Lead Generation Marketing Manager

Washington, DC
Jul 31, 2022
Aug 05, 2022
Full Time

AARP is the nation's largest nonprofit, nonpartisan organization dedicated to empowering people 50 and older to choose how they live as they age. With a nationwide presence and nearly 38 million members, AARP strengthens communities and advocates for what matters most to families: health security, financial stability and personal fulfillment. AARP also produces the nation's largest circulation publications: AARP The Magazine and AARP Bulletin.

AARP's Integrated Communications and Marketing (ICM) Group includes Membership, Content and Editorial, Customer Experience, External Relations, Brand Strategy and Strategic Communications. Across paid, earned, shared and owned channels, ICM manages AARP's reputation, drives engagement and member growth, and showcases AARP's mission and value through one, integrated voice.

The Lead Generation Marketing Manager develops and manages social media profiles and social presence. The Manager creates shareable content appropriate for specific networks and designs and manages digital communications strategies/activities to drive action on the organization's website and social media channels. This position collaborates with management to identify opportunities to streamline processes and develop new procedures that support the business unit/department.


  • Manages forecast/budget to ensure all member acquisition and renewal goals within the Lead Generation channel are met on time and within budget.
  • Identifies new lead generation program vendors, negotiates terms, and creates SOWs, possibly requiring legal approval, therefore working closely with Procurement, Office of the General Counsel, Third-Party Security, and policy groups.
  • Develops and executes strategic testing roadmap(s), with associated ROI and other key performance indicators.
  • Provides program set-up specifications to all downstream stakeholders to execute against (i.e., direct mail, e-mail, and digital) and manages through to implementation.
  • Creates system requirements to support launching new vendors (i.e., API calls, Salesforce Marketing Cloud, Konnex, and IMAX).
  • Project-manages all aspects of onboarding new Lead Generation program vendors, as well as manages existing vendors.
  • Analyzes reporting and campaign performance results in order to make appropriate recommendations and optimizations for achieving Lead Generation's metrics and forecasted goals.


  • Completion of a Bachelor's degree.
  • 8+ years of related direct response and budget management experience, channel marketing (digital and email), database marketing, campaign development/maintenance, project management, and scheduling; or an equivalent combination of related training and experience.
  • Proven track record planning, executing, and analyzing direct response marketing campaigns and working directly with and managing multiple agencies.
  • In-office/open office environment with the ability to work effectively surrounded by moderate noise.

Flexible Work Arrangement (FWA)

AARP observes Mondays and Fridays as telecommuting workdays, except for essential functions. Remote work and telecommuting can only be done within the United States and its territories.

Compensation and Benefits

AARP offers a competitive compensation and benefits package including a 401(k); 100% company-funded pension plan; health, dental, and vision plans; life insurance; paid time off to include company and individual holidays, vacation, sick, caregiving, and parental leave; performance-based and peer-based recognition; tuition reimbursement; among others.

Equal Employment Opportunity

AARP is an equal opportunity employer committed to hiring a diverse workforce and sustaining an inclusive culture. AARP does not discriminate on the basis of race, ethnicity, religion, sex, color, national origin, age, sexual orientation, gender identity or expression, mental or physical disability, genetic information, veteran status, or on any other basis prohibited by applicable law.

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