Position Overview

The ASDA Senior Manager, Communications and Marketing is responsible for setting and guiding the vision, strategy and tactics for all communication and marketing initiatives, to consistently articulate and promote ASDA’s brand and mission. S/he will develop and execute ASDA’s content strategy and determine the best method to create, repurpose and distribute content to different audiences. They will be responsible for leading the organization with an overall communications strategy, including elements such as member engagement and overall value to the audience. S/he will be responsible for enhancing the delivery of content and information to different segments by utilizing data and implementing marketing best practices.

Position Responsibilities:

• Develop, implement and evaluate annual communication strategies and marketing plans across ASDA audiences. Content included in channels including ASDA’s website, e-mail, and social media.
• Develop marketing plans and oversee tactical execution for all national events, including the National Leadership Conference, Annual Session and Lobby Day. Strategies and tactics should encourage registration, increase engagement and enhance the attendee experience.
• Develops and executes association-wide content strategy
• Seek new and more effective ways to engage with ASDA members and external audiences, including alumni, sponsors and school administrators.
• Lead production for all public-facing print or electronic collateral/marketing materials:
  • Identify need, determine contributors, write the value proposition and message
  • Develop project plan with milestones and deadlines
  • Review collateral for appropriateness, organization, accuracy, quality and conformance to ASDA style
  • Manage design and print
• Assess and recommend enhancements (technical and design) for ASDA website. Provide suggestions to improve the visual layout, content, usability and presentation.
• Develop and maintain association brand guidelines.
• Develop and oversee communications and marketing budget (excluding publications).
• Lead the generation and successful delivery of online and social media content that engages audience segments and leads to measurable action. Use Website analytics (traffic behavior, users, hits, visitors and downloads) to make recommendations (reports and analysis) on how to improve the user experience.
• Develop mobile app strategy, including selection of vendor and app management.
• Write and distribute ASDA press releases. Manage requests from media and arrange for interviews with ASDA spokespersons.
• Oversee relationship with outside vendors, including videographers, , printers, freelance designers and staffing agency and other personnel as needed.
• Determine need for and manage association’s market research initiatives.
• Other projects as assigned by the Executive Director.