USGA Foundation - Lead, Direct & Digital Marketing

Golf is a game fueled by people with passion, integrity and drive. The newly created USGA Foundation, the philanthropic arm of the United States Golf Association, is recruiting leaders with these same values to advance fundraising and engagement.

Reporting to the Director, Marketing – USGA Foundation, the primary role of Lead, Digital & Direct Marketing is to execute digital and direct marketing campaigns and a digital presence to support USGA membership and philanthropic development. Using familiarity of key digital tools and skills, this role will be expected to execute campaigns attached to revenue and engagement goals, improve functionality across all USGA digital channels and drive social engagement. Lead, Digital & Direct Marketing will also establish and monitor a campaign measurement framework, manage related vendors and work closely with the foundation (Development & Membership leadership teams, IT and digital and global content teams.

Key measures for success are to broaden the USGA Foundation’s reach to grow and diversify the supporter/donor base, membership and to create an effective digital environment – including transaction UX – that optimizes digital investment. Specific success measures include increasing membership and donors, hitting campaign revenue targets, deepening digital engagement, optimizing overall digital communication. This candidate is also expected to innovate ways in which the USGA Foundation can better utilize digital channels, including email marketing, social media, SEO, social video, digital ads and paid media to meet departmental revenue budget objectives.

 

Location:

Liberty Corner, NJ

 

What You Can Expect:

  • 3 Must-Haves: Four years of professional direct and digital marketing experience, at least two working in non-profit marketing. Love and knowledge of golf. Demonstrated experience executing digital and direct marketing campaigns.
  • Digital and Direct Marketing: Design and execute results-driven, revenue-based campaigns across digital marketing channels to support USGA membership and fundraising efforts. Lead digital marketing efforts driving engagement, donations and conversion utilizing channels including email, SEO, web, social, video and digital paid media, driving efficacy and strategic alignment. Collaborate with Development and key vendors to establish and execute optimized digital ROI. Oversee USGA Foundation’s social engagement, including developing and executing a social community-building strategy. Manage and optimize Foundation e-mail efforts supporting Membership and fundraising efforts. Measure and analyze results of marketing and communications outreach to gauge effectiveness in the spirit of driving continuous improvement.
  • Project lead: Lead USGA Foundations effort to optimize the digital experience for donors, members and prospects across all digital touchpoints. Continually evaluate and improve the Foundation’s digital experience, including transaction funnels, opt-in/out and social engagement. Work with vendors and USGA IT peers to develop easy-to-navigate user experience throughout the USGA Foundation web pages/presence. Optimize the Foundation web and donor experience. Establish digital best practices and to drive innovation. Update/maintain website and social content for USGA Foundation. Champion continuous improvement of the email strategy development/deployment process including maximizing dynamic content, targeting, personalization and template development.
  • Optimized Digital Communication and Content: Collaborate with USGA colleagues in Marketing, Membership, Merchandising and IT to develop user journeys and contextual messages to support segmented audience development and targeting. Update/maintain website and social content for USGA Foundation. Champion continuous improvement of the email strategy development/deployment process including maximizing dynamic/engagement content, targeting, personalization, template development. Oversee USGA Foundation’s social engagement, including developing and executing social community-building strategy. Develop digital creative assets aligned with Foundation goals and USGA brand identity. Act as point of contact for troubleshooting for any backend technical issues associated with digital marketing and/or digital CX/UX.
  • Analytics, Measurement and Optimization: Lead data-driven digital marketing strategy, including the end-state vision of how we use consumer data and insights to drive segmentation, targeting, messaging, and CRM as part of broader Association-wide CRM efforts. Establish overall digital, and specific campaign measurement framework (tagging and tracking, revenue optimization, ROI) to drive efficacy of digital marketing. Make data-based recommendations that increase campaign and channel efficacy. Measure and analyze results of marketing and communications outreach to gauge effectiveness to drive continuous improvement. Work with BI team to define business analytics requirements, develop campaign performance reports and associated results dashboards.

 

 

What You Bring to the USGA:

  • 3 Must-Haves: Four years of professional direct and digital marketing experience, at least two working in non-profit marketing. Love and knowledge of golf. Demonstrated experience executing digital and direct marketing campaigns.
  • Plays and loves golf.
  • 4+ years of experience in digital marketing and lead generation
  • 2+ years of experience with nonprofit marketing.
  • Demonstrated success using targeted email to drive campaigns, including list selection, segmentation, managing opt-in/out preferences, creative execution and optimization of performance to messaging.
  • In-depth knowledge of digital marketing ”tool kit”, including SEO and web analytics tools (i.e. Adobe Analytics, Adobe AEM, Adobe Test and Target), Google adwords & grants, etc.
  • Initiative and competency to take ownership of specific projects.
  • Experience working with CRM tools and project management software.
  • Experience building, measuring and optimizing digital media campaigns across channels
  • Experience with direct response and customer/donor acquisition campaigns, including segmentation.
  • Demonstrated experience optimizing web experiences to drive fundraising performance, including optimizing page copy, layout and conversion flow.
  • Curiosity, strong analytical skills and attention to detail.
  • Ability to follow systems and procedures while also exhibiting creative thinking.
  • Excellent interpersonal, communication, and writing skills.
  • Experience working with CRM tools and project management software.

 

 

To Apply:

Please click on the following link to apply:

Lead, Digital & Direct Marketing

 

 

About the USGA:

Are you looking to join a dynamic team that works together to promote and conserve the true spirit of the game of golf? From the USGA Handicap System to national amateur and open championships, to modernizing the delivery of the game’s Rules and supporting sustainable golf course management practices, the United States Golf Association promotes the health of a game that inspires, challenges, and rewards like nothing else can.

The USGA celebrates, serves and advances the game of golf worldwide.  Founded in 1894, we conduct golf’s premier professional and amateur championships, including the U.S. Open and U.S. Women’s Open.  With The R&A, we govern the sport via a global set of playing, equipment and amateur status rules.  Our operating jurisdiction for these governance functions includes the United States, its territories and Mexico.  The USGA Handicap System is utilized in more than 40 countries and our Course Rating System covers 95 percent of the world’s golf courses, enabling all golfers to play on an equitable basis.  The USGA campus in Liberty Corner, New Jersey, is home to the Association’s Research and Test Center, where science and innovation are fueling a healthy and sustainable game for the future.  The campus is also home to the USGA Golf Museum, where we honor the game by curating the world’s most comprehensive archive of golf artifacts.  To learn more, visit usga.org.

 

The United States Golf Association is an Equal Opportunity Employer

 

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