American College of Obstetricians and Gynecologists
December 21, 2017
Full Time - Experienced
American College of Obstetricians and Gynecologists (ACOG) is the premier membership organization focused on women's health – and we want to more aggressively and effectively claim this position with our members, patients, stakeholders and sponsors, and the public at large.
We have begun a three-year, $20M organizational transformation (ACOG 2020) focused primarily on improving products and services, and our communication and engagement with members – to maximize the value members and other customers receive from their interaction with ACOG. Within this three-year plan, the most significant transformation effort is focused in marketing and communications. We are redefining our brand values and visual identity and rebuilding our website and other digital assets; retooling our email, social media and other communication channel strategies; building out a market research and analytics capability to drive insights around product development and marketing; and strengthening our public, media and advocacy relations voice.. The CMO will expand the current staff and grow skills/resources to execute these pivotal member experience and digital initiatives that are at the heart of our ACOG 2020 strategic plan.
We need an energetic, creative leader who is motivated by this opportunity and challenge - can act as an organizational thought leader, craft a compelling, engaging marketing and communications strategy, align our leadership behind it, build the necessary team and related cross-functional processes, and deliver on our brand potential. This position has functional responsibility in line with what one knows and expects from this role – the successful candidate will be the person who can do more than manage this function; they must clearly convey credibility in leadership, defining a brand vision and translating that vision into practical reality, implementing it across channels, products and segments.
ACOG & Department Structure
ACOG has an integrated, centralized Marketing & Communications department that includes general, product and digital marketing and communications (including acog.org, social media, email), market research, brand strategy and management, media and advocacy relations, and internal communications. We are a national, district and state level organization, and need a marketing and communications operating model that supports consistent messaging, adequate control and appropriate flexibility at each of these levels. The CMO will have broad responsibility and broad latitude to shape the team and how the organization as a whole plans and executes all marketing and communications.
This full-time position reports to the Chief Operating Officer and partners with the CEO, staff leadership, member leadership and other departmental teams, and is based in ACOG's Washington DC headquarters.
Develop and implement a comprehensive marketing and communications strategy and related processes that serve ACOG's mission, programmatic and product goals/objectives, including clinical practice, education, practice management and advocacy activities; lead the development of clear, compelling, consistent internal and external messaging to increase awareness, engagement and brand value
Lead member experience and digital transformation initiatives as part of ACOG 2020, which includes development of a best-in-class website (acog.org) and major enhancements to other digital channels such as social media, email, and mobile, working closely with ACOG IT, external digital studio and other vendors
Oversee marketing, driving growth in membership, product sales, and brand awareness, through the organization's online and offline presence and based on a metrics-focused approach to marketing optimization
Develop audience segmentation and targeting strategies, and related market research and analytics infrastructure
Drive media and advocacy relations strategy development and implementation, ensuring the integration of media with other marketing and communications activities and building ACOG's national, regional and local reach with print, digital and broadcast media outlets. Work closely with the Government Affairs team on advocacy media efforts.
Revitalize the brand and voice of ACOG, overseeing and driving a brand strategy initiative grounded in market research, provides support for expert story-telling and culminates in a renewed visual identity
Lead the development of a centralized internal communications capability, including developing effective processes and internal messaging
Serve as a strategic advisor and collaborator with ACOG's internal staff leadership, Board, and other physician volunteer leaders for both member and public communications
Directly supervise four managers and a current staff of 12, with the opportunity to grow the department
Manage vendor relationships and budgets in support of marketing, communications and digital vendors and freelancers
Qualifications & Experience
Master's degree in marketing, communications, journalism or related field
Minimum of 15 years of progressively responsible experience in marketing and communications in a high growth setting, with emphasis on effectively reaching and engaging physician audiences
Minimum of seven years of experience in large-scale project and people management experience, overseeing multifaceted projects and teams, including demonstrated ability to hire, develop, lead and inspire a team
Strong personal commitment to ACOG's mission, with direct hands-on experience in women's health highly desired
Extensive strategic and hands-on knowledge and experience in marketing, market research, digital communications, and media and advocacy relations in digital and traditional media. Experience shepherding internal communications activities, including development of emails, presentations and other messages/materials to serve the organization's internal goals
Proven ability to build a brand and effectively engage core audiences through the development and implementation of plans, messages and campaigns
Outstanding abilities as a written, verbal, and multimedia, cross-channel communicator, with high level skills using digital channels such as websites, mobile, social media and email as well as audience segmentation using approaches/technologies such as a CRM
Must have data-driven mindset with strong ability to set KPIs and analyze data/research to make decisions, from the direction of the Marketing & Communications department to the messaging for ACOG's audiences
Experience serving as a partner to the CEO, Board and leadership of a complex, multi-stakeholder organization
Must have polished, professional and flexible style, a learning orientation, and superior ability to lead and work effectively, collaboratively, and diplomatically with ACOG leadership and internal teams
Strong project management skills as well as experience developing and implementing related processes, systems and governance