Director of Marketing

About the Role

The Director of Marketing serves as the head of APIC’s Marketing department and is accountable for its overall direction and performance. This role develops, implements, and evaluates APIC’s marketing strategy, leading the day-to-day execution of marketing campaigns for all APIC products and services. Reporting to the Senior Vice President, Business Development and Marketing, the Director manages a team including a content specialist, HubSpot and data specialist, and graphic designer. The position ensures alignment with APIC’s strategic brand, core values (Ownership, Unity, and Commitment), and mission, while integrating innovative approaches, particularly AI tools, to enhance marketing efforts.

Responsibilities

• Innovation/Strategy Development:
  • Develop and lead APIC’s enterprise-wide marketing strategy and annual plan, setting organization-wide goals and priorities.
  • Partner with departments to create department-specific marketing strategies aligned with the enterprise-wide vision.
  • Oversee branding activities, including maintaining brand and style guides, templates, and assets.
  • Collaborate on yearly budget creation, manage financial planning, and provide guidance.
• Campaign Execution:
  • Oversee day-to-day marketing campaign execution, ensuring alignment with APIC’s strategic vision and brand.
  • Direct contractor teams (content, HubSpot, graphic design) and ensure deliverables meet quality standards.
  • Serve as final reviewer for all marketing communications, ensuring accuracy, brand consistency, and error-free content.
  • Lead urgent and rapid-response communications, including breaking policy news.
  • Integrate AI tools across the marketing workflow to enhance speed, scale, and impact.
• Digital Marketing Strategy:
  • Build APIC’s digital marketing roadmap and manage digital channels for brand consistency.
  • Oversee social media strategy, content planning, publishing, and performance measurement.
  • Manage paid digital advertising, including budget, targeting, and ROI.
• Product Development:
  • Collaborate with senior staff to align APIC products and offerings for better market positioning.
  • Develop positioning and packaging strategies to maximize long-term market share.
• Data Analysis:
  • Oversee audience research and analysis to deepen relationships and attract new members.
  • Conduct market research to understand competition and threats to existing business lines.
  • Measure campaign results, make data-driven decisions, and report marketing performance monthly.
• Leadership:
  • Supervise the Marketing and Communications Manager and set priorities for contractor deliverables.
  • Drive excellence by improving processes, collaboration, and stakeholder engagement.
  • Select and manage marketing vendors and contracts.
  • Establish marketing operating standards, including request intake and approval levels.

Requirements

• Education/Experience:
  • Bachelor’s degree in a relevant area or equivalent experience required; Master’s degree preferred.
  • 10–15+ years of professional and managerial marketing experience, preferably in a healthcare association environment.
  • Experience in strategic marketing planning and executing advertising campaigns.
  • Experience managing marketing and graphic design personnel, including independent contractors.
• Knowledge, Skills, and Abilities:
  • Strategic thinker with ability to identify communication/marketing opportunities for new programs and trends.
  • Exceptional attention to detail and strong proofreading/editing skills.
  • Comfort using AI tools creatively to deliver high-quality, authentic products aligned with APIC’s mission.
  • Strong leadership, management, and mentoring skills.
  • Solid budget development and financial analysis experience.
  • Excellent project management, written, and verbal communication skills.
  • Ability to work independently, take risks, and influence stakeholders.