The Marketing and Member Experience Department plays a vital role in developing and promoting the products, services and member experience that are at the core of the value and mission of the American Immigration Lawyers Association (AILA). The department’s goal is to identify, analyze, and understand member needs, and to use these critical insights to define, communicate, and deliver a premier member experience. The department supports the organization by developing and leading the strategic direction and delivery of a comprehensive brand and marketing strategy, by providing the insights needed to inform the prioritization of critical resources, and by identifying new opportunities to sustain the organization’s growth.
The Senior Director of Marketing and Member Experience is responsible for leading AILA’s marketing strategy, partnering on business development, innovation, and driving revenue growth.
The Senior Director of Marketing and Member Experience will be a mission-driven, entrepreneurial-minded, data-driven, marketing professional who will develop and execute a clearly defined marketing and digital strategy that supports revenue growth and delivers a best-in-class, member-focused products, and experience. The individual is a proven marketing innovator who can connect AILA services and products with the needs of the AILA membership.
The Senior Director of Marketing and Member Experience is experienced in building and developing teams and will work in close collaboration with other department leads to understand the needs of the members and develop solutions that highlight and strengthen AILA programs, services, and benefits by identifying and analyzing market data. The goal is to optimize current revenue streams as well as broaden AILA’s appeal to new and more diverse market segments and ensure that marketing activities are aligned with organizational goals.
The role is responsible for the following:
-Developing marketing strategy
-Partnering on innovation
-Conducting market research
-Keeping abreast of changing needs of the membership and profession
-Identifying and analyzing market data
-Collaborating with the Technology and Strategy Services team to establish and lead a best-in-class digital presence, and website
-Utilizing segmentation and analytics to develop member engagement strategies to improve the member journey across all touchpoints, strengthen member experience, and drive retention efforts and overall member lifetime value
Required Education and Experience
Bachelor’s degree in from an accredited college or university in marketing, business, or communications. MBA is strongly preferred.
Minimum Job Requirements
10+ years of progressive experience in developing marketing strategies, brand or digital marketing, market segmentation, business development, or sales. Experience in a legal, law firm, or professional service environment is preferred. In addition, candidate should have not-for-profit or subscription or membership association experience. Prior managerial and leadership experience required.
The American Immigration Lawyers Association is the national association of immigration lawyers established to promote justice, advocate for fair and reasonable immigration law and policy, advance the quality of immigration and nationality law and practice, and enhance the professional development of its members.