Director, Digital Experience & Operations

Washington, DC
Nov 27, 2020
Dec 13, 2020
Full Time
Business Unit Description

AARP is a nonprofit, nonpartisan organization, with a membership of nearly 38 million that helps people turn their goals and dreams into 'Real Possibilities' by changing the way America defines aging. With staffed offices in all 50 states, the District of Columbia, Puerto Rico, and the U.S. Virgin Islands, AARP works to strengthen communities and promote the issues that matter most to families such as healthcare security, financial security and personal fulfillment. AARP also advocates for individuals in the marketplace by selecting products and services of high quality and value to carry the AARP name. As a trusted source for news and information, AARP produces the world's largest circulation magazine, AARP The Magazine and AARP.

Integrated Communications and Marketing (ICM) is a multimedia, service-focused communications and marketing operation that leads in shaping the impression of AARP by providing communications planning, marketing, support and execution for AARP's strategic business units.

The Director is accountable for the strategic direction, planning, execution, project management, staff supervision, staff training and business practices of the email and SMS channel in alignment with organizational priorities and the AARP Digital Strategy. This position reports directly to the VP, Digital Customer Relationship Management. The Director, Email and SMS Experience and Operations leads a team managing the CRM platform, agencies of record, and processes to support the Association's digital communications, primarily email and SMS.
  • Develops and manages both the strategy and execution of email and SMS such that multiple constituencies within AARP can effectively use the channel to reach organizational goals while also delivering a user experience that demonstrates value to the recipients.
  • Prioritizes work effectively to demonstrate the most effective use of resources while also showing integration of capabilities and an emphasis on finding opportunities to improve the subscriber experience.
  • Ensures compliance with legal and privacy guidelines as well as generally accepted marketing standards and best practices, particularly with regard to respecting members privacy and the use of AARP data. Owns the governance policy managing the subscriber experience. Responsible for the health of the email and SMS channel and list, including data hygiene.
  • Maintains, develops, and seeks industry knowledge and best practices for digital capabilities including changing trends in technology and consumer behavior.
  • Defines and implements channel measurement plans and dashboards. D emonstrates continuous improvement and operational effectiveness. Uses analytics and insights to improve the channel's effectiveness and consumer relevance.
  • Creates best in class processes to deliver excellent client and subscriber experiences across digital channels.
  • Fosters positive relationships and collaboration across AARP, serving internal clients from across the association and partnering with technology and platform leads (ITS) to create integrated solutions.
  • Completion of a bachelor's degree preferred.
  • A minimum of 10 years of digital marketing experience, with an emphasis on marketing automation/CRM platforms including email, web, social and SMS. Experience should include at least five years in a leadership/management role.
  • Experience managing cloud products, vendors and digital marketing agencies, specifically in deploying and managing Salesforce products and solutions for large-scale organizations
  • Deep understanding of email and SMS best practices, member experience and experience designing and managing channel level standards, policies and governance.
  • Experience creating channel level roadmaps and leading the strategic planning processes. Strategic thinking with demonstrated success in developing and implementing short and long-term strategic plans.
  • Budget and contract management experience.
  • Advanced leadership and team-building skills that extend beyond direct reports through a highly matrixed organizational structure. Experience resolving competing organizational priorities and resolving business conflicts. A demonstrated ability to work within a team and build consensus towards a strategic direction.
  • Excellent organizational and process management skills with a proven track record of improving processes. Experience with agile methodologies, workflow and reporting tools including: JIRA, Confluence, Tableau, Aprimo or Workfront.
  • Strong technical expertise in executing proofs of concept and experimentation with development teams as well as product delivery and support.
  • Ability to prioritize and balance multiple activities/work streams, communicate and delegate tasks clearly and effectively, give and receive continuous feedback, deliver results on deadline.
  • The successful candidate must possess strong leadership, people management, collaboration, executive presence, communication, and presentation skills.
Benefits Offered

AARP offers competitive benefits with a 401K, 100% company funded pension plan, health, dental, vision and life insurance, STD/LTD, paid vacation and sick, and other benefits.
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.

At AARP, the health and well-being of our candidates, employees, and members is a top priority. As a result of the COVID pandemic, all non-essential employees will continue to work remotely through the end of 2020. AARP has established social distancing policies to ensure the safety of our essential employees.

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