Managing Director Communications and Content Strategy

Washington, DC, United States

Nature of the Position:

The Managing Director of Communications and Content Strategy is the guardian and champion of ASLA’s brand, its voice, and all facets of ASLA's communications as well as its public and media relations strategies. The Managing Director will develop a roadmap for how content can contribute to achieving defined business goals at ASLA. They are responsible for the development of ASLA’s overall communication strategies and will position ASLA as the “go-to-resource,” thought leader and expert in all aspects of landscape architecture practice and related policy areas. The Managing Director will also clearly define and articulate the value of membership to various member audiences.

Responsibilities

Develops and directs an integrated, cohesive and aggressive communication and content strategy that is aligned with the strategic direction of ASLA and implemented with measurable outcomes and leverages internal collaboration for effectiveness.

Oversees the day-to-day activities and ensures consistency across all content of the communications and content strategy team’s programs, content and services, including ASLA’s social media strategy, public relations, ASLA websites, the production and distribution of LAND Online, Land8 and other key member communications vehicles as well as ASLA’s honors and awards program. Work with Landscape Architecture Magazine (LAM) Editor to leverage LAM content to broader audiences.

Leverages content generated by Government Affairs and Professional Practice teams in creative and effective ways to advance the interests of ASLA and the profession with key audiences, from statements to infographics to quantitative analyses and more.

Designs campaigns and content that will allow ASLA leadership to cultivate and nurture meaningful relationships with targeted, high-level internal and external audiences, including policymakers, private industry, media and key influencers building on existing messaging research and communications strategy plans within the organization.

Drives communications activities that promote, enhance and protect the profession and the organization's reputation and broaden awareness of its value, key programs and priorities.

Research and stay up to date on the latest developments in terms of search engine optimization, content trends and consumer behavior.

Oversees attitudinal awareness market research and collaborates with senior staff on development of new products, content channels, services and markets; determines key metrics and benchmarks for measuring market and product/program success; identifies gaps and opportunities in content; and sets near and long-term growth targets.

Establishes ASLA’s CEO and practitioner leaders as reliable resources among all external audiences, leveraging them to spotlight the organization, the profession and broader issues of importance to the practice of landscape architecture and to the communities served by ASLA members. This includes the climate crisis, social and environmental justice, and the design of public space to support public health, safety and welfare.

Develops a plan for initiating and securing media coverage and editorial commentary, builds relationships with media contacts and arranges interviews with ASLA spokespersons, plans press conferences and media events, and writes and edits materials including blogs, op-eds, letters-to-the-editor, press releases and social media content; monitors major media coverage of landscape design, climate and environmental justice.

Exercises judgment to prioritize media opportunities, and prepares talking points, scripts and speeches.

Spearheads public awareness initiatives, including but not limited to, World Landscape Architecture Month and PARK(ing) Day activities, the chapter public awareness network, public awareness summits, and other ongoing programs and special projects to increase the visibility and understanding of the profession;

Identifies and develops opportunities for public relations and communications partnerships with allied organizations and represents ASLA with other organizations and the media, as needed.

Actively drives and supports departmental and ASLA-wide administrative planning, performance monitoring, and performance improvement processes and initiatives, including budgeting and staff development.

Updating older content to meet new content standards, while finding opportunities to rework and reuse existing content.

Maintaining a calendar of project deadlines and content launch dates.

Use analytics tools to monitor content traffic, engagement, leads and conversions after content is published

Qualifications

Demonstrated senior communications and marketing leadership (15+ years’ experience). Bachelor’s degree in communications, journalism, marketing, or related field and advanced degree preferred.

Demonstrated success in public policy communications or advocacy communications.

A brand storyteller with a design sensibility to envision how content will be presented or distributed in formats other than text-based articles, such as infographics or multimedia presentations.

Excellent organizational skills, project management skills, good judgment, and attention to detail.

Experience balancing a heavy workload with short and long-term project deadlines, address changing priorities and works well under pressure.

A quick learner who will become familiar with issues and trends in the landscape architecture profession and in the overall design industry. A commitment to equity, diversity and inclusion in hiring, management, promotion, collaboration, and materials is a must.

The Managing Director, Communications & Content Strategy will be an inspirational leader with excellent written and interpersonal communication skills who is approachable and adaptable with a depth of knowledge in public awareness, marketing and promotion tactics and techniques.

Must have a firm understanding of user experience, and strong search engine optimization (SEO) and search engine marketing (SEM) skills are preferred.

Experience in management is essential and experience working with membership associations is preferred.

This is a hybrid position based in Washington, D.C., with a set in-office schedule of two days a week.

Flexible work from home options available.

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