The Membership Brand Manager will own the membership product and its services to drive membership and member retention, with a focus on the frontline licensed professional – stylists and salon owners.
Create brand awareness for Professional Beauty Association (membership-based organization)
Develop membership value and messaging points that resonate with the frontline pro
Evaluate portfolio of products and offerings
Build a membership marketing plan to meet goals and drive the execution
Develop a consistent set of analytics and tracking metrics to measure results
Membership Campaigns to Drive New Membership
Develop and manage the membership marketing plan that drives PBA’s frontline professional membership growth - through brand awareness and new membership; including growth in the student membership channel.
Member Retention and Engagement
Develop and manage the membership marketing plan that drives PBA’s membership growth goals through retention and referrals.
Membership Product Offering
Owns membership brand equity and the portfolio of products. The Membership Brand Manager will evaluate and report on existing products and recommend new to meet growth and retention goals.
Integrated membership communication plan built on sustained campaigns that deliver PBA’s growth goals by driving recruiting and retention. Will be responsible for working with other members of the marketing team to draft relevant content.
This person will own the brand equity and programs that support the product offering. This will include industry info, education, government affairs, PBA charities and events.
Performance and Success Measures
Growing membership by member type as defined by 2020 goals
Ensure Member Brand Equity Pyramid is aligned with overall PBA equity analytics & track metrics to measure results
Growth of school programs and student members tied to 2020 goals
Delivering membership marketing plans within budget
Proven ABM/Brand Manager experience, beauty industry or CPG preferred. Proven results in sustained growth and expansion of brand products and service offering.
Experience applying brand building skills to include brand building fundamentals e.g. building equity pyramid, clear understanding of who, what and how and developing a portfolio of products and services that support the target.
Experience in managing agencies (advertising, digital marketing, PR etc.).
Experience building and executing brand plans.
Project management experience leading large complex projects, delivering on-time and on-budget.
Budget management experience.
Proven capability leading through influence of others.
Involvement or member of trade group or association a plus.
Strong brand management skills
Organizational leadership and team development (leads through influence and envisioning)
Strong thinking and problem-solving skills (ability to create solutions)
Collaborative (works with peers across many functions within the company)
Strong communication skills (proactive)
Innovative – new ways of thinking
Digital experience (strong understanding of new technologies and how to apply them)
Can adapt brand management experience into a service and membership environment
About Professional Beauty Association
The Professional Beauty Association (PBA)is a non-profit trade association that represents the interests of the professional beauty industry from manufacturers and distributors to salons and spas and licensed beauty professionals. PBA offers business tools, education, advocacy, networking and more to improve individual careers, businesses and the industry as a whole.