MARKETING MANAGER, AUDIENCE GROWTH

Owned Channels & Messaging | Tempe, AZ (Hybrid)

THE ROLE

The organization is shifting from marketing its products to marketing to its audiences — the professionals it serves at every stage of their career, and the organizations that employ them. This role is how that shift gets executed.

You will own an assigned audience segment and the products that serve it. You take our annual strategy and turn it into a real plan — a message platform, a campaign calendar, a channel mix, and numbers you are accountable for — and then you build and run it. You are the person who writes the creative brief, decides what the email says, argues about the headline, and reads the report on Monday to find out whether you were right.

Your primary levers are our owned channels: email, website, organic social, search and lifecycle nurture. Our paid media is executed by an agency — you direct it, you don’t run it.

This is a hands-on manager role reporting to the Senior Marketing Manager. You will not manage people. You will manage plans, channels, agencies and outcomes.

WHAT YOU WILL OWN

Translate strategy into an executable plan.

Take annual goals and segment strategy and build the marketing plan for your audience: objectives, message platform, campaign calendar, channel mix, budget and success metrics. Bring it forward, defend it, and revise it quarterly against performance.

Run the organic engine.

Email, website content, SEO, organic social and nurture are your core channels. You own the calendar, the copy, the audience segmentation, the testing plan and the results.

Build it in HubSpot yourself.

You are proficient in HubSpot and work in it daily — building campaigns, emails, landing pages, forms, lists and segmented sequences, setting up workflows and nurture logic, and pulling your own reporting. You know how our data is structured, you keep it clean, and you can tell us what the platform is and isn’t telling us.

Develop messaging that resonates.

Build the message platform for your segment — what we say, to whom, and why they should care — grounded in persona research, competitive context and the language customers use. Translate product features into audience outcomes. If our marketing still reads like a product catalog, that is yours to fix.

Write the creative brief.

Produce briefs clear enough that internal designers, writers and outside agencies can execute without a second meeting. Review work against the brief. Send it back when it misses.

Direct paid, don’t execute it.

Define the audience, objective, offer, message and asset requirements for paid campaigns. Review performance with our agency and make the recommendation on where the next dollar goes.

Measure and adjust.

Build and track your campaigns in HubSpot, report results in plain language and change the plan when the data says to.

Work across the organization.

Partner with Product, Content, Publications, Education, Corporate Services and Membership. Much of this job is earning alignment from people who do not report to you.

WHAT SUCCESS LOOKS LIKE IN YEAR ONE

• Your segment has a written, current marketing plan tied to revenue and audience goals — and your peers can describe it back to you.
• Audience growth and engagement in your segment improve against a measured baseline: list growth, engaged contacts, content consumption, event and program participation.
• The product lines in your portfolio hit their revenue targets, with clear line-of-sight from campaign to result.
• Our messaging to your audience is consistent across email, web, social and paid — and reads like it was written for a person, not a product line.
• Briefs go out complete, and creative comes back usable the first time.
• You bring recommendations, not open questions, to your one-on-ones.

WHAT WE ARE LOOKING FOR

These are requirements, not preferences.

• 7+ years in marketing with direct ownership of campaigns carrying revenue or audience-growth targets. Product marketing, lifecycle marketing, segment marketing or integrated campaign backgrounds all fit.
• Demonstrated ability to take a high-level strategy and produce a plan someone else could execute. We will ask you to walk us through one you built and what it delivered.
• Strong writing. You will write subject lines, landing pages, ad copy, nurture sequences and briefs. Come prepared with samples; expect a writing exercise.
• Hands-on ownership of owned channels — email marketing, website content, organic social and working SEO fundamentals.
• Working proficiency in HubSpot or a comparable marketing automation platform. You build your own campaigns, lists, workflows, landing pages and reports — you do not submit requests for them.
• Enough fluency in LinkedIn, Google and Microsoft ad platforms to brief an agency, read a performance report critically, and recognize when you are being sold something.
• Fluent, daily use of AI tools for research, drafting, analysis and creative production. This is how our team works, not a bonus skill.
• Ability to read campaign and audience data, explain what it means, and say what you would change.
• Experience managing a marketing budget and making trade-off decisions inside it.
• Proven cross-functional influence without formal authority.

A PLUS

• Marketing experience in education, certification, membership or events.
• Familiarity with procurement, supply chain, or a comparable professional community.
• Association or mission-driven organization experience.
• Bachelor’s degree in Marketing or a related field.

ABOUT THE ORGANIZATION

The organization has served its professional community for more than 110 years. It is a not-for-profit whose mission is to connect and empower the global professional community to advance individual and organizational success.

The organization operates on a hybrid model and currently requires employees to work in the office on Thursdays. The marketing team is small, which means your work is visible, your decisions are yours, and there is very little distance between an idea and its launch.

#LI-LM1