About the Insights Association:
The Insights Association (IA) is the leading professional trade association dedicated to
the advancement of the insights, market research, and data analytics industry. IA
supports its members by advocating for ethical business practices, promoting industry
standards, providing professional development opportunities, and fostering a
collaborative community of insights professionals. As the voice of the industry, IA represents a diverse membership base, including corporate researchers, research firms, technology providers, and independent consultants, helping them navigate the evolving landscape of data-driven decision-making.
Overview:
The Senior Director, Marketing is responsible for leading the Association’s full-funnel marketing strategy, with a primary focus on overall awareness of IA, top-of-funnel growth, conversion of non-members to members, and improving member engagement. This role owns the development and execution of an integrated marketing and content strategy that positions the Association as the essential source for “Know what’s next.” in the industry. The Senior Director, Marketing partners closely with the Director, Research to translate insights, data, and thought leadership into a cohesive, high-impact content ecosystem that attracts, educates, and converts audiences. This role also collaborates across departments, chapters, and volunteer leadership to ensure alignment with organizational priorities and maximize the reach and effectiveness of all marketing efforts.
Responsibilities:
Strategic Leadership & Growth
-Develop and lead a full-funnel marketing strategy that drives awareness, demand generation, membership acquisition, engagement, and retention
-Define and execute top-of-funnel strategies to expand reach among target audiences, including non-members, emerging professionals, and adjacent industries
-Build and optimize conversion pathways to move prospects into membership through targeted campaigns, value messaging, and lifecycle marketing
-Establish a member engagement strategy that deepens participation, increases retention, and strengthens long-term loyalty
-Translate the Association’s strategic priorities into measurable marketing objectives aligned with the “Know what’s next.” brand positioning
Content & Thought Leadership Strategy
-Partner with the Director of Research to develop and execute a comprehensive content strategy that leverages proprietary research, trends, and insights
-Create a content roadmap and editorial calendar that supports each stage of the funnel—from awareness to conversion to engagement
-Ensure all content is effectively packaged, distributed, and amplified across channels to maximize reach and impact
-Identify opportunities to repurpose and extend content into multiple formats (reports, webinars, social, email, events, etc.)
-Position the Association as the leading voice of the industry through consistent, insight-driven storytelling
Marketing Execution & Channel Strategy
-Oversee the development and execution of integrated marketing campaigns across email, web, social, paid media, and partnerships
-Own and manage the Association-wide marketing calendar, including national, chapter, and programmatic communications
-Lead audience segmentation and persona development to deliver more personalized and effective marketing
-Ensure consistent and compelling brand messaging and visual identity across all channels and touchpoints
-Drive innovation in marketing channels and tactics to improve reach, engagement, and conversion
Membership Growth & Engagement
Collaborate with VP, Membership, to design and implement membership acquisition campaigns targeting non-members with clear value propositions
-Optimize member onboarding and lifecycle communications to improve engagement and retention
-Develop strategies to increase member participation in events, training, and advocacy initiatives
-Continuously evaluate and refine messaging to address member needs and evolving industry dynamics
Digital Experience & Analytics
-Partner with the VP, IT Solutions to oversee and continuously improve the Association website as a primary conversion and engagement platform
-Establish KPIs and dashboards to measure funnel performance, campaign effectiveness, and ROI
-Leverage data and analytics to inform decision-making, optimize campaigns, and improve audience targeting
-Implement testing strategies (A/B testing, segmentation, etc.) to improve performance across channels
Team, Budget & Operations
-Lead and mentor the marketing function, setting vision, priorities, and performance expectations
-Manage the annual marketing budget and allocate resources to maximize impact
-Oversee relationships with external marketing vendors and partners
-Ensure operational excellence across marketing processes, tools (e.g., HubSpot), and workflows
Collaboration & Stakeholder Engagement
-Work closely with internal teams, chapters, councils, and volunteers to align marketing efforts across the organization
-Collaborate with the Director, Chapters & Councils and Chapter Communications Directors to elevate and unify marketing efforts
-Serve as staff liaison to the Marketing Committee, providing strategic direction and updates
-Support major events (e.g., CRC) with integrated marketing and on-site brand execution
Requirements & Qualifications
-10–15+ years of progressive marketing experience, including 5+ years in senior leadership
-Proven success developing and executing full-funnel marketing strategies that drive measurable growth
-Experience in membership-based, association, B2B, or professional services environments preferred
-Expertise in content-driven marketing, especially tied to research, insights, or thought leadership
-Strong digital marketing capabilities across email (e.g., HubSpot), web, social, and paid channels
-Experience with audience segmentation, persona development, and lifecycle marketing
-Ability to translate complex insights into compelling, conversion-focused messaging and campaigns
-Experience managing marketing budgets, agencies, and external vendors
-Demonstrated ability to operate both strategically and tactically, from vision to execution
-Strong cross-functional leadership and ability to influence senior stakeholders
-Proven team leadership experience, including building and mentoring high-performing teams
-Data-driven mindset with expertise in analytics, KPIs, dashboards, SEO, CRO, and marketing automation/CRM systems
