You have a solid understanding of integrated event marketing and promotional implementation. You relish the idea of being responsible for the marketing strategy and promotion of the AAOS’ flagship educational event where over 30,000 surgeons attending from across the globe meet annually. Your deep expertise in creating innovative marketing solutions to motivate attendance and participation will be essential in upholding the Academy’s reigning title as the world's largest medical association of musculoskeletal specialists, serving more than 39,000 members worldwide.
If this sounds like you, read on!
Under the direction of the Department Director, the Annual Meeting Marketing Manager acts as brand manager for the AAOS Annual Meeting to successfully position it as the premier flagship orthopaedic event and communicate its benefits to motivate attendance, engagement, and participation in support of business goals and to enhance loyalty. Leads the development and execution of an overall marketing strategy for the AAOS Annual Meeting and other assigned products, programs, and services. Responsibilities include management of the marketing mix and its cycle of activities: research, planning, advertising, promotional development and execution, monitoring, evaluating, and communicating the success of these activities to stakeholders and management.
Assumes primary responsibility for marketing strategy, planning, and management for the AAOS Annual Meeting. Develops strategic and tactical approaches for marketing plans to achieve business and communication goals, related to Annual Meeting’s education and exhibit activities. Composes creative strategies for communications programs versioned for a variety of audiences, writes promotional copy, guides design development, visual communication, and production. Recommends and communicates strategy and rationale to stakeholders.
Assumes primary responsibility for executing marketing plans and communications campaigns for the AAOS Annual Meeting and other assigned products, programs, and services.
Provides day-to-day management of external vendors and internal resources engaged in marketing activities such as art directing, copywriting, production, etc. Manages the implementation of all promotional tactics, including audience selection, email, online, direct mail, advertising, etc. Writes post-promotional evaluation for major programs for AAOS management. Collaborates and communicates with project personnel and stakeholders to successfully market the AAOS Annual Meeting and other assigned products, programs, and services.
Develops, administers, manages, monitors, and reports on budgets provided for each assigned marketing program. Prepares marketing reports as required by Department Director and Academy senior management.
Develops, collects, and reports information on the meetings, events, products, activities, programs, and services of other orthopaedic organizations and/or other identified competitors. Conducts competitive analyses. Develops, enhances, and maintains various marketing databases where necessary. Participates in appropriate marketing research planning, execution, analysis and recommendation-building for the department and AAOS senior management when needed.
Supervises marketing personnel and other assigned staff in all duties related to marketing and sales including copywriting, promotional tactics, layout and design, exhibit coordination, list generation, production scheduling, media placements, etc. Delegates work responsibilities to achieve maximum productivity. Provides thoughtful, written employee performance evaluations in a timely fashion. Counsels and guides selected staff to attain performance goals, develop and grow in their positions.
Represents customer perspective and acts as “voice of the customer” to recommend and guide implementation for initiatives or improvements in product, program, service, and website content and functionality in pursuit of an intuitive and pleasant customer experience that meets customer expectation and needs in support of strategic business and communication objectives. This includes specific attention to creating a year-round experience for the AAOS Annual Meeting, as well as ecatalog presentation, ecommerce experience, pricing and purchase structure, learning management system (LMS) experience, mobile apps, and education program development.
Serves as marketing liaison to assigned Content Committees to provide expertise and insight related to audience, market, and competitive landscape. Interfaces with committee members, marketing research colleagues, and other staff liaisons to successfully deliver the committees’ charges. Participates in, provides and presents audience analysis, content recommendations, promotional recommendations, marketing strategies, program results, and other context and topics to various AAOS committees or governance bodies as necessary.
Manages the planning, implementation, and tracking of promotional email campaigns within our email automation platform (currently Marketo). Direct internal and external designers on the application of graphic and brand elements from product/service/program marketing campaigns to email templates. Manages the creation and versioning of emails, audience selection, testing, deployment, and metrics measurement in accordance with our documented workflow, campaign and asset naming conventions, and standard operating procedures. Initiates testing and innovates new approaches to optimize the capabilities of the platform toward improving email campaign success. Keep current with best practices in email marketing, content marketing, and automation strategies.