Director, Brand and Content Strategy

Website American Academy of Optometry

MAIN PURPOSE:      Responsible for the overall direction and execution of the American Academy of Optometry (AAO) brand and marketing strategy.  Provides strategic and operational leadership for marketing and communications efforts targeted to various audiences including members, nonmembers, the profession, and the public. Works closely with the Program Manager, Membership and Communications.

Brand and Marketing Operations
·      Set the overall direction of the AAO brand and marketing strategy including our content, commerce, and experiences, ensuring consistency across all touchpoints.
·      Define, map and optimize the customer journey and experience for diverse groups of members and customers – including online, print, and in-person experiential activities.
·      Develop and manage membership recruitment and retention plans based on strategic goals.
·      Monitor industry and marketing trends, including the competitive landscape and provide actionable insights to internal teams.
·      Collaborate with volunteers and vendors to achieve various marketing and strategic goals.
·      Develop and manage marketing budgets and oversee the development and management of internal operating forecasts and budgets.
·      Maximize ROI while taking calculated risks to explore and test new marketing opportunities.

Marketing Campaign Development and Management
·      Manage and help implement the creative execution of marketing campaigns, including developing the overall messaging, copy, and vision for the look and feel of each campaign.
·      Determine best practices to represent the AAO brand to our audiences on a variety of platforms in an innovative and engaging way.
·      Understanding of best practices to drive people to click, consume, and convert.
·      Ability to synthesize data and inputs into meaningful and actionable insights.
·      Develop and manage tracking systems to measure and evaluate the effectiveness of membership development and marketing efforts.

Content Strategy, Development, and Distribution
·      Leverage a holistic understanding of the AAO/AAOF’s positioning and potential to define the entire editorial roadmap, working cross functionally across all marketing channels to ensure flawless execution of various channel-specific marketing.
·      Oversee the development of content across all print, digital, and experiential channels including paid, earned, owned, and shared media.
·      Identify all appropriate platforms, accounts, and formats for print and digital content distribution from short form content to long form white papers and presentations.

·      Five to seven years of experience in brand management, content development, marketing, advertising, and/or public relations.
·      Must have knowledge of and experience with the Microsoft Office Suite and digital marketing and content management (website content management, email, social media, video, Google analytics, etc.).
·      Experience leveraging expertise by identifying and working with agencies, contractors and others to help deliver results.
·      Excellent writing, oral communication, and interpersonal skills.
·      Excellent analytical and problem solving skills.
·      Excellent attention to detail.
·      Self-starter who thrives in environments with high autonomy and accountability.
·      Competencies in nonprofit management, membership associations, credentialing, conference marketing, online learning, publishing, as well as diversity, equity and inclusion.
·      Bachelor’s Degree required
·      Experience working for a member association is preferred

To apply for this job email your details to

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