Director, Corporate Communications

Washington, DC
May 06, 2021
May 21, 2021
Full Time
Business Unit Description

AARP Services (ASI) is where AARP's mission meets the marketplace for the 50+ population, by sparking new solutions that transform the marketplace to improve people's lives as they age. Founded in 1999 as the professional services arm of AARP, ASI supports the Association's mission of Disrupt Aging by helping bring new products to market to drive innovation and build richer connections with consumers. ASI acts as a bridge, connecting companies to people by helping bring experiences, products, and services that matter to them as they move through life stages.

AARP Services (ASI) is a $1.2 billion for-profit division of AARP. ASI's B2B revenue is derived from 60+ top national brands such as United Healthcare, NY Life, and Expedia that co-develop products with AARP. These new products leverage AARP's brand and are marketed to its membership of 38M consumers in the U.S.. ASI provides a full suite of advertising and marketing services to these partners in the form of media services, creative oversight, data management and governance, analytics and reporting deliverables, digital, and other marketing functions. ASI primarily focuses on reaching and engaging AARP's nearly 38M members using omni-channel capabilities; there is additional focus on the most valuable segment in the US, the entire segment of age 50+ consumers totaling 127M who control 70% of disposable income.

This is an exciting time to be a part of ASI. We are in an aggressive growth mode and finding innovative new ways to engage the 50+ through corporate relationships. We are also passionately committed to cultivating a highly diverse and inclusive workplace.

About this role

The Director of Corporate Communications is our enterprise-wide lead of brand management and corporate communications functions, including all business-to-business and business-to-consumer brand architecture, identity and marketplace communications. This leader is centrally responsible for the brand governance of AARP's service provider model, which includes $700 million in marketing and drives 75% of AARP's brand exposure to the US 50+ market.

Reporting into the Senior Vice President of Marketing at ASI, this position is centrally responsible for leading the enterprise strategy of business critical communications initiatives, including:
  • Creates, implements and governs ASI's entire corporate branding ecosystem, including the architecture, identity and positioning of all capabilities and service lines for ASIwhich deliver over $1B in revenue annual to AARP.
  • Owns and builds out ASI's new business-to-business engage platforms, including website, social media assets and the corporate intranet.
  • Creates ASI's audience engagement strategy, including the integrated digital roadmap for all business-to-business digital assets, the corporate social and influencer strategy.
  • Owns the brand guidelines and governance of AARP's service provider marketing network, which includes the review of over 3000 marketing materials from over 60 companies and 130 brands.
  • Creates and implements ASI's event strategy, including national partner summit and major thought leadership engagements.
  • Partners with ASI's CEO and CMO to create corporate culture and all staff engagement strategy. Leads execution of all major initiatives, including corporate meetings and all staff communications.
  • Completion of Bachelor's degree and 5+ years' experience in brand management, marketing and/or communications is required.
  • A MBA in brand management, marketing and/or communications is preferred.
  • Excellent written, verbal, visual/presentation and interpersonal communications skills a must.
  • Requires fundamental knowledge of brand and social marketing with demonstrated ability to learn and apply new marketing techniques.
  • Requires strong leadership, relationship, client management and strategic thinking skills.
  • Demonstrated experience in managing initiatives through completion, including strategic enhancement and tactical planning.
  • Demonstrated ability to drive cross-functional teams to meet business objectives and influence coworkers and stakeholders while fostering strong relationships.
Compensation and Benefits

AARP offers competitive benefits with 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. Visit for more information.

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.
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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