This is a professional management position in the Membership Strategy & Services department reporting to the Managing Director, Membership Strategy & Services. The incumbent will be responsible for managing the annual national member recruitment; the retention and development plan; and supporting initiatives, including local and state component membership marketing initiatives, in accordance with the national membership strategy. The incumbent works with the national Committees/task forces to identify obstacles and solutions to membership retention & growth. This position is considered a core staff position. In order to provide AIA members and customers with services during weather events or similar extraordinary circumstances, the incumbent will telework and continue to serve our members and customers unless they encounter circumstances that prevent them from teleworking.
Works with the Managing Director, Membership Strategy & Services & Managing Director, Brand & Creative to develop and document the annual membership recruitment and retention plan and goals.
Works with Managing Director, direct report, and other key stakeholders to develop and deliver member retention and recruitment marketing initiatives to achieve annual membership goals.
Responsible for building cross departmental support and buy-in.
Identifies opportunities for new services and delivery channels to meet member needs & satisfaction.
Conducts research on member needs and trends relating to dues structures and membership categories at regional, national, state and local levels as well as new innovations in membership strategy.
Provides oversight for the implementation of marketing initiatives supporting the annual membership recruitment & retention plan and the career center. This includes the tracking, analysis, synthesis and reporting campaign results.
Develop annual marketing budgets and assess on-going marketing mix to drive optimal performance. Identify and establish metrics, benchmarks and key performance indicators (KPIs) in collaboration with the Managing Director and other stakeholders.
Develops and manages annual recruitment, retention & career center budget of $170,000 – $200,000. Conduct monthly budget reconciliations to ensure deliverability of tactics.
Develop short and long-term customer retention strategy, overall and by segment, based on clear customer insight to drive down churn, and win-back former members.
Formulate and implement strategic marketing communication strategies and tactics to advertise the association's new and existing products or services across all media.
Research and explore new incentives and promotions as well as cross-promotional opportunities.
Develop messaging, positioning and value propositions for all membership segments.
Collaborate with other departments and key marketing personnel to manage the AIA’s brand and product positioning and ensures ongoing brand awareness and consistency in all creative materials.
Works closely with marketing team on content and design of all marketing collateral. Serve as the department’s primary point of contact with the Marketing team. Responsible for submitting all requests in a timely manner on behalf of the department, tracking those requests to completion and updating key stakeholders.
Track and analyze competitors' services, prices, and messaging; synthesizes information to develop an integrated marketing strategy and course of action.
Collect and share information from members and non-members that will enhance AIA’s ability to provide one-on-one membership benefits and services.
Train internal and external staff, including local and state chapter representatives on key marketing campaigns.
Oversee compilation of membership management reports.
Manage and track budget(s); utilize key financial and operational metrics to measure effectiveness of membership marketing campaigns, ad-hoc qualitative and quantitative/qualitative analyses and other special reporting as needed.
Provides oversight of all membership reporting and analyses, forecasting, ad-hoc, weekly, monthly, quarterly and annual membership reports relating to AIA membership, including recruitment and retention initiatives by the local, state and national components.
Generate the bi-annual Publisher’s Report required by the publishers of Architect Magazine, acts as the point person for representatives conducting the annual Publisher’s Audit.
General the annual reasonable readiness report for the annual finance and accounting audit of membership payments
Ensure that the annual governance reports for delegates and regional representation is completed in a timely manner as defined by general counsel.
Works with State and local chapter & or regional staff to develop customized membership campaigns.
Assists local chapters and stakeholders to follow best practices and leverage national membership marketing initiatives through component updates, webinars and presentations.
Manage up to four outside marketing vendor partners to ensure timely delivery and continuity of services.
Provides direction and support for staff supporting regional, national, local and state component initiatives.
Ensures local and state components adhere to membership bylaws, polices and database procedures.
Solicits and incorporates feedback from components on membership issues to ensure that policies and procedures meet their needs.
Provides membership retention and recruitment best practices and keeps abreast of association trends to provide guidance to the regional, local and state components as needed.
Assists the Managing Director with the support of national board committees and task force as determined by management. This includes logistical, administrative and strategic support.
Keeps abreast of association trends and best practices regarding membership.
Other duties as assigned by the Managing Director.
AIA Management Team
CACE (Council of Architectural Component Executives) and their system users
AIA Component staff
AIA Component Relations
AIA Information & Web Technology teams
AIA Digital Transformation
AIA General Counsel
AIA Finance & Accounting
National Board Committees/ Task Force
AIA strategic partners
Demonstrated experience in strategic and tactical direction of membership strategies. Outstanding analysis/synthesis skills with large complex datasets and excellent quantitative/qualitative analytical skills. Excellent interpersonal skills. Considerable skill in written/oral communication, marketing, collaborative problem solving, conflict resolution, and volunteer management. Leadership strength and demonstrated ability to coordinate diverse resources as well as commitment to customer/member service. Ability to interact effectively in an individual membership environment, recognize and identify member concerns, analyze issues and concepts to correctly state a problem and develop recommended solutions. Skilled in the use of supporting technologies. Strong employee management and development skills. Demonstrated project management and oversight abilities. Exceptional volunteer management and development skills.
Bachelor’s Degree in Business, Management, Marketing or related field plus a minimum of 7 years of Membership Marketing and/or Member Relations/Reporting management experience required, preferably in an association environment.
Direct a staff of one full time employee.
Additional Salary Information: Please include desired salary with resume submission
Internal Number: AIADIRMBR100517
About The American Institute of Architects
The AIA, in existence for more than 150 years, works to advance the value of architects and architecture and increase the living standards of people by improving their built environments. The AIA, with a membership of over 80,000, is the largest voice of the architectural community.
*Educating the public to strengthen the value of architects and the overall role of the profession in the building industry. *Using our influence in legislative and regulatory concerns that affect and potentially govern the professional lives of architects. *Researching new job markets and new career specializations to ensure architects can meet society's needs now, and in the future. *Expanding the architectural knowledge base as changes in the profession occur. *Offering a network for support and information exchange with colleagues and industry professionals across the country and the globe.