The Director of Communications and Marketing is the guardian and champion of ASLA’s brand, its voice and all facets of ASLA's marketing and communications as well as its public and media relations strategies. The director is responsible for the development of ASLA’s overall marketing and communication strategies and will position ASLA as the “go-to-resource,” thought leader and expert in all aspects of landscape architecture practice and related policy areas. The director will also clearly define and articulate the value of membership to various member audiences.
Develop and direct an integrated, cohesive and aggressive communication strategy that is aligned with the strategic direction of ASLA and implemented with measurable outcomes and leverages internal collaboration for effectiveness; drive communications activities that promote, enhance and protect the profession and the organization's reputation and broaden awareness of its value, key programs and priorities; design campaigns and content that will allow ASLA leadership to cultivate and nurture meaningful relationships with targeted, high-level internal and external audiences, including policymakers, private industry, media and key influencers.
Design and implement an integrated annual marketing plan, including the development and testing of new tactics and exploration of new and expanded markets. Oversee market research and collaborate with senior staff on development of new products, services and markets; determine key metrics and benchmarks for measuring market and product/program success and for setting near and long-term growth targets; analyzes and reports on stakeholder, member and the broader ASLA community feedback.
Establish ASLA’s CEO and practitioner leaders as reliable resources among all external audiences, leveraging them to spotlight the organization, the profession and broader issues of importance to the practice of landscape architecture and to the communities served by ASLA members. This includes the climate crisis, social and environmental justice, and the design of public space to support public health, safety and welfare.
Public Relations Strategy
Develop a plan for initiating and securing media coverage and editorial commentary, build relationships with media contacts and arrange interviews with ASLA spokespersons, plan press conferences and media events, and write and edit materials including blogs, op-eds, letters-to-the-editor, press releases and social media content; monitor major media coverage of landscape design, climate and environmental justice; exercise judgment to prioritize media opportunities, and prepare talking points, scripts and speeches.
Public Awareness Initiatives
Spearhead public awareness initiatives, including but not limited to, World Landscape Architecture Month and PARK(ing) Day activities, the chapter public awareness network, public awareness summits, and other ongoing programs and special projects to increase the visibility and understanding of the profession; Identify and develop opportunities for public relations and communications partnerships with allied organizations and represent ASLA with other organizations and the media, as needed.
Oversee the day-to-day activities of the communications and marketing team’s programs, content and services, including ASLA’s social media strategy, public relations, ASLA websites, the production and distribution of LAND Online, The Dirt and other key member communications vehicles as well as ASLA’s honors and awards program; write, revise, edit marketing copy and content with ASLA staff and outside vendors as needed, including but not limited to brochures, e-mail, landing pages, and print collateral; partner with the government affairs team to express official policy positions on federal, state and/or local legislation or regulations and inform members of ways to take action on the same.
Actively drive and supports departmental and ASLA-wide administrative planning, performance monitoring, and performance improvement processes and initiatives, including budgeting and staff development; promote a culture of high performance that values learning, creativity, and a commitment to excellence and professionalism.
The Communications and Marketing Department is charged with promoting the purpose and mission of the association – raising awareness and value of the profession of landscape architecture to members, the public, media and policymakers. The team actively works to establish ASLA as the leading global resource regarding landscape architecture and its practice by supporting members and educating the public about what landscape architecture is and the role it plays in their lives. In addition, the team provides oversight and direction for the marketing of revenue generating products, events and services to include Landscape Architecture Magazine, the Conference on Landscape Architecture, membership(s), the Sustainable SITES Initiative®, ASLA Online Education, JobLink, Standard Form Contracts, and the Landscape Architecture Continuing Education System™ (LACES).
Proven Professional Experience/Qualifications
Demonstrated senior communications and marketing leadership (10+ years’ experience).
Bachelor’s degree in communications, journalism, marketing, or related field and advanced degree preferred.
Excellent organizational skills, good judgment and attention to detail.
Experience balancing a heavy workload with short and long-term project deadlines, address changing priorities and works well under pressure.
A quick learner who will become familiar with issues and trends in the landscape architecture profession and in the overall design industry.
A commitment to equity, diversity and inclusion in hiring, management, promotion, collaboration and materials is a must.
The ideal candidate will be an inspirational leader with excellent written and interpersonal communication skills who is approachable and adaptable with a depth of knowledge in public awareness, marketing and promotion tactics and techniques. Experience in management of both the communications and marketing functions is essential and experience working with membership associations is preferred.
ASLA believes it is strengthened by the diversity of its staff, and welcomes such diversity, including race, gender identity or expression, sexual orientation, age, educational attainment, disability and veteran status. ASLA welcomes applications from people of all cultures, backgrounds and experiences, and strongly encourages people of color and persons with disabilities to apply.
Telecommuting is allowed.
Additional Salary Information: ASLA offers an attractive, competitive benefits package, including medical, dental, and life insurance; a generous 401(k) plan; a comprehensive wellness program; and flexible schedules.
About American Society of Landscape Architects
he American Society of Landscape Architects is the national professional association for landscape architects, representing more than 15,000 members in 49 professional chapters and 82 student chapters. The Society has a staff of 50 and annual revenues of $12.9 million.
Landscape architects plan livable communities that foster active lifestyles, design parks and streets that manage stormwater runoff, plan cutting-edge transportation corridors that are safe for all users, and help communities prepare for and recover from natural disasters.
Landscape architecture includes commercial developments, streetscapes, green roofs, parks, civic spaces, memorials, and residential communities, as well as large-scale land planning and design to protect watersheds, coastlines, and ecosystems. The Society’s mission is to advance landscape architecture through advocacy, communication, education, and fellowship.
ASLA offers an attractive, competitive benefits package, including medical, dental, and life insurance; a generous 401(k) plan; a comprehensive wellness program; and flexible schedules.