VP, Direct Marketing

About This Role

This role is responsible for driving the growth of AMA's public seminar business by optimizing direct marketing strategy, integrating it with digital marketing and call center operations, and owning the business's financial performance. The VP will also identify new market opportunities and provide strategic oversight of customer service.

Responsibilities

• Define and optimize Direct Mail Marketing’s strategy to acquire and retain customers, improve efficiency, effectiveness, and enhance the customer journey
• Own public seminar business financial performance, with full accountability for related revenue and expense management
• Identify and lead new market penetration and product expansion opportunities to strengthen grow revenue and market share
• Provide strategic oversight of the customer service group to support sales and expand relationship-based marketing effort
• Ensure disciplined planning and execution through effective budgeting and operational governance
• Leverage AI-driven qualitative and quantitative insights to identify growth opportunities, improve decision-making, and inform strategic direction
• Deliver results through strong leadership, fostering collaboration, alignment, and accountability across teams and the broader division
• Lead effectively within a highly collaborative environment, influencing across functions to achieve shared objectives
• Lead all aspects of and enhance Membership value proposition

Requirements

• Bachelor’s degree in Marketing, Business, or a related field
• 10+ years of progressive experience in direct marketing, customer acquisition, retention, or lifecycle marketing
• Proven success in growing revenue by driving integrated marketing strategies (print, digital, social, email, and call center)
• Strong track record of managing large budgets and driving measurable ROI
• Experience with data-driven marketing, analytics, testing, and optimization
• Demonstrated financial acumen, including P&L ownership or significant budget accountability
• Ability to leverage advanced analytics and AI-driven insights to inform strategy and drive growth
• Proven people leader with experience building and leading high-performing teams
• Strong executive communication and cross-functional collaboration skills
• Results-oriented, strategic thinker with the ability to execute at scale

Qualifications

• Bachelor’s degree in Marketing, Business, or a related field required; MBA or advanced degree preferred
• 10+ years of progressive experience in direct marketing, customer acquisition, retention, or lifecycle marketing

Nice to Have

• MBA or advanced degree
• Learning & Development or related industry experience

Skills

* Required skills