Director, Communications & Marketing

Position Summary

The Director of Communications and Marketing is the guardian and champion of ASLA’s brand, its voice and all facets of ASLA's marketing and communications as well as its public and media relations strategies. The director is responsible for the development of ASLA’s overall marketing and communication strategies and will position ASLA as the “go-to-resource,” thought leader and expert in all aspects of landscape architecture practice and related policy areas. The director will also clearly define and articulate the value of membership to various member audiences.

Key Responsibilities

Communications Strategy 

Develop and direct an integrated, cohesive and aggressive communication strategy that is aligned with the strategic direction of ASLA and implemented with measurable outcomes and leverages internal collaboration for effectiveness; drive communications activities that promote, enhance and protect the profession and the organization's reputation and broaden awareness of its value, key programs and priorities; design campaigns and content that will allow ASLA leadership to cultivate and nurture meaningful relationships with targeted, high-level internal and external audiences, including policymakers, private industry, media and key influencers. 

Marketing Strategy

Design and implement an integrated annual marketing plan, including the development and testing of new tactics and exploration of new and expanded markets. Oversee market research and collaborate with senior staff on development of new products, services and markets; determine key metrics and benchmarks for measuring market and product/program success and for setting near and long-term growth targets; analyzes and reports on stakeholder, member and the broader ASLA community feedback. 

Establish ASLA’s CEO and practitioner leaders as reliable resources among all external audiences, leveraging them to spotlight the organization, the profession and broader issues of importance to the practice of landscape architecture and to the communities served by ASLA members. This includes the climate crisis, social and environmental justice, and the design of public space to support public health, safety and welfare.

Public Relations Strategy

Develop a plan for initiating and securing media coverage and editorial commentary, build relationships with media contacts and arrange interviews with ASLA spokespersons, plan press conferences and media events, and write and edit materials including blogs, op-eds, letters-to-the-editor, press releases and social media content; monitor major media coverage of landscape design, climate and environmental justice; exercise judgment to prioritize media opportunities, and prepare talking points, scripts and speeches.

Public Awareness Initiatives

Spearhead public awareness initiatives, including but not limited to, World Landscape Architecture Month and PARK(ing) Day activities, the chapter public awareness network, public awareness summits, and other ongoing programs and special projects to increase the visibility and understanding of the profession; Identify and develop opportunities for public relations and communications partnerships with allied organizations and represent ASLA with other organizations and the media, as needed. 

Team Management

Oversee the day-to-day activities of the communications and marketing team’s programs, content and services, including ASLA’s social media strategy, public relations, ASLA websites, the production and distribution of LAND Online, The Dirt and other key member communications vehicles as well as ASLA’s honors and awards program; write, revise, edit marketing copy and content with ASLA staff and outside vendors as needed, including but not limited to brochures, e-mail, landing pages, and print collateral; partner with the government affairs team to express official policy positions on federal, state and/or local legislation or regulations and inform members of ways to take action on the same.

Budget Planning

Actively drive and supports departmental and ASLA-wide administrative planning, performance monitoring, and performance improvement processes and initiatives, including budgeting and staff development; promote a culture of high performance that values learning, creativity, and a commitment to excellence and professionalism.