Director, Marketing Member Engagement

Celebrating over 60 years of excellence, education, and advocacy, the International Franchise Association (IFA) is the world’s oldest and largest organization representing franchising globally. The IFA's mission is to protect, enhance, and promote franchising through government relations, public relations, and educational programs. IFA members adhere to the highest standards, including franchise companies in over 120 business format categories, individual franchisees, and companies supporting the industry in marketing, law, and business development.

The Director of Marketing Member Engagement, is responsible for developing and executing strategies that strengthen member engagement, deepen relationships, and enhance the overall member experience across the International Franchise Association (IFA).

Working closely with the Vice President, Marketing, this role leads the strategy and execution of audience engagement initiatives through content, email marketing, website experience, digital communications, marketing automation, and lifecycle campaigns. The Director ensures members receive relevant, personalized, and timely communications that reinforce IFA's value proposition while increasing participation across membership, education, events, advocacy, and Foundation initiatives.

This position combines strategic thinking with execution, using audience insights, performance analytics, and data-driven marketing to improve engagement, retention, and long-term member value.

Responsibilities

Member Engagement Strategy

• Develop and execute IFA's comprehensive member engagement strategy across the full member lifecycle.
• Create integrated engagement plans that strengthen awareness, participation, retention, and loyalty.
• Identify opportunities to improve the member experience through personalized communications and digital touchpoints.
• Partner with organizational leaders to align engagement initiatives with strategic priorities.

Content & Member Value Strategy

• Lead IFA's enterprise content strategy to ensure messaging consistently communicates member value.
• Oversee editorial planning, content prioritization, and storytelling across all marketing channels.
• Ensure content supports business objectives while reinforcing the IFA brand.
• Develop messaging that educates, informs, and inspires franchise leaders.

Marketing Automation

• Own enterprise engagement strategy, including audience segmentation, personalization, lifecycle campaigns, and automation.
• Partner with internal stakeholders to develop integrated campaigns supporting membership, events, education, advocacy, and Foundation initiatives.
• Optimize campaign performance through testing, reporting, and continuous improvement.
• Support implementation and optimization of marketing automation platforms, CRM integrations, and engagement workflows.

Digital Experience

• Lead website strategy to ensure content supports member needs throughout their journey.
• Continuously improve website content, user experience, and conversion opportunities.
• Ensure consistency across digital channels while maintaining brand standards.

Audience Insights & Analytics

• Monitor engagement metrics across email, web, content, and digital platforms.
• Translate analytics into actionable recommendations that improve engagement and campaign effectiveness.
• Develop dashboards and reporting to communicate marketing performance and member behavior.
• Use audience research and member insights to guide future strategies.

Cross-Functional Leadership

• Partner closely with Membership, Events, Education, Government Relations, Communications, Foundation, Sales, and Executive Leadership.
• Serve as the marketing lead for member engagement initiatives across the organization.
• Coordinate integrated communications that deliver consistent member experience.

Innovation & Continuous Improvement

• Stay current on emerging trends in content marketing, member engagement, digital communications, and marketing technology.
• Identify new opportunities to improve personalization, automation, and audience engagement.
• Recommend innovative approaches that enhance the member experience while supporting organizational growth.

Requirements

Education

Bachelor’s degree in Marketing, Communications, Business, or related field.

Experience

• 7-10 years of progressive experience in marketing, member engagement, digital marketing, content strategy, or customer lifecycle marketing.
• Experience developing integrated marketing campaigns across multiple channels.
• Experience managing email marketing, CRM, or marketing automation platforms.
• Experience interpreting marketing analytics to drive strategic decisions.
• Association, nonprofit, franchise, or membership organization experience preferred.

Knowledge & Skills

• Strong strategic marketing and member engagement expertise.
• Excellent written and verbal communication skills.
• Exceptional project management and organizational abilities.
• Experience with content strategy and editorial planning.
• Knowledge of customer journey mapping and audience segmentation.
• Familiarity with CMS platforms, CRM systems, marketing automation, and analytics tools.
• Ability to manage multiple priorities in a fast-paced environment.
• Collaborative leadership style with strong relationship-building skills.
• Data-driven mindset with excellent analytical and problem-solving abilities.

Key Facts About this Role

This position follows a hybrid work model, with employees expected to work from our Washington, DC headquarters at least two days per week and remotely for the remainder of the week.

Salary range is between 140k and 150k, depending on experience.

IFA offers a benefits package designed to support you both professionally and personally, including comprehensive health coverage, generous paid time off, and competitive retirement plans to help you plan for the future. With added perks that promote work-life balance and overall well-being, we make sure you’re set up to thrive—at work and beyond.

To apply, please email your cover letter and resume to careers@franchise.org.

The International Franchise Association is an equal opportunity employer and does not discriminate on the basis of race, color, religion, sex, age, national origin, genetic information, veteran status, marital status, sexual orientation, gender identity, disability status, or any other category prohibited by local, state or federal law. This policy applies to all aspects of employment, including recruitment, promotion, compensation, benefits, and termination. IFA is committed to achieving an inclusive, diverse workforce that values every individual. We firmly believe that hiring individuals with varying perspectives and backgrounds contributes to our success as an organization, and we strive to create an environment that fosters inclusiveness.