Director, Product & Membership Marketing

Who We Are:
Yoga Alliance is the largest nonprofit membership association of yoga professionals, practitioners, and advocates around the globe. We believe if more people practice yoga, the better the world will be. We’re here to amplify the power of yoga and to make it accessible to anyone wherever they are, under whatever circumstances by:

• Uplifting the transformative power of yoga,
• Surfacing and reducing barriers to the practice, and
• Building, engaging, and supporting the yoga community.

Our member-driven community is a diverse collective of wisdom holders, yoga educators, and teachers expanding their expertise; a welcoming space for those newly exploring yoga; a place for seasoned practitioners to deepen their practice; and a supportive hub where community leaders, organizations, and businesses can leverage yoga for social good.

At the core of Yoga Alliance lies a profound commitment to our people. Here, every team member is empowered to lead, innovate, dream, create, and grow. Diversity, equity, inclusion, and belonging guide our way of being in work and in working with each other. We champion a culture of collaboration, where learning from failures is as valued as achieving success. Together, we challenge the status quo and push the boundaries of what is possible.

About the Role:
Reporting to the Head of Strategic Communications, Yoga Alliance is seeking a Director of Marketing, Product and Membership to join its team.

The Director of Marketing, Product and Membership oversees the development and execution of integrated marketing strategies to ensure the successful promotion and delivery of key programs, products, and services.

What You Will Do:
Team Leadership

• Hire, coach, develop, and grow a team to meet long-term goals and near-term objectives.
• Lead the team through performance engagement and development process which includes goal setting, regular one-on-one meetings, mid-year, and annual feedback events.
• Coach team members on delivering clear, consistent messaging using tailored scripts to ensure alignment with brand voice, member value, and community needs.
• Provide frequent and regular clear and specific feedback that focuses on strengthening core skills and competencies and encourage feedback in return.
• Proactively collaborate and partner with internal colleagues across the organization (Community Engagement, Social Impact, and Strategic Communication teams) to ensure alignment and knowledge sharing.

Marketing Strategy & Thought Leadership

• Develop and execute comprehensive marketing strategies, online and offline, aligned with Yoga Alliance's goals to drive brand awareness, lead generation, member acquisition, growth and retention
• Develop retention marketing strategies to increase member engagement and renewals
• Create compelling value propositions and messaging for the organization’s offerings and develop go-to-market strategies for new membership tiers, programs, services, and benefits
• Collaborate with community engagement, digital and storytelling to ensure member needs are reflected in product development
• Design member journey mapping and lifecycle marketing programs in partnership with Community Engagement

Marketing Implementation & Operations

• Design and execute multi-channel campaigns to attract new audiences that drive organizational revenue goals in collaboration with storytelling, digital and Yoga Alliance’s agency partners
• Lead content marketing initiatives in partnership with storytelling
• Design, build, and manage email marketing campaigns and marketing automation workflows
• Partner with community engagement and digital teams on conversion optimization and renewal strategies
• Develop internal materials on product features and benefits to enhance staff’s effectiveness in member interactions; Create internal guides to support the engagement process
• Identify and develop sponsorship opportunities to support marketing initiatives and campaigns

Data Analytics & Reporting

• Oversee internal and external market research and competitive analysis to inform strategic decision-making
• Develop quarterly campaign performance, lead generation and conversion, and brand awareness reports
• Provide monthly/quarterly budget performance against targets

What You Will Bring:

• Bachelor's degree in marketing, communications, business administration, or related field or four years of equivalent experience
• 10+ years of progressive marketing experience that includes the following:
  • 3+ years in leadership roles
  • 3+ years proficiency with marketing automation platforms (e.g. Salesforce Marketing Cloud)
  • 5+ years of progressively increasing people leadership including hiring, coaching, and direct performance engagement and development management.
  • 5+ years of go-to-market (GTM) experience leading complex, multi-stakeholder initiatives that directly impact revenue and business growth.
  • 5+ years proven track record of successful product and/or membership marketing
  • 7+ years of strong analytical skills with experience in Google Analytics, social media analytics, and marketing ROI measurement
• Strong technology skills with an aptitude to learn quickly to ramp up on new platforms or technology: Microsoft Suite (Outlook, Word, Excel, PowerPoint); Customer Relationship Management platform (Salesforce); project management platforms (e.g. Monday).
• Experience with customer segmentation and persona development
• Knowledge of SEO, SEM, and digital advertising best practices
• Understanding of UX/UI design principles
• Familiarity with design software and content management systems
• Excellent skills in the following areas:
  • Collaboration: is inclusive, highly engaged team player, proactively seeks and provides thought partnership, assistance, and/or resources with/to colleagues.
  • Communications: written, verbal, and listening; managing expectations; understanding who are the key stakeholders; curious, asks questions early; anticipates and prepares next steps and outcomes. Ability to translate complex ideas into clear compelling narratives for general audiences
  • Judgment and Decision Making: ability to escalate and address concerns/challenges appropriately and in a timely manner.
  • Problem Solving: enjoys troubleshooting and surfacing creative solutions to achieve desired outcomes.
  • Project Management: tracking, driving, prioritizing, reporting, and engaging the necessary stakeholders, tools, resources, and information to produce desired results; ability to move nimbly among a variety of projects with varying timelines.
  • Public Speaking: is a skilled speaker and facilitator with an ability to effectively engage with a varied and diverse audience; effectively reads a room and adapts tone and approach to the audience; has an ability to communicate complex matters in an accessible manner
  • Strategic Thinking: knows where to look for and can take disparate pieces of information and effectively synthesize to produce insights and desired outcomes. Is able to map out and execute a sound plan to achieve long-term goals.
• Experience working effectively and collaboratively within a fast-paced, nimble environment among a diverse employee base that works remotely and distributed across the United States.
• Proven track record of contributing to cultures committed to equality, diversity, inclusion, and belonging.
• Ability to attend in-person work related events and functions, and work on-site in Yoga Alliance’s Arlington, VA office as needed.
• Experience working within and driving creative processes, experimentation, and keeping pulse on cross-cutting and/or adjacent spaces to design and apply innovative solutions.

• Master's degree in marketing, communications, or master's in business administration (MBA)
• Experience in any of the following:
  • Consumer product goods (CPGs)
  • Software as a service (SaaS)
  • Wellness, fitness, and/or yoga industry with an understanding of professional credentialing and standards-setting organizations.
• Background in change management or user enablement
• Understanding of membership and customer lifetime value optimization in association environments.

We encourage individuals to apply even if they do not have any of the desired qualifications.

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