Senior Vice President, Marketing & Growth

Senior Vice President, Marketing & Growth
Iowa Health Care Association

• Position: Senior Vice President, Marketing & Growth
• Location: West Des Moines, Iowa
• Reports to: President & CEO
• Direct Reports: Vice President, Marketing; Communications Director; Events and Marketing Coordinator
• Status: Full-time; exempt; member of IHCA’s executive leadership team

About IHCA

Based in West Des Moines, Iowa, the Iowa Health Care Association (IHCA) is a statewide nonprofit association representing more than 800 providers across the continuum of long-term care — skilled nursing facilities, assisted living programs, home health and home care agencies, and long-term care medical directors. IHCA represents nearly eight in ten long-term care providers statewide. Founded in 1950, IHCA’s mission is to empower its members and improve the lives of the Iowans they serve, guided by the values of Protect the House, Relentless Pursuit, and Next Move Ready.

Position Summary

Reporting directly to the President & CEO and serving as a member of IHCA’s executive leadership team, the Senior Vice President, Marketing & Growth leads the association’s marketing, growth, brand, member engagement and communications strategy. This role is accountable for identifying opportunities to strengthen member value, increase engagement and retention, and increase participation and revenue across IHCA’s programs, products and services, while protecting and advancing the association’s brand and public reputation across Iowa’s long-term care sector.

In this role, the SVP will:

• Lead IHCA’s marketing and growth strategy, including positioning, packaging and go-to-market strategies that increase participation, revenue and growth across the association’s programs, services and emerging ventures.
• Lead member engagement and retention strategy, using member insights and data to strengthen the member experience and value of IHCA membership.
• Direct enterprise-wide brand, media, communications and crisis communications strategy.
• Lead and develop IHCA’s marketing and communications team.

Distinguishing Characteristics

The SVP, Marketing & Growth is IHCA’s senior marketing, growth and communications strategist and a key advisor to the President & CEO on member needs, market opportunities, brand, reputation and growth.

The SVP is responsible for the strategy and performance of marketing, communications, member engagement and growth enablement. Functional leaders remain accountable for the operations, budgets, financial performance and delivery of their respective programs, products and services.

The President & CEO remains IHCA’s primary media spokesperson; the SVP serves as the association’s lead media relations strategist, preparing and supporting IHCA spokespeople and serving as secondary spokesperson for trade and routine media.

Primary Responsibilities

Marketing Strategy & Growth Enablement

• Develop and lead IHCA’s overall marketing and growth strategy.
• Partner with leaders responsible for IHCA’s programs, products and services to develop positioning, packaging and go-to-market strategies that drive participation, revenue and growth.
• Help identify and evaluate new products, services and market opportunities based on member needs, market demand and organizational priorities.
• Develop and execute IHCA’s business partner and sponsor marketing strategy, in collaboration with the CFO, including value proposition development, packaging, positioning, and activation.
• Develop, implement, and evaluate IHCA’s digital and AI marketing strategy across the association’s website and digital platforms, executed through the existing marketing team and outside vendors.

Membership Retention & Engagement

• Lead IHCA’s member engagement and retention strategy, strengthening the value and relevance of membership.
• Lead member data and marketing analytics in partnership with IHCA operations, ensuring the association’s CRM/AMS captures the data needed to identify engagement trends and retention risk.
• Develop and execute a structured voice-of-member program, including satisfaction surveys, engagement analysis and non-renewal feedback.

Brand, Communications & Reputation

• Develop, implement and evaluate IHCA’s enterprise brand strategy and brand standards.
• Direct communications strategy and execution across the association, including member communications, advocacy communications and organizational communications, ensuring consistent voice and message.
• Oversee IHCA’s digital strategy and direction, including the website and other digital properties, and identify opportunities to enhance the member and user experience.
• Oversee the association’s regular communications vehicles, including the IHCA Bulletin and topic-specific member communications.
• Coordinate marketing and brand alignment with national partners, including the American Health Care Association/National Center for Assisted Living (AHCA/NCAL) and the National Alliance for Care at Home.
• Lead workforce and employer-brand marketing initiatives that support members’ recruitment and retention of long-term care staff.
• Partner with the CGA, IHCA’s lobbyists and the President & CEO to develop communications supporting the association’s legislative, regulatory and PAC efforts.
• Own PAC communications and fundraising messaging execution, coordinating with the government relations team on substance.
• Serve as IHCA’s lead media relations strategist; prepare and support the President & CEO and other IHCA spokespeople for media engagement and serve as secondary spokesperson for trade and routine media inquiries.
• Develop and lead crisis communications strategy and protocols for the association and assist members with crisis communications as needed.
• Track IHCA- and long-term care-related media coverage and report findings to staff.

Team & Budget Leadership

• Lead, develop and mentor the marketing and communications team, including the Vice President, Marketing, Communications Director and Events and Marketing Coordinator.
• Establish clear priorities, roles and performance expectations for the marketing and communications function.
• Own the marketing and communications budget, including management of outside agencies, vendors and contractors.
• Serve as staff liaison to the IHCA Board of Directors, reporting on marketing, growth, and member engagement performance, key metrics, and progress toward strategic goals.
• Perform other duties as assigned.

Qualifications

• Bachelor’s degree in marketing, communications, business, strategy or a related field required; advanced degree preferred.
• 10 or more years of progressive experience in marketing, growth, communications, or a related field, including at least 4–5 years in a senior leadership role with responsibility for managing people, budgets, and strategic initiatives. Experience in an association, membership organization, or trade/professional society strongly preferred.
• Demonstrated experience developing and executing growth strategies.
• Experience translating customer or member needs into products, services, campaigns or other growth opportunities.
• Healthcare, long-term care, nonprofit or other regulated-industry experience a plus.
• Demonstrated experience in media relations and crisis communications.
• Experience supporting legislative or PAC communications, or working alongside government relations/policy teams, a plus.
• Track record managing marketing budgets and outside agency/vendor relationships.
• Experience leading and developing teams required.
• Experience with member data, CRM/AMS systems and marketing analytics preferred.
• Familiarity with digital and AI-enabled marketing tools and strategy.
• Valid driver’s license and ability to travel within Iowa and occasionally nationally.

Demonstrated Skills

• Strong strategic and analytical thinking, with the ability to translate member and market insights into growth opportunities.
• Strong understanding of how marketing, member engagement, products, services and revenue work together.
• Excellent written and oral communication skills.
• Ability to build relationships across staff, the Board, members, media, and external partners.
• Strong business and financial acumen, with the ability to connect marketing and member strategies to organizational growth and revenue.
• Highly organized, with the ability to manage multiple priorities and deadlines.
• Sound judgment under pressure, particularly in crisis and media situations.
• Decisive and action-oriented, with the ability to move initiatives forward.
• Ability to lead organizational change and develop high-performing teams.

Work Environment and Physical Requirements

Work is generally performed in an office environment based in West Des Moines, Iowa, with frequent interruptions and some irregularity in the work schedule. Evening and weekend work is occasionally required, along with travel to IHCA events, member sites and meetings across the state.

Compensation

Salary commensurate with experience; IHCA anticipates a total compensation range up to $200,000, plus benefits.

Interested Parties

To apply or refer a candidate, please send your resume to IHCA CFO Megan Stoulil at [email protected].