This position is responsible for leading marketing efforts that drive revenue for ASCDs Publications and author promotions, including coordinating content marketing with Educational Leadership magazine. This individual will lead in the planning, development, coordination, and implementation of go-to-market activities and evaluate their effectiveness in building awareness of and driving demand for the organizations PD publications. This position requires a candidate with a blend of marketing skills and experience, including product marketing, demand generation, content marketing, email marketing, social media marketing, as well as analytics.
Experience with marketing print material is required. Prior experience marketing products to K12 institutions is preferred.The position will report to the Senior Director, B2B Product Marketing, and will routinely collaborate with counterparts on the Product and Digital Marketing teams, as well as with Creative Services, Publications, EL Magazine, and Partnership (Sales) teams.
ESSENTIAL FUNCTIONS AND RESPONSIBILITIES
In this role, you will:
- Coordinate with the Senior Director, B2B Product Marketing on the development of the overall marketing strategy for publications, including the creation of a yearly marketing plan with quarterly updates for sales.
- Manage, develop, and implement creative, strategic integrated marketing and communication campaigns through print and digital channels, including the development of catalogs, flyers, advertising, e-mail promotions, author promotions, content marketing, social media campaigns, and other materials for our print PD titles, and EL magazine.
- Work closely with Sales organization and marketing colleagues to create and implement upsell and cross-selling strategies to increase sales of ASCD publications.
- Establish a strong and supportive rapport with ASCD authors to promote their books as well as to build their name recognition in the market.
- Collaborate closely with Publications to coordinate book launch and promotions activities.
- Analyze and report relevant data to evaluate the effectiveness of product marketing activities and adjust strategy and tactics as needed.
- Plan and manage the development of Publications catalogs.
- Create upsell, cross-sell, and retention strategies and execute campaigns and communication plans to drive revenue.
- Work closely with publishing teams to gain knowledge of book acquisitions and content planning.
- Manage the ASCD Bookstore at exhibits and events and assist in staffing the ASCD booth at our ASCD conferences.
- Provide a climate for motivation and innovation; support positive working relationships with colleagues; set up effective teamwork and collaboration practices; openly support the organizations direction, strategy, and employee programs; and be accountable for adhering to and upholding all applicable employment laws and the associations operating protocols. QUALIFICATIONSKnowledge
- A four-year college degree in professional publications marketing or a related field of study is preferred.
- Requires knowledge of print product marketing, advertising, communications, direct mail, digital marketing, and marketing metrics. Knowledge of professional publications marketing is useful.
- Knowledge of or background in the education field is preferred. Skills and Abilities
- Ability to effectively interact and collaborate regularly with ASCD staff, authors, vendors, and customers.
- Ability to develop a strong rapport with authors, to listen carefully to their ideas and suggestions, and to convey ASCD business needs with tact and sensitivity is a necessity.
- Project management skills, including excellent organizational skills, are needed. Must be able to manage multiple projects simultaneously.
- Strong copywriting, content marketing, and editing ability.
- Ability to learn and use web-based office applications for online collaboration, document/content management, and project management.
Critical Success Factors / Leadership Attributes
- Must be able to create value for the organization.
- Possesses the ability to make meaning by keeping others well-informed on the big issues.
- Applies learning by seeking new learning from a variety of disciplines and addressing obstacles immediately and directly.
- Recognizes the importance of acting together by encouraging imagination and creating opportunities for others to step up and contribute.
- Executes accountability by creating clear plans to achieve goals and monitoring costs, progress, and results.
- Continuously reinvents by demonstrating the ability to change.
- Leads self by setting a personal example of authenticity and inspiring others to want to follow his or her lead.
Experience
- Four or more years relevant work experience, including measuring marketing campaign effectiveness, developing promotional copy for catalogs, promoting books and authors, and content marketing.
- Experience with the K12 market is preferred.
- Experience in a non-profit, association or service-oriented organization is helpful.
WORK ENVIRONMENT
- This is a remote position, but there will be the typical demands associated with a deadline-driven office environment.
- Daily contact with external customers, vendors, authors, colleagues, associates, supervisors, and staff at all levels of the organization.
PHYSICAL DEMANDS
- Ability to communicate and exchange information with others.
- Ability to perceive and inspect records in a document management system.
- Ability to travel to meetings and conferences up to 15%.
- Ability to lift, carry, move, or position objects weighing up to 25 pounds.
