VP, Marketing

2 weeks ago

Washington, United States National Association of Broadcasters Full time

Please attach cover letter/portfolio with your application

About Us

Each year, thousands of content professionals from all corners of the broadcast, media and entertainment ecosystem go to NAB Show. It's designed for those striving to drive listeners and engage viewers in larger numbers for greater reach. No matter where you fall on the content continuum—from creation to distribution, management to monetization—this is where you'll find a renewed path to clarity and confidence that takes your work in bold new directions. NAB Show is produced annually by the National Association of Broadcasters at the Las Vegas Convention Center in Las Vegas, NV. NAB is the premier advocacy association for America's broadcasters, advancing radio and television interests in legislative, regulatory and public affairs.

Summary

The VP, Marketing will spearhead the overall go-to-market strategy for NAB Show and NAB Show New York. This role will collaborate closely with the marketing team and external agencies to shape strategy and ensure seamless execution of marketing initiatives. Additionally, the VP, Marketing will oversee the development of messaging to craft a compelling narrative that attracts new prospects, particularly in key growth areas.

Essential Functions

  1. Develop the go-to-market strategy for NAB Show and NAB Show New York, supported by building and executing against a comprehensive marketing plan.
  2. Lead NAB Show and NAB Show New York attendee acquisition and upsell strategy as well as exhibitor marketing demand generation efforts.
  3. Manage and deliver marketing campaigns from concept through to design and delivery using direct response marketing channels and tactics that meet and exceed NAB Show and NAB Show New York attendance goals and objectives.
  4. Drive upsell revenue by creating marketing strategies and tactics to increase overall share of wallet by exposing attendees to additional areas of all NAB Shows.
  5. Translate research and data about customer needs into actionable and measurable campaigns.
  6. Evaluate existing services and offerings on an ongoing basis to identify opportunities to improve the member experience.
  7. Identify potential innovations for development, competitive differentiation and increased customer value.
  8. Recommend content and format changes to improve customer response and reduce costs.
  9. Manage existing and recommend new or expanded distribution channels, including both online and potentially offline to create efficiencies that optimize cost per acquisition and total cost per order.
  10. Work effectively with partners and vendors to expand opportunities to increase all NAB Shows attendance in programs and initiatives across the organization.
  11. Help formulate and monitor annual and monthly budget and forecast of conversion and revenue.
  12. Add value to the organization by improving the overall digital customer experience.
  13. Other duties as assigned.

Required Education and Experience

  1. Four-year degree and 10+ years of related experience in a similar role using business-to-business direct marketing across both digital, print and partner channels.
  2. Experience executing large scale email marketing campaigns, leveraging first and third party data, sophisticated audience segmentation and targeting.
  3. Experience working with creative and media agency partners to develop global digital marketing campaigns.
  4. Expert in search engine optimization and website analytic tools such as Google Analytics, Moz, CrazyEgg, etc.
  5. In depth understanding of the essential functions of customer acquisition, including identifying markets, developing communication materials and direct selling.
  6. Deep understanding and first-hand experience of developing and executing digital marketing strategies and tactics.
  7. Solid understanding of capabilities of email marketing platforms.
  8. Knowledge of website structure, content standards, CMS platforms and website analytics.
  9. Working knowledge of database management systems for performing data queries, running reports and generating forms.
  10. Strong analytical and organizational skills.
  11. Ability to produce effective written communications and documents.
  12. Ability to meet tight deadlines for ongoing projects and programs and adapt quickly to changing schedules with exceptional attention to detail and accuracy.

Preferred Education and Experience

  1. MBA degree.
  2. Certificate in pragmatic marketing or direct marketing from DMA or other similar organization.
  3. Experience working within a matrixed organization.

Work Location and Schedule

This position is eligible for NAB's Hybrid Work Schedule of three days (Monday, Tuesday, and Wednesday) in the D.C. office each week.

NAB is an equal opportunity employer. NAB strictly prohibits all forms of unlawful discrimination and/or harassment, including discrimination and/or harassment of employees or job applicants on the basis of legally protected status or condition.

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