The Vice President of Global Marketing, Communications, and Membership is responsible for developing and implementing strategies to achieve the association’s membership, engagement, and event attendance/participation goals. He/she develops IAAPA’s global membership acquisition and retention strategy in line with IAAPA’s Strategic and Business plans and in partnership with the leaders of the association’s regional offices in Asia Pacific, EMEA, Latin America/Caribbean, and North America. The vice president also directs the association’s marketing and communications strategy to ensure the right messages are going to the right audience through the ideal channels at the appropriate time. The vice president oversees event marketing, product and service marketing, communications, publishing, content strategy, and the IAAPA brand.
Essential Duties and Responsibilities
Plan, create, and oversee the effective execution of fully integrated, global marketing programs to attract and welcome new members to the association, retain existing members, support lead generation activities for IAAPA sales teams, and achieve attendance/participation goals for all events and programs.
Work with IAAPA’s regional teams in the Asia-Pacific, EMEA, Latin America/Caribbean, and North American regions to develop, execute, customize, evaluate, and refine strategies to achieve specified goals.
Work closely with the IAAPA’s Global Professional Development team to reach participation goals for IAAPA Certification, online and on-demand education programs, and the association’s global professional development programs.
Play a key role in managing the global membership infrastructure, policies, pricing, and database for the association.
Oversee communications activities including publicity, marketing support, reactive media relations, crisis communications, and executive communications. Serve as an association media spokesperson when needed.
Oversee the team members responsible for the print and digital editions of Funworld magazine and a variety of other print and digital content including special editions, newsletters, trade show dailies, trade show programs, IAAPA News Daily, and the association’s annual report.
Analyze global membership and event attendance trends to identify areas of opportunity. Include that learning in long-range marketing plans and strategies.
Lead global branding initiatives and drive creative consistency and excellence for the IAAPA brand. Develop the necessary training programs, support services, and checks and balances to ensure the consistent execution of IAAPA’s brand around the world.
Oversee the work of external creative service, PR, and marketing agencies to develop and execute effective campaigns and programs.
Stay current on the latest trends and best practices in marketing, communications, publishing, association membership, and the attractions industry to introduce innovative tactics and drive performance.
Oversee marketing strategies to promote IAAPA trade shows, meetings, and events around the world including, but not limited to IAAPA Expo, IAAPA Expo Asia (in collaboration with Asia Pacific Office), IAAPA Expo Europe (in collaboration with the EMEA Office), and other global events.
Oversee marketing and communications revenue areas and expense budgets; evaluate the effectiveness of all activities and make necessary refinements to reduce costs and drive revenue.
Serve as the primary liaison for IAAPA’s Global Membership Committee.
Supervise global marketing and communications team in accordance with IAAPA standards and policies.
Support the association’s Core Values in all activities: Respect, Transparency, Courage, Inclusiveness, and Passion
Bachelor’s degree in business administration, marketing, sales, or equivalent experience required
7-10 years of experience in marketing and communications management preferred, including experience managing a team and executing integrated campaigns through a variety of channels including, but not limited to: direct mail, paid media, press/media relations, web and SEO, email, content strategy, social media, print, and mobile
2-3 years of digital marketing, communications, engagement experience
Experience developing strategic marketing plans based on data and business analytics
Strong written, verbal, and presentation skills
Trade association/trade show experience preferred
Attractions industry experience preferred
Association publishing and content strategy experience preferred
International marketing experience/perspective preferred
Experience with business-to-business marketing tactics in a customer focused environment preferred
Reputation for knowing how lead, inspire, and motivate a team preferred
Willingness to travel domestically and internationally (up to 20%).
This position is primarily sedentary in the Orlando, Florida, global headquarters office with up to 20% travel (domestic and international) and may require some bending and lifting.
Due to COVID-19, the IAAPA team is currently working remotely. Working in the office is not required at this time. Once COVID-19 conditions improve, working in the office will be required on a regular basis. IAAPA does offer part-time telecommuting benefits during normal conditions.
Founded in 1918, the International Association of Amusement Parks and Attractions (IAAPA) is the largest international trade association for permanently situated amusement facilities worldwide. The organization represents more than 5,300 facility, supplier, and individual members from more than 100 countries, including professionals from:
Amusement parks, theme parks, and attractions
Family entertainment centers
Museums and science centers
Water parks and resorts
Zoos and aquariums
Industry manufacturers and suppliers
IAAPA helps our members improve their efficiency, marketing, safety, and profitability while maintaining the highest possible professional standards in the industry.