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CASE
Washington, DC, United States
4 days ago
CASE
Washington, Dist. Columbia, United States
4 days ago

Description

CASE is a global not-for-profit and membership association whose vision is to advance education to transform lives and society.  Its mission is to be the home for communities of advancement professionals and to inspire, challenge and equip them to act effectively and with integrity to champion the success of their institutionsCASE defines the competencies and standards for the profession of advancement, leading and championing their dissemination and application with over 97,000 advancement professionals at 3,100 member institutions in 80 countries.

Broad and growing communities of professional practice gather under the global CASE umbrella.   Currently these include alumni relations, development services, digital, communications, fundraising, government relations, marketing, and web.  These professionals are at all stages of their career and may be working in universities, schools, colleges, cultural entities or other not-for-profits.  CASE membership also includes many corporate partners. CASE uses the intellectual capital and professional talents of an army of volunteers to advance its work. 

Headquartered in Washington, DC, CASE works across all continents from its regional offices in London, Singapore, and Mexico City. CASE works to achieve a seamless experience for all its stakeholders: particularly its members, volunteers, and staff.  Working together across time zones and borders, CASE staff in all offices seek to make the ambitious OneCASE aspiration a reality.

The Vice President, Membership, Marketing and Communications has oversight responsibilities for creating and executing an overall global membership experience and operations framework and communications and marketing strategy to achieve CASE’s mission, support the Strategic Plan 2022-2027 (see: www.case.org/championing-advancement-2022-2027-resources), and meet CASE’s revenue goals.

The position will ensure that membership, marketing, and communications will be effectively integrated in expanding CASE’s impact, identity and value as a global organization and advancing its vision and mission. The position also is expected to provide strategic leadership to the entire division, ensuring that (1) each of the areas reporting to the position is aligned with the strategic plan and annual operating plan, (2) each area has set the appropriate annual goals and performance metrics, (3) each area has the resources to attain its goals (4) each area is effectively managed, and (5) each area is effectively supporting the desired global culture of CASE.  Key leadership and accountability for serving the broad mission of educating and evolving the profession includes ensuring that CASE membership delivers clear value, and that CASE is the voice of the industry globally and the authoritative voice of advancement in research, data and analytics, best practices and convening experts. 

Skills and Abilities:

  • A demonstrated interest in advancing education in the not-for-profit sector.
  • A strong commitment to contributing to a culture that celebrates diversity and inclusion.
  • An understanding and interest in engaging with a broad range of cultures and countries.
  • Experience in an international environment desired.
  • Education-related experience a plus.
  • Must have a strong customer service orientation.

DIVISIONAL RESPONSIBILITIES

The Vice President, Membership, Marketing and Communications plays a central role in advancing the strategic direction of CASE.  This position is responsible for creating a global membership framework, and a marketing and communications strategy for CASE throughout the period of CASE’s Strategic Plan: 2022-2027 and an era of significant change, opportunity, and growth. Key leadership and accountability for serving the broad mission of educating and evolving the profession includes developing, nurturing and enhancing the following areas:

  •  Brand
    • Lead the development of the clear articulation of the CASE brand, refining the brand proposition for CASE’s primary offer and overseeing the development of a brand narrative that can be nuanced for different audiences.
    • Oversee the development and coordination of a CASE brand architecture framework to manage the application of the CASE brand – and the various product and partner brands – including the legal trademarking and protection of intellectual property. 
    • Oversee the design and implementation of rigorous brand tracking and evaluation to calibrate the brand presentation and communication to best effect.
  • Communications 
    • Create a strategic communications plan to maximize member engagement including audience segmentation, unifying a vision for communications across conventional, digital, and social platforms. 
    • Develop a proactive media relations strategy, supported by external partners and agencies as required, and leading media outreach, including working with peer executives and volunteer leadership to develop CASE positioning statements in regard to key issues in the advancement arena. 
    • Lead a comprehensive strategy for planning and implementing content development, management, and distribution for the worldwide membership and other constituents of the organization. 
    • Lead a comprehensive strategy for internal (staff) communications across all CASE offices and regions, driving engagement of staff with CASE strategy and operations.
    • Provide general communications counsel and support to CASE leadership volunteer groups, districts, and international offices, and specific support of the president in the execution of the executive communications responsibilities of the office.
  •  Web and Social Media  
    • Initiate a content strategy, delivery, and engagement plan utilizing the website as the dynamic “hub” of positioning, marketing, and member engagement activities. 
    • Develop and implement a strategy for engaging with key constituencies through effective usage of social media – supported by a robust evaluation strategy. 
    • Utilize a complete toolkit of strategies, tactics, and technologies to meet outreach and engagement goals, including integration of audio/video delivery capacity to increase engagement and response rates.  
  • Marketing
    • Adopt an ROI-based approach to all marketing activities and encourage peer leadership and staff to consider ROI in their outreach activities.  
    • Develop and manage a comprehensive and contemporary global marketing strategy – across all channels, including digital - integrated with the communications plan that supports CASE strategic goals. 
    • Manage outreach campaigns across events, print and digital - focused on membership recruitment; provide support to membership operations team efforts in renewal programs.  
  • Program Development
    • Advise Education Programs leadership on the development of conferences, seminars, and other training based on evaluation of market demand and engagement data.
    • Support the ongoing development of curriculum and associated career journey framework to engage Marketing and Communications professionals working in diverse disciplines within education advancement across CASE’s key markets.
    • Oversee the management of CASE’s premier recognition program, Circle of Excellence, integrating it into the member and volunteer experience and ensuring alignment with the strategic intent and CASE’s educational offerings across the full spectrum of disciplines and regions.  
  • Publications
    • Oversee the development of a publications and content strategy across a number of external-facing platforms including digital publications such as BriefCASE,  Advancement Weekly, and the digital editions of Currents magazine, as well as printed editorial collateral such as Currents Magazine, specialist newsletters, white papers, corporate reports, and CASE-published books.  
    • Ensure editorial balance, quality and integrity across all published content, aligned to the CASE brand values and the 2022-27 Strategic Plan.  
    • Ensure CURRENTS is effectively and efficiently integrated into the CASE communications strategy, advancing the mission and strategic plan.  
    • Align CURRENTS content development with key CASE goals and other content platforms, including CASE newsletters, website, and social media profiles.  
    • Increase engagement with the digital version of CURRENTS by utilization of new and emerging technologies and capacities.
  • Brand Strategy  
    • Ensure CASE is consistently providing the desired brand experience and optimal brand presentation to drive CASE’s reputation through consistent visuals, tone, and overarching messaging. 
    • Evaluate members’ brand experience at CASE events (in-person and online) to ensure that they continue to have a positive view of the CASE brand and serve as positive brand advocates.  
  • Member Service, Retention, and Engagement  
    • Implement the findings of the 2022-member (User) journey mapping exercise to inform the development of member engagement and communications strategies that provide members with the targeted information to assure member retention and renewal is a top priority.  
    • Develop the CASE membership base in number and revenue, maximizing retention, acquisition and member engagement and meeting revenue and membership number goals – including leading a membership pricing framework and concessions strategy.
    • Lead new member onboarding and evaluate the 2022 Pilot function of Member Relations to deliver a concierge-style service to maximize the engagement of some of our top-spending member institutions.

 EXECUTIVE LEADERSHIP TEAM MEMBER RESPONSIBILITIES 


The Vice President, Membership, Marketing and Communications serves as a member of the CASE Executive Leadership Team. Members of the CASE Executive Leadership Team are expected to collaboratively work with the other Executive Leadership Team members to make organization-wide decisions that most effectively advance the mission and strategic direction of CASE and support the President and CEO. This requires the exercise of strategic thinking and vision, cross organizational collaboration, effective relationships with peers, effective team building of the staff, advancing the global culture of CASE, and serving as a role model for employees. Members of the Executive Leadership Team will be agents of change, driving the key strategic goals: talent management, member engagement, thought leadership, technology, and governance. 
 

They also help develop the annual operating plan, goals, and metrics to support the strategic plan, as well as to develop the supporting operational goals and metrics and culture in their specific areas of accountability.



Requirements

  • Bachelor’s degree in marketing, communications, business or associated field required; an advanced degree preferred.  
  • Ten to fifteen years of professional and progressively responsible experience as a successful marketing/communications professional, of which at least five years were in (a) management role(s).  
  • Significant professional and management experience in a member or customer recruitment and relations role preferred, which may include student recruitment and enrollment, alumni relations, donor relations, or corporate relations experience in a non-profit sector.  
  • Significant professional and management experience in educational advancement, association, or non-profit environment preferred; experience in an advancement discipline (advancement services, alumni relations, communications, fundraising or marketing) is a plus; understanding of all of the disciplines is desirable.  
  • Demonstrated success in enterprise-wide marketing and communications management.
  • Commitment to being an ambassador for effective marketing strategies, including involvement in the 4 Ps (product, price, place, promotion).  
  • Proven effectiveness in strategic leadership of digital marketing and social media, fully leveraging new technologies.  
  • Ability and success in relevant product/services development and revenue generation. 
  • Inspiring, confident leader and decision maker, effective team member and relationship builder who has been successful partnering across complex organizations. 
  • Skilled in leading, motivating and developing a diverse team of strategic marketing and communications professionals.  
  • An interest in and an understanding of educational advancement across the regions in which CASE works.

Job Information

  • Job ID: 63513164
  • Location:
    Washington, Dist. Columbia, United States
    London, South East England, United Kingdom
    Mexico City, International, Mexico
    Singapore, Singapore
  • Position Title: VP, Membership, Marketing & Communications
  • Company Name For Job: CASE
  • Job Function: Marketing,
    Online & Electronic Communications,
    Other
  • Min Education: BA/BS/Undergraduate
  • Min Experience: Executive Level

Please refer to the company's website or job descriptions to learn more about them.

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