Description:

This is a professional position on the AIA Contract Documents Team, Operations department, reporting to the Director, AIA Contract Documents Sales and Marketing, in which the incumbent provides operational marketing management and daily oversight of programs promoting the AIA Contract Documents. This includes coordinating and providing support to the distributor network sales of contract documents and overall marketing communications initiatives.  The incumbent handles selected aspects of customer (user) care and all aspects of distributor (seller) care relative to the product itself and relative to all sales and marketing initiatives related to the program. The manager’s efforts help to achieve revenue goals, maximize market penetration of AIA Contract Documents, and expand the Construction and Design industry usage of AIA Contract Documents.

Note: The distributor network consists of local AIA components that are full-service distributors of contract documents. They are eligible for the revenue sharing through the Market Development Fund, and other revenue sharing programs, when applicable. AIA components that are not full-service distributors and other approved distributors not part of the AIA organization are not eligible for the Market Development Fund program. Full-service distributors must meet annual requirements for selling and marketing the AIA Contract Documents.

• Achieve the annual revenue plan.
• Develop brand/product marketing strategies and plans to grow revenue, equity and share in order to drive continued marketing and brand leadership in the contract documents category.
• Drive product and services offerings to be best matched to market potential and customer needs. Develop segment specific product, pricing, promotion and distribution plans.
• Collect, analyze, interpret and apply industry/competitive intelligence and market research to enhance positioning, help develop product/content strategy, track programming and improve business results.
• Evaluate research to drive improved branding, claims, value propositions, and messaging.
• Provide input and recommendations for pricing/margin strategy, development and implementation balancing user value, profitability and competitive positioning.
• Develop promotional, acquisition, upsell, retention and winback campaigns including themes, messages, offers, bundling, and fulfillment
• Manage and/or coordinate the design process and creative output of internal graphics and web design staff and any outside marketing communications agency(ies) including advertising, promotion, creative and PR firms.
• Coordinate agencies in execution of marketing plans.
• Maintain sufficient knowledge of competitive offerings and positioning to take advantage of weaknesses and opportunities.
• Provide on time delivery and management of marketing materials that directly support market segment needs, product releases, and market share targets.
• Develop and effectively manage integrated project plans to guide the effective implementation of all assigned initiatives and responsibilities
• Coordinate with Contract Documents Content, Products and Services and Education teams to ensure marketing efforts and plans effectively promotes key releases and initiatives.
• Work collaboratively with AIA membership, knowledge community, marketing, communications, and business development cohorts to integrate with the strategic and annual operational goals of the Institute.
• Manage specific assigned budget items to maximize product sales, profit and long-term customer value.
• Develop, execute, and continually monitor the progress and results of integrated marketing communications programs to deliver on revenue, customer and retention targets.
• Monitor and evaluate the return-on-investment of marketing programs and expenditures, recommending corrections and improvements as necessary.
• Develop and manage customer retention efforts, (communications, newsletters, brand campaigns, etc.), to exceed annual retention goals.
• Develop, monitor, evaluate, and report on-going progress toward sales and revenue goals; retention and winbacks, providing revised forecasts quarterly and working to achieve financial and program goals; report variances against goals and targets and recommend corrective action.
• Develop and handle customer testimonials, and other user requests as needed. .
• Coordinate the activities of the outside fulfillment center with the AIA Call Center and with marketing and sales initiatives.
• Manage Contract Documents marketing pages of the AIA web site, and other ACD product sites, monitor web usage and recommend adjustments.
• Ensure successful marketing, merchandising and achievement of full service distributor network sales and revenue targets. Maintains a close working relationship with the distributor network and create/executes training and incentive programs.
• Monitors, evaluates, and reports on-going progress toward revenue, sales, retention and ARPU goals; works to assist in achieving financial and programmatic goals by, reporting financial and programmatic variances and recommending corrective action.
• Support in-house sales teams to drive sales results.
• Handles customer requests concerning refunds, license term extensions, customer service issues and technical support complaints to ensure ongoing customer satisfaction with the AIA Contract Documents offering, as assigned.
• Develops and maintains ongoing customer care programs to increase customer loyalty and long-term value; effectively positioning AIA Contract Documents for maximum market and sales penetration.

- AIA Contract Documents customers (users)
- Full service component distributors
- AIA state and local component leaders
- AIA volunteer leadership
- AIA members
- AIA Management Council
- AIA Information Technology staff
- AIA Design Services
- Outside marketing/promotion agencies
- AIA Fulfillment

B2B experience required, B2C experience a plus. Broad marketing experience, including brand, product, program, channel, and/or customer marketing. Proven experience managing and executing marketing plans including sales, promotion, pricing, positioning, fulfillment, and e-commerce programs and campaigns. Demonstrated cross functional team leadership. Skill and experience managing a creative/design marketing communications and PR agencies.Strong strategic thinking and analytical skills.
Solid creative and problem solving skills. Strong project management skills with proven track record of leading execution that consistently meets objectives, timelines and financial goals. Solid written/oral communication skills, vendor and program management, and systems/process mapping or development. Understanding in modeling sales and revenue projections and maximizing expenditures to achieve targets. Budget management experience. Ability to work with an ever-evolving product.

Knowledge of and skill in software product marketing or electronic publishing products in a reseller community or distributor network, or similar product or service subscription business. Knowledge of marketing, promotion, pricing, fulfillment, and e-commerce. Understanding of market research. Proven ability to manage projects with available resources to increase sales and profitability and success using online sales, and/or a reseller/distributor work environment. Ability to travel infrequently to meet objectives.Skill and experience managing day-to-day account, program and vendor management activities.
Skill in strategic thinking and tactical execution to consistently meet on-target objectives, and accomplish programmatic and fiscal goals. Skill in sales and revenue reporting. Skilled in the use of Microsoft Office and other supporting technologies.

Bachelor’s Degree in Business, Management, Marketing or related field plus 3 to 5 years of responsible strategic product marketing experience in high tech, software, electronic publishing, or product or service subscription services, preferably in a reseller or distributor work environment. MBA preferred but not required. Occasional travel is required.

None

AIA Human Resources
RE: Job Title and/or Job Code
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E-mail: aiajobs@aia.org