Director, North America Marketing

Title: Director, Marketing North America

Location: IAAPA HQ, (Orlando)

Department: North America

Reports To: Vice President and Executive Director, North America

Direct Reports: Manager, North America Marketing

Overall Responsibilities

The Director, Marketing, North America will be responsible for developing and executing innovative campaigns that enhance brand visibility, drive North America membership, and increase attendance and engagement at IAAPA North America events. The ideal candidate has a strong track record in integrated marketing, exceptional communication skills, and a passion for serving a member-driven organization.

Essential Duties

• Lead and manage attendee marketing strategies for North America membership and events including IAAPA Expo, Summits, Presents, Meetups, and the Public Affairs Conference.
• Plan, develop, and evaluate a variety of marketing campaigns, including email marketing, direct mail, print and digital ads, social media campaigns, video content, and promotional materials.
• Write and oversee compelling content across marketing channels including email, web, social media, and industry publications.
• Drive IAAPA North America's presence across social platforms (Facebook, LinkedIn, Instagram, etc.) through strategic content and paid promotion.
• Collaborate across departments to ensure marketing strategies align with IAAPA's broader organizational goals.
• Manage and negotiate advertising trades/barters and publication agreements to maximize brand exposure and return on investment.
• Maintain and update IAAPA North America event pages and related content on the website.
• Track, measure, and report on marketing campaign performance and recommend optimizations based on data insights.
• Lead the creation and execution of post-event surveys to inform continuous improvement.
• Identify and test new marketing channels and tactics that reach and resonate with IAAPA's target audiences.
• Manage marketing budgets for IAAPA North America membership and events, including design, production, advertising, translation, and distribution.
• Collaborate with the global marketing team and cross-functional partners to ensure alignment and drive cohesive strategies.
• Create a culture of trust, transparency, and innovation within the organization and with external partners.
• Serve as a key liaison with vendors, agencies, and media partners to ensure brand consistency and marketing success.

Qualifications

• Bachelor's degree in Marketing, Communications, Business Administration, or a related field; MBA or advanced degree preferred.
• Minimum 8 years of progressive marketing experience, ideally within an association, hospitality/attractions, or trade show environment.
• Proven success in leading multi-channel marketing campaigns, particularly for events, membership, or educational programs.
• Strong understanding of regional market dynamics, consumer behavior, and industry trends across North America.
• Familiarity with association management systems (e.g., Fonteva) and CRM tools.
• Proficiency in Microsoft Office, Salesforce Marketing Cloud, and SharePoint.
• Experience with Adobe Creative Suite (Illustrator, Photoshop, InDesign) a plus.