition efforts to target prospects with a high potential for product cross-sell and low risk of habitual roadside assistance use.
• Lead, direct, and develop the E-Business team. Grow the financial impact and marketing impact of the various E-Business channels.
• Lead, direct, and develop the MBA teams. Collaborate with IS on data architecture needs supporting MBA efforts as part of the enterprise Data Strategy.
• Hold associates and strategies accountable for delivering the desired return on investment through evidence based decisions. Ensure company resources are allocated to the greatest utility.
• Serve as the senior Marketing liaison for ACA to other clubs and to National through the Committee structure.
Requirements
• BS/BA in Marketing or related area. MBA preferred. 12+ years of experience in progressive marketing management.
• Extensive knowledge of marketing theory, strategies, tactics, and technologies and their application to meet business goals.
• Ability to lead a team of professionals to accomplish strategic and operational goals.
• Strong business acumen supporting the need for ongoing budgeting, planning, analysis, threat assessment, prioritization, and decision-making.
• Prior significant revenue responsibility as this role is responsible for nearly 60% of enterprise revenue.
• Broad strategic thinking ability. Prior experience in a strategic role highly preferred.
• A team player with excellent collaboration skills; a self-motivated, energetic and creative independent thinker.
• Highly effective oral and written communication skills. Ability to distill complex topics into clear, concise, and compelling messages.
• Excellent interpersonal and leadership skills.
• A high degree of professionalism and integrity.
Applicants have rights under Federal Employment Laws:
The Equal Employment Opportunity (EEO)
The Employee Polygraph Protection Act (EPPA)
The Family and Medical Leave Act (FMLA)