Responsibilities

• The General Summary describes leadership of Marketing & Membership; strengthening value proposition; increasing member recruitment and retention; elevating the Institute’s voice; ensuring programs, meetings, publications, digital platforms, and Foundation communications are supported by marketing.
• Serves as the Institute’s senior leader for brand, messaging, strategic marketing, membership engagement, and market-facing communications, ensuring the Institute’s voice is clear, credible, consistent, and effective across member, industry, public, and partner-facing channels.
• Develops and manages a comprehensive membership growth and retention strategy, including prospective member identification, onboarding, engagement, renewal support, and lapsed-member recovery.
• Designs, executes, and evaluates integrated marketing campaigns that promote the asphalt industry, strengthen member value, and support Institute programs, services, meetings, publications, and educational offerings.
• Serves as the primary staff liaison to the Marketing and Membership Committees, engaging volunteer leaders in program development, campaign assessment, industry promotion, and member-value initiatives.
• Leads, develops, and supports the Marketing & Membership Department, fostering a team culture grounded in accountability, collaboration, creativity, trust, and high performance while working cross-functionally to support Institute-wide priorities.
• Oversees member and industry communications, including websites, email communications, Asphalt Magazine, newsletters, technical publications, press releases, promotional materials, and other communication vehicles.
• Provides strategic oversight for Institute meetings and events to maximize member engagement, support strong content delivery, ensure efficient use of time and resources, and maintain budget discipline.
• Provides strategic direction for the Institute’s digital platforms, including website content, user experience, member-facing functionality, marketing analytics, and integration with association management systems.
• Uses member research, reporting, surveys, engagement data, and other feedback mechanisms to better understand member needs, satisfaction, expectations, and emerging concerns, translating those insights into recommendations for programs, communications, meetings, and member value.