Digital Marketing Manager

TITLE: Senior Manager, Digital Marketing REPORTING RELATIONSHIP: Senior Director, Marketing Basic Functions Lead the strategy, development, and ongoing evolution of the American Academy of Pediatrics (AAP) digital marketing function, including channel strategy, platform governance, and agency relationships. Partner with marketing staff to develop and execute integrated digital programs that drive acquisition, engagement, and retention across the full member and customer lifecycle. Serve as the primary owner of the AAP enterprise email marketing platform, establishing the governance, standards, and infrastructure that enable effective digital communications across AAP. Provide the strategic leadership and operational foundation needed to scale digital capabilities, expand channel presence, and deepen impact across the organization. Duties And Responsibilities Develop and lead the overall digital marketing channel strategy, advising on marketing plans across product, education, and membership teams and serving as a cross-functional digital marketing resource to support evolving programs and priorities. Serve as primary marketing owner of the organization's email marketing platform, establishing and maintaining governance standards, user management processes, brand and style compliance, and onboarding and offboarding protocols. Build and convene a cross-departmental community of practice, engaging super users across key departments to drive email platform knowledge-sharing, consistent usage standards, and issue escalation. Serve as the internal source of truth for platform guidance and change management. Manage email platform health and performance in partnership with IT, including audience segmentation standards, list hygiene, sender reputation, deliverability, and email and privacy compliance standards (e.g., CAN-SPAM, GDPR). Serve as primary marketing liaison for vendor relationships, renewals, roadmap input, and feature escalation. Provide expertise and support for automated email campaign development and implementation across the organization. Support the development and ongoing refinement of the AAP digital marketing measurement framework, including KPI definition, tracking infrastructure, and performance evaluation across channels. Oversee implementation and governance of web analytics and tag management tools. Partner with Membership Operations and Sales teams on audience segmentation, list development, and first-party data strategy to support targeted and effective digital marketing programs. Oversee and advise on paid media marketing strategy across all channels, providing strategic direction and oversight of campaigns managed by the Manager, Digital Marketing and external partners; integrate paid strategy with organic social media and SEO/AEO strategies in collaboration with the social media team and to maximize reach and performance. Advise on and provide strategic guidance for social media strategy across AAP product and sub-brand channels in partnership with digital marketing staff and social media team to ensure alignment across channel and content strategies. Serve as a strategic partner across AAP.org properties in partnership with the platform owners, supporting digital marketing objectives and advising on web marketing strategy as digital programs expand. Provide creative direction for digital marketing assets, including oversight of and hands-on contribution to graphic design needs within the function, ensuring brand consistency and accessibility standards across all digital channels and materials. Guide the digital marketing budget development process; support monthly forecasting, monitor variances, and make recommendations for adjustments as needed. Manage relationships with digital marketing agencies and external consultants, including oversight of scopes of work, performance, and contract management. Expand and evolve the vendor portfolio in alignment with program growth. Manage incoming workflow and campaign requests from across the AAP, establishing intake processes and prioritization criteria to support effective cross-functional collaboration. Supervise and mentor assigned staff. Encourage a work environment that promotes inclusion and belonging of all staff. Support ongoing staff development, help set objectives, evaluate performance, and promote and enhance staff capacity in skills necessary to achieve goals. Ensure staff operate in a fiscally prudent manner, maintain confidentiality, operate with the highest ethical standards, and provide excellent service to members and volunteers. Perform other duties as assigned. Education Bachelor's degree in marketing, communications, or a related discipline, or an equivalent combination of relevant education and work experience required. Master's degree in marketing, digital media, or a related discipline preferred. Experience At least five years' related digital marketing experience required, including developing, implementing, and evaluating integrated digital marketing strategies across various channels (e.g., paid media, email, social, web); email platform ownership or governance; audience segmentation and data-driven marketing; and budget management and forecasting. Experience managing digital marketing agencies or external vendors and supervising staff or serving as a team lead required. Experience with creative direction, budget development, and working in a nonprofit or membership association, preferred. Experience with education-related products and publications a plus. Essential Skills Excellent project management, organization, verbal/written communication, critical thinking, interpersonal, diplomacy, and leadership skills required. Strong technical acumen essential with proficiency in paid media platforms (e.g., Meta Ads Manager, LinkedIn Campaign Manager, Google Ads, Microsoft Advertising, Spotify Ads Manager Amazon Advertising); email marketing platforms (e.g., Magnet Mail, SendGrid); and web analytics and tag management tools (e.g., Google Analytics, Google Tag Manager); and the ability to learn and apply new technologies including the use of AI. Familiarity with SEO tools (e.g., Google Search Console), CRM systems, graphic design platforms (e.g., Adobe Creative Cloud, Canva), HTML and web content management systems, document collaboration platforms (e.g., SharePoint), and virtual meeting platforms (e.g., WebEx, Teams) preferred. Must be able to manage multiple priorities simultaneously, work within established budgets, think strategically and creatively, work both independently and as part of a team, take initiative, collaborate effectively with various internal and external constituents, and maintain a positive and cooperative team-oriented work environment with a commitment to fostering a culture where everyone feels valued and respected. Some travel and evening/weekend work required. A reasonable estimate of the current base pay range for this position is $110,509.58 - $116,649.00. Compensation decisions take into account a wide range of factors, including but not limited to relevant experience, skills, certifications, geographic location, business needs, and organizational policies. In addition to those factors, we believe in the importance of pay equity and consider internal equity of our current team members as a part of any final offer. Hiring at the maximum of the range would not be typical. We also offer a comprehensive benefits package which includes healthcare and retirement savings plans. The AAP does not use artificial intelligence (AI) to make employment decisions. Hybrid work environment of 40% of work time in the office per month. The AAP offers an excellent work environment, competitive salary, and a comprehensive benefits package. As a reaffirmation to our employee-focused culture, since 2005 the AAP has been named one of the 101 Best and Brightest Companies to Work for in the Chicagoland area. Additionally, we are an Equal Opportunity Employer of Minorities, Females, Individuals with Disabilities, and Veterans that values the strength diversity brings to our workplace. Reasonable Accommodation: Individuals with a disability in need of a reasonable accommodation in connection with the job application process may contact us at View phone number on click.appcast.io or View email address on click.appcast.io . Please note, only those inquiries concerning a request for reasonable accommodation will receive a response. #J-18808-Ljbffr