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Brand Engagement

2 months ago

Reston, Virginia, United States Irrigation Association Full time
The Irrigation Association (IA) is the leading trade association for irrigation equipment and system manufacturers, dealers, distributors, designers, consultants, contractors and end users. We are committed to ensuring the IA remains a central point for collectively elevating our interests and a unifying voice on the value that irrigation brings to green spaces and the food, fuel, fiber and feed that our nation and globe need. As the IA positions itself to meet the future demands of its stakeholders and capture growth opportunities, we are improving our efforts to listen to and learn from our members so that we can become more agile and responsive and lead with foresight. We have reimagined how we lead, and in doing so, have created a new role - Brand, Engagement & Growth Vice President - and are now searching for world-class candidates for this position.

The Brand, Engagement & Growth VP is a business unit leader and is at the forefront of fostering revenue growth and diversification through business development efforts, building and communicating the IA brand, and delivering on member and customer engagement and loyalty that delivers value and revenue aligned to the IA's strategic priorities, outcomes and KPIs.

The Vice President is responsible for developing and delivering plans that achieve membership growth, diversify revenue streams, and achieve revenue and profitability objectives. They also orchestrate brand marketing and communication efforts, which includes overseeing product development and sales and developing customer and member journeys that leverage the IA's diverse portfolio of advocacy and innovation offerings, including two B2B trade magazines; professional and industry workforce development programs, including our premier certification program; and membership and value proposition, which includes an annual Irrigation Show and Education Week.

Core responsibilities of the VP will include:
  • Report to the CEO of IA and sit on the enterprise-level Executive Leadership Team, which is responsible for driving the organization's most important strategic goals.
  • Day-to-Day leadership of core business functions of brand marketing and communications, business development, meetings and events, and member and community engagement.
  • Manage a team of professionals within the business unit and external business solution partners who help support and coordinate those functions and the resources.
  • Nurture and expand relationships with industry companies, allied organizations and aligned businesses with the goal of membership recruitment and premium membership opportunities, and enhancing the IA's value proposition to firmly establish the IA as an indispensable industry partner by ensuring joint mission and business objectives are met.
  • Identify new areas to improve monetization of the IA's core content, programs, products and services.
  • Proactively work enterprise-wide with other Business Units to identify and enhance revenue opportunities from traditional non-dues revenue sources, including publication, website and other media advertising; event and sponsorship sales for, education offerings, and other programmatic events, as well as other revenue opportunities that may be identified
  • Modernize communication tools and development of a marketing mix to balance effectiveness and best practices.
  • Manage budget and human capital for this business unit, including outsourced vendors and contractors.
  • Own the externally facing image and voice of the IA to a variety of stakeholders such as current members and customers, prospects, media, and industry contacts as required.
This position is eligible for fully remote work, with occasional travel throughout the US.

For more information, visit , or . Please submit a resume, brief letter introducing yourself, and any other relevant credentials by email to .

Irrigation Association is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws.

Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions .

Our VP will likely possess many of the following skills and traits, though we will evaluate each candidate on their individual merits in a holistic way:
  • Bachelor's degree in marketing, business, or related discipline.
  • At least 10 years' related experience in nonprofit association management overseeing membership and marketing/sales initiatives.
  • A proven track record of synthesizing data into actionable business plans and outcomes resulting in increased membership and revenues.
  • Strong business and financial acumen with demonstrated knowledge and experience in pricing models, budgeting and expense control.
  • Deep knowledge of modern marketing tools and experience creating a holistic marketing mix that is effective and efficient.
  • Experience using a CRM and measurement tools to assess the outcome of marketing communication tactics and ability to provide analysis and recommendations using data.
  • Exceptional written/verbal communication, interpersonal, and diplomacy skills, with the ability to build and maintain effective relationships with diverse stakeholders and engage in successful negotiation, collaboration, consensus building and conflict resolution.
  • Strategic and innovative thinker with the ability to solve problems and execute initiatives.
  • Skilled in leadership and developing staff, promoting and maintaining a positive and cooperative team-oriented work environment, with a commitment to equity, diversity and inclusion.
  • Strong technical acumen and analytical skills with proficiency in Microsoft products and the ability to learn and integrate new and emerging technologies to simplify and improve business practices.
  • Demonstrated ability to maintain confidentiality and handle sensitive information.
  • Able to effectively and efficiently prioritize a heavy workload and work well under pressure
  • Positive outlook, high personal standard of excellence and ethics, ability to build trust and interact with all organization levels.
  • CAE and/or knowledge of agriculture, landscape or green industry a plus.