The American Bankers Association is the banking industry's champion. Joining ABA makes you part of a team that: • has Extraordinary People - ABA experts are the "go to" sources for bankers, policy makers and the media for credible information and insights for the banking industry. • has Unmatched Scope and Scale - ABA's unparalleled information and services keep members current, knowledgeable and prepared. • is Impact-Driven - ABA has a proven record of bringing about positive change for our members and the industry. We take action and achieve results. Plus competitive pay, an outstanding benefits package, a convenient DC location, a professional collegial work environment and an opportunity to work on issues of national significance equals a winning combination!
The Senior Manager, Marketing reports to the Vice President of Marketing for Conferences and Schools and is responsible for developing and executing all marketing activities for specific ABA events. The Senior Manager, Marketing ensures that the attendee goal is reached under the budget and works with internal stakeholders and external vendors for each meeting.
Develop and execute marketing strategy for several ABA conferences and schools.
Work with the appropriate Market Segment strategist on the overall strategy for each event to define the campaign’s goals and target audiences.
Work with Member Communications-Content Creation team on the theme (if applicable) and messaging for all channels.
Work with Creative Director and assigned graphic designer to develop the overall look for each event and define specific design needs including ads, brochures, videos and gifs.
Develop and execute a marketing plan leveraging all appropriate channels including:
Web: collaborating with Digital team and Web administrators to update event web page graphics and messaging on a consistent basis.
Direct Mail and Print Collateral
Print and Digital Advertising: external/internal channels (incl. retargeting, geofencing)
E-mail (A/B testing, segmented prospect lists)
Press: working with the Public Relations department to issue event press releases (when applicable)
Social Media: coordinating with Social Media team to create organic and paid in-depth campaigns
Exhibitors/Sponsors: work with the Business Development team to develop sponsorship prospectuses, media kits and cross promotion tool kits
Cross Promotion: identify internal and external outlets where event can be promoted such as other ABA events, state association events and webinars
Coordinate with the Events team to develop the look and feel for a consistent onsite attendee experience including:
Web: attendee landing page, ads
Social Media: posting schedule and photography plan (when applicable)
General Session: staging, screen (speaker template, walk in/out graphics, videos), and livestream (when applicable)
Mobile App: data, promoted posts/ads, user communication
Maintain a budget for each event that details projected and actual costs.
Provide campaign status (including budget) and results to all stakeholders on a weekly basis as well as a detailed debrief at the end of the campaign.
College degree and 6-8 years of experience
Ability to develop and implement effective marketing plans
Demonstrable experience leading and managing email, social media digital marketing and print advertising campaigns
Working knowledge of Google Analytics and how to interpret results and put them into action
Experience with an email marketing automation platform such as Eloqua, Hubspot or Salesforce
Ability to prioritize and manage multiple clients and projects simultaneously
Knowledge of creative process and how to provide clear creative direction
Excellent oral and written communication skills
Excellent writing and proofreading skills
Strong project management skills with ability to drive to consensus across cross-functional teams
Provide superior customer service to both internal and external customers
About American Bankers Association
The American Bankers Association is the united voice of America’s hometown bankers—small, regional and large banks that together employ more than 2 million women and men, hold nearly $17 trillion in assets, safeguard $12.8 trillion in deposits and extend more than $9 trillion in loans. ABA believes that government policies should recognize the industry’s diversity. Laws and regulations should be tailored to correspond to a bank’s charter, business model, hometown markets and risk profile. This policymaking approach avoids the negative economic consequences of burdensome, unsuitable and inefficient bank regulation. Through a broad array of information, training, staff expertise and other resources, ABA supports America’s hometown bankers as they perform their critical role as drivers of America’s economic growth and job creation.