Description
TSCPA's Director of Communications & Marketing serves as a key member of the executive leadership team and is responsible for developing and implementing a comprehensive communications, marketing, and public relations strategy that supports the mission, vision, and strategic objectives of the Society.
This position owns TSCPA’s marketing and communications strategy, including brand management, member value proposition communications, program marketing, media relations, digital strategy, and advocacy messaging to elevate the voice and visibility of the profession and the Society.
The Director of Communications & Marketing possesses a clear understanding of business goals and professional trends and utilizes an understanding of end-user behavior to develop effective communications strategies for internal and external audiences.
Requirements
Lead Marketing and Communications Strategy:
- Serve as a thought leader and strategic advisor to fellow members of the Senior Leadership Team regarding issues and trends impacting the profession and how they shape strategic communications and marketing priorities.
- Develop and execute marketing and communications strategies aligned with TSCPA’s overall strategic plan. As part of this, the position will:
- Guide audience segmentation, customer journey, and engagement strategies.
- Collaborate cross-departmentally to understand, synthesize, and satisfy communications and marketing needs throughout the organization.
Successful strategies will drive the success of:
- Continuing education programs
- Member recruitment and engagement
- Talent and workforce support
- Public relations initiatives
- Other programs and initiatives as needed
- Exhibit ownership over marketing/communications campaigns from end to end, leading and managing departmental staff resources and technology tools to execute high-quality standing communications pieces along with initiative/program-based campaigns.
This includes but is not limited to oversight of:
- Print and online Society news publications, including the Tennessee CPA Journal
- Email marketing campaigns and electronic newsletters
- Website content
- Social media channels (LinkedIn, Facebook, Instagram, TikTok, X)
- Print marketing collateral
- Press releases and media requests
- Develop key performance indicators for Society communications/marketing efforts and routinely monitor performance against these indicators. Report performance monitoring indicators to the senior leadership team and other relevant business owners.
- Analyze and measure effectiveness of current marketing and communications touchpoints (examples – email and social media response rates, website traffic, etc.) and optimize strategies accordingly.
- Participate in on and off-site Society governance meetings, including TSCPA Board of Directors and Council meetings, preparing and presenting information as needed.
Provide Staff & Departmental Leadership:
- Establish departmental priorities, manage resources, and oversee communications / marketing budgets and operations.
- Provide performance coaching and direction to the communications / marketing team that fosters a collaborative, accountable, and high-performing culture.
- Assume budgetary responsibility for the Communications Department, including analyzing ROI of communication channels, products, and services.
- Identify, evaluate, and oversee the implementation of technology solutions that support departmental responsibilities and initiatives, including email distribution platforms, website traffic analysis, member engagement activity, etc.
Manage Brand Quality:
- Utilize sound professional judgment and a sharp eye for detail in proofreading and providing solutions-oriented feedback on communications including, but not limited to, Tennessee CPA Journal, member program and event marketing emails, press releases, website content, and social media posts.
- Professionally and accurately respond to inquiries and information requests from members, vendors, media agencies, and the public.
Maintain Awareness of Best Practices & Professional Trends:
- Collaborate with colleagues in other professional associations, including other state CPA societies, to stay informed on issues impacting the profession, developing trends and communications tools, and best practices used by state CPA societies across the country.
- Participate in informational sessions with aligned organizations to gather information on professional trends, specialized initiatives, and impactful issues, including sessions with the AICPA, TNSAE, and others.
What You'll Need to Succeed
We recognize that people develop skills and capabilities through many paths, including professional experience, education, certifications, volunteer leadership, military service, entrepreneurial experience, and other opportunities. If your background aligns with the needs of this role, we encourage you to apply. Successful candidates will demonstrate strength in the following areas:
Education: A bachelor’s degree in marketing, communications, or a related field
Experience: A minimum of 7 years of progressive marketing and communications experience, including at least two years of leading professional staff.
Skills & Expertise:
- Experience developing and leading integrated marketing and communications strategies across multiple audiences, products, programs, or service lines.
- Demonstrated ability to develop, execute, and shift communications strategies to meet organizational objectives.
- Ability to professionally represent the organization and make a positive connection with members, media contacts, and other stakeholders through presentation and writing skills.
- Exceptional attention to detail and demonstrated proofreading/editorial skills.
- Demonstrated use of strong professional judgment
- Experience leveraging marketing technologies, including CRM and/or association management systems, digital marketing tools, marketing automation platforms, and analytics tools.
- Proficiency in Microsoft Office, WordPress and Adobe Creative Suite
