The American Academy of Ophthalmology, the world’s leading association of eye physicians and surgeons, is seeking an inspired and innovative Vice President of Communications and Marketing who possesses leadership, charisma and impeccable communications skills, to differentiate this globally recognized nonprofit through communication and marketing.
As a member of the Executive Leadership Team, you will be accountable to lead, manage and serve as the driving strategic and operational force behind the formal communications and marketing efforts of the organization. You will ensure the organization's message is distributed across channels and targeted audiences to meet its business objectives and revenue goals, as well as lead team of twenty-five professionals with functional expertise in Marketing, eCommerce, Brand, Public Relations, Corporate Communications, Member Communications, Internet/Intranet and Patient Education. You and your team will work collaboratively across the organization in the achievement of strategic goals to support educational opportunities, advocacy and public understanding and support for the profession of ophthalmology and transform the health care experience for patients and the public.
Strategy and Planning:
Guide the Academy’s brand management efforts, working with divisional staff and collaboratively across the organization to ensure the consistent presentation of the organization’s value proposition, ensuring consistency in strategy, message and tone.
Formulate Academy-wide member communications and public relations strategy; communicate this plan to those who will implement it, providing resources necessary to achieve goals.
Direct the development and execution of marketing strategies to promote products, services and meetings to membership.
Lead a comprehensive digital marketing strategy that includes eCommerce and corporate and public website management and related social media channels. This includes working in collaboration with all divisional Vice Presidents, overseeing Academy web site content to ensure it is on strategy and consistent with Academy brand identity guidelines. Ensures that the Academy understands and implements emerging technologies and best practices that enhance the organization’s ability to provide value to its members.
Product Development & Quality:
Create and manage proactive public campaign to distinguish ophthalmology from other eye care providers.
Leverage Academy’s intellectual content (e.g., Ophthalmology journal and Preferred Practice Patterns) to promote the Academy and ophthalmology to the media, thereby positioning the Academy as the premiere media resource among reporters.
Develop results measurement matrix for Academy public relations and member programs and projects; analyze, assess and report on effectiveness of projects & campaigns.
Principal staff interface with Physician/Volunteer Secretariat.
Oversee the product development of patient education, insuring that products meet the clinical and technological demands of the membership while generating significant revenue for the Academy.
Working with other divisions, develop, research and bring to market new product and services for the membership.
Staff – As direct supervisor, guide five directors, one manager and one administrative manager in development and management of their performance achievement plans, and lead a total team of over twenty-five professionals as division Vice President
Obtain results through director/manager level staff to develop programs/productions in alignment with overall communications and marketing strategy of the Academy.
Processes – Must be a change agent to improve and update vision for Academy communications, patient education and marketing – developing targeted messages and products to members, non-members, and the general public.
Budget – Responsible for developing a budget of 5.7 million for Academy-wide communications and marketing, implementing with staff, and delivering expected results within established parameters.
Goals – Develops a cross-divisional respect and understanding of Academy communications and marketing goals to increase the influence and impact of the Academy internally, as well as externally.
Communications & Training:
Coach others on conceptualizing/managing story angles, techniques and materials used to reach targeted groups through carefully chosen media methods.
Coach staff on increasing effective communications skills with members and all others, including diplomacy, confidentiality, and persuasive techniques.
Ensure managerial staff and subordinates receive training where needed, to effectively support the Academy’s overall mission and communications and marketing objectives.
Role requires at least 15 years’ experience in leadership roles within the field of Communications and/or Marketing with several years’ exposure to the medical field or a comparable field.
Expert knowledge of Corporate Communications, Public Relations, Marketing and Patient-focused communications, including all related procedures and ethics.
Ability to manage professional and managerial personnel for effective results; to work independently as well as be an effective leader of cross-divisional teams and committees.
Good judgment and the ability to make timely and sound decisions.
Ability to direct and recommend cost-effective, creative strategies and innovated solutions.
Demonstrated proficiency in supervising and motivating subordinates, as well as getting cooperation and results from vendors, colleagues, and other staff members.
Strong organizational, analytical, and problem-solving skills.
Strong understanding of qualitative and quantitative research.
Line management experience including P&L responsibility.
Experience developing and executing business plans.
Executive level understanding of financial administration, budget planning and maintenance, sales forecasting and reporting.
Ability to work and communicate easily with all levels of staff within the organization, as well as externally.
Demonstrated ability to make successful presentations to individuals and/or groups at all levels of an organization
Versatility, flexibility, and willing to work enthusiastically with constantly changing priorities; motivating staff to follow that positive lead.
Strong interpersonal skills – i.e. the ability to deal effectively with a diversity of individuals at all organizational levels.
Ability to conceptualize creative and innovative concepts and communicate these effectively and persuasively in writing.
Passion, enthusiasm, focus, creativity, and a positive outlook, with a commitment to excellence, integrity and high standards
Must have presence with members, non-members, and the general public alike, to effectively promote product/services, increase awareness of the Academy, and retain existing member support.
Knowledge of software capabilities and innovations, ability to identify opportunities for improved procedures and technical expertise.
Ability to focus on end results and motivate staff, as well as influence targeted groups for Academy awareness.
Work with others to evolve and nurture a consistent corporate image across all Academy communications channels, events, services and products.
Internal Number: VP23
About American Academy of Ophthalmology
The American Academy of Ophthalmology is the world’s largest association of eye physicians and surgeons. A global community of 32,000 medical doctors, we protect sight and empower lives by setting the standards for ophthalmic education and advocating for our patients and the public. We innovate to advance our profession and to ensure the delivery of the highest-quality eye care. For more information, visit www.aao.org.
We offer our employees competitive base salaries, discretionary year-end bonuses, comprehensive health benefits (medical, dental and vision), generous vacation days with additional gifts of time, in addition to 10 paid holidays per year.
For more information on benefits please go to: http://www.aao.org/jobs/benefits