Community & Institute Marketing Manager

Position Summary

The Community & Institute Marketing Manager leads acquisition, conversion, and retention across PCMA’s professional development portfolio (on-demand courses, cohort-led programs, workshops, webinars, and subscriptions) and across membership (acquisition, engagement, and renewals).

Partnering with Community and Institute leaders, this role develops marketing plans and owns the go-to-market strategy for integrated campaigns that grow course enrollments, Institute subscriptions, enterprise and collegiate opportunities, expand and retain membership, and build a qualified pipeline of association and corporate event marketing professionals.

The marketing manager works closely with Community, Institute, and cross-functional teams to create clear messaging, content, and campaigns that position our professional development offerings and the value of the PCMA community to achieve membership and product goals.

Success is measured by course and program revenue, number of learners, Institute subscriptions, lead-to-purchase conversion, membership retention, and growth in key event-organizer segments.

Essential Duties And Responsibilities

Strategy & Planning

• Build annual and quarterly marketing plans for learning products and membership, including channel mix, budget, targets, and a test-and-learn roadmap.
• Define priority segments and personas for association event organizers and corporate event marketers, as well as enterprise and collegiate personas; align messaging to lifecycle stages (prospect, learner, community, member, advocate).
  
  

Messaging, Positioning & Offers

• Develop value propositions and packaging for courses (on-demand and cohort-lead), webinars, sponsor and partner events such as Institute-led focus groups, roundtables and workshops.
• Create membership messaging for target segments; localize by region and/or vertical sectors as needed.
  
  

Integrated Campaigns & Execution

• Plan and run multi-channel campaigns (email, paid and organic social, search and search-engine optimization, website personalization, partners/affiliates, events, and webinars) to acquire learners and members.
• Coordinate go-to-market for new course launches and seasonal membership pushes; manage timelines, briefs, and creative asset development.
• Build lead-generation programs (guides, case studies, research, continuing-education content) and always-on nurturing for learner and community prospects
• Integrate all 17 North American Chapters into PCMA marketing campaigns by providing tools, templates, and plug-and-play assets that make it easy for chapters to amplify PCMA messaging and support member recruitment, retention, and engagement efforts.
  
  

Content & Success Enablement

• Collaborate with Community and Institute leaders to create assets that increase pull marketing and reduce reliance on push tactics.
• Produce landing pages, emails, ads, infographics, videos, and case studies; maintain content calendars mapped to buying stages.
  
  

Data, Insights & Optimization

• Develop dashboards to track traffic, campaign engagement, conversions, revenue, renewals, and other department targets, including campaign costs.
• Test headlines, images, page layouts, and offers—maintaining what works and retiring underperformers.
• Gather feedback from learners and members and monitor competitors to inform plans.
  
  

Cross-Functional Collaboration

• Partner with the Institute on pricing, packaging, calendars, and outcomes storytelling.
• Partner with Community on lifecycle campaigns (join, onboard, engage, renew) and with Events to convert attendees to learners and members.
• Coordinate with Editorial/Convene to use thought leadership for lead generation and brand lift.
  
  

Governance & Brand

• Ensure consistent brand standards across PCMA and reinforce brand value proposition.
• Manage any external agencies and vendors as needed; monitor contracts, and performance.