Vice President of Marketing and Communications
Job Summary :
The Vice President of Marketing and Communications is a senior leadership role responsible for driving member engagement, revenue growth, and organizational visibility, while positioning PAs as essential to the future of healthcare.
Reporting to the Chief Growth Officer, the VP oversees a team of 21 professionals spanning marketing, creative, digital, and communications. Direct reports include the Senior Director of Marketing Services
- , Creative Director, Director of Social Media, and Director of Communications.
As a member of the senior leadership team, the VP will partner closely with Product Evolution, Product Development, and Finance to ensure marketing and communications function as a strategic lever to achieve organizational goals. You will lead a multidisciplinary team across brand, product marketing, creative, communications, and operations-fostering a culture of collaboration, performance, creativity, and empathy.
This role partners closely with the Vice President of External Affairs & Outreach, who has primary responsibility for policy communications, advocacy messaging, public affairs, and media strategy. The Vice President of Marketing and Communications focuses on marketing, member engagement, brand visibility, and non-policy communications. Together, the two roles ensure a unified and consistent voice across all AAPA communications. This clear division of responsibilities allows each function to leverage its expertise while collaborating on executive communications, thought leadership, earned media, and shared organizational initiatives.
The VP's primary focus will be on membership growth, PA and PA student engagement, brand visibility, and revenue generation. Success will be driven by the innovative use of research, data, technology, storytelling, design, paid and organic media, and optimized communication channels. Elevating the visibility, relevance, and impact of the PA profession through integrated marketing and communications strategies is central to the role.
In addition to strengthening member recruitment and engagement, the VP will support products and services that meet the needs of the profession-including those funded by grants-as well as existing and emerging business lines. As the organization continues to grow, this position will play a critical role in driving efficiency and innovation across marketing and communications operations through modernized processes, technology adoption, cross-functional integration, and maximizing staff expertise.
Ultimately, the Vice President of Marketing and Communications serves as the strategic voice connecting our brand, products, members, and the profession. By crafting compelling narratives and integrated go-to-market strategies, this leader will fuel growth, elevate impact, and redefine how marketing and communications advance both the organization and the PA profession.
Key Responsibilities :
Strategy Development : Strategize and overall management of the creation and implementation of comprehensive marketing and communications plans, including branding, content, web and digital presence (inclusive of social media platforms), and public relations, ensuring alignment with organizational goals and maximizing return on investment (ROI).Brand Management : Oversee AAPA's as well as the PA profession's brand strategy and ensure consistency in brand voice and identity across all channels and departments.Campaign Strategy : Lead the development and execution of various campaigns, from advertising and media to social media and content marketing.Market Research & Analysis : Utilize marketing research and market segmentation to inform strategies and measure campaign effectiveness.Messaging & Content Strategy : Support leadership with professional writing, speechwriting, and scripting for internal and external communications. Create content strategies that support the goals of the organization.Media Relations : Lead proactive and reactive earned media efforts for non-policy topics, including brand positioning, partnerships, organizational announcements, and programs that drive public visibility and member engagement.Strategic Leadership : Develop and execute comprehensive marketing and communications strategies to enhance member engagement, promote association initiatives, and drive both membership and revenue growth.Organizational Communications : Lead non-policy-related crisis communications in collaboration with internal stakeholders and the VP of External Affairs for message coordination.Executive Communications and Thought Leadership : Identify and amplify opportunities for AAPA leaders to contribute thought leadership aligned with non-policy priorities - including authored articles, podcasts, speaking engagements, and media commentary. This function will be coordinated with the VP of External Affairs for alignment with public-facing campaigns and issue narratives.Event Marketing and Communications : Spearhead integrated marketing and communications strategies for AAPA's national conference and other in-person events, including attendee and sponsor promotion, event branding and content alignment, on-site communications, and post-event amplification of thought leadership.Team Management : Lead and mentor a diverse team of 22 professionals, fostering a collaborative environment that encourages creativity, innovation, and professional growth.Paid and Organic Media : Drive effective paid and organic digital and social media campaigns, enhancing brand visibility and member interaction while optimizing the utilization of all communication channels.Creative : Create roadmap for expanding creative capabilities and incorporating new promotional / communication delivery methods into future work. Serve as a sounding board and steward of best practices.Operational Success : Establish and uphold SOPs to streamline processes, ensuring efficiency, consistency, and high-quality outputs across all initiatives.Performance Measurement : Track and analyze all aspects of marketing and communications performance metrics, providing regular reports on outcomes to inform decision-making and strategy adjustments.Cross-Department Collaboration : Partner with other departments to align strategic priorities and ensure cohesive messaging across the association, contributing to the broader advocacy efforts without making it the primary focus of communication.Required Abilities :
Deep understanding of brand marketing and innovative approaches to maximize awareness with limited funding.Proven expertise in managing multi-channel marketing strategies, including email, paid digital, organic SEO, organic social media, direct mail / response, and other paid channels.Demonstrated success in content strategy and communications, including developing editorial calendars, thought leadership platforms, and messaging frameworks that position the organization and its leadership with clarity and authority.Extensive experience in earned media relations and serving as a key organizational spokesperson or strategic media advisor.An understanding of executive communications needs and strategies to elevate key messages and strategies for the organization to internal and external audiences.Strong communication writing skills in support of the various initiatives, programs and products targeting diverse audiences.Excellent analytical skills, with experience in media buying, analytics, and using data to inform strategic decisions. Familiarity with and adoption of testing.Agile approach to marketing and communications, with the ability to pivot as needed to accommodate the ever-changing needs and healthcare environments.Strong verbal and written communication skills, capable of articulating complex concepts clearly to diverse audiences.Proficiency in developing and implementing SOPs that enhance operational efficiency and effectiveness.Demonstrated ability to drive membership and revenue growth through effective messaging, innovative campaigns and initiatives.Ability to drive creative concepts and campaigns that are innovative and address various audience needs.Expertise in and understanding of large and small conferences / meetings including contributions that drive registration and enhance or support a superior customer experience.Strong interpersonal skills with the capacity to collaborate effectively across departments and engage with various stakeholders.Knowledge of AI and its ability to add efficiencies and effectiveness to workflows and deliverables.Ability to add value and lead a team with established expertise, insight and perspective to campaign management.Dedication to ongoing learning and development, especially related to new technologies.Education and Experience :
Bachelor's degree in marketing, Communications, Business Administration, or a related field; master's degree preferred.20+ years of experience in marketing and communications, ideally with a mix of corporate experience and in the healthcare or nonprofit sectors, with a demonstrated record in team leadership and strategic planning. Association experience a plus.The American Academy of PAs is an Equal Opportunity Employer and is committed to enriching the working environment for all staff by promoting a culture of inclusion, diversity, equity, and accountability. We invite individuals with diverse backgrounds, experiences, and abilities to apply. AAPA considers all qualified applicants without regard to color, religion, sex, sexual orientation, gender identity, national origin, veteran status, disability, and any other classifications protected by law.
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