National Investment Center for Seniors Housing & Care (NIC) ยท 1 week ago
Content Marketing Manager, Conferences and NIC Academy
Annapolis,MD,US
Full-time
Onsite
Senior Level
5+ years expThe National Investment Center for Seniors Housing & Care (NIC) is seeking a Content Marketing Manager to support strategic marketing efforts through content development and campaign execution for its revenue-generating programs. This role involves collaborating with various departments to drive marketing efforts for NIC Conferences and NIC Academy products, focusing on email, social media, and advertising campaigns.
AnalyticsHealth CareNon Profit
Responsibilities
Supports the execution of all conference marketing campaigns from start to finish for all Conferences (currently Fall, Spring, and Growth), as well as marketing campaigns for all NIC Academy offerings, including (but not limited to):
Collaborate with the CMO, CEO, VP of Conferences and/or NIC Academy Executive Director to establish the development and execution of audience- and action-specific messaging matrix and plan at the outset of each campaign for all owned and paid content associated with the campaign
Translate the approved strategy and messaging into clear, consistent, creative copy across channels
Own the development of omni-channel content marketing calendars for each conference campaign and support of NIC Academy campaigns, showing a week-by-week view of tactics including email, organic social, and advertising
Analyze and report on marketing tactics and activities, including (but not limited to) registration trends for each conference and NIC Academy campaigns to illustrate performance and inform future strategy recommendations
Draft, update, and maintain approved content for conference and NIC Academy websites and all deliverables
Coordinate content updates and timelines for content and team member tasks on websites and digital platforms
Support quality assurance to ensure content accuracy consistency
Work with Senior Marketing Specialist to ensure site performance
Support the execution of (at the outset of each campaign) a calendar, audience-specific messaging, and segmentation strategy for each campaign in collaboration with digital marketing
Develop and execute the copy and recommended design for email production. Coordinate logistics and work with the senior marketing specialist to build, test, and send campaign emails
Utilize latest marketing trends and AI to facilitate efficient and enhanced communications
Oversee task logistics and review processed for emails prior to distribution
Monitor email performance and prepare standardized performance reports, collaborating with the Senior Marketing Specialist. Be prepared to make recommendations for shifting in deployment strategy based on results
Develop and coordinate utilization, segmentation, and governance of marketing and communication lists, ensuring accurate targeting and consistent use across campaigns, events, and programs, supporting the Senior Marketing Specialist
Partner cross-functionally with marketing, conferences, research, sponsorship, and NIC Academy to align audience definitions, improve data reliability, and support effective segmentation and reporting
Develop, with the support of the CMO, and maintain clear standard operating procedures and an audience-to-message matrix that defines which audiences receive which communications, when lists are used, and how messaging cadence is managed
Monitor list health and data integrity, proactively identifying and resolving issues that could impact campaign performance, deliverability, reporting, or audience experience
Maintain accurate project plans, timelines, and status updates in Asana. Coordinate tasks and deadlines across email, websites, and campaign deliverables in a fast-paced, deadline-driven environment
Support cross-functional collaboration with events and sponsorship teams to ensure smooth execution of marketing initiatives and overall event deliverables (including preliminary program, final program, video scripts, sponsorship prospecting email campaigns, etc.)
Work with the social media manager to establish (at the outset of each campaign) a calendar of content (not just post copy, but anchored content asset, too) for each conference campaign in collaboration with the digital marketing manager
Draft and coordinate the deployment of approved content
Monitor the performance of approved content
Support the development of other content needed for social media
Ensure that the key audiences and messages of each campaign are included on the Editorial Calendar (blogs, podcasts, other assets), to be established at outset of engagement
Collaborate with the Marketing Manager for Research and Analytics and Volunteer Initiatives to ensure that key audiences and messages relating to each campaign are included in NIC Insider publications during the campaign and other relevant Research and Analytics content
Support the development and deployment of audience-specific advertising creatives for conference campaigns, including all digital channels (Meta, LinkedIn, Google, and Stack Adapt)
Coordinate with digital marketing and external partners on timelines, assets, and deployment logistics
Manage and coordinate advertising deliverables with trade media organizations NIC has active agreements with
Assist with compiling advertising performance data and summaries for leadership review
Demonstrates NIC Values including:
Be A Spark
Invest in Ourselves
Partner with Others
Take Pride in Our Work
Other duties may be assigned
Qualification
Required
BS/BA in marketing, communications, business or related field; related work experience considered
5+ years marketing experience within a B2B environment, including significant digital marketing
Experience with Asana or other project management tools
Experience with Salesforce and Pardot/Marketing Cloud Next or other email marketing platforms
Conference email marketing experience and/or education marketing experience
Experience with the following technologies: analytics, CRM, email marketing automation, content management system (CMS), and project management tools
Expertise developing, implementing, and measuring digital marketing initiatives, including email marketing, social media (paid and organic), search engine optimization (SEO), digital advertising (PPC), and retargeting
Proficient in Microsoft Office (Word, Excel, PowerPoint, Outlook)
Preferred
Experience with Google Analytics, Instagram, Facebook, LinkedIn, Salesforce, Pardot/Account Engagement, WordPress, and Asana
Email design experience preferred
Company
National Investment Center for Seniors Housing & Care (NIC)
The National Investment Center for Seniors Housing & Care (NIC) is a nonprofit organization whose mission is to enable access and choice by providing data, analytics and connections that bring together investors and providers.
11-50 employees
Funding
Current Stage
Early StageLeadership Team
Brian Jurutka
President and Chief Executive Officer
Bob Kramer
Co-founder and Strategic Advisor
Company data provided by crunchbase