Senior VP, Growth, Brand & Engagement

Iowa Health Care; West Des Moines (IA); On-site; USD 180,000 - 200,000; Full time

Job summary

Iowa Health Care Association (IHCA) based in West Des Moines, Iowa, is seeking a Senior Vice President, Marketing & Growth to lead marketing, growth, brand, member engagement and communications strategy. This role reports to the President & CEO and steers opportunities to strengthen member value and revenue across IHCA’s offerings.

The SVP will develop go-to-market plans, lead the marketing team and oversee enterprise communications, crisis management, and partnerships with national affiliates

Qualifications

• Bachelor’s degree in marketing, communications, business, strategy or related field.
• 10+ years in marketing/growth/communications with 4–5 years in senior leadership.
• Experience in association, member organization or trade/professional society preferred.
• Healthcare/long-term care or regulated-industry experience a plus.
• Experience in media relations and crisis communications.
• Experience with member data, CRM/AMS and analytics preferred.
• Valid driver’s license and ability to travel within Iowa and nationally.

Responsibilities

• Develop and lead IHCA’s marketing and growth strategy.
• Partner with leaders responsible for IHCA’s programs, products and services to develop positioning, packaging and go-to-market strategies that drive participation, revenue and growth.
• Help identify and evaluate new products, services and market opportunities based on member needs, market demand and organizational priorities.
• Develop and execute IHCA’s business partner and sponsor marketing strategy, in collaboration with the CFO, including value proposition development, packaging, positioning, and activation.
• Develop, implement, and evaluate IHCA’s digital and AI marketing strategy across the association’s website and digital platforms, executed through the existing marketing team and outside vendors.
• Lead IHCA’s member engagement and retention strategy, strengthening the value and relevance of membership.
• Lead member data and marketing analytics in partnership with IHCA operations, ensuring the association’s CRM/AMS captures the data needed to identify engagement trends and retention risk.
• Develop and execute a structured voice-of-member program, including satisfaction surveys, engagement analysis and non-renewal feedback.
• Develop, implement and evaluate IHCA’s enterprise brand strategy and brand standards.
• Direct communications strategy and execution across the association, including member communications, advocacy communications and organizational communications, ensuring consistent voice and message.
• Oversee IHCA’s digital strategy and direction, including the website and other digital properties, and identify opportunities to enhance the member and user experience.
• Oversee the association’s regular communications vehicles, including the IHCA Bulletin and topic-specific member communications.
• Coordinate marketing and brand alignment with national partners, including AHCA/NCAL and the National Alliance for Care at Home.
• Lead workforce and employer-brand marketing initiatives that support members’ recruitment and retention of long-term care staff.
• Partner with the CGA, IHCA’s lobbyists and the President & CEO to develop communications supporting the association’s legislative, regulatory and PAC efforts.
• Own PAC communications and fundraising messaging execution, coordinating with the government relations team on substance.
• Serve as IHCA’s lead media relations strategist; prepare and support the President & CEO and other IHCA spokespeople for media engagement and serve as secondary spokesperson for trade and routine media inquiries.
• Develop and lead crisis communications strategy and protocols for the association and assist members with crisis communications as needed.
• Track IHCA- and long-term care-related media coverage and report findings to staff.

Skills

Strategic thinking

Analytical skills

Communication skills

Relationship building

Business acumen

Organization skills

Decision making

Change leadership

Education

Bachelor’s degree in marketing/communications

Advanced degree preferred

Job description

Iowa Health Care Association (IHCA) based in West Des Moines, Iowa, is seeking a Senior Vice President, Marketing & Growth to lead marketing, growth, brand, member engagement and communications strategy. This role reports to the President & CEO and steers opportunities to strengthen member value and revenue across IHCA’s offerings.

The SVP will develop go-to-market plans, lead the marketing team and oversee enterprise communications, crisis management, and partnerships with national affiliates