The Director, AITP Marketing, leads the marketing effort to acquire, engage and retain members for CompTIA’s Association of IT Professionals (AITP). This position reports to the Senior Director, IT Pro Marketing and works closely with others on the IT Pro team responsible for training and certifications marketing, as well as marketing staff in communications, marketing technology, and creative functions. The role requires close collaboration with the AITP management and membership team in CompTIA’s Industry Relations group along with other departments such as research, IS, and events and education.
Build/maintain in-depth understanding of IT Pro target audience (segmentation, personas, media habits, buyer’s journey, etc.) through immersion in research, trade media, and industry events.
Cultivate relevant relationships with AITP membership and leadership
Create offline/digital acquisition plans that build awareness of AITP, drive traffic to the website for lead capture, and nurture leads through to conversion to paid membership
Create member engagement and retention marketing activities that persuade members to utilize benefits, upsell to additional membership offerings, and renew annually
As part of the planning process, develop an effective content marketing program that aligns relevant, valuable content with each stage of the buyer’s journey to drive conversion to the next stage
Execute marketing plans across all touchpoints, acting as project manager for a cross-functional team and as hands-on executor where needed for SEO, SEM, display advertising, remarketing, traditional media, social media, trade shows, content, etc.
Collaborate with web team to ensure AITP site structure and content supports marketing and business goals
Drive event registration and work with events team to develop onsite presence for any CompTIA hosted events targeted to IT Pros.
Oversee member communications, including the production and distribution of online content, promotional emails and e-newsletters
Provide high-level guidance, brand standards, and templates for chapter communications
Test and track performance of marketing activities, provide reporting on performance to key stakeholders, and use findings to improve performance
Build and foster collaborative relationships across IRG, Research, Events and Education to stay informed and abreast of new initiatives, events, studies and other new content.
Manage dedicated budget
Travel as needed to industry/CompTIA events; estimate 10-15%
The successful candidate will possess the following:
10 years marketing experience with significant time spent in membership marketing for a professional association; tech industry experience preferred
Excellent leadership skills; high level of poise and maturity
Superb verbal communication skills—articulate, clear and persuasive
Highly collaborative, with experience in matrixed environments
Proven track record developing integrated marcom campaigns with both offline and online touchpoints
Deep knowledge of digital promotion channels and tactics: email, SEO, SEM, native display advertising, remarketing
Proven success in content marketing
Strong results orientation and familiarity with best practices and tools for marketing performance measurement
Excellent project management, organizational skills and attention to detail
CompTIA is the voice of the world's information technology (IT) industry. As a non-profit trade association advancing the global interests of IT professionals and companies, we focus our programs on four main areas: education, certification, advocacy and philanthropy.