This position oversees SNA’s marketing activities for a wide range of Association programs, initiatives and events. This includes strategic direction and implementation of engaging campaigns for a variety of target audiences, including prospective members and current members at varying job levels, industry partners, the general public and specific stakeholder groups. Campaigns will be designed to help grow SNA membership, encourage national conference attendance and build awareness about professional development opportunities. Position promotes current and new member benefits and services. Works to enhance public awareness about the value of school meals and the professionals who make them possible. This position is also responsible for management of SNA’s Emporium shop of promotional items.
Develops an annual overall SNA marketing plan that provides a promotion plan for all of SNA’s major initiatives and identifies appropriate levels of support/importance for each initiative, in order to help establish and manage priorities and resources.
Working with Senior Management Team, identifies key messages and develops a plan to apply these in a consistent and strategic manner across all areas of SNA.
Performs regular analysis of metrics to track performance of campaigns, media channels and more to suggest changes in approach or strategy.
Provides strategic direction and develops marketing plans/creative briefs to produce print/digital/video materials designed to:
enhance membership recruitment and retention efforts;
promote registration for SNA’s national meetings;
support SNA’s largest annual campaigns (National School Lunch Week, National School Breakfast Week and School Lunch Hero Day); and
support other programs, projects and initiatives of the Association.
Writes/edits lively, engaging promotional copy for campaign materials, as well as supporting articles for the website and magazine.
Oversees development and implementation of social media strategy and implementation across all platforms.
Creates presentations on marketing and SNA’s programs/services at education sessions for SNA leadership and/or staff to conduct at SNA national and state meetings and webinars.
Serves as liaison with funders/sponsors of various campaigns/projects.
Develops media strategies, cross-promotions, new sponsorships and new ideas to build awareness of SNA to members, prospective members and external audiences.
Oversees partnerships and contracts with designers, media agencies and ad agencies
Serves as primary liaison with vendor.
Develops and oversees implementation of Emporium marketing plans.
Oversees staff promotional efforts, including catalog, flyers, web site Marketplace, working with vendor.
Identifies new products, themes and designs for Emporium items.
Creates and tracks monthly sales and royalties reports. Analyzes sales data and recommends ideas based on analysis.
Oversees Emporium at SNA’s Annual National Conference (ANC), including operations, staffing and sales.
Experience & Knowledge:
Six or more years of demonstrated experience developing and managing marketing programs, including planning, idea development and execution, budgeting, monitoring and evaluation.
Marketing experience using a range of media, including print, digital and video.
Experience leveraging social media’s uniquely interactive platforms to inform and engage people as part of marketing campaigns.
Demonstrated work experience in analysis of various marketing metrics to guide strategic direction.
Demonstrated experience developing and managing multiple simultaneous projects, working with both internal and external stakeholders, including sponsors.
Demonstrated experience managing and coaching employees of varying experience and skill levels.
Work experience in an association preferred.
Work experience in foodservices, nutrition or related environment preferred.
Demonstrated skills in marketing, including creating strategy, planning, campaign development, targeting audiences, data analysis, research, budgeting and project evaluation.
Demonstrated analytic skills: ability to analyze marketing campaigns, web analytics and other data to assess results and make recommendations for changes to improve communications and marketing approaches and tactics.
Demonstrated presentation skills for a variety of audiences.
Demonstrated skills in project management to plan, develop and adhere to timelines for multiple projects.
Excellent writing and editing skills to address a variety of audiences, with an emphasis on the ability to write lively and engaging promotional material with minimal editing support.
Excellent budgeting, forecasting and financial tracking skills for project management and product sales.
Strong leadership skills with the ability to bring together cross organizational teams, motivate collaboration and facilitate problem solving to achieve organizational goals.
Excellent customer service skills including active listening, a service-oriented approach to interaction and follow-through action.
Flexibility: ability to adapt to organizational change.
Excellent knowledge of Microsoft Word, Excel and PowerPoint.
Vision: Be the authority and resource for school nutrition programs. Mission: SNA is the national organization of school nutrition professionals committed to advancing the quality of school meal programs through education and advocacy. Values: •Collaboration, Relationship Building and Teamwork •Caring Commitment and Service •Lifelong Wellness and Healthy Lifestyles •Passion for Lifelong Learning a...nd Professional Development •Integrity and Ethics Strategic Goals: I. Education & Professional DevelopmentSchool nutrition professionals will have the necessary knowledge, skills and expertise to administer, manage and deliver healthy school meal programs. II. Advocacy and Public Image Policy makers, school officials and parents will rely on SNA as the authority for designing and funding school meal programs. III. CommunitySchool nutrition programs nationwide will be strengthened through collaboration with members, state affiliates, industry and allied partners. IV. Infrastructure SNA will have a financially sustainable funding model with a nimble governance structure and headquarters staff organization that is aligned with the strategic plan and reflects contemporary association business practices