Director, Specialized Content

Washington, DC
Jan 15, 2021
Jan 21, 2021
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.

Reporting to the SVP & Editorial Director, the Director, AARP Specialized Content defines, implements and leads the strategy, development, and management of all business and (non-editorial) operations for AARP's growing portfolio of audience-specific media properties, channels, and communities, partnering closely with the Executive Editor, AARP Specialized Content .

The Director strives to scale the impact of the Specialized Content Portfolio in driving value for AARP. S/he works to drive operational excellence and efficient management of resources while - driving an agile yet data-driven approach to exploring, implementing, and scaling new business opportunities; leading the development of best-in-class consumer experiences built to deliver value to audiences served by Specialized Content properties; and fostering a collaborative working environment empowering talent from across the organization to find new ways to solve problems.
  • Drives the development of the overarching strategic plan, business model, and operating model for the AARP Specialized Content portfolio - defining key objectives and goals at the portfolio and individual property levels, the activities and initiatives undertaken to achieve them, and the way the team works to execute on them.
  • Oversees all audience, business, and product development functions for each property within the portfolio. Leads a matrix team comprised of diverse functions supporting the portfolio from across the association by setting objectives and coordinating workstreams across marketing, email operations, social operations, digital product development, business development, media sales, ad client services, and data/analytics activities - and how they interface with editorial needs and priorities.
  • Directs all budgeting, financial planning, and road-mapping activities across the portfolio; and oversees the day-to-day operations for each property - managing priorities and determining resource allocations across and within its component properties.
  • Sets and manages the Dashboards for each property within the portfolio - defining targets for a range of metrics across core objectives of growing reach, relevance, engagement, and revenue; ensuring the team has access to all necessary data and insights to drive day-to-day decision making; and providing stakeholders across the association with visibility into the performance of the portfolio.
  • Leads the growth of the organization's reach to new audiences, deepening their engagement with the brand, and connecting them to relevant aspects of AARP Member value, while generating incremental revenue in support of AARP's mission.
  • Leads the exploration, testing, planning, and implementation of new offerings developed under the portfolio - providing an insights-based approach to expanding to new growth opportunities.
  • Works with stakeholders from across the association to identify ways to leverage the portfolio to promote, integrate, and support core AARP initiatives and maximize value for the organization.
  • 10+ years of experience in business management, corporate development, strategy, innovation, or related functions; including 5 years in digital media.
  • Completion of a Bachelor's degree in Business, Finance, Analytics, or a related discipline.
  • Excellent knowledge of AARP and issues of greatest importance to the organization and its membership.
  • Exceptional attention to detail and ability to prioritize and multi-task, while driving results.
  • Excellent interpersonal, communications, and written skills.
  • Ability to work with minimal supervision while contributing to the organization's goals and objectives.
  • Collaborative personality and work style.
  • Strong attention to detail required.
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.

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 interviews will be held virtually and all non-essential employees will continue to work remotely until further notice. AARP has established social distancing policies to ensure the safety of our essential employees.
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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