Director- Digital Growth (Hybrid)

Director- Digital Growth

Chicago, IL (Hybrid)

The American Medical Association (AMA) is the nation's largest professional Association of physicians and a non-profit organization. We are a unifying voice and powerful ally for America's physicians, the patients they care for, and the promise of a healthier nation. To be part of the AMA is to be part of our Mission to promote the art and science of medicine and the betterment of public health.

We continuously work to embed equity in our internal practices and are committed to increasing the diversity of our staff across all levels of the organization. We intentionally work to create the right conditions to enable our employees to feel that they can be their authentic selves and fully participate in the life of the enterprise.

We encourage and support professional development for our employees, and we are dedicated to social responsibility. We invite you to learn more about us and we look forward to getting to know you.

We have an opportunity at our corporate offices in Chicago for a Director- Digital Growth on our Marketing & Membership Experience team. This is a hybrid position reporting into our Chicago, IL office, requiring 3 days a week in the office.

As a Director- Digital Growth, you will be responsible for developing and implementing SEO, CRO,
and IA plans across AMA digital platforms to deliver organic traffic growth, increased
on-site discoverability of content, higher converting landing pages, and
increased user engagement, identification, and conversion. This role will lead
the development of content strategies to serve all stages of the funnel and
audience segments, critically analyze and improve wayfinding and conversion
across platforms, and oversee digital personalization campaigns to support acquisition
and retention membership marketing. This role manages a team and frequently collaborates
with others throughout the AMA.

RESPONSIBILITIES:

Content Strategy

• Define a data-driven, growth-focused content strategy to strengthen the organization's mission and enhance the member experience
• Conduct keyword and other digital research to inform go-to-market strategies and improve the organization's understanding of the customer's digital footprint
• Perform routine content audits to inventory and optimize content, as well as expose gaps/opportunities
• Advise the organization on open access and member-only content based on industry best practices and trends, collaborating with the product teams to define requirements of new functionality
• Develop and distribute routine reporting on content performance, translating data into actionable insights for stakeholders
• Work on special projects and committees as assigned

Campaign Management

• Develop a roadmap to optimize the highest volume and value user paths across AMA digital properties
• Lead A/B testing experiments, including design and results reporting in collaboration with analytics team
• Create personalized content and digital user experiences; design and execute campaigns to support acquisition and retention goals in collaboration with membership marketing
• Collaborate with product and channel teams to increase user identification opportunities

Information Architecture

• Manage and improve the organization and accessibility of content on AMA digital properties, including navigation, taxonomy, and search functionality
• Develop multi-site (including subdomains and microsites) wayfinding solutions to improve internal and external search accuracy, enhance discoverability, and strengthen the AMA's overall digital footprint
• Develop and distribute routine reporting on IA key performance indicators
• Collaborate with the product teams on the management and enhancement of UI and UX experiences

Staff Management

• Lead, mentor and provide management oversight for professional staff
• Responsible for setting objectives, evaluating performance and developing staff
• Identify opportunities for advancing staff skills and expertise

May include other responsibilities as assigned

REQUIREMENTS:

1. Bachelor's Degree required; concentration in Marketing, Advertising, Communications, Journalism, User Experience, or other related coursework preferred

2. 10+ years of experience leading digital marketing, publishing, and growth functions in services, media, e-commerce, or relevant industries

3. 5+ years experience with staff management, with proven ability to lead full-time and contract resources

4. Digitally-savvy and customer-centric, with a proven ability to transform customer insights into digital experiences that drive organization relevance and growth

5. Results-oriented and a drive to win; solutions-oriented with a win-win mentality internally

6. Proven ability to navigate C-suite while also being able to roll-up sleeves to mentor and deliver quick results

7. Metrics-driven with ability to analyze, interpret, and apply insights to develop strategies and plans

8. Exceptional time and project management skills, with focus on process improvement and workflow efficiency

9. Superior written and oral communication skills, including experience presenting in a large group setting, with an ability to handle executive level discussions as well as technical deep dives

Technical Skills:

1. Proficiency in using Google Analytics, Quantum Metric, Optimizely, VWO, Salesforce Marketing Cloud, or other similar applications

2. Experienced with CMS, for example Drupal or WordPress

3. Experienced in use of SEMRush, BrightEdge, Moz, Similarweb, or similar applications

4. Experienced in use of JIRA, Asana, MS Office, other similar applications

The salary range for this position is $120,360-162,180. This is the lowest to highest salary we believe we would pay for this role at the time of this posting. An employee's pay within the salary range will be determined by a variety of factors including but not limited to business consideration, geographical location, and internal equity, as well as candidate qualifications, such as skills, education, and experience. Employees are also eligible to participate in a bonus plan. To learn more about the American Medical Association's benefits offerings, please click here.

The American Medical Association is located at 330 N. Wabash Avenue, Chicago, IL 60611 and is convenient to all public transportation in Chicago.

We are an equal opportunity employer, committed to diversity in our workforce. All qualified applicants will receive consideration for employment. As an EOE/AA employer, the American Medical Association will not discriminate in its employment practices due to an applicant's race, color, religion, sex, age, national origin, sexual orientation, gender identity and veteran or disability status.

THE AMA IS COMMITTED TO IMPROVING THE HEALTH OF THE NATION