Senior Marketing Manager, User Experience

Washington, D.C., The American Institute of Architects (AIA) AIA will provide you with the opportunity to advocate for the value of architecture and give architects and design professionals the resources they need to do their best work. The collective voice of architects is essential and our work drives positive change through the power of design.  
Each one of us at AIA is a leader committed to demonstrating our mission and values and designing a better future for our country and planet. Even in times of change, AIA’s values remain constant:

We stand for equity and human rights
We stand for architecture that strengthens our communities
We stand for a sustainable future
We stand for protecting communities from the impacts of climate change
We stand for economic opportunity
We stand for investing in the future
We speak up, and policymakers listen

The American Institute of Architects, as part of the global community, is building a culture of equity, diversity, and inclusion within the profession of architecture to create a better built environment for all. Achieving this vision has a direct impact on the relevance of the profession of architecture and the world’s prosperity, health, and future.
Job Summary    
Reporting to the Sr. Director, Digital Marketing, with collaboration with the Senior Director, Digital Product Management, the Sr. Marketing Manager, User Experience manages the organization’s omnichannel website experience, focusing on optimizing customer journeys, audience segmentation, conversion funnel optimizations, monetization, personalization, user testing, and messaging quality and continuity.
   Job Duties

Work closely with MarCom leadership and cross-departmental stakeholders to implement website experiences that support full customer life cycle.
Develop clear user journeys aligned with target customer personas.
Drive innovation of AIA.org, including content implementation, information architecture, overall user experience, marketing and landing page experiences, conversion rate optimization (CRO), contextual content, personalization, experimentation, and UX enhancements that drive awareness, acquisition, conversion, and retention.
Analyze and monitor site performance and user behavior across landing pages and content categories and generate data-driven hypotheses that inform strategies and uncover areas of opportunity to improve the customer experience, products, and other aspects of business performance.
Develop a deep understanding of our members and site visitors through data and insights and use those insights to optimize site strategy.
Leverage analytics to establish a clear measurement framework, define KPIs, track and analyze website performance, and manage forecasts.
Collaborate with digital marketing managers and technology teams to leverage personalization and cross-promotional capabilities to create digital experiences aligned with audiences, content, and channels.
Develop, refine, and implement web optimization and experimentation processes that drive team efficiency and leverage SEO tools such as SEMrush & Screaming Frog SEO Spider.
In partnership with MarCom and Technology leadership, identify web design and development priorities and liaise with internal stakeholders and vendors to project manage their execution.
Assure the quality of website content and user experiences and collaborate on strategic messaging strategies and tactics that support the organization’s mission, strategic focus, and operational priorities.
Work with both marketing and editorial content producers to develop SEO and conversion-optimized content that attracts target audiences off-site from search, email, and social, navigates them through relevant user journeys, and converts them into customers for key products and services.
Instill a digital-first, product culture informed by ongoing A/B testing, user behavior, and data insights.
Proactively analyze the effectiveness of the website and digital channels as related to key performance indicators and critical analytics on an ongoing basis, recommending appropriate changes when necessary.
Closely follow trends and best practices in UX, UI, and digital engagement tactics.

 
Frequent Contacts: AIA Marketing & Communications Department
AIA Technology Department
Senior Director, Digital Product Management  
  Qualifications  

Strong ability to lead, influence, and direct projects and processes across multiple teams.
Experience using data and insights to inform requirements, ideas, and strategies with hands-on experience using web tools including CMS (e.g. WordPress/other), A/B testing tools, site analytics (Google Analytics), Salesforce Marketing Cloud, Google Marketing Platform, and business intelligence tools.
Adept at leading hypothesis-driven A/B tests, designing experiments, and running scale experiments.
Well-versed, if not hands-on, in the technical aspects of running a website, UX, SEO, domain management, HTML/CSS/JavaScript.
Demonstrated understanding of SEO fundamentals and the interaction between site architecture and content to deliver organic traffic performance.
Ability to adapt and thrive within the fast pace and ambiguity of a growth organization.
Strong writing skills.
Must have demonstrated project management skills and be a highly motivated self-starter able to work in an extremely fast-paced team environment, manage multiple projects simultaneously, and meet deadlines .
Demonstrated effectiveness through interpersonal, presentation, written, and oral communications .
Effective time management skills and the ability to multitask .
Strong attention to detail while understanding the bigger picture .
Ability to effectively communicate and present to senior leadership.
Ability to take constructive feedback and consistently improve.    

 
College degree in Marketing, Business, or a related discipline
6+ years’ experience leading integrated web strategy at an innovative non-profit or consumer brand.
 
Supervisory Requirements  
Individual contributor.
 
What we offer We offer a comprehensive benefits package that reflects our company values and workplace culture, including:

Medical and dental
401(k)
Flexibility
Paid time off
Flexible spending accounts
Income protection- (Life Insurance Coverage up to 2x salary) & disability plans at no cost.
Tuition and membership reimbursements
AIA employees have access to a variety of other programs, including:

Employee Assistance Program (EAP) for employees and their family members
Computer purchase program
Fitness club discounts
Prepaid legal services program
Identity theft protection

 
Travel Requirements:                                      N/A
Work Location:                                                   Work Location:  100% Remote from the AIA Approved States : DC, MD, VA, AR, DE, FL, GA, ID, IL, IA, KS, KY, ME, MI, MN, MT, NH, NM, NY, NC, OK, PA, SD, TN, UT, VT, WI, WY. This position will periodically be required to be on-site at the AIA Headquarters in Washington, D.C. 
                                                                                Applicants from states not listed above are ineligible.
An Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, age sex, sexual orientation, gender identity, national origin, or protected veteran status and will not be discriminated against on the basis of disability, in accordance with the applicable law.

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