Download draft position description

POSITION DESCRIPTION
December 2010
NAFSA: ASSOCIATION OF INTERNATIONAL EDUCATORS
Deputy Executive Director for Member Communications and Marketing
NAFSA: Association of International Educators is the leading association in the field of
international education and exchange. NAFSA, with 10,000 members, is an association
advancing international education and exchange and global workforce development. NAFSA
serves its members and their institutions and organizations by setting principles of good practice,
providing training and professional development opportunities, providing networking
opportunities, and advocating for international education.
Hundreds of NAFSA members volunteer to serve the Association to create and disseminate
knowledge, to influence public policy, and to maintain a strong organization. They serve on
committees, knowledge communities, teams and task forces. NAFSA is led by a Board of
Directors that guides the work of the Association through a strategic plan that sets goals and
objectives over a three-year horizon. NAFSA’s senior staff provides expert advice, assistance,
and commentary and perspectives on international exchange.
Headquartered in Washington, DC, NAFSA has an operating budget of $14 million and a staff of
70. Its Annual Conference & Expo, held in May 2011 in Vancouver, will draw 8,000 attendees
from around the world.
BASIC FUNCTION
Reporting to the Executive Director and CEO, the Deputy Executive Director for Member
Communications and Marketing (DEDMCM), will ensure effective development and execution
of communications strategies that maximize the members’ and other constituents’ understanding
of the value of NAFSA’s membership and the products and services provided by the
Association. She/he will lead several staff departments in pursuit of these objectives, including
Member Services and Marketing. This position will also require close coordination with Web
Services and the Media Department in Public Policy. The Deputy Executive Director’s work
extends further to the coordination of and service to various member and Board committees.
The Deputy Executive Director for Member Communications and Marketing will be one of five
members of the day-to-day operations management of the Association, and one of seven
executives who comprise, along with the Executive Director and CEO, the management team of
the Association. The DEDMCM will develop and implement a strategic, integrated membership
communications and marketing program for NAFSA designed to expand and diversify
membership. Marketing programs are also focused on increasing use of the Web site for the
information and delivery of programs, increase annual conference attendance, and increasing
training and publications product sales, with both members and non-members as target
audiences.
IMMEDIATE PRIORITIES
During the first year, the Deputy Executive Director for Member Communications and
Marketing will be expected to:
NAFSA: Association of International Educators
Deputy Executive Director for Member Communications and Marketing
Page 2.

Thoroughly know NAFSA – its mission and goals, governance structure, culture, values,
membership and other key stakeholders and programs;

Establish strong working relationships with the Executive Director, the Deputy Executive
Directors, the Chief Financial Officer, the Director of Media Relations and other staff
members of the organization, ensuring that they are interactive contributors in the overall
communications and marketing efforts and that the day-to-day operations of the Association
reflect the increased importance of communications and marketing;

Conceive, implement and manage strategic, integrated membership, communications and
marketing programs designed to expand and diversify membership.

Conceive, implement and manage marketing programs directed at members and nonmembers to increase use of the Web site for information and delivery of programs; increase
annual conference, meeting and program attendance; enhance member and other participant
satisfaction; and enhance success with other markets such as conference exhibitors;

Of particular importance, formulate and disseminate a clear and compelling message for the
Association that will strengthen its high profile in the marketplace and attract the
participation of additional members and other key participants, higher education leaders, and
corporate leaders focused on global workforce issues;

Motivate, manage and provide strategic marketing leadership to a staff of 10 to 12 through
Senior Directors/Directors of Member Services and Marketing, as well as the editor of the
weekly electronic newsletter, NAFSA.news;

Through effective coordination with the Web team, ensure that NAFSA’s Web site reflects
the most effective state-of-the-art use as a communications and marketing tool for members.
Included in this work is the development of an effective, efficient, and strategically driven
social media component.
ONGOING RESPONSIBILITIES

Participate in the senior management of the Association, including contributing to the
development of the strategic plan with the Board; deliver programs and services within
budget and in a timely fashion.

