Director, Digital Membership Marketing

Washington, DC
Jan 28, 2022
Feb 04, 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.

Directs the design, development and management of multi-channel digital marketing campaigns and strategies to drive varied organizational objectives including membership actions, ensuring strategic interaction with other parts of the business. Oversees the assessment of campaign results and adjusts marketing strategies to meet changing markets and competitive conditions. Collaborates with senior management to develop long-term marketing goals and strategic plans meant to promote the organization and its products, programs, or services.


  • Oversees and leads a team of digital channel subject matter experts to develop and manage large, highly complex digital media platforms and campaigns to acquire and renew members, and to guide the future strategy for channel expansion and incrementality measurement.
  • Designs and delivers a world-class digital membership acquisition and renewal strategy for AARP, utilizing consumer insights, data, and analysis to increase enrollment and renewal through digital media.
  • Achieves annual membership Dashboard goals attributed to the Digital channels within the associated expense budget.
  • Oversees digital membership acquisition programs, in-house team and third parties contracted to support those activities.
  • Develops and is accountable for annual budgets and monthly forecasts.
  • Works with senior management to set stretch targets for digital acquisition and renewal that are tied closely with overall membership goals
  • Establishes an overarching multi-year digital marketing strategy to serve as a roadmap for progress and development.
  • Collaborates and coordinates efforts within Membership Lifecycle Team and across all departments within AARP: Renewals, Member Experience, Digital Strategy & Membership, Brand, Multicultural Markets, DAPM, Office of General Counsel (OGC), AARP Foundation, Operations, etc.


  • College degree and 10+ years of Digital marketing experience in a B2C environment (either client and/or agency side) required. MBA and some digital analytics training preferred.
  • Inspired leader able to create and communicate vision for work of the team and ensure planning and execution.
  • 2+ years of experience managing direct reports or related leadership / management training preferred.
  • Experience in managing multiple stakeholder requests and day-to-day operations to achieve success. Strong organizational skills and ability to meet high standards for quality and accuracy.
  • Familiarity with marketing to the 50+ audience.
  • Strong experience in developing and executing against paid digital plan, including search engine marketing, programmatic and paid social.
  • Keen understanding and experience working with digital service providers. Proven negotiation skills in dealing with digital advertising vendors to obtain favorable rates and digital real estate.
  • Experience in working in a large, complex organization. Strong interpersonal, influence and negotiating skills.
  • Familiarity with quantitative analysis skills including experimental designs and understanding of trending and forecasting. Excellent business judgment and ability to recognize the business implications of data.
  • Strong project management and strategic planning skills.
  • Excellent oral/written presentation skills; proficiency in preparation and presentation of proposals, plans, analytical reports, and documents regarding programs' operational status, achievement and performance.
  • Demonstrated efficiency and creativity in budget and resource management as well as with complex department and corporate operations.
  • Ability to work effectively with people, to gain internal respect and build consensus with superiors, peers, and subordinates.
  • Computer skills (Windows, Excel, PowerPoint)
  • This position works in an open-space office environment and the ability to work effectively surrounded by moderate noise is required. This position requires regular use of computer keyboard, mouse and screen(s), review of marketing creative (color), and will communicate via mobile phone and computer.

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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