Marketing Manager, Communications & News Content

National Association of REALTORS•Washington, DC

5d•Hybrid

About The Position

The Marketing Manager, Communications & News Content is responsible for developing and executing strategic, multi-channel marketing campaigns that amplify NAR's communications and content initiatives, strengthen member awareness and engagement and reinforce the value NAR delivers to REALTORS®. Serving as the primary Marketing partner to the Communications and News & Content team, this role translates organizational news, executive thought leadership, editorial initiatives, podcasts, videos, research and other priority content into audience-centered marketing plans. The ideal candidate combines integrated marketing, content amplification, strong writing, audience strategy, analytics and cross-functional leadership. This person is a proactive strategic partner who can recommend when an initiative needs a full campaign, lighter channel support or a longer-term audience-development approach.

Requirements

Bachelor's degree in Marketing, Communications, Journalism, Business or a related field preferred, or an equivalent combination of education and experience.
Minimum of 5-7 years of progressive experience in integrated marketing, marketing communications, content marketing or a related field.
Demonstrated experience developing and executing multi-channel campaigns that promote organizational communications, editorial content, thought leadership, programs or mission-driven initiatives.
Excellent writing and editing skills, with the ability to translate complex or nuanced topics into clear, concise and audience-appropriate marketing content.
Strong understanding of paid, owned, earned and partner-supported channels and how they work together to increase reach, engagement and action.
Experience with audience segmentation, content distribution and audience-development strategies across email, web, social, video, audio and paid media.
Strong strategic thinking and editorial judgment, including the ability to prioritize competing requests and recommend the right level of marketing support based on audience need, organizational value and expected impact.
Excellent project management, stakeholder management and interpersonal skills, with a record of leading complex cross-functional work in a fast-paced, matrixed environment.
Experience using digital analytics and campaign performance tools to interpret results, present insights and optimize strategy.
Familiarity with Adobe Analytics, marketing automation platforms and project management systems is a plus.
Experience supporting PR, communications or news teams in a complex, environment is preferred.
Knowledge of real estate, housing, or another regulated industry is a plus.

Responsibilities

Develop and lead integrated marketing strategies for priority NAR communications, editorial content, executive messaging, organizational announcements, publications, podcasts, videos and other initiatives that should be elevated to members.
Maintain a strategic understanding of the Communications and News & Content portfolio, including organizational news, media relations priorities, executive communications, editorial initiatives and recurring content franchises, to identify opportunities for coordinated and sustained marketing support.
Partner with Communications and the News & Content Team at the outset of each priority initiative to define the objective, target audiences, key message, call to action, channel roles, timing, deliverables, measures of success and opportunities to extend the life of high-value content.
Connect communications priorities to the broader member journey and NAR's value proposition, ensuring campaigns answer why the information matters to REALTORS® and what members should know, feel or do next.
Evaluate and prioritize incoming marketing needs in partnership with Communications and News & Content leaders, recommending the appropriate level of support based on audience need, organizational importance, timing, available resources and expected impact.
Ability to clearly articulate marketing plans, campaign strategies, recommendations and performance insights to executive leadership and other stakeholders.
Develop and lead multi-channel amplification plans, working with channel owners and internal partners to coordinate execution across email, web, social media, video, podcasts, newsletters, paid media, the NAR mobile app, events and partner-supported communications, as appropriate.
Translate and adapt approved communications and editorial content into concise, member-first campaign messaging and channel-specific promotional copy while preserving accuracy, intent, brand voice and NAR style.
Identify opportunities to repackage, sequence and resurface content in relevant formats so priority initiatives continue to reach members beyond the initial publication or announcement date.
Use member data, audience behavior and campaign insights to tailor communications by career stage, specialty, engagement level or other meaningful segments and improve relevance.
Maintain an integrated promotional calendar with Communications, News/Content and channel partners to identify opportunities, avoid competing messages and support timely coordination across the organization.
Lead campaign briefs, messaging frameworks and approval processes from strategy through launch, ensuring roles, deadlines and dependencies are clear.
Coordinate with Digital, Creative, Email, Web, Social Media, Video Production, Analytics, and program owners to deliver cohesive campaigns and channel-ready assets.
Provide strategic review and editing of marketing copy and promotional assets to ensure they are clear, accurate, compelling, accessible and aligned with approved communications guidance.
Provide guidance and coordination of communication partnerships in modernizing owned-content, inclusive of web design and copy.
Provide marketing and channel-coordination support for rapid-response, reputation-sensitive or high-visibility member communications, working within established Communications guidance and approval protocols.
Establish initiative-specific KPIs and measurement plans aligned with the intended outcome, such as awareness, reach, engagement, content consumption, audience growth, traffic or member action.
Track performance across email, web, social, paid, video, podcast and other content engagement metrics and translate results into clear recommendations.
Use testing and optimization to improve audience targeting, messaging, creative, channel placement, cadence, calls to action and landing-page experience during campaign flight when possible.
Prepare campaign reports that explain what happened, what was learned and what should change in future communications and content amplification efforts.
Monitor relevant marketing, communications and audience-development trends and recommend practical new approaches, formats or technologies that can improve member reach and engagement.
Other duties as assigned.