The Optica marketing team is responsible for a comprehensive promotion program that supports events, awards and recognitions, corporate membership, exhibits sales and publishing. The Senior Manager, Industry Marketing, supports a defined portion of this portfolio focusing primarily on industry engagement including membership, events and reports. While not a technical marketing role, the position benefits from an individual with expertise in science and/or technology paired with commercial experience.
The position provides tactical promotion support to ensure organizational key results are met in industry engagement, event attendance and revenue; and analytical/operational support on metrics, budgeting and prospect management.
The position relies heavily on sustaining strong relationships between the marketing team, other Optica teams and relevant volunteers
Industry Events, Reports and Corporate Membership
Develops comprehensive marketing plans and campaigns (with a strong emphasis on digital such as email, social and web) to achieve key performance metrics for industry events, reports and corporate membership. Industry events range from executive-level networking opportunities, meetings and webinars.
Develops and manages content calendars and production schedules to ensure successful project outcomes
Recognizes and promotes new and renewing corporate members, speakers at industry events and exhibitors at Optica meetings
Provides editorial oversight of the quarterly corporate member newsletter and a bimonthly industry events newsletter
Website, Social and New Media
Manages digital and multimedia marketing efforts, including videos, blogs and social media. For relevant events, manages paid digital advertising campaigns to include copy, design and media placement. Tracks campaign performance to make real-time adjustments.
Oversees the Optica Industry LinkedIn group; tasked with creating an editorial calendar, sourcing content and graphics/media and increasing engagement
Directs production of short-form videos and animations to engage with subscribers on the Industry YouTube channel
Assumes quality assurance responsibilities on industry events website content, ensuring accuracy and relevancy, consistency and adherence to brand and style guidelines
Project manages development of direct marketing efforts comprised of print and email tactics; this includes significant time spent collecting/synthesizing program content from multiple subject matter experts, copywriting, facilitating review/approvals and design and production.
Manages production of collateral pieces including design, print and mail
Undertakes the fulfillment of annual graphics requirements to support Optica industry events—specifically, maintaining an inventory of graphics needs, sourcing relevant theme images to support event topics and committee/speaker headshots and working with graphic designers on fulfillment
Develops audience segmentation strategies to support industry-specific direct marketing; builds prospect lists from multiple internal and external sources; and manages processes to ensure data quality and consistency
Tracks expenses for all industry events and initiatives to ensure adherence to budget of the marketing program
Assesses campaign performance through the collection of metrics and supports the Director in maintaining dashboards and other performance reports
Fulfills obligations as outlined in negotiated trade agreements with media and association partners, and maintains reporting mechanisms to track performance and budget
Provides market research support to assess events satisfaction, including writing surveys, analyzing data and communicating results with actionable next steps
EDUCATION AND EXPERIENCE:
Bachelor’s degree in business administration or marketing
Minimum 8-10 years professional expertise in all aspects of marketing disciplines; experience with the photonics companies is highly desired
Experience promoting industry-based events, meetings, conferences and/or conventions; events both virtual and in person as well as international is a plus
Comprehensive understanding of best practices in traditional direct marketing, digital marketing and prospect/lead generation
SKILLS AND ABILITIES:
Highly effective team player with accomplished oral communication and presentation skills. Must have the ability to articulate and promote marketing strategies and campaigns in a persuasive way to non-marketers.
Excellent written communication skills (including careful proofreading and copyediting).
Strong project management skills with keen attention to detail and ability to multi-task to meet deadlines
Knowledge of complete marketing cycle and mastery of all phases is required; experience producing multi-format marketing collateral (digital, print and multimedia), and managing prospect lists is essential.
Experience with digital marketing (banner ads, web content, content/inbound marketing and Google AdWords)
Ability to successfully manage relationships with internal and external clients as well as external vendors.
Comprehensive understanding of all facets of email production and website content management practices
Experienced user of Microsoft Office Suite applications and Google Workspace (especially Google Sheets)
Working knowledge of select Adobe Creative Suite applications—experience with Acrobat, Dreamweaver (or other HTML editors) and Photoshop preferred
Located in the Dupont Circle neighborhood of Washington, DC, Optica, formerly OSA, offers a competitive salary and excellent benefits. Send resume, cover letter, and salary requirements to [email protected] All employees are required to be fully vaccinated.
Optica (formerly OSA) is dedicated to promoting the generation, application, archiving, and dissemination of knowledge in optics and photonics worldwide. Founded in 1916, it is the leading organization for scientists, engineers, business professionals, students, and others interested in the science of light. Optica’s renowned publications, meetings, online resources, and in-person activities fuel discoveries, shape real-life applications and accelerate scientific, technical, and educational achievement.