The Content Marketing Manager is responsible for helping to develop and employ a strategic, member-centric experience for identified segments of importance to the association. Employs creative storytelling through an integrated marketing strategy across all efforts and channels - blog articles, journals, online publishing, email, video, traffic/lead generation, SEO, and social media.

Works with staff management, volunteer leadership, and cross-functional teams to generate ideas for content, campaigns, products, programming, and resources that will connect with ABA members and potential members. Analyzes results and measures success using data to inform future efforts and improve results. Balances big-picture strategy with attention to detail and a focus on driving results.

Principal Duties/Job Responsibilities

• Member Experience

  • Help craft an experience for ABA members and potential members in an identified segment or segments that supports acquisition, retention, or win-back efforts.

  • Develop a deep understanding of the member journey and the factors that drive engagement and membership growth for the identified audiences.

• Content/Editorial

  • Help create and manage an integrated content marketing strategy to execute across platforms including website, blogs, email, print journals, webinars, social media, video, and in-person meetings.

  • Oversee editorial calendars and production schedules for online and print publications.

  • Maintain high standards for storytelling and craftsmanship.

  • Ensure all content and marketing is on brand, consistent in terms of style, quality and tone of voice, and optimized across all channels.

  • Drive repurposing and resurfacing of content.

• Digital Marketing and Analytics

  • Ensure marketing and content initiatives align with broader ABA goals and branding guidelines.

  • Run growth marketing initiatives end-to-end: identify opportunities, prioritize projects, design experiments, develop campaign strategy, oversee execution and analyze results.

  • Help oversee and contribute digital marketing and social media efforts (paid and organic), including conversion optimization, A/B testing, and data analysis.

  • Own organic search-driven content strategy from ideation to execution.

  • Track the efficacy of efforts using analytics and leverage data to develop content themes/topics and execute plans to develop assets that support growth.

• Management and Leadership

  • Lead marketers and content creators, managing team assignments; mentoring team members; providing feedback; establishing best practices; and establishing/meeting deadlines.

  • Collaborate with staff management and volunteer member leaders, seeking input to inform strategic plans and goals.

  • Manage relationships with internal departments and external partners, including ABA practice specialty groups, membership and marketing, design, editorial, media, and digital advertising.

  • Report/provide marketing updates and creative briefings for management's approval.

Basic Qualifications & Interests (BQIs)

• 5+ years’ experience in a content, editorial, digital, subscription or membership marketing role.

• 1+ years managing a team and providing editorial oversight role.

• Demonstrated experience with proven examples of crafting a user experience that contributed directly to revenue, subscription, membership, or sales growth growth.

• Ability to understand and utilize the right mix of content to achieve marketing and membership objectives.

• Knowledge and skills in the fundamentals of written communications and editorial style.

• Ability to work at both strategic and tactical levels to understand requirements and common objectives, and synthesize into consistent message delivery.

• Ability to drive a team and projects forward, building in efficiencies wherever possible, while still maintaining work product quality.

• Team player – this position is cross functional and requires the ability to foster collaborative and positive relationships between internal departments and external partners.

• Demonstrate confidence, accountability, ownership, collaboration, tact, and trust.

• Driven self-starter who can act independently while supporting team and organizational goals.

• Project management skills to provide the highest quality communication and campaigns within budget and time constraints.

Preferred Qualifications & Interests

• 7+ years’ experience in a content, editorial, digital, subscription, or membership marketing role.

• 3+ years managing a team and providing editorial oversight role.