Assistant Director, Demand Marketing

Division and Unit Overview

ACS International, Ltd. (ACSI) is a wholly owned subsidiary of the American Chemical Society. ACSI is comprised of representatives that serve the scientific community worldwide. Employees represent products and services provided by ACS divisions, including ACS Publications and CAS, to the world’s most important scientific companies, government organizations, global patent offices and academic institutions to promote research and discovery.

The position will reside within ACSPublications. The Publications Division has all the characteristics of amedium-large scientific and technical publishing organization. It is one of twoACS Divisions charged with serving the dual function of generating a reliableannual surplus to support the Society’s programmatic activities, while alsofulfilling a core goal of the Society in advancing knowledge in the field ofchemistry and the chemical enterprise.

The Publications Division publishes more than90 high-quality scholarly journals focused on chemistry and chemistry-relatedtopics. It provides its members and the worldwide scientific community with acomprehensive collection of high-quality information products and services forthe practice and advancement of the chemical sciences.  

The Global MarketingDepartment within ACS Publications is responsible for developing marketingstrategies and integrated campaign plans to engage our target audience, drivedemand, and strengthen our relationships with them. The Department’s objectivesfor engaging our audience are to increase the brand equity and, ultimately,enable the revenue capture for the Division’s product lines of over 90journals, eBooks, and a range of digital offerings. The current target audience includes researchers,authors, reviewers, editors, institutional/corporate librarians,administrators, funders, ACS members, and the range of end-users.

Position Summary

Reporting to the Senior Director – ProductMarketing, Journals, the Assistant Director – Demand Marketing leads a team ofmarketers to develop and operationalize the integrated marketing campaign planfor ACS Publications journals, subject portfolios and related products.Specifically, this role ensures that journal and portfolio strategies,go-to-market plans and initiatives, customer insights, and messaging aretranslated into effective marketing campaigns.

Overseeing the tactical implementation ofmarketing campaigns across digital channels, conferences, events, andperennial, large-scale engagement activities this role aims to generate highquality article submissions and usage for ACS journals and portfolios andincrease uptake and revenue growth for the B2C-related products.

To accomplish their goals, this individualwill need to partner closely with the colleagues across the ACS PublicationsGlobal Marketing team and will benefit from fostering connections withcolleagues in the broader ACS Communications & Marketing teams.

With a focus on innovation and optimization,this individual will ensure that their teams deliver the Return on Investmentthat is expected from our demand generation activities and integratedcampaigns.

The ideal candidate will be an experiencedmarketing leader, familiar with ACS Publications products and services, with abroad knowledge of the needs of STM researchers. They should possess a deepexpertise in effective digital and experiential marketing channels and tactics,trends, challenges, and opportunities, and be able to apply that knowledge tothe requirements of this role.

Specific responsibilities are as follows:

·       Operationalize the annual marketing plan anddeliver marketing activities in support of portfolios, journals, and researcherand Editor products and services.

·       Oversee the development and delivery of thedemand marketing strategy for digital and experiential marketing, to supportdivision goals and meet objectives to grow submissions, usage, citations, andgeneral awareness of our portfolio.

Lead a team ofMarketing Campaign Managers, and directly manage individuals in the team,encouraging and providing ·       opportunities for professional developmentand supporting them in meeting objectives.

·       Work closely with the Global Marketingcolleagues to translate journal and portfolio strategy, go-to-market plans andinitiatives, customer insights, and messaging into scalable marketingactivities.

·       Ensure that compelling and scalableintegrated marketing activities are developed and executed encompassing digitalchannels and for our conferences and events.

·       Ensure all activities are a planned componentof larger strategic marketing campaigns, with aligned messaging, clearobjectives and tracked metrics across events.

·       Manage relationships with external vendorsand agencies, as necessary.

·       Oversee the management of budgets and takeresponsibility for ensuring resources are allocated to maximize Return onInvestment (ROI).

·       Work with members of the Global Marketingteam, both in-person and through hybrid meetings, to enhance the effectivenessof marketing campaigns and ensure campaign performance goals are met throughregular optimization and experimentation.

·       Develop relationships with stakeholdersacross the broader society to leverage opportunities for cross-promotionthrough society channels and events.

·       Explore new channels at the cutting edge ofdigital marketing, crafting business cases and making recommendations for pilotprojects, as appropriate. Embrace and encourage A/B testing across the campaignlifecycle.

·       Set marketing benchmarks and establish KPIs for campaigns.

·       Take initiative and dive into data toidentify performance issues or opportunities.

·       Communicate goals, initiatives, and resultsof marketing campaigns internally and cross divisionally.

·       Create and share regular metric drivenupdates on channel impact, progress, and upcoming initiatives. Report onproduct campaign impact/results and suggest opportunities for optimization andimprovement.

·       Attend events and conferences to promote ACSPublications journals, products, and services, as needed.

·       Attend internal and external meetingsin-person or hybrid when required.

·       Other duties as assigned, to meet businessneeds.

Travel: Up to 20% asneeded, domestic and international.

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Required Education, Skills, and Experience:

·      College degree (relevant field) or equivalentexperience; an advanced degree (relevant field) or equivalent experiencepreferred.

·      12+ years of experience in demand generation indigital marketing roles within the STM publishing ecosystem.

·      Proven and demonstrable experience ofsuccessfully leading and managing a team of marketers.

·      Demonstrable experience of, and ability to worksuccessfully in a fast-paced, team environment with set deadlines and definedsuccess metrics, e.g. submission goals, usage targets, citations growth,published output count.

·      Extensive experience of successfully developingand delivering marketing strategies to meet targets.

·      An understanding of marketing automationsoftware and analytics tools. Familiarity with the latest marketing automationtools and analytics platforms to track campaign effectiveness.

·      Excellent project management skills with theability to manage multiple projects simultaneously and meet both short- andlong-term deadlines. Demonstrable experience of setting and monitoringpriorities and projects across a team.

·      Deep expertise in digital marketing channels(e.g. email, SEO, PPC, and social media) how to use them to generate demand for an organization’s products or services.

·      Experience of appointing and managing externalagencies for activities such as positioning, creative, media buying and channelmanagement.

·      Proven track record in programmatic campaignplanning and execution.

·      Analytical skills to inform and support criticaldecisions and derive actionable insights from complex data.

·      Excellent organizational skills and attention todetail.

·      Strong written and oral communication skills. Able to effectively articulate marketing campaigns, results, and projectupdates across multiple teams and stakeholders.

·      Ability to quickly establish relationships with colleagues and stakeholders, gain trust, and manage expectations.

·      Experienced in effectively using digital collaboration tools to communicate and manage projects with multiple stakeholders and contributors.

·      Confidence in setting and managing marketingbudgets, accurately tracking spend and reporting on marketing Return onInvestment (ROI).

·      Desire to learn new skills and grow as a well-rounded marketer.

·      Collaborative and positive attitude of a teammate who is willing to pitch in and support others.

·      International marketing experience within a global organization.

·      Understanding of the mission and values of the department and organization.

Excellent working knowledge of MS Office products.