Content Marketing Manager, Conferences and NIC Academy

National Investment Center For Seniors Housing & Care • Annapolis, MD

1d

About The Position

The Content Marketing Manager, Conferences and NIC Academy, will support strategic marketing efforts through content development, coordination, and campaign execution for NIC’s revenue-generating programs, including Conferences and NIC Academy. This role collaborates with the Chief Marketing Officer to drive marketing efforts for NIC Conferences and NIC Academy products including email, social media, and paid advertising campaigns. The role collaborates across departments and with all marketing team members.

Requirements

• Strong written and verbal communications skills
• High attention to detail and accuracy
• Self-starter and comfort in a fast-paced, high-workload environment
• Strong collaboration and follow-through
• Effective organizational and time management skills, can manage multiple projects and deadlines
• BS/BA in marketing, communications, business or related field; related work experience considered.
• 5+ years marketing experience within a B2B environment, including significant digital marketing.
• Experience with Asana or other project management tools.
• Experience with Salesforce and Pardot/Marketing Cloud Next or other email marketing platforms.
• Conference email marketing experience and/or education marketing experience.
• Experience with the following technologies: analytics, CRM, email marketing automation, content management system (CMS), and project management tools.
• Expertise developing, implementing, and measuring digital marketing initiatives, including email marketing, social media (paid and organic), search engine optimization (SEO), digital advertising (PPC), and retargeting.
• Proficient in Microsoft Office (Word, Excel, PowerPoint, Outlook).

Nice To Haves

• Experience with Google Analytics, Instagram, Facebook, LinkedIn, Salesforce, Pardot/Account Engagement, WordPress, and Asana.
• Email design experience preferred

Responsibilities

• Supports the execution of all conference marketing campaigns from start to finish for all Conferences (currently Fall, Spring, and Growth), as well as marketing campaigns for all NIC Academy offerings
• Collaborate with the CMO, CEO, VP of Conferences and/or NIC Academy Executive Director to establish the development and execution of audience- and action-specific messaging matrix and plan at the outset of each campaign for all owned and paid content associated with the campaign.
• Translate the approved strategy and messaging into clear, consistent, creative copy across channels.
• Own the development of omni-channel content marketing calendars for each conference campaign and support of NIC Academy campaigns, showing a week-by-week view of tactics including email, organic social, and advertising.
• Analyze and report on marketing tactics and activities, including (but not limited to) registration trends for each conference and NIC Academy campaigns to illustrate performance and inform future strategy recommendations.
• Draft, update, and maintain approved content for conference and NIC Academy websites and all deliverables.
• Coordinate content updates and timelines for content and team member tasks on websites and digital platforms.
• Support quality assurance to ensure content accuracy consistency.
• Work with Senior Marketing Specialist to ensure site performance.
• Support the execution of (at the outset of each campaign) a calendar, audience-specific messaging, and segmentation strategy for each campaign in collaboration with digital marketing.
• Develop and execute the copy and recommended design for email production. Coordinate logistics and work with the senior marketing specialist to build, test, and send campaign emails.
• Utilize latest marketing trends and AI to facilitate efficient and enhanced communications.
• Oversee task logistics and review processed for emails prior to distribution.
• Monitor email performance and prepare standardized performance reports, collaborating with the Senior Marketing Specialist. Be prepared to make recommendations for shifting in deployment strategy based on results.
• Develop and coordinate utilization, segmentation, and governance of marketing and communication lists, ensuring accurate targeting and consistent use across campaigns, events, and programs, supporting the Senior Marketing Specialist.
• Partner cross-functionally with marketing, conferences, research, sponsorship, and NIC Academy to align audience definitions, improve data reliability, and support effective segmentation and reporting.
• Develop, with the support of the CMO, and maintain clear standard operating procedures and an audience-to-message matrix that defines which audiences receive which communications, when lists are used, and how messaging cadence is managed.
• Monitor list health and data integrity, proactively identifying and resolving issues that could impact campaign performance, deliverability, reporting, or audience experience.
• Maintain accurate project plans, timelines, and status updates in Asana. Coordinate tasks and deadlines across email, websites, and campaign deliverables in a fast-paced, deadline-driven environment.
• Support cross-functional collaboration with events and sponsorship teams to ensure smooth execution of marketing initiatives and overall event deliverables (including preliminary program, final program, video scripts, sponsorship prospecting email campaigns, etc.).
• Work with the social media manager to establish (at the outset of each campaign) a calendar of content (not just post copy, but anchored content asset, too) for each conference campaign in collaboration with the digital marketing manager.
• Draft and coordinate the deployment of approved content.
• Monitor the performance of approved content.
• Support the development of other content needed for social media.
• Ensure that the key audiences and messages of each campaign are included on the Editorial Calendar (blogs, podcasts, other assets), to be established at outset of engagement.
• Collaborate with the Marketing Manager for Research and Analytics and Volunteer Initiatives to ensure that key audiences and messages relating to each campaign are included in NIC Insider publications during the campaign and other relevant Research and Analytics content.
• Support the development and deployment of audience-specific advertising creatives for conference campaigns, including all digital channels (Meta, LinkedIn, Google, and Stack Adapt).
• Coordinate with digital marketing and external partners on timelines, assets, and deployment logistics.
• Manage and coordinate advertising deliverables with trade media organizations NIC has active agreements with.
• Assist with compiling advertising performance data and summaries for leadership review.
• Demonstrates NIC Values including: Be A Spark Invest in Ourselves Partner with Others Take Pride in Our Work
• Other duties may be assigned.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Number of Employees: 11-50 employees