Community & Institute Marketing Manager

Position Summary

The Community & Institute Marketing Manager leads acquisition, conversion, and retention across PCMA’s professional development portfolio (on-demand, cohort‑led programs, workshops, webinars, and subscriptions) and across membership (acquisition, engagement, and renewals). The role develops marketing plans and owns the go‑to‑market strategy for integrated campaigns that grow course enrollments, institute subscriptions, enterprise and collegiate opportunities, expand and retain membership, and build a qualified pipeline of association and corporate event marketing professionals.

• Build annual and quarterly marketing plans for learning products and membership, including channel mix, budget, targets, and a test‑and‑learn roadmap.
• Define priority segments and personas for association event organizers and corporate event marketers, as well as enterprise and collegiate personas; align messaging to lifecycle stages (prospect, learner, community, member, advocate).
• Develop value propositions and packaging for courses, webinars, sponsor and partner events such as Institute‑led focus groups, round tables and workshops.
• Create membership messaging for target segments; localize by region and/or vertical sectors as needed.
• Plan and run multi‑channel campaigns (email, paid and organic social, search, SEO, website personalization, partners/affiliates, events, and webinars) to acquire learners and members.
• Coordinate go‑to‑market for new course launches and seasonal membership pushes; manage timelines, briefs, and creative asset development.
• Build lead‑generation programs (guides, case studies, research, continuing‑education content) and always‑on nurturing for learner and community prospects.
• Integrate all 17 North American Chapters into PCMA marketing campaigns by providing tools, templates, and plug‑and‑play assets that amplify PCMA messaging and support member recruitment, retention, and engagement efforts.
• Collaborate with Community and Institute leaders to create pull marketing assets and reduce reliance on push tactics, producing landing pages, emails, ads, infographics, videos, and case studies; maintain content calendars mapped to buying stages.
• Develop dashboards to track traffic, campaign engagement, conversions, revenue, renewals, and other departmental targets, including campaign costs.
• Test headlines, images, page layouts, and offers—maintaining what works and retiring underperformers; gather feedback from learners and members and monitor competitors to inform plans.
• Partner with the Institute on pricing, packaging, calendars, and outcomes storytelling.
• Partner with Community on lifecycle campaigns (join, onboard, engage, renew) and with Events to convert attendees to learners and members.
• Coordinate with Editorial/Convene to use thought leadership for lead generation and brand lift.
• Ensure consistent brand standards across PCMA and reinforce brand value proposition.
• Manage external agencies and vendors as needed; monitor contracts and performance.

• Bachelor’s degree in marketing, business, or related field (Master’s degree is a plus).
• 5+ years of experience in learning product and/or community marketing, marketing communications, or related roles.
• Strong understanding of core marketing principles, strategies, and tactics.
• Excellent communication skills, both written and verbal, with the ability to craft compelling messaging and proven results across different audiences to engage, educate, and motivate.
• Experience developing and executing multiple integrated cross‑channel campaigns to meet marketing objectives.
• Detail‑oriented with strong project management skills and ability to manage multiple priorities and deadlines.
• Proficiency in Microsoft Office Suite and familiarity with Salesforce, Jira, Google Analytics, Pardot, SEO/SEM competency and other platforms.
• Knowledge of learning and professional development marketing best practices, including market research, messaging, positioning, and go‑to‑market strategies in education, learning, and development.
• Strong relationship builder and influencer, and acts as an ambassador for PCMA.
• Analytical mindset with ability to interpret data, generate insights, and make data‑driven decisions.
• Strong, proactive, solutions‑based approach to problem solving with sound judgment, negotiation skills.
• Collaborative team player with ability to work effectively in cross‑functional teams.
• Ability to travel as business needs require.
• Trustworthy and credible; high level of integrity and excellent sense of judgment.

• Ability to perform work utilizing a computer for extended periods of time.
• Ability to sit for extended periods of time in performing the work.
• Ability to grasp objects utilizing fingers (fine motor manipulation).
• Ability to travel by air or ground transportation as required in performing the work.