Chief Communications & Marketing Officer | Bethesda Magazine

Chief Communications & Marketing Officer

American Dental Education Association

Rockville | Business/Management, Marketing | Senior-level | Full-time
Date posted: 12-23-19

Chief Communications & Marketing Officer - ADEA

As the Chief Communications and Marketing Officer (CCMO), you will lead ADEA’s efforts to advance public understanding and support of academic dental institutions and their significant contributions to the nation’s health. ADEA is financially strong with an enduring business model and forward-thinking members who value transparency, accountability, diversity, access, and inclusion.

Your team will communicate ADEA’s priorities and increase engagement from our members, connecting them with the credible, authoritative tools and information they need. Our members are working to address pressing healthcare challenges including reducing socioeconomic health disparities, increasing access to care, preventing opioid addiction, and guiding healthcare policy changes at the international, national, and state levels.

In this role, you will participate in decision-making at the highest level of the Association, working closely with the Chief of Staff, President and CEO, and four other members of the executive team. You will supervise the Director of Publishing, Senior Director of Marketing and Branding; and Director of Membership, leading a 12-person team with a $2.1 million budget. You will ensure professionalism and high quality in all communications, including ADEA’s peer-reviewed scholarly journal, several other print publications, four electronic newsletters, event programs, and website content.

You will also develop consumer marketing strategies to promote interest in the dental professions. For the fifth consecutive year, the U.S. News & World Report 100 Best Jobs listed professions in dentistry among its top jobs. ADEA GoDental provides students interested in pursuing careers in dentistry and dental hygiene with the information and guidance they need to apply to programs, matriculate, and eventually fulfill their career goals.

Organization Overview
As the sole national organization representing academic dentistry, the American Dental Education Association (ADEA) is the voice of dental education. ADEA members include more than 20,000 students, faculty, staff, and administrators from all 78 U.S. and Canadian dental schools, over 1,000 allied and advanced dental education programs, and numerous corporations working in oral health education. Dental education is a varied profession that educates people as general dentists, specialists, dental hygienists, dental assistants, and dental laboratory technicians. ADEA GoDental aspires to reach students from a variety of backgrounds to supply the dental and dental hygiene workforce needed to meet the evolving oral health needs of a diverse society.

ADEA’s strategic goals include:
Provide leadership on issues impacting dental education and the health of the public.
Develop and sustain an inclusive environment in which faculty, students, and administrators work together to create the future of dental education in an increasingly diverse and interconnected world.
Assist member institutions with successfully navigating the rapidly changing environment for dental and health professions education.
Drive innovation and advance excellence in learning and discovery to prepare graduates to be competent practitioners and lifelong learners.

ADEA fosters interconnected community experiences that enable members to meet their individual goals while leveraging their collective strength. Education is a dynamic process and science changes continually. Understanding and implementing change is key to improving the learning process and producing extraordinary dental practitioners. ADEA members determine best practices for dental education and encourage changes in dental education programs and institutions that will benefit everyone.

ADEA members come together to advocate effectively for public policy issues essential to dental educators and researchers, especially access to dental care, a necessary element to improved oral health. Since its founding in 1923, ADEA has existed to serve the curious student wondering how to become a dentist, the hardworking educator training the dental professionals of the future, and those striving for scientific or public policy improvements in oral health care.

Responsibilities of the Chief Communications & Marketing Officer
Develop an annual department plan that aligns with the organization’s strategic directions.
Develop and lead the implementation of an overall communications strategy for ADEA.
Manage and coach the team; motivate employees and utilize their abilities as well as support their professional development and growth to maximize effectiveness.
Provide sound financial management of the focus area’s budget of approximately $2.5 million, identifying areas for both efficiencies and investment.
Ensure vendors and consultants add value in a measurable and cost-efficient way.
Oversee development and ensure the quality of all communications, including ADEA’s peer-reviewed scholarly journal, several other print publications, four electronic newsletters, event programs and other collateral for ADEA meetings, and content on and ADEA
Create a marketing/public relations strategy to allow us to cultivate and enhance meaningful relationships with key external audiences.
Lead cross-divisional teams to develop messaging and dissemination strategies for key issues facing ADEA and its members.
Actively engage, cultivate, and manage media relationships to generate coverage of Association programs, special events, public announcements, and other projects.
Serve as in-house communications counsel and work with all divisions on content development and editing needs; conduct messaging and media training for key audiences.
Produce collateral materials to reach ADEA’s audiences using multimedia formats.
Prepare speeches and other public presentations on behalf of the President and CEO, including PowerPoint slides. Inform marketing strategies to increase interest in the dental profession, targeting students and their influencers.
Oversee the web-based applicant recruitment resource, ADEA GoDental, and ensure consistency and effective marketing efforts to reach this target student population and their health professions advisors.

Qualifications of the Chief Communications & Marketing Officer
A bachelor’s degree in marketing, communications, business, or a related field. Graduate degree preferred.
Significant professional experience (15 or more years) leading communications and membership activities, ideally on staff at an association or in an agency or similar setting.
Experience in higher education or health care is a plus. Experience promoting peer-reviewed journals is a plus.
Expertise in strategic communications, marketing, message development, targeting audiences, media outreach, social media, electronic communications, and publishing.
Demonstrated skill and comfort in proactively building relationships with media outlets and in successfully positioning subject matter with the media to achieve placements.
A track record of growing revenue and profitability of program, product, and service lines.

Attributes of the Chief Communications & Marketing Officer
Communicator. You can deliver critical and complex information to a variety of audiences in a credible and presentable way and can challenge and be challenged in intellectual debate. You share information, coordinate effectively, and execute your responsibilities while working across teams.
Project manager. You set priorities wisely and know how to make tough resource allocation decisions, always finding a way to forward strategic initiatives. You also know how to translate strategy into action.
Leader. You are a facilitator and team builder. You have proven experience coaching, mentoring, and developing staff at all professional levels. You work as an integral part of a team that works and wins together.
Business-minded. You have successfully structured programs to generate revenue. You are data-driven and able to anticipate, identify, and analyze needs.
Flexible. You shift gears and reprioritize as needed, allocating resources wisely to both the urgent and the important.

What’s Attractive to the Right Chief Communications & Marketing Officer Candidate?
We are financially strong, provide a unique and enduring value to members, and enjoy a reliable source of revenue regardless of external economic conditions.
Our members and staff champion transparency, accountability, diversity, access, and inclusion. They value substance and are looking for credible, authoritative tools and information.
Our research and communications reflect the highest standards of professionalism worthy of the scholars we represent.
We foster interconnected and international community experiences that enable members to meet their individual goals while leveraging their collective strength.
We offer work/life balance, giving you time to do the right work, in the right way, within a 35-hour workweek.
In addition to a rewarding and purposeful mission, ADEA offers you a collaborative team environment with a competitive salary and excellent benefits, including health, vision, dental and life insurance; wellness benefits; generous paid leave; and a 403(b) retirement plan with 10% employer contribution. Our new office is conveniently located across from the Washington Convention Center near shopping, restaurants, and the Red and Green Line Metro Stations.

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