The Content and Learning Products Director is responsible for leading ACA’s product development direction and processes, in support of further developing and expanding ACA’s portfolio of continuing education (CE), professional development, and practice support products, programs, and services. This includes creating a roadmap for ACA’s books, journals, magazine, and in-person and online education from conceptual design, through development and practical delivery of customer and member-centric products and experiences. The Director will manage and build a robust and highly relevant suite of products, services, and experiences that cut across counseling disciplines and supports members’ professional needs, challenges, and goals, which will help ACA increase engagement and retention across the entire membership. The products will meet current needs of counselors, as well as anticipate the growth of the profession and help increase the profession’s excellence through innovation. This role balances strategic collaboration with hands-on, day-to-day tactical implementation and management. This is a director-level position with supervisory responsibility.
Product Development & Management
Work with staff, volunteers, and outside experts on developing high-quality, relevant, and profitable products, in collaboration with the Brand & Engagement Team.
Develop and implement an overarching product strategy and supporting plans for ROI-positive products and services that members value (portfolio includes books, journals, magazine, conferences, continuing education, professional/career development, and practice support).
Collaborate on the design, production, and delivery of programs, products, and services to be effective across a variety of channels and platforms, including digital, print, and in-person
Identify and engage with internal and external stakeholders and subject matter experts with unique insights on supporting counselor professional needs
Direct development process through competitive analysis, customer need analysis, and innovative channels to develop and deliver product launches, managing the process from inception to completion
Develop and nurture a creative work environment which aligns product innovation with market need, working with Brand & Engagement
Work with cross functional groups including brand and engagement, technology, finance, and operations to develop and provide product definitions responsive to member and customer needs and market opportunities
Direct the overall product and pricing strategy, research and development requirements for new and emerging products to diversity offerings
Develop, and work cross-functionally to enhance, and improve the usage and relevance of products
Manage the implementation and distribution of books, journals, magazine, and in-person and online education
Implement and guide content and revision policies that ensure consistent, high quality content for products
Leverage available data and working with Brand & Engagement to ensure both product quality and quantity standards are maintained
Manage product lifespan and viability to ensure that appropriate products are sunset and new products replace to ensure market viability
Help identify trends in the counseling and mental healthcare markets
Lead business case analysis for developing and validating new products and services, integrating revenue trends and market conditions
Translate business strategies into product design, roadmaps and specifications.
Provide detailed analysis and empirical data to executive staff related to logistical and financial performance
Analyze the breakeven levels for products and service margins, and overall center profitability on an ongoing basis
Communicate, align, and when necessary, help to change, the business vision and project expectations across all stakeholders and team members to ensure clear understanding of goals and their deliverables
Working in collaboration with the Executive Team and Partnership Director identify key alliances with potential partners, vendors, or service providers on products, programs, and services, including identifying possible cross-branding/licensing arrangements
Oversee development of project plans, allocate and plan team resources and manage all project milestones to ensure on budget and on time delivery
Oversee staff talent and financial resources needed for product efforts
Develop materials and provide information and training to leaders
Develop and gains approval for a budget for this position’s area of responsibility and executes that budget, including working to increase revenues from both print and online sources, as well as finding new sources of revenues and keeping expenses in check
Perform and manage to the established budget, regularly monitoring revenue and expenses to meet goals
Bachelor’s degree (Master’s preferred) in a related field [MBA, CAE, and/or New Product Development Professional (NPDP) certification a plus]
Seven to ten years of experience and demonstrated results developing, implementing, and managing a robust portfolio of valued knowledge and learning programs, products, and services centered on relevant content
Ability to translate business strategies into product design, roadmaps and specifications.
Ability to anticipate and articulate future trends, events, and direction within the counseling/mental healthcare arena
Understanding of best practices and innovations in adult education, publications, content strategy, and product management
Ability to recommend actions to enhance the success of the organization within functional areas of responsibility
Experience in leveraging technology and business partners to deliver content
Significant project management skills and experience, including building detailed project plans, maintaining coordination and communication among contributors and stakeholders, and delivering projects within the approved time, budget, and objective
Proven ability to influence cross-functional teams both with and without formal authority, gain trust quickly and negotiate business objectives across the entire organization
Ability to build strong business cases in support of new ideas, for a variety of stakeholders
Strong understanding of business strategy, budgeting, impact measurement, tracking, and reporting
Outstanding written and oral communication skills
Excellent interpersonal skills and ability to mentor and foster collaboration among colleagues and organizational membership
Demonstrated strategic thinking, problem solving, and analytical skills, including the ability to plan and implement in a fast-paced environment
Ability to prioritize multiple tasks, organize work, and delegate effectively
Demonstrated ability to work independently and on a team, always showing respect for the diverse constituencies of ACA and within its membership
ACA is An Equal Opportunity/Affirmative Action/Pro Disabled and Veteran Employer
At ACA, Equal Employment Opportunity is our commitment and goal. All qualified candidates will receive consideration for employment without regard to race, national origin, gender, age, religion, disability, sexual orientation, veteran status, marital status or any other protected status designated by federal, state or local law.
About American Counseling Association
The American Counseling Association (ACA) is the world’s largest organization representing professional counselors in various practice settings. Our vision: Every person has access to quality professional counseling to thrive. Our mission: Promote the professional development of counselors, advocate for the profession, and ensure ethical, culturally-inclusive practice. Our values: Diversity, Equity & Inclusion, Integrity, Proactive Leadership, Professional Community & Relationships, Scientific Practice & Knowledge, Social Justice & Empowerment.
All American Counseling Association team members are encouraged, supported, and expected to demonstrate The Way We Work Values: Be Flexible, Be Creative, Be Empowered, Be Inquisitive, Be Collaborative and Be Respectful.