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Candidate Search

Senior Director of Marketing & Digital Strategy Client Overview The International Society for Technology in Education (ISTE®) has retained Viaspire to search for highly experienced candidates to qualify for the Senior Director of Marketing & Digital Strategy. This open position offers an excellent opportunity to be part of a major collaborative leadership team, to lead and build ISTE’s digital roadmap for the future, to play a key role in connecting ISTE to the external community and to play a lead role in positioning ISTE as the thought leader for educational technology. This position can be fulfilled anywhere within the United States, either remotely or from one of our two offices located in Arlington, VA and Eugene, OR. ISTE is the premier nonprofit organization for educators and education leaders committed to empowering connected learners in a connected world. Founded in 1979, ISTE has become the trusted source for professional learning, knowledge generation, advocacy and leadership for innovation. ISTE is home to the definitive education technology standards – a comprehensive framework for digital age learning, teaching and school leadership. The ISTE Standards are widely used, both domestically and around the globe. For more than three decades, the ISTE Conference & Expo has been the premier forum in which to learn, exchange ideas and connect to the field of education technology. This event attracts upwards of 18,000 attendees – including teachers, technology coordinators, administrators, library media specialists, teacher educators and policy makers – and offers world-class keynotes, hundreds of sessions in a variety of formats, a massive exhibit hall and networking

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and guidance opportunities. Revenue from the conference and expo makes up just over 50 percent of ISTE’s $15 million budget. ISTE members include 18,000+ individuals (teachers, library media specialists, technology coordinators, teacher educators, administrators, and other decision makers), over 80 regional and international affiliate organizations and 60 corporations worldwide. With its network of national and international affiliates, ISTE represents more than 100,000 leaders and emerging leaders throughout the world and informs its members regarding educational issues of national and global scope. ISTE membership is a powerful and meaningful way for educators to connect with peers, to gather in a variety of forums to share the challenges and excitement of teaching, and to be part of a community that leads the transformation of education. Through ISTE’s advocacy efforts, the organization is dedicated to bringing the voice of educators to policymakers regarding education technology. ISTE is governed by a 12-member board of directors that operates under the Carver Policy Governance model. The board establishes organizational direction and ensures excellent organizational performance. The board of directors is made up of educational leaders elected by ISTE members. The staff leadership team includes the CEO and chief officers who lead the major functional areas of the organization. The Senior Director of Marketing & Digital Strategy reports to the Chief Marketing Officer (CMO). Senior Director of Marketing & Digital Strategy The Senior Director of Marketing & Digital Strategy is responsible for translating business objectives into marketing and digital strategies that drive revenue, build brand recognition and equity while promoting an innovative and vibrant online community. The position works closely with department leaders in the development of strategic marketing plans for major functional areas and manages the big picture in order to leverage and lead cross-functional marketing opportunities. FLSA Status: Exempt (salaried). Essential Duties and Responsibilities Reporting to the Chief Marketing Officer, the Senior Director of Marketing & Digital Strategy will have overall responsibility for the following activities:

• Strategic Marketing Planning Directs and manages the development and implementation of integrated marketing strategies, complex campaigns and creative projects to effectively build ISTE brand equity and awareness and drive revenue. Leverage cross-functional marketing opportunities that align with the organization’s strategic plan.

• Digital Marketing Strategy Leads the planning and execution of digital marketing strategies to support program and organizational-wide level goals and objectives. Key functions include, but are not limited to

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SEO/SEM, content marketing, marketing/content automation, email marketing, social media marketing, display advertising, keyword campaigns, mobile messaging and any other form of digital media.

• Social Media & Community Engagement Leads the management, monitoring and continuous innovation of all efforts to support social media strategy and community engagement. Key functions include, but are not limited to daily social posts, social media and member community engagement activities and recommendations for how to positively impact community growth by leveraging user data and market trends.

• Senior-level Project Management Prioritizes, schedules, assigns and tracks marketing projects from inception through completion to ensure effective planning, timeline management and high-quality deliverables.

• Data and Analytical Thought Leader Establishes and manages systems and processes for tracking and reporting of the data used to measure the impact of marketing and digital efforts. Makes recommendations to refine existing or launch new efforts based on data analysis. Types of metrics tracked will include, but are not limited to conversions, website traffic, social shares, community engagement, click through rates, etc.

• Leadership and Management Responsible for leading and managing a team of marketing and digital professionals by providing daily oversight and guidance in order to set priorities, streamline efficiencies and ensure high-quality deliverables. Works one-on-one with staff to assist in goal setting and provide professional coaching as needed. Drives a positive, accountable, and high-performance culture and enables employees to see innovative possibilities that advance ISTE’s strategic objectives. Displays well developed emotional intelligence and influencing skills. Serves as an active leading member on the organization’s cross-functional digital and marketing project management team.

• Department Leader Liaison Acts as the main point of contact for other department directors and senior leadership regarding marketing initiatives. Provides professional and effective marketing advice on tactics, topics and issues, including, but not limited to, advertising, key messaging, branding, social media, content development, digital experience as well as new product/service development and launch including pricing, positioning, and promotion.

• Financial and Budget Management Drives financial objectives within organizational parameters by planning, monitoring and administrating the division’s budget to ensure compliance with approved budgets, revenue goals, and other financial targets. This includes working with cross-department leaders to develop the overarching budget that will support marketing initiatives throughout the fiscal year. Creates marketing specific budget and financial objectives - tracks and reports on revenues and expenditures, identifies budget trends and recommends budget adjustments as needed, including cost containment and revenue generation opportunities.

• Creative Conceptualization Works with internal and external designers, marketing team members and organizational stakeholders to conceptualize creative campaigns that support marketing goals and objectives.

• Research & Analysis Identifies, recommends, develops, implements and manages market research projects, qualitative and quantitative, to support marketing planning, execution and evaluation and to measure effectiveness of marketing strategies, campaigns and projects including return on investment and profitability.

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Other Duties and Responsibilities

• Performs other job tasks associated with role as assigned.

Supervisory Responsibilities

• Directly supervises four employees: two Senior Marketing Project Managers, one Digital Marketing Manager and one Social Media Strategist.

Requisite Qualifications, Characteristics, and Experience Ideal candidates for the position will be conspicuously passionate about ISTE’s mission and philanthropy; poised and confident with executive presence; manifest leadership, professionalism, and interpersonal acumen. All candidates are expected to be capable of serving as a trusted advisor and thought leader in the area of strategic marketing and communications, especially across all digital channels. All candidates must be reliably able to exhibit sound judgment and discretion. Ideal candidates will possess an innovative and progressive nature and have a demonstrated track record of entrepreneurship. All candidates must be ready to welcome accountability for results and be consistently solution-oriented. Ideal candidates for the position will also present the following: Minimum Qualifications

• Bachelor’s degree, preferably in Marketing, Business, Advertising or related communications field.

• 7–10 years of experience in a marketing focused position with elements of social media and creating/hosting digital content (copywriter, journalist, editor, etc.).

• Demonstrated track record of managing all aspects of business, financial and budget management.

• Proven ability to successfully manage, coach and motivate a team of employees. • Proven ability to be a collaborative leader within a matrixed organizational structure. • Experience with marketing automation a plus. • Experience working in education technology market is desirable.

Skill Requirements

• Strategic marketing planning • Marketing digital strategy • Social media and community engagement leadership • Project management • Marketing and branding acumen • Budget planning and management • Writing and editing for marketing pieces • Creative concept development • Primary and secondary research • Exceptional organization skills and high attention to detail • Outstanding communication and relationship building • Collaborative team player

Other Desirable Characteristics

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• Natural leadership with excellent verbal/communications skills and a thoughtful, persuasive personal style.

• A collaborative working style demonstrating confidence that moves others to action by planning, motivating and organizing work tasks.

• Strong, demonstrated skills in leading, motivating and supporting staff. • Ability to represent ISTE with exceptional presentation and facilitation skills. • Strong interpersonal skills, effective team and partnering skills, an entrepreneurial mindset and

strong consultative skills. • Extensive program/project management skills. • Strong personnel management skills. • Thorough and creative problem solving skills. • Ability to thrive in a demanding, fast-paced environment requiring a high degree of productivity,

adaptability, innovation and follow-through. • Ability to track and juggle multiple tasks/priorities. • Self-motivated with ability to work well independently as well as part of a team, and able to

provide leadership within that environment. • Ability to develop and manage budgets and lead and direct others with this responsibility.

Physical and Environmental Elements

• The job is typically performed under comfortable working conditions. • Some business travel will be required, which includes both air and land transportation. It may be

necessary to handle personal luggage and operate a motor vehicle. The position must occasionally lift and/or move up to 50 pounds when preparing for a conference, meeting, or exhibition.

Note The above noted job description is not intended to describe, in detail, the multitude of tasks that may be assigned, but rather to give the position incumbent a general sense of the responsibilities and expectations of his/her position. As the nature of business demands change so, too, may the essential functions of this position. All employees are expected to interface well with all departments within the organization and to represent the organization in a professional manner.

The International Society for Technology in Education is committed to equal employment opportunity, diversity,

and compliance with the Americans with Disabilities Act. ISTE’s commitment includes providing a respectful working environment that is free from unlawful discrimination and harassment in the workplace. This commitment

is made by ISTE in accordance with applicable federal, state and local laws and regulations.

For further information, please contact

Heather Dority Chief Executive Officer

Viaspire (916) 509-9879, Ext. 4

ISTECareers@viaspire.com