Job Opening: Vice President, Marketing

The International Franchise Association (IFA) is seeking a Vice President of Marketing to lead the next iteration of growth and value for the IFA with a focus on new audiences as well as existing members. The role will oversee all aspects of the funnel of marketing and communications for the membership and the products of the IFA which drive revenue and value for the members. The successful candidate should have a deep understanding and proven success in effectively managing the customer marketing funnel from awareness to loyalty and how to segment audiences and customers by persona, creating segmented and personalized customer journeys from lead gen to engagement and retention. The candidate will also be a fierce data and analytics driver, welcome a role tied to KPIs and outcomes, and be able to use data and analytics to drive activity and campaigns, tied to overall organization performance, including the ability to measure success and revenue outcomes tied to marketing performance.

This individual is someone who is a strategic marketer, creative thinker, excellent communicator and storyteller, understands customer personas and value propositions associated with customer journeys and can create a comprehensive strategy aligned to personalized engagement. This role will be responsible for both setting the organization’s marketing strategy and for implementing the strategy as well as the outcomes tied to the strategy.

Develop and execute a comprehensive marketing plan to drive awareness and understanding of the IFA and increase membership, event attendance, education and other products and services offered by the IFA to help fuel revenue growth and reach organizational goals.
Oversee and create digital communications and engagement strategies to communicate and promote IFA membership, education, advertising, events, and other programs offered by the IFA to drive awareness, educate and grow overall value and revenue.
Develop and execute in conjunction with a cross-functional team a membership engagement strategy from customer personas defined, to engagement campaigns and communications to drive value retention and growth of IFA programs.
Position will have defined KPI objectives aligned to the organization's revenue and membership goals and require the ability to track and produce data-driven and measurable results.
The ideal candidate should be well versed in strategic storytelling, creative ideation and constructing cohesive materials and collateral both print and digital to engage new and existing audiences, able to engage the hearts and minds of our customers and audiences as well as clearly and succinctly convey the value proposition of the overall organization and associated products and value within the IFA.

Responsibilities

Lead on market research and insights projects to understand target audience motivations and barriers, mindsets and beliefs, and incorporate thinking into marketing and communications plans.
Own the entire marketing funnel from awareness to buy to retention and loyalty for all of IFA’s value and products including membership of all segments, education, certification programs, events, advertising, sales, sponsored content, and member engagement programs.
Drive leads for new members and engagement of existing supporters and turn them into champions through all owned public-facing channels, including social, collateral, and e-mail / CRM.
Produce and disseminate compelling content across all marketing channels, including the social, newsletters, blog, and collateral, email, social and partner channels, understanding the differences between channels and what messages, stories, and content work best in each.
Create and manage a comprehensive annual marketing calendar with clear messaging and deliverables by product, and overall with supporting collateral in each area
Create, and deliver a comprehensive set of collateral both digital and print for each of the value and revenue areas, which provide a compelling value proposition for each segment and a concise call to action.
Engage with business teams to use promotions and packaging to drive towards outcomes and results without compromising organizational goals.
Analyze data and evaluate the success of marketing campaigns, bringing learnings in to improve strategies and execution.
Manage creative and branding for messaging with a consistent look and feel.
Partner with advertising/marketing firm and oversee the execution of all advertising and media spending.
Track, interpret, report on and adapt to analytics and data-driven results.
Manage a small team of marketing and communications professionals and external vendors. Strong collaboration and cross-functional department work are required to ensure the successful objectives of each team.

Qualifications

Execute and see projects through to completion.
Collaborate cross-functionally, understand the needs of diverse audiences and drive a common strategic goal with deliverables and outcomes on time and in budget.
Understand the value of data to drive outcomes and decisions and are comfortable being measured, along with their team, on KPIs aligned to revenue goals.
This person should be an intellectually curious, results-oriented problem-solver who thrives in a fast-paced, high-growth organization and brings a collaborative, roll-up-your-sleeves approach to get things done.
Excellent storytelling and writing skills across a variety of platforms (digital, long-form, etc.) with the ability to provide succinct messaging with clear calls to action and drive engagement and outcomes.
Experience with content creation in different formats to compel people to action (e.g., graphic design, video production)
Experience with CRM systems and email marketing (HubSpot, Constant Contact) and the ability to leverage them fully to ensure appropriate messaging targeting.
Fluency in effective digital marketing (including all social media platforms, including LinkedIn, Twitter, and YouTube), and effective SEO and SEM strategies.
Strategic thinker and executor, working both independently and collaboratively.
Experience managing others, both directly and indirectly, including contractors and/or agencies
Ability to thrive in a fast-paced environment, wear multiple hats, and creatively problem-solve.
Excellent project management skills - the ability to manage and execute multiple projects simultaneously and under tight deadlines including the ability to work independently and drive projects forward.
Excellent team building and interpersonal skills.
Ability and passion to learn new things.
Data-driven approach with results-orientation
8+ years of experience working in marketing

To apply, please email your resume and cover letter 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 firmly 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.