Vice President of Marketing and Communications

Vice President of Marketing and Communications

Join to apply for the Vice President of Marketing and Communications role at American Academy of Physician Associates .

The Vice President of Marketing and Communications is a senior leadership role responsible for driving member engagement, revenue growth, and organizational visibility, while positioning PAs as essential to the future of healthcare.

Reporting to the Chief Growth Officer, the VP oversees a team of 21 professionals spanning marketing, creative, digital, and communications. Direct reports include the Senior Director of Marketing Services, Creative Director, Director of Social Media, and Director of Communications.

As a member of the senior leadership team, the VP will partner closely with Product Evolution, Product Development, and Finance to ensure marketing and communications function as a strategic lever to achieve organizational goals. You will lead a multidisciplinary team across brand, product marketing, creative, communications, and operations—fostering a culture of collaboration, performance, creativity, and empathy.

This role partners closely with the Vice President of External Affairs & Outreach, who has primary responsibility for policy communications, advocacy messaging, public affairs, and media strategy. The Vice President of Marketing and Communications focuses on marketing, member engagement, brand visibility, and non-policy communications. Together, the two roles ensure a unified and consistent voice across all AAPA communications. This clear division of responsibilities allows each function to leverage its expertise while collaborating on executive communications, thought leadership, earned media, and shared organizational initiatives.

The VP’s primary focus will be on membership growth, PA and PA student engagement, brand visibility, and revenue generation. Success will be driven by the innovative use of research, data, technology, storytelling, design, paid and organic media, and optimized communication channels. Elevating the visibility, relevance, and impact of the PA profession through integrated marketing and communications strategies is central to the role.

In addition to strengthening member recruitment and engagement, the VP will support products and services that meet the needs of the profession—including those funded by grants—as well as existing and emerging business lines. As the organization continues to grow, this position will play a critical role in driving efficiency and innovation across marketing and communications operations through modernized processes, technology adoption, cross-functional integration, and maximizing staff expertise.

Ultimately, the Vice President of Marketing and Communications serves as the strategic voice connecting our brand, products, members, and the profession. By crafting compelling narratives and integrated go-to-market strategies, this leader will fuel growth, elevate impact, and redefine how marketing and communications advance both the organization and the PA profession.

Key Responsibilities :

• Strategy Development : Strategize and oversee the creation and implementation of comprehensive marketing and communications plans, including branding, content, web and digital presence (inclusive of social media platforms), and public relations, ensuring alignment with organizational goals and maximizing ROI.
• Brand Management : Oversee the organization’s brand strategy and ensure consistency in brand voice and identity across all channels and departments.
• Campaign Strategy : Lead the development and execution of campaigns across advertising, media, social media, and content marketing.
• Market Research & Analysis : Utilize marketing research and market segmentation to inform strategies and measure campaign effectiveness.
• Messaging & Content Strategy : Support leadership with professional writing, speechwriting, and scripting for internal and external communications. Create content strategies that support organizational goals.
• Media Relations : Lead earned media efforts for non-policy topics, including brand positioning, partnerships, announcements, and programs that drive visibility and engagement.
• Strategic Leadership : Develop and execute marketing and communications strategies to enhance member engagement and drive membership and revenue growth.
• Organizational Communications : Lead non-policy crisis communications in collaboration with internal stakeholders and the VP of External Affairs for message coordination.
• Executive Communications and Thought Leadership : Identify and amplify opportunities for leaders to contribute thought leadership aligned with non-policy priorities, including authored articles, podcasts, speaking engagements, and media commentary, coordinated with the VP of External Affairs.
• Event Marketing and Communications : Lead integrated strategies for national conferences and other events, including attendee and sponsor promotion, branding, content alignment, on-site communications, and post-event amplification.
• Team Management : Lead and mentor a diverse team, fostering collaboration, creativity, and professional growth.
• Paid and Organic Media : Drive effective paid and organic digital and social media campaigns, optimizing across channels.
• Creative : Expand creative capabilities and adopt new delivery methods, serving as a steward of best practices.
• Operational Success : Establish and uphold SOPs to streamline processes and ensure high-quality outputs.
• Performance Measurement : Track and analyze marketing and communications metrics and report outcomes to inform strategy.
• Cross-Department Collaboration : Partner with other departments to align priorities and ensure cohesive messaging across the association.

Required Abilities :

Education and Experience :

The American Academy of PAs is an Equal Opportunity Employer and is committed to an inclusive, diverse, and accountable working environment. We invite applicants from diverse backgrounds to apply. We consider all qualified applicants without regard to color, religion, sex, sexual orientation, gender identity, national origin, veteran status, disability, