Director of Marketing Member Engagement

The Director of Marketing Member Engagement, is responsible for developing and executing strategies that strengthen member engagement, deepen relationships, and enhance the overall member experience across the International Franchise Association (IFA).

Working closely with the Vice President, Marketing, this role leads the strategy and execution of audience engagement initiatives through content, email marketing, website experience, digital communications, marketing automation, and lifecycle campaigns. The Director ensures members receive relevant, personalized, and timely communications that reinforce IFA’s value proposition while increasing participation across membership, education, events, advocacy, and Foundation initiatives.

This position combines strategic thinking with execution, using audience insights, performance analytics, and data-driven marketing to improve engagement, retention, and long-term member value.

• Develop and execute IFA’s comprehensive member engagement strategy across the full member lifecycle.
• Create integrated engagement plans that strengthen awareness, participation, retention, and loyalty.
• Identify opportunities to improve the member experience through personalized communications and digital touchpoints.
• Partner with organizational leaders to align engagement initiatives with strategic priorities.

• Lead IFA’s enterprise content strategy to ensure messaging consistently communicates member value.
• Oversee editorial planning, content prioritization, and storytelling across all marketing channels.
• Ensure content supports business objectives while reinforcing the IFA brand.
• Develop messaging that educates, informs, and inspires franchise leaders.

• Own enterprise engagement strategy, including audience segmentation, personalization, lifecycle campaigns, and automation.
• Partner with internal stakeholders to develop integrated campaigns supporting membership, events, education, advocacy, and Foundation initiatives.
• Optimize campaign performance through testing, reporting, and continuous improvement.
• Support implementation and optimization of marketing automation platforms, CRM integrations, and engagement workflows.

• Lead website strategy to ensure content supports member needs throughout their journey.
• Continuously improve website content, user experience, and conversion opportunities.
• Ensure consistency across digital channels while maintaining brand standards.

• Monitor engagement metrics across email, web, content, and digital platforms.
• Translate analytics into actionable recommendations that improve engagement and campaign effectiveness.
• Develop dashboards and reporting to communicate marketing performance and member behavior.
• Use audience research and member insights to guide future strategies.

• Partner closely with Membership, Events, Education, Government Relations, Communications, Foundation, Sales, and Executive Leadership.
• Serve as the marketing lead for member engagement initiatives across the organization.
• Coordinate integrated communications that deliver consistent member experience.

• Stay current on emerging trends in content marketing, member engagement, digital communications, and marketing technology.
• Identify new opportunities to improve personalization, automation, and audience engagement.
• Recommend innovative approaches that enhance the member experience while supporting organizational growth.

Bachelor’s degree in Marketing, Communications, Business, or related field.

• 7-10 years of progressive experience in marketing, member engagement,…