Position Summary

The Director, Marketing Programs & Performance is responsible for developing and executing integrated marketing strategies that drive revenue, member acquisition, engagement, and participation across the International Franchise Association’s portfolio of products, programs, and services.

Reporting to and partnering closely with the Vice President, Marketing, the Director, Marketing Programs & Performance serves as the strategic marketing lead for IFA’s portfolio of revenue-generating products and programs. This role translates organizational priorities into integrated marketing strategies that drive awareness, engagement, participation, and revenue. Working collaboratively across the organization – Membership, Events, Education, Government Relations, Sales, Communications, and the Foundation, the Director ensures marketing investments aligns with business priorities and delivers measurable results.

Core Responsibilities

Product Marketing Strategy & Business Growth

In partnership with the Vice President, Marketing, develop and execute integrated marketing strategies that support organizational priorities and measurable business growth. Develop marketing strategies aligned with organizational and revenue objectives.

• Translate business priorities into integrated marketing plans that support growth across IFA’s portfolio.
• Identify opportunities to expand audiences, increase participation, and strengthen market positioning.
• Lead go-to-market planning for new products, programs, and strategic initiatives.
• Prioritize marketing investments and resources to maximize organizational impact and return on investment.
• Partner with organizational leaders to align marketing strategies with enterprise priorities.
• Serve as the strategic marketing lead for IFA’s portfolio, including Membership; Events & Conferences; Education & Certification; Advocacy Programs; Sponsorship Opportunities; Advertising Products; Foundation Campaigns and New Revenue Initiatives

For each portfolio area, the Director will:

• Develop positioning, value propositions, and audience strategies.
• Build integrated marketing plans from launch through post-campaign analysis.
• Lead multi-channel campaigns across email, web, digital advertising, social media, content, video, print, partner marketing, and emerging channels.
• Ensure consistent messaging and brand alignment across all touchpoints.
• Oversee campaign execution with internal teams.
• Continuously optimize campaign performance through testing and data-driven insights.

Marketing Performance & Analytics

Establish a culture of accountability by measuring marketing performance against business objectives.

• Establish KPIs for marketing campaigns and organizational initiatives.
• Build dashboards and executive reporting that connect marketing performance to business outcomes.
• Measure campaign effectiveness, audience engagement, revenue contribution, and marketing ROI.
• Analyze customer behavior and conversion trends to identify optimization opportunities.
• Provide strategic recommendations based on performance data and market insights.

Cross-Functional Leadership

Serve as a strategic marketing partner across the organization.

• Collaborate with Membership, Events, Education, Government Relations, Sales, Communications, and the Foundation.
• Serve as the primary marketing advisor for assigned business initiatives.
• Balance organizational priorities while maintaining a cohesive marketing strategy.
• Foster collaboration, innovation, and accountability across departments.
• Ensure marketing initiatives support enterprise-wide goals and member value.

Team Leadership

Lead and develop a high-performing marketing team focused on delivering measurable business results.

• Coach, mentor, and develop marketing staff.
• Manage agency partners and external vendors.
• Prioritize resources across multiple initiatives.
• Establish clear goals, expectations, and performance metrics.
• Foster a culture of collaboration, creativity, continuous improvement, and accountability

Qualifications

• Bachelor’s degree in marketing, Communications, Business, or a related field.
• 7–10 years of progressive marketing experience with demonstrated success developing integrated marketing strategies that drive measurable business results.
• Experience leading product marketing, go-to-market strategy, and multi-channel campaign execution.
• Strong understanding of marketing analytics, customer segmentation, CRM platforms, marketing automation, and digital marketing.
• Proven ability to translate data into strategic recommendations and measurable business outcomes.
• Exceptional project management, communication, and organizational skills.
• Demonstrated success leading cross-functional initiatives, managing agency partners, and developing high-performing teams.

Key Facts About this Role:

This position follows a hybrid work model, with employees expected to work from our Washington, DC headquarters at least two days per week and remotely for the remainder of the week.

Salary range is between 140k and 150k, depending on experience.

We offer a benefits package designed to support you both professionally and personally, including comprehensive health coverage, generous paid time off, and competitive retirement plans to help you plan for the future. With added perks that promote work-life balance and overall well-being, we make sure you’re set up to thrive—at work and beyond!

To apply send cover letter and resume to careers@franchise.org

The International Franchise Association is an equal opportunity employer and does not discriminate on the basis of race, color, religion, sex, age, national origin, genetic information, veteran status, marital status, sexual orientation, gender identity, disability status, or any other category prohibited by local, state or federal law. This policy applies to all aspects of employment, including recruitment, promotion, compensation, benefits, and termination.  IFA is committed to achieving an inclusive, diverse workforce that values every individual. We firmly believe that hiring individuals with varying perspectives and backgrounds contributes to our success as an organization, and we strive to create an environment that fosters inclusiveness. 

About the International Franchise Association:

Celebrating over 60 years of excellence, education, and advocacy, the International Franchise Association (IFA) is the world’s oldest and largest organization representing franchising worldwide. IFA works through its government relations and public policy, media relations, and educational programs to protect, enhance and promote franchising and the approximately 790,492 franchise establishments that support nearly 8.4 million direct jobs, $825.4 billion of economic output for the U.S. economy, and almost 3 percent of the Gross Domestic Product (GDP). IFA members include franchise companies in over 300 different business format categories, individual franchisees, and companies that support the industry in marketing, law, technology, and business development.