Director, Member Acquisition Marketing

POSITION SUMMARY

The Director of Member Acquisition Marketing partners with key stakeholders to achieve the financial and strategic objectives of API’s Member Acquisition business. This role leads demand generation, lead nurturing, and new client acquisition efforts, guiding prospective members through the marketing funnel to contract signature.

Working closely with the Member Acquisition team, the Director will oversee the growth, development, testing, and optimization of an integrated customer journey. This includes managing touchpoints across direct marketing channels, both digital and in-person, to drive engagement and conversion.

This leader collaborates cross-functionally with teams including Member Services, Member Acquisition, Product, and Programming to align marketing initiatives with business priorities. The ideal candidate is highly data-driven and experienced in building and executing demand generation and customer journey strategies across online and offline channels. They will also be responsible for evaluating marketing program performance, identifying opportunities to improve channel efficiency, and delivering clear, actionable reporting to executive leadership.

RESPONSIBILITIES

Key Responsibilities:

• Own lead generation, lead nurture, and sales conversion strategy for our Member Acquisition business.
• Develop a strategic digital marketing plan with measurable impact that provides visibility into the 360-degree view of a potential B2B prospect’s experience from initial engagement to consideration and decision-making, to contract signature.
• Lead integrated strategy for Member Acquisition marketing campaigns from top of the funnel to contract, creating scalable, data-driven, multi-channel programs that include email, social media, webinars, in-person events and more. 
• Support the Members Services team in increasing student participation through multi-channel campaigns that promote cross/upsell of various program types and product features. 
• Message appropriately to prospective and existing clients based on in-depth segmentation strategy.
• Work with internal teams to ensure the hygiene of our B2B data, updating contacts whose emails bounce and working with the teams to reduce opt-outs.
• Manage all B2B events, including conferences, strategic dinners, campus fairs, and beyond. 
• Develop and execute comprehensive demand generation strategies to drive qualified leads and new member acquisition.
• Partner with the Member Acquisition team to move prospects through the funnel and support conversion through contract signature.
• Design, implement, and continuously optimize an integrated customer journey across digital and offline marketing channels.
• Own and manage direct marketing channels, including email, digital advertising, events, and other engagement touchpoints.
• Lead testing and optimization initiatives to improve conversion rates, marketing efficiency, and return on investment.
• Analyze campaign performance and customer behavior to inform strategy and drive continuous improvement.
• Build and maintain clear reporting dashboards and present insights and recommendations to executive leadership.
• Collaborate with cross-functional teams including Member Services, Product, Programming, and Sales to ensure alignment and seamless customer experiences.
• Manage marketing programs and budgets to maximize efficiency and measurable growth.
• Identify and implement new marketing technologies, tools, and processes that support acquisition goals.

QUALIFICATIONS

KNOWLEDGE, SKILLS AND ABILITIES

• Experience with upper and lower funnel campaigns to generate brand awareness/consideration and/or generate demand and leads 
• Keen understanding and deep experience in use of digital promotion in owned channels to generate awareness and demand
• Ability to work within specific timeframes to meet deadlines
• Proven experience developing and managing integrated marketing campaigns across digital and offline channels.
• Strong analytical mindset with experience using data to inform marketing strategy and measure performance.
• Demonstrated success in optimizing customer journeys and improving funnel conversion.
• Experience working cross-functionally with sales, product, and customer-facing teams.
• Strong project management and organizational skills with the ability to manage multiple initiatives simultaneously.
• Excellent communication skills and ability to present insights and strategies to senior leadership.
• Experience with CRM systems and marketing automation platforms.

KEY EDUCATION AND CERTIFICATIONS 

• Bachelor's Degree in Business Management, Marketing or related field
• 8–10+ years of experience in marketing, with a focus on demand generation, customer acquisition, or growth marketing

SUCCESS METRICS / KPIS

Success in this role will be measured by the ability to drive sustainable member growth, improve marketing efficiency, and deliver measurable business impact. Key performance indicators include:

• New Member Acquisition: Number of new members acquired and contribution to overall membership growth targets.
• Marketing-Sourced Pipeline: Volume and quality of qualified leads generated and their contribution to the Member Acquisition pipeline.
• Marketing ROI: Revenue generated from marketing programs relative to spend.
• Customer Journey: Engagement and conversion metrics across key stages of the marketing funnel.
• Channel Performance: Effectiveness and optimization of direct marketing channels including digital campaigns, email, events, and other acquisition initiatives.
• Lead Nurture Effectiveness: Performance of nurture programs in progressing leads through the funnel.
• Marketing Attribution & Reporting: Development of clear reporting frameworks that connect marketing activities to business outcomes.
• Cross-Functional Impact: Successful collaboration with Member Acquisition, Member Services, Product, and Programming teams to support overall growth objectives.