The Manager, Continuing Education Marketing and Communications is responsible for executing all marketing efforts and communications related to the Continuing Education (CE) program. The incumbent reports directly to the Director of Continuing Education, but also works with all CE and ASHA staff to build brand awareness and ensure there is consistent messaging and communications related to the CE program.
Execute campaigns that build brand awareness (i.e., earning ASHA CEUs) and increase non-dues revenue from ASHA CE Registry and ASHA Approved CE Provider fees.
Work closely with the Director of CE and the business unit to develop and execute marketing plans and branding strategies. Stay abreast of customer and marketplace trends, competitive information and sales data, to inform decisions about marketing initiatives and new products.
Collaborate with Professional Education’s Business Intelligence Analyst to create and pull e-mail lists, forecast marketing revenue, and make data driven decisions. Collaborate with Marketing and Sales staff to leverage propensity and segmentation data in meeting CE business objectives, and to ensure consistency of marketing messages and approaches.
Evaluate results of marketing efforts, develop test and learn scenarios, and constantly improve the marketing message about CE's products and services.
Develop Creative Briefs for campaigns. Articulate the goal(s) and objectives of a campaign to create effective marketing pieces.
Create, update, and manage content related to all CE information and marketing communication channels such as the CE website, e-newsletter, templates, e-mails, and other communications.
Manage CE's exhibits and represent CE at conferences, and at internal and external meetings as assigned.
Knowledge Typically Acquired Through
Obtaining a Bachelor's degree with a concentration in Marketing and or Business Management
Minimum of 5 years of marketing experience.
Scope and Depth of Technical Skills/Knowledge
Develop and execute multiple, integrated cross-channel campaigns to meet marketing objectives
Compare information from multiple sources to identify core issues and make decision
Effectively communicate relevant, engaging marketing messages to different audiences
Copywrite, proof, and edit marketing communications, including feedback to graphic designers on layout and design
Extract data requests and utilize data to inform all marketing efforts. Also develop and interpret reports to track the results of campaigns, to make ongoing enhancements to the marketing effort
Develop marketing survey tools to increase learning about the behavior of buyers and prospects
Use relational databases, Microsoft Office, SharePoint, and data visualization tools
Develop and deploy effective campaigns using social media platforms
Scope and Depth of Non-Technical Skills/Knowledge
Think analytically and objectively using insight, foresight, and data
Be goal oriented. To have a passion for results with high standard for accomplishment: work to meet or exceed challenging goals; derive satisfaction from goal achievement and continuous improvement
Communicate, influence others, and work effectively with all staff
Take action and initiative in order to complete projects
Solve problems with a high degree of confidence in decision-making
Manage multiple projects simultaneously and meet deadlines by using excellent organizational skills. Attention to detail a must.
Bring energy, fresh thinking, and innovative ideas to the marketing strategy and the implementation of marketing tactics.
Additional Salary Information: Salary Range (Non-Negotiable): $71,105 – $79,005
About American Speech-Language-Hearing Association
The American Speech-Language-Hearing Association is the professional, scientific, and credentialing association for 198,000 members and affiliates who are speech-language pathologists, audiologists, and speech, language, and hearing scientists in the United States and internationally.