Vice President, Strategic Communications & Marketing

AOTA Culture Values:

At AOTA, we believe excellence occurs when:

• Trust and respect are incorporated into decisions at all levels;
• AOTA invests in its employees; and
• Responsibility and accountability for work are fairly assigned.

We believe that:

• Autonomy and empowerment are essential to satisfaction and productivity;
• Creativity and innovation only improve projects and outcomes; and
• Diversity and inclusivity are essential to success.

WORK ENVIRONMENT (Hybrid/Remote):

• This position is mostly remote with in-office expectations in our Bethesda, MD headquarters periodically.

POSITION SUMMARY:

The Vice President, Strategic Communications & Marketing is an experienced marketing and communications professional who will serve as a member of the executive team overseeing the AOTA’s strategic marketing, member and stakeholder communications, and public information activities. This role is responsible for providing strategic direction, leadership, and management of customer-centered marketing and communications across a variety of channels to meet organizational goals. This role will provide support and guidance to volunteer leaders to advance the Association’s programs and brand.

POSITION SPECIFIC DUTIES:

• Develop and administer marketing and communications initiatives in alignment with AOTA’s strategic and operational directions.
• Develop and drive the organization's website strategy, ensuring brand consistency and optimal user experiences for members and the public across AOTA’s web properties.
• Guide and oversee a staff team in developing and implementing a communication and marketing strategy for integrated member communications, public information, media relations, and marketing to meet organizational goals.
• Guide and oversee a staff team in developing and maintaining AOTA-produced publications, including textbooks, member periodicals, a peer-reviewed journal, and an online study guide for initial certification.
• Drive customer-centered marketing and communications strategies with multi-channel delivery.
• Drive crisis communications strategy and process for the organization.
• Work with the staff, executives, board, and committees to provide insights and guide development of initiatives.
• Drive the use of data for informed decision making and evaluation of communications and marketing initiatives and overall product and service development and assessment.
• Develop staff in marketing, publications and communications and guide enhanced understanding of strategic communications, publishing, and marketing across the association.
• Contribute to the development and maintenance of strategic revenue sources and corporate partnerships.
• Stay up-to-date on trends and developments in communications, publishing, and marketing and integrate these into AOTA’s approaches, as appropriate.
• Partner with the senior leadership team in strategic decision making and operations to enhance AOTA programming and build capacity.
• Consults with all levels of AOTA management. Establishes and maintains liaison with program directors and division/department heads.
• Proactively and effectively address components of workplace culture that impede organizational and individual effectiveness in a manner consistent with the organization’s values.
• Foster a culture of diversity, inclusion, accountability, trust, recognition and results among staff at all levels consistent with the short and long-term objectives of the organization.
• Provide active, intentional leadership to the management function at AOTA by providing timely positive and constructive feedback; monitoring the accomplishment of team and individual goals and objectives; fostering an environment of continuous learning consistent with the needs of the organization, team and the individual staff member.
• Provide a regular evaluation of the team structure, plan for continual improvement of the efficiency and effectiveness of the group as well as providing individuals with professional and personal growth with emphasis on opportunities (where possible) for individuals.
• Other duties as assigned.

EDUCATION/EXPERIENCE/SKILLS

• Master’s degree from an accredited institution in Marketing, Communications, or related field.
• Professional certification and/or American Society of Association Executives (ASAE) Certified Association Executive (CAE) credential is a plus.
• Seasoned executive leader with ten or more years of related work experience with demonstrated success in in Marketing, Communications, Publishing, Association Management, or related field, preferably in healthcare and/or non-profit management.
• A different combination of formal education and experience will be considered.
• Demonstrated success leading customer-centered marketing and/or communications at an organizational level.
• Experience guiding volunteers in program strategy, development, delivery, and evaluation.
• Ability to collaborate effectively by building relationships across all departments and levels.
• Ability to think and plan strategically as well as manage execution of projects.
• Ability to balance multiple projects, prioritize work, problem solve and deliver results.
• Highly analytical and critical thinker with demonstrated success using data to drive decisions.
• Excellent written and oral communication skills to develop, deliver, and receive clear messages across all channels and with all audiences.
• Proven success as a supervisor, coach and developer of staff.
• Exercises significant influence upon the actions or operations of others and has a major impact on the activities of AOTA.
• Requires major problem solving, judgment and innovative thinking to accomplish the goals and objectives of AOTA. The work involves formulating Association initiatives, programs and direction. Receives strategic and policy direction from Chief Officer and is given considerable latitude to manage the Division.

BEHAVIORAL COMPETENCIES (Strategic Leadership):

• Adaptability/Agility: Adapts well to changes in assignments and priorities; adapts behavior or work methods in response to new information, changing conditions, or unexpected obstacles; approaches change positively and adjusts behaviors accordingly.
• Decision Making/Problem Solving: Analyzes problems into components and recognizes interrelationships with an awareness of strategic priorities and objectives; makes sound, well-informed, and objective decisions. Compares data, information, and input from a variety of sources to draw conclusions; takes action that is consistent with available facts, constraints and probable consequences.
• Influence: Understands and uses appropriate interpersonal skills and techniques to gain acceptance for ideas or solutions. Uses influencing strategies to gain genuine agreements; seeks to persuade rather than force solutions or impose decisions or regulations.
• Innovation: Uses creativity and imagination to develop new insights into situations and applies new solutions to problems; comes up with new and unique idea that advance strategic plans.
• Managing Work: Shows ability to plan, schedule, direct work of self and others; balances task requirements and individual abilities; organizes materials to accomplish tasks; sets challenging yet achievable goals for self and others that advance strategic plans.
• Strategic Focus: Understands how an organization must change in light of internal and external trends and influences; keeps the big, long range picture in mind; builds a shared long-range organizational vision with others. Committed to course of action to achieve long-range goals and influences others to translate vision into action.
• Strategic Leadership: Expresses a strategic vision for the organization; ability to motivate and persuade others to acquire that vision.
• Teamwork: Participates as an active and contributing member of a team to achieve team goals. Works cooperatively with other team members, involves others, shares information as appropriate, and shares credit for team accomplishments.

TECHNICAL COMPETENCIES (Strategic Leadership):

• Business and Financial Acumen: Carries out organizational strategy with a clear understanding of industry trends, economic sectors and market dynamics that drive AOTA’s strategic imperatives and positions the organization appropriately. Demonstrates business foresight along with the ability to integrate diverse perspectives. Exercises sound business financial judgement around opportunities that represent the most potential for innovation and return on investment for AOTA.
• Guiding and Developing Staff: Focuses and guides others in accomplishing work objectives; rewards and recognizes others, both formally and informally, in ways that motivate them. Sets high performance expectations for team members; sets clear performance expectations and objectives; holds others accountable for achieving results. Successfully finds resources, training, tools, etc. to support staff needs. Works with staff to create developmental opportunities to expand knowledge and skill level; provides effective feedback and guidance for career development.
• Project Management: Ensures that individual projects are progressing on time, on budget, and on target.