Marketing and Brand Specialist

The American Academy of Dermatology is seeking a Marketing and Brand Specialist located in our Rosemont, IL. office responsible for executing marketing communication strategies and developing tactics that support the overall business goals and objectives for the professional education category including live and virtual meetings, exhibits, meeting derivative products, and other product lines as assigned. This position will partner with brand team to ensure the brand voice is consistent and integrated in all communication efforts for the category. Also responsible for identifying each segment and what needs to be communicated based on research, competitive positioning, and value propositions, and delivered through marketing communication plans. Tactics should attract target audiences and ensure that the customers experience delivers on the AAD’s promise. This role will track, measure and analyze effectiveness of marketing strategies, develop recommendations, and modify plans accordingly. Work with division stakeholders to track campaigns in an integrated manner. Additionally, will assist with conducting market, customer, and competitor research.

Responsibilities:

Execute marketing communication strategies and execute marketing tactics that support overall business goals and objectives for assigned brand categories including live and virtual meetings, meeting derivative products, exhibitor communication, and general meeting messages. Work with Brand Category managers to identify and initiate what needs to be communicated in each segment, based on research, product launches, competitive positioning, and value propositions, and delivered through marketing communication plans and tactics. Tactics should attract target audiences and ensure that the customers experience delivers on the AAD’s promise.

Track, measure and analyze effectiveness of marketing strategies, develop recommendations, and modify plans accordingly. Work with division stakeholders to track campaigns in an integrated manner Provide ROI figures for promotional material and revise plans accordingly to achieve business objectives.

Work with business owners to help set achievable, measurable marketing communication objectives that meet business objectives. Responsible for determining the appropriate channels, frequency and scheduling of tactics, testing, measuring, and reporting back to goal owners. Liaison between teams, providing updates and managing expectations. Provide updates and training to the Member Resource Center (MRC) representatives on promotional campaigns. Work with operations specialist as needed for list, product set-ups and reporting.

Assist in developing budgets by analyzing sales, units/attendees, and ad & promo ROI. Create comparative analysis by using historical sales numbers as well as consumer trends and purchasing patterns. Determine ad & promo budgets using historical ROI and taking into consideration business objectives. Prepare forecasting and budget numbers for assigned products and programs.

Assist with marketing automation program that will result in conversions and awareness of professional education live and virtual events, as needed. Duties include drip strategy development, scheduling, email creation, A/B testing, list segmentation, creating lead nurturing / scoring, and analytics reporting. Responsible for identifying campaigns that are meeting success factors and being responsive to campaigns that are underperforming. Work with designers and marketing team to optimize landing page designs, conversions, funnels, and asset management.

Assist with customer data such as demographics and purchasing patterns. Look at trends from target markets (member and non) using various research methods, including market/association benchmarking, environmental scans, industry trends and internal databases. Analyze data and provide summaries and recommendations for live and virtual events, exhibitor promotions and other assigned products. Work closely with cross-departmental product development team to identify assumptions, connections, and data gaps. Provide input into the development of data gathering tools and survey planning.

 Assist in the logistics and implementation of the Academy meetings and various outside medical meetings (live, virtual, and hybrid) to include virtual booth builds, shipping, product demonstrations, onsite and online sales, staffing, and booth set-up/tear-down. Promote consistent image and representation of AAD through point of purchase displays and collateral material at those meetings. Analyze tradeshow sales and request inventory for onsite sales. Attend member events as an Academy representative and learn about the needs of current and prospective members to assist with implementing new products and activities and/or revising existing products.

Requirements:

• Bachelors’ degree in Marketing or related field or equivalent experience required. 
• Minimum three years marketing experience in marketing planning and promotion is preferred. 
• Effective verbal, nonverbal, and written communication skills required including responding intelligently to standard business correspondence and demonstrating sufficient business vocabulary to communicate effectively. 
• Strong interpersonal skills including considering and responding appropriately to the needs and feelings of others and treating others equitably. 
• Identify and define problems, examine relevant information and choose the correct course of action based on standard operating procedures. 
• Negotiation skills necessary. 
• Knowledge of product line management. 
• Ability to collect and analyze information used to make sound business process and procedure decisions. 
• Ability to organize, prioritize, monitor and coordinate tasks to execute projects under minimal supervision andadhere to deadlines. 
• Proficiency in MS Office. 
• Some Travel required.

We offer a competitive compensation plan and benefits package including medical/dental/vision/life insurance as well as a matching retirement contribution, tuition reimbursement, bonus program, pension plan, paid vacation/medical/personal days, work-life balance, recognition program and casual work environment.

The Academy offers a hybrid work environment; providing time in the office for in-person collaboration and the opportunity to work remotely for focus time. We are building a workplace where our employees are excited to come to work every day because of the culture that we are creating together — one of respect, transparency, and collaboration. A workplace in which we demonstrate care and commitment, celebration, community, and focused learning that contributes to the mission of advancing excellence in dermatologic care.