Pet Partners is the national leader in demonstrating and promoting animal-assisted therapy, activities and education. More than forty years since the organization’s inception, the science that proves these benefits has become indisputable. Today, Pet Partners is the nation’s leading nonprofit registering handlers of multiple species as volunteer teams providing animal-assisted interventions. Launching in 2022, Pet Partners is developing a new organization, the Association of Animal Assisted Intervention Professionals (AAAIP) to serve the needs of professionals wishing to practice animal assisted interventions (AAI).
Summary: This position will be the Chief Marketing Officer for Pet Partners, a 501(c)3 organization, and also serve as the Marketing Director for the new professional membership 501(c)6, AAAIP. The organizations are connected through a shared services agreement with the same individual serving as the President & CEO for both organizations.
The Pet Partners Chief Marketing Officer / AAAIP Marketing Director plays a critical role in continuing Pet Partners’ leadership role and establishing same for AAAIP by success in positively affecting human health and well-being through the human-animal bond. Responsibilities include customer insight, competitive analysis, brand stewardship inclusive of strategy and marketing, channel optimization, sales forecasting, budget management, achieving sales objectives and professional development of the team.
Essential Duties and Responsibilities:
Department leadership. Oversee and provide inspired leadership to the Marketing department. Serve as the direct manager for Director-level marketing leaders.
Lifecycle Management. Direct the end-to-end user experience across the complete customer lifecycle. From early awareness to volunteer, donor and/or member to long-term brand advocate.
Digital marketing. Drive digital-marketing operation: strategy, planning, adaptation, implementation and use of customer data-tracking tools, results tracking, email marketing, social-media advertising, agency management, eCommerce sales performance, allocation of resources, prioritization, etc.
Market research. Collaborate with other Departments in the ongoing gathering and incorporation of market data and insights and stewarding both organizations’ commitment to continuous learning.
Competitive analysis. Understand how competitors are positioning and pricing related products and how that might shape both organizations’ marketing efforts.
Campaign development and execution: Establish priorities and direct the development of comprehensive go-to-market plans and marketing campaigns to achieve both organizations’ target goals and objectives.
Message strategy: Facilitate the development of and adherence to a strategic messaging framework that is responsive to what the marketplace seeks from both organizations, reflects core values, and that conveys the full scope of mission delivery for Pet Partners, and field leadership and membership satisfaction for AAAIP.
Brand and Product marketing. Lead the development of and insure both brand stories lead and guide all marketing efforts and map to the principles established by the Executive Team and Boards of Directors for how each organization seeks to represent itself in the marketplace. Make recommendations for education products.
Events. Drive value and revenue through the creation of compelling virtual and live event activations with the goal of increasing membership and engagement.
Media. Direct agency partners in the allocation of media resources to deliver the right message to the right person at the right time and partner with Pet Partners’ Chief Development Officer to insure appropriate allocation of resources for donor recruitment.
International. Support AAAIP’s international growth goals with marketing and distribution approaches to target audiences.
Collaboration: Ensure that all marketing efforts complement and never conflict with other externally facing stakeholder-relationship aims.
Evidence-based fidelity. Orchestrate world-class marketing campaigns utilizing and maintaining fidelity to human-animal bond and AAI science and to both organizations’ scientific, evidence-based philosophy.
Supervisory Responsibilities: Reporting directly to the President & CEO, the Pet Partners Chief Marketing Officer / AAAIP Marketing Director manages a team of talented and high performing marketing and communications employees, leading them to achieve annual revenue and impact goals.
Qualifications: To perform 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.
Significant experience in planning and taking new products and services to market.
Proven ability to build and manage a team that moves fast, learns faster and achieves continued success.
Demonstrated success at achieving revenue, quantity, and engagement goals through management of marketing functions.
Hands-on experience executing integrated direct-response marketing campaigns at scale.
Exceptional planning, project management, communication (written and verbal), and problem-solving skills, including the ability to get things done across teams and geographies.
Both creative and analytical - can collaborate with team to conceive and bring engaging integrated campaigns to life, rigorously analyze their performance, and rapidly adapt.
High level of comfort and hands-on experience using data to identify actionable solutions and make decisions from ambiguous situations.
Experience with the use of marketing technologies like marketing automation platforms, data collection/segmentation tools, testing platforms and data visualization/reporting applications.
A passionate commitment to the positive, mutual benefits of the human-animal bond.
Bachelor’s degree or equivalent, with advanced degree or certifications in marketing-related disciplines
At least 15 years’ experience in marketing, with at least 10 years’ progressive management responsibility.
At least 10 years’ hands-on experience in the planning and execution of consumer-facing digital marketing: eCommerce, organic and paid search, display, social marketing, content marketing, email, affiliate and referral, etc.
Minimum of five years of leadership/management experience.
Minimum of three years of direct supervisory experience.
Professional and confident in dealing with all levels of business from daily support tasks to high-level executive interactions.
Proficient in Microsoft Office and development tools.
Experience with nonprofit organizations and/or professional associations in the marketing of significant revenue-generating products or services other than charitable giving or grants (desired, not required).
Familiarity / experience with professional certification exam marketing (desired, not required).
Travel Requirements: Occasional travel will be required.
About Pet Partners
At Pet Partners, we believe that the human-animal bond is a mutually beneficial relationship that improves the physical, social, and emotional lives of those we serve. We are motivated by connection, compassion, and a commitment to sharing this meaningful bond with everyone who can benefit from time spent with an animal.
Pet Partners is the national leader in demonstrating and promoting the health and wellness benefits of animal-assisted therapy, activities, and education. With more than 10,000 registered teams making more than 3 million visits annually, Pet Partners serves as the nation’s most diverse and respected nonprofit registering handlers of multiple species as volunteer teams. Pet Partners teams visit in a wide variety of settings and in various communities across the country and beyond with patients in recovery, people with intellectual disabilities, seniors living with Alzheimer’s, students, veterans with PTSD, people who have experienced crisis events, and those approaching end of life.
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