Yoga Alliance · 3 months ago
Director, Product & Membership Marketing
Arlington, VA
Full-time
Hybrid
Director/Executive
$100K/yr - $120K/yr
10+ years expYoga Alliance is the largest nonprofit membership association of yoga professionals, practitioners, and advocates around the globe. The Director, Product & Membership Marketing will oversee the development and execution of integrated marketing strategies to ensure the successful promotion and delivery of key programs, products, and services.
AssociationCommunitiesFitnessNon Profit
Responsibilities
Hire, coach, develop, and grow a team to meet long-term goals and near-term objectives
Lead the team through performance engagement and development process which includes goal setting, regular one-on-one meetings, mid-year, and annual feedback events
Coach team members on delivering clear, consistent messaging using tailored scripts to ensure alignment with brand voice, member value, and community needs
Provide frequent and regular clear and specific feedback that focuses on strengthening core skills and competencies and encourage feedback in return
Proactively collaborate and partner with internal colleagues across the organization (Community Engagement, Social Impact, and Strategic Communication teams) to ensure alignment and knowledge sharing
Develop and execute comprehensive marketing strategies, online and offline, aligned with Yoga Alliance's goals to drive brand awareness, lead generation, member acquisition, growth and retention
Develop retention marketing strategies to increase member engagement and renewals
Create compelling value propositions and messaging for the organization’s offerings and develop go-to-market strategies for new membership tiers, programs, services, and benefits
Collaborate with community engagement, digital and storytelling to ensure member needs are reflected in product development
Design member journey mapping and lifecycle marketing programs in partnership with Community Engagement
Design and execute multi-channel campaigns to attract new audiences that drive organizational revenue goals in collaboration with storytelling, digital and Yoga Alliance’s agency partners
Lead content marketing initiatives in partnership with storytelling
Design, build, and manage email marketing campaigns and marketing automation workflows
Partner with community engagement and digital teams on conversion optimization and renewal strategies
Develop internal materials on product features and benefits to enhance staff’s effectiveness in member interactions; Create internal guides to support the engagement process
Identify and develop sponsorship opportunities to support marketing initiatives and campaigns
Oversee internal and external market research and competitive analysis to inform strategic decision-making
Develop quarterly campaign performance, lead generation and conversion, and brand awareness reports
Provide monthly/quarterly budget performance against targets
Qualification
Required
Bachelor's degree in marketing, communications, business administration, or related field or four years of equivalent experience
10+ years of progressive marketing experience that includes the following: 3+ years in leadership roles, 3+ years proficiency with marketing automation platforms (e.g. Salesforce Marketing Cloud), 5+ years of progressively increasing people leadership including hiring, coaching, and direct performance engagement and development management, 5+ years of go-to-market (GTM) experience leading complex, multi-stakeholder initiatives that directly impact revenue and business growth, 5+ years proven track record of successful product and/or membership marketing, 7+ years of strong analytical skills with experience in Google Analytics, social media analytics, and marketing ROI measurement
Strong technology skills with an aptitude to learn quickly to ramp up on new platforms or technology: Microsoft Suite (Outlook, Word, Excel, PowerPoint); Customer Relationship Management platform (Salesforce); project management platforms (e.g. Monday)
Experience with customer segmentation and persona development
Knowledge of SEO, SEM, and digital advertising best practices
Understanding of UX/UI design principles
Familiarity with design software and content management systems
Excellent skills in the following areas: Collaboration, Communications, Judgment and Decision Making, Problem Solving, Project Management, Public Speaking, Strategic Thinking
Experience working effectively and collaboratively within a fast-paced, nimble environment among a diverse employee base that works remotely and distributed across the United States
Proven track record of contributing to work environments committed to diversity, equity, inclusion, accessibility, and belonging
Ability to attend in-person work related events and functions, and work on-site in Yoga Alliance's Arlington, VA office as needed
Experience working within and driving creative processes, experimentation, and keeping pulse on cross-cutting and/or adjacent spaces to design and apply innovative solutions
Preferred
Master's degree in marketing, communications, or master's in business administration (MBA)
Experience in any of the following: Consumer product goods (CPGs), Software as a service (SaaS), Wellness, fitness, and/or yoga industry with an understanding of professional credentialing and standards-setting organizations
Background in change management or user enablement
Understanding of membership and customer lifetime value optimization in association environments
Benefits
Comprehensive health insurance plan offerings that are 100% employer paid for employees and 65% paid for dependents
A 401K plan
A generous paid-leave policy
Reimbursement for professional development opportunities
Company
Yoga Alliance
Yoga Alliance® is the largest nonprofit association representing the yoga community.
11-50 employees
Funding
Current Stage
Early StageRecent News
Company data provided by crunchbase