The Marketing Manager is responsible for the development of integrated marketing strategies and promotional campaigns for PDA membership, meetings, products, and services. This position may supervise members of the Marketing team (e.g., Marketing Coordinator) in the development and coordination of marketing communications efforts to support PDA’s focus. Responsible for ensuring that all marketing plans are in place and that all communication efforts are targeted, focused and well- defined from the beginning and throughout execution, including evaluation of effectiveness. Ensures that PDA materials conform to PDA graphic and brand standards are produced in a timely and cost-effective manner. The incumbent will also be responsible for implementing programs to maintain/enhance internal and external communications and to sustain the PDA brand image across all materials and events and will contribute to PDA’s social media efforts. This incumbent will assist the Vice President in determining overall Marketing strategy for the department and the organization, focusing on improving marketing efforts to keep PDA competitive in the industry.
Duties & Responsibilities:
Develops and coordinates marketing strategies, including planning, production and scheduling of print and online materials to promote the association’s global brand.
Creates content for promotional ads and e-mails, Web content, and weekly e-newsletter articles.
Write dynamic copy for PDA promotional e-mails, brochures, web content, advertisements, and other collateral. The ability to develop creative clear, persuasive and original copy is essential.
Works collaboratively with all PDA departments and outside experts to determine unique/exclusive selling propositions and compelling reasons for targeted audiences to attend events, become members, or purchase a product, and effectively present information to targeted audiences.
Work with subject matter experts to gather pivotal information for clear and relevant marketing copy. This includes speaking directly with members, Chairs, authors, etc. to gather the appropriate information.
Develop and execute strategies to effectively communicate the benefits of products and services to targeted audience segments; seek ways to improve responses to messages and leverage integrated communications channels to maximize effectiveness.
Engages in ongoing research to identify new channels and products to use to promote PDA products, services, and initiatives
Develop and execute strategies to effectively communicate the benefits of products and services to targeted audience segments.
Serves as the department liaison to the Finance Department, and manage purchase orders and invoicing for Marketing department
Works with other members of the Marketing Team to develop and implement comprehensive marketing plans to promote PDA membership, meetings (conferences and courses), products, and services, including evaluating the effectiveness of promotional efforts through analytics and other tools
Work with Marketing team, and the Digital Specialist in particular, to collect metrics/analytics data on marketing efforts, analyze the data and use results to inform/improve future marketing campaigns/efforts. Work with Digital Specialist to provide regular reports on results of marketing efforts specific to departments/initiatives this position supports.
Maintain primary responsibility for promotion activities in support of PDA departments, as assigned.
Coordinates and maintains vendor relations with graphic designers, printers, mailing list brokers, and other appropriate vendors.
Work with outside designers, print shops and mail houses to develop and mail promotional materials (requests quotes, manage budget, develop production schedule).
Works collaboratively with the Web staff and IT staff to recommend and implement website improvements to increase support for PDA’s programs, meetings, mission, ease of registration, cross-promotional activities, etc.
Serves as database manager for the Marketing department, supervising the creation of email lists and tools used to create email lists and working with IT department to troubleshoot and to implement solutions
With the web developer, manage updates to the PDA home page, including overseeing development of new sliders and updated information to the sections for which Marketing is responsible, as outlined in the Business Rules for the website.
Assists the head of the Marketing Department with all Marketing-related activities associated with the annual PDA Board of Directors Election.
Identifies and coordinates internal and external cross-promotional opportunities to support PDA activities.
Reviews copy (proofreading) prior to submission to vendor (graphic design, broadcast service) accuracy, completeness, and conformance to PDA style, graphic standards, and compliance with U.S. and non- U.S. postal requirements, as necessary.
Coordinates the trafficking of all materials between departments and vendors, ensuring that schedules are maintained and documented. Keep the Head of Marketing updated on the progress of job production and feedback.
Assists in the production and dissemination of all deliverables to PDA’s trade partners. This requires maintaining the PDA Marketing Deliverables calendar and working with internal staff and external vendors to ensure that all marketing collateral is created and provided to trade partners in accordance with the terms of the trade agreements.
Responsible for developing and managing the Marketing budget for assigned departments and projects and maintaining departmental spreadsheet of “committed” advertising expenses
Recommends and implements cost efficiency improvements for PDA’s marketing programs.
Proactively seek out new and cost -effective ways to market PDA products and services.
Keeps up to date on new marketing trends and best practices to share with Marketing team in an effort to improve promotions and processes, where applicable, and advance PDA’s marketing efforts in keeping with emerging industry best practices.
Oversees PDA email calendar and serve as lead for bulk email platform. This entails working together with head of the Marketing department to serve as liaison to third-party bulk email platform vendor, functioning as the primary technical lead. Includes oversight of implementation of new products and functionalities related to the bulk email platform and coordinating with bulk email vendor and PDA IT department to facilitate implementation.
Create and disseminate emails to appropriate identified target audiences through email platform. Provide training to new members of Marketing team, as needed.
Helps support the PDA Global staff in its promotional efforts.
Includes live tweeting from select PDA Conferences and Workshops and working with the Senior Coordinator, Digital to develop, implement, and evaluate paid advertising through social media platforms.
Support PDA’s social media efforts, working with the VP, Marketing, Digital Specialist and other PDA departments and external vendors to execute social media strategy using platforms including LinkedIn, Twitter, and Facebook.
May provide guidance to Marketing Coordinators and serve as a mentor to more junior staff in the department.
Performs other services, as requested or required.
Education/Experience: A BS/BA degree in Marketing, Journalism, English or Communications and 4 to 5 years working experience in a related capacity. Association experience a plus.
Competency: To perform the essential functions of this position and the job successfully, an individual should demonstrate the following competencies.
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily.
Skilled in interpersonal relationships, oral and written communications: copywriting/editing; advertising; teamwork; flexibility; organization and project management, including attention to detail; working knowledge of design/layout processes and bulk email platforms. U.S. and non-U.S. market research and mailing requirements; graphic art processes; organizational standards and brand management; familiarity with database necessary.
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required.
Ability to read, analyze, and interpret general business periodicals, professional journals and technical procedures. Ability to write reports and business correspondence; Ability to effectively present information and respond to questions from groups of managers, clients, customers, and the public.
Ability to solve practical problems and deal with a variety of concrete variables in situations where only limited standardization exists; ability to interpret a variety of instructions furnished in written, oral, diagram, or schedule form.
Must be proficient in Microsoft Word, Excel; must have some familiarity with bulk email platforms; Some HTML experience/knowledge a plus
May manage employee(s) in the Marketing Services Department, including responsibility for the overall direction, coordination, and evaluation of this individual. Carries out supervisory responsibilities in accordance with the organization’s policies and applicable laws.
The Parenteral Drug Association (PDA) is the leading global provider of science, technology and regulatory information and education for the pharmaceutical and biopharmaceutical community. Founded in 1946 as a nonprofit organization, PDA is committed to developing scientifically sound, practical technical information and resources to advance science and regulation through the expertise of its nearly 10,000 members worldwide.