Marketing - Chief Marketing Officer

The American Bar Association (ABA) was founded on a commitment to advance the rule of law in the United States and beyond by providing practical resources for legal professionals, conducting law school accreditation, developing model ethics codes and more. Today, the ABA remains a member-based organization that works to ensure access to justice for all, a fair legal process, and respect for the rule of law at home and across the globe.

The ABA is committed to service and refining the standards that guide the legal profession. ABA staff are provided multiple types of continuing education and career development opportunities. Your work will help eliminate bias, enhance diversity, and advance the rule of law throughout the US and around the world.

The ABA recognizes the value staff contribute to our success through a generous benefits package that protects their health and their financial security.  The ABA’s wide array of benefit offerings include 401(k), medical, dental, vision, flexible spending accounts, health spending accounts, supplemental life and disability insurance, prepaid legal programs, and a complimentary membership to the American Bar Association, which offers additional benefits.

Flexible/hybrid work arrangements may be available for residents of CA, DC, IL, IN, IA, MD, MI, MN, TX, VA, and WI.  Residency requirements may apply. ABA employees are eligible to apply for the Public Service Loan Forgiveness Program (PSLF). 
 

Job Summary/General Purpose of Job

• The Chief Marketing Officer is accountable for overseeing ABA brand management and the development and execution of marketing plans including advertising, promotional activities, research, and market expansion through an omnichannel strategy for the ABA’s serviceable available market.

Essential Job Functions and Responsibilities (listed in order of importance and/or time spent)

• Partner with the executive team to define an integrated marketing strategy including clear performance metrics and milestones to support the ABA’s mission and goals.
• Collaborates with executive team to establish strategic annual marketing plans for member outreach, and messages in support of ABA strategic objectives and goals; implementing best practices to optimize revenue generation and member retention.
• Oversee the ideation, development, and implementation of cost-effective, high-impact branding initiatives which drive and support the positive perception of the Association as the premier national Association for the legal profession in a manner consistent with our mission, goals, and policies.
• Ensures continuity of Association-wide branding and brand compliance culture.
• Reviews and assesses campaign and project reports; partnering with Operations, Product, Analytics, and Finance teams to interpret results and direct development of actionable plans.
• Develops and manages marketing/branding budgets and creates metrics/reports on the return on investment.
• Ensure consistent and compelling brand messaging and content strategy across all touchpoints, including digital platforms, events, publications, exhibits/environmental, and campaigns. Develop and uphold holistic brand expression to champion and enhance the brand recognition and elevate the understanding of its mission within local, regional, national, and international communities.
• Facilitate and create organizational rigor, insight, structure and support for all marketing and communication materials, including graphics, videos, social media content, and website. Provide overall direction for all forms of design at the ABA including visual, digital, physical aspects. Collaborate with internal and external partners to develop world-class creative, content and design work.
• Lead the ABA's digital marketing efforts, including but not limited to: website optimization, social media management, paid media, email marketing, and online advertising. Identify innovative digital marketing opportunities and platforms to reach and engage diverse audiences effectively.
• Work with the communications team on all internal and external touchpoints, including media relations, public relations, messaging, and storytelling. Develop and maintain relationships with media outlets, journalists, and influencers to amplify the ABA’s message.
• Establish key performance indicators (KPIs) and metrics to evaluate the success of marketing and communication efforts. Use data-driven insights to continuously refine strategies and drive audience engagement and growth.
• Build and lead a high-performing marketing, creative, and omnichannel team, providing guidance, mentorship, and professional development opportunities. Foster collaboration and inclusivity that encourages creativity and innovation across a hybrid working environment.
• Board and committee duties as assigned by the executive director.

Required Education, Qualifications, Experience

• Possession of degree in marketing, communications, business administration, or a related field.
• Proven experience (15+ years) in senior marketing or communications roles; non-profit, legal, or cultural institution experience.
• Demonstrated experience developing strategies and business plans that grow revenue through products and services sales.
• Previous experience interpreting complex analytics to evaluate and to refine strategies and measure results.
• Leadership of online lead generation campaigns and marketing automation conversion campaigns.
• In-depth knowledge of current and emerging trends in marketing technology.
• Strong leadership and team management skills, with a track record of successfully building, managing, and developing diverse teams across a remote or hybrid working environment.

Preferred Education, Qualifications, Experience

• Possession of an advanced degree from an accredited college or university.
• Previous experience working in a marketing environment in a not-for-profit membership organization.

Physical Requirements

• Typical office work environment.

Extent of Travel Required in the Job

• As a normal course of business, this job will typically require travel of less than 15% of the time.