CEDIA's Vice President of Marketing, Communication and Research, is a key member of the Senior Leadership team, reporting to the Global President and CEO. This person is directly responsible for the overall creative vision and marketing strategy that supports CEDIA's global initiatives, including all public relations, thus positioning CEDIA as a trusted and relevant brand and industry leader. This person must be a multi-faceted, flexible thought leader, able to successfully illustrate and communicate CEDIA's value, both in products and services, in a variety of ways, to a global audience. Additionally, this person must be familiar with research methods that support business development growth, as well as how to utilize research to further the economics for other departments within the organization. Further, this person will utilize their knowledge of research and successful marketing techniques to strengthen and guide CEDIA's external relationships with our industry partners, demonstrating strong relationships through mutually beneficial outreach activities. Directs and leads a global team of marketing professionals across all outbound functions: branding, corporate communications, PR, social media, direct marketing, digital marketing, events, crisis communcations and industry outreach activities. This person must always be able to execute all responsibilities while also clearly demonstrating a thoughtful leadership approach.
ESSENTIAL DUTIES AND RESPONSIBILITIES
CEDIA's Vice President of Marketing, Communication and Research, oversees all global responsibilities related to the marketing, public relations, research, and industry relations for the organization. Responsibilities include, but are not limited to the following:
I. Vision, Strategy, and Oversight
Lead a team in the shared vision, creation, and implementation of a comprehensive marketing and communications strategy to deliver a forward-looking and compelling brand position and value proposition to members, industry professionals, architects, designers and builders, and media outlets
Develop innovative and high-impact campaigns to generate and significantly grow revenue streams, including conference registration, exhibitor participation, education, advertising, and membership revenue
Lead efforts to exponentially grow CEDIA's influence, audience, and relevance to the industry through improved branding and marketing activities
Gain first-hand knowledge of CEDIA's programs in order to leverage and articulate the activities and impact of each program
Spearhead new thinking around how to communicate a cohesive value proposition of program offerings to prospective and existing members
Provide high level leadership to CEDIA's awareness and engagement strategies, bringing a progressive and fresh perspective about ways to create broader awareness and deepen engagement through CEDIA's website, social media channels, placed and earned media, and web-based products
Lead and oversee the organizations website development (design and content), online and social media initiatives, monitor analytics and usage
Create, develop, and articulate a true out-of-the-box marketing campaign, with appeal to a variety of groups, globally
Ability to 'sell' experiences through innovative marketing strategies, using methods such as storytelling, personal appeal, and interviews
Lead direct report department heads as it relates to marketing, public relations, and industry relations, globally
Work with departments annually in establishing individual year-long strategic marketing plans, particularly the Education and Membership teams, achieving in partnership association objectives, KPI's, deliverables and objectives
Develop and execute marketing programs to achieve stated objectives regarding revenue and markets
Ability to utilize proper research methods and techniques to help drive educated decision-making regarding key areas to go-to-market
Plan and oversee the execution of promotional activities including print, website development and maintenance, electronic media, trade show, direct mail, point-of-purchase displays, and signage
Analyze and assess marketing programs quarterly, and adjust strategy and tactics to increase effectiveness
Provide post-event reports, analysis, and regular status reports on marketing programs, with the creation of alternate programs if deemed necessary
Develop and manage the marketing budget and expenditures
III. Public Relations
Field and direct responses to all media-related inquiries, in a timely and well-thought out manner
Plan and implement CEDIA's public relations' strategies, policies, and procedures to garner industry and consumer visibility
Develop an annual plan, securing contacts and relationships with media representatives to create opportunities for keeping the company and its products and services in front of public and the trade
Advise on the preparation and presentation of association material at trade shows, displays, and exhibits
Develop, organize, and support ideas and opportunities for feature articles, interviews, presentations, and other public relations activities that promote awareness of the association and its services, both with internal staff support and external offerings
IV. Industry Outreach
Build mutually beneficial relationships with affiliated trade associations to promote CEDIA and its members to their members through education, outreach, and content development
Direct market research activities to keep abreast of changing demographics and other relevant factors and monitor emerging issues
Direct all activities for industry relations including the CEDIA Outreach Instructor (COI) program, trade show and event participation, and education opportunities for
Direct the efforts of a public relations firm charged with building awareness in the design/build and consumer facing media
Manage the associated volunteer advisory councils and working groups, as well as the NAHB technology advisory group
Work with internal departments, leadership, and members to understand, define, and document needs and objectives
This position directly supervises the Director of Marketing, and the Director of Public Relations and Industry Relations. He/she carries out supervisory responsibilities in accordance with the organization's policies and applicable laws. Responsibilities include interviewing, hiring, and training employees; planning, assigning, and directing work; appraising performance; rewarding and disciplining employees; addressing complaints and resolving problems.
To carry out this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
10 years of well-rounded marketing / business development experience in positions of increasing responsibility, with a focus on marketing expansion and identifying emerging market trends.
7-10 years of leadership experience with the ability to motivate and support global teams through successful collaboration
3-5 years of experience in market research
Thorough knowledge of, and experience with, Microsoft Office and desktop publishing programs, Adobe Creative Suite programs, and an understanding of social media platforms, and website functions, necessary. Knowledge of digital marketing, Aptify (AMS) and Sitefinity (CMS) a plus.