Director, Product & Membership Marketing

Director Of Marketing, Product And Membership

Yoga Alliance is the largest nonprofit membership association of yoga professionals, practitioners, and advocates around the globe. We believe if more people practice yoga, the better the world will be. We're here to amplify the power of yoga and to make it accessible to anyone wherever they are, under whatever circumstances by:
Uplifting the transformative power of yoga, Surfacing and reducing barriers to the practice, and Building, engaging, and supporting the yoga community. Our member-driven community is a diverse collective of wisdom holders, yoga educators, and teachers expanding their expertise; a welcoming space for those newly exploring yoga; a place for seasoned practitioners to deepen their practice; and a supportive hub where community leaders, organizations, and businesses can leverage yoga for social good.

At the core of Yoga Alliance lies a profound commitment to our people. Here, every team member is empowered to lead, innovate, dream, create, and grow. Diversity, equity, inclusion, and belonging guide our way of being in work and in working with each other. We champion a culture of collaboration, where learning from failures is as valued as achieving success.

Together, we challenge the status quo and push the boundaries of what is possible.

Reporting to the Head of Strategic Communications, Yoga Alliance is seeking a Director of Marketing, Product and Membership to join its team. The Director of Marketing, Product and Membership oversees the development and execution of integrated marketing strategies to ensure the successful promotion and delivery of key programs, products, and services.

• Hire, coach, develop, and grow a team to meet long-term goals and near-term objectives.
• Lead the team through performance engagement and development process which includes goal setting, regular one-on-one meetings, mid-year, and annual feedback events.
• Coach team members on delivering clear, consistent messaging using tailored scripts to ensure alignment with brand voice, member value, and community needs.
• Provide frequent and regular clear and specific feedback that focuses on strengthening core skills and competencies and encourage feedback in return.
• Proactively collaborate and partner with internal colleagues across the organization (Community Engagement, Social Impact, and Strategic Communication teams) to ensure alignment and knowledge sharing.

• Develop and execute comprehensive marketing strategies, online and offline, aligned with Yoga Alliance's goals to drive brand awareness, lead generation, member acquisition, growth and retention.
• Develop retention marketing strategies to increase member engagement and renewals.
• Create compelling value propositions and messaging for the organization's offerings and develop go-to-market strategies for new membership tiers, programs, services, and benefits.
• Collaborate with community engagement, digital and storytelling to ensure member needs are reflected in product development.
• Design member journey mapping and lifecycle marketing programs in partnership with Community Engagement.

• Design and execute multi-channel campaigns to attract new audiences that drive organizational revenue goals in collaboration with storytelling, digital and Yoga Alliance's agency partners.
• Lead content marketing initiatives in partnership with storytelling.
• Design, build, and manage email marketing campaigns and marketing automation workflows.
• Partner with community engagement and digital teams on conversion optimization and renewal strategies.
• Develop internal materials on product features and benefits to enhance staff's effectiveness in member interactions;
  Create internal guides to support the engagement process.
• Identify and develop sponsorship opportunities to support marketing initiatives and campaigns.

• Oversee internal and external market research and competitive analysis to inform strategic decision-making.
• Develop quarterly campaign performance, lead generation and conversion, and brand awareness reports.
• Provide monthly/quarterly budget performance against targets.

• Bachelor's degree in marketing, communications, business administration, or related field or four years of equivalent experience
• 10+ years of progressive marketing experience that includes the following:
  • 3+ years in leadership roles
  • 3+ years proficiency with marketing automation platforms (e.g. Salesforce Marketing Cloud)
  • 5+ years of progressively increasing people leadership including hiring, coaching, and direct performance engagement and development management.
  • 5+ years of go-to-market (GTM) experience leading complex, multi-stakeholder initiatives that directly impact revenue and business growth.
  • 5+ years proven track record of successful product and/or membership marketing
  • 7+ years of strong analytical skills with experience in Google…