Manage and oversee all activities of the marketing and membership departments;
maximizing the effectiveness of NAFSA’s message and image. In addition, in coordination
with staff supporting knowledge communities, regulatory practice committees, and
grassroots efforts, support the ongoing training for member leaders throughout the
association.

Oversee the training of the member-leaders on regional teams facilitating the development of
effective regional conferences.

Plan and supervise the development of all marketing programs for the Association, ensuring
an enhanced and consistent message and image that establishes NAFSA as the leading source
of information, professional development products and means to network in the field of
international education.
NAFSA: Association of International Educators
Deputy Executive Director for Member Communications and Marketing
Page 3.

Ensure that NAFSA’s current tools and resources are utilized to the best advantage and that
plans are underway to invest further as necessary to achieve goals.

Work to ensure that NAFSA’s communications to members and marketing strategies reflect
the needs and mission of the Association.

Ensure a strong and coordinated relationship between member communications and media
relations as executed by the public policy staff.

Oversee the annual nomination and election process of new association volunteer leaders.
Support the chair of the member committee charged with the nomination and election
process.
IDEAL EXPERIENCE
The Deputy Executive Director for Member Communications and Marketing should have:

At least 10 years experience in leading a marketing and/or member communications
program, with a track record of conceiving and implementing sophisticated communications
and marketing strategies, plans and programs in a professional association membership
and/or nonprofit organization that has a reputation for quality and excellence;

Demonstrated success in developing entrepreneurial approaches to meeting challenges and
adapting to changing conditions;

Experience overseeing association chapter or constituent relations, including volunteer
leadership development;

Strong leadership skills and senior-level managerial, problem solving and strategic planning
capability to benefit the entire organization;

Successfully demonstrated ability to plan, organize and manage key functions of member
communications and marketing for a complex organization, including managing staff and
budgets;

Substantive knowledge and experience using Web-based state-of-the-art communications and
marketing techniques, including strategic use of social media;

Demonstrated ability and success in working with and maximizing limited resources; able to
work effectively with and gain the respect and support of various staff teams and
member/nonmember constituencies, including an active board;

Experience in providing outstanding internal member communications and external customer
service and the ability to convey respect and courtesy in all communications;

Ability to work with diverse personalities and a track record of strong collaborative skills
with management colleagues;
NAFSA: Association of International Educators
Deputy Executive Director for Member Communications and Marketing
Page 4.

Cultural sensitivity, with a record as a team builder, staff developer and motivator;

Experience in international education, international environment or higher education
(preferred); background with NAFSA a bonus;

Excellent communications skills, both written and verbal, with the ability to represent
NAFSA to a wide variety of constituents;

A bachelor’s degree is required; a master’s degree is preferred.
PERSONAL CHARACTERISITCS
The Deputy Executive Director for Member Communications and Marketing will be or have:

Committed to and enthusiastic about the mission, goals and programs of NAFSA;

Capable of influencing an organization with both strategic and hands-on problem solving and
implementation skills; persuasive, persistent, diplomatic and politically savvy;

Comfortable with ambiguity; thick skinned and pragmatic;

Flexible and well organized, with appropriate attention to details;

Emotionally mature, with a sense of humor and sensitivity to work with a diverse group of
people;

Superb intuition and impeccable judgment; smart, reliable and a strategic thinker whose
advice will be sought out and respected.
The NAFSA workday is 9:00 a.m. to 5:00 p.m.; during summer, it is 8:30 a.m. to 5:30 p.m.
Monday through Thursday and 9:00 a.m. to noon on Friday. Travel is required occasionally.
Participation in the NAFSA annual conference the week of Memorial Day, including the holiday
itself, is a job requirement.
Executive level staff at NAFSA is expected to be self-sufficient in their administrative work;
support staff is not available except for large projects. For additional information about NAFSA,
please visit their website at: www.nafsa.org.
For consideration, please send cover letter and résumé to
Leslie Maddin Bayer and Judy Klein c/o Phillips Oppenheim at
[email protected].
NAFSA
December 2010