Membership Development Manager

This position is responsible for the strategic and tactical development of the annual marketing plan to meet established membership goals through retention and acquisition efforts. The position will interface with all marketing, communication resources, and member facing programs, drawing upon each as plans are developed and implemented. Recruit new EAA members via authentic messaging and exposure to the EAA lifestyle, while retaining current members by providing a high value and a personalized member experience along with overseeing and ensuring authentic member benefit offerings.

ROLES AND RESPONSIBILITIES:

1. Primary responsibility for the development of the annual membership marketing plan and associated budget. Participates in quarterly business review process, as needed. 
2. Primary responsibility will be leading a staff of two, currently, who support the efforts in member benefits and membership acquisition and retention processes. This includes mailings, data analysis and other duties as assigned. 
3. Analyze membership direct mail efforts and collaborate with VP of Publications, Marketing & Membership on setting strategy. Conduct A/B testing of marketing and content efforts including delivery, creative layout, promotional offers, subject line testing, and segmentation performance to develop best practices for ongoing campaigns. 
4. Streamline the online join process and learn more information about the member upfront. By learning the top interests of a new member, and obtain relevant information nearly instantaneously, it will enhance our offerings and effectiveness. 
5. Functional knowledge of utilizing Tableau in conjunction with Marketo to create an automated communication plan to improve efficiency of onboarding. 
6. Use combined data analysis and recommendations across platforms to determine best approach for gaining and retaining members and EAA programs. 
7. Functions as the primary interface with external membership marketing resources, establishing priorities, developing project plans and managing execution. 
8. Identify key demographics and tailor the communications to the specific demographics. I.e. college students, student pilots, homebuilders, professional pilots, enthusiasts, etc.as EAA may mean something different to each prospect. 
9. Leads the relationship of membership marketing tactics with external membership marketing service, marketing department resources, print/mail/ publications, and VP of Publication, Marketing, and Membership 
10. Provides oversight of the day-to-day renewal and acquisition process and explores other EAA programs that can be quickly integrated into a member experience while creating a personized member experience utilizing the EAA member profile and google analytics. Targeting communications around interest area, government info, types of chapters, types of webinars, member benefits, etc. 
11. Interfaces with Marketing Analyst and IT to ensure that necessary system and technical support is available. 
12. Coordinates membership marketing efforts for member products and benefits and help determine how to target prospects and members with new and relevant marketing and content opportunities through data, with the goal of producing new members and retaining existing ones. 
13. Responsible for developing and reporting of Key Performance Indicators (KPI’s) of the program to include daily activity, weekly summaries, monthly analysis of results, trends, and summarize performance against plan and campaign performance analysis 
14. Develop, execute and analyze effective surveys. 
15. Identify at-risk members using the EAA Member Engagement Score and identify members with low organizational engagement. Create a specific campaign to engage and entice these members to renew. 
16. Lead relationships with various business units within the organization to ensure that members are experiencing the best experience possible. I.e. AirVenture, chapter programs, flight proficiency programs, safety programs, publications, volunteer programs, etc. 
17. Interface with EAA members out in the field via phone, email, and face to face visits to listen and learn, ensure a high quality member experience, and reinforce tactics/programs being developed at headquarters. (5-10% travel) 

MINIMUM QUALIFICATIONS:

• Bachelor’s degree in marketing, business, communications or related field and a minimum of 5 years’ experience. 
• A combination of education and experience may be considered. 
• Experience and proven track record in utilizing web-based and latest marketing trends. 
• A comprehensive understanding of the EAA organization and its members. 
• At least 3 years of previous leadership experience leading projects and/or a team. 
• Advanced experience utilizing Microsoft Office Suites and data analytics.

PREFERRED QUALIFICATIONS:

• Holds a pilot certificate and is active in the aviation community. 
• Aviation experience either professionally or as an enthusiast is desirable. 
• Previous experience and knowledge of AirVenture. 
• Previous experience in a membership organization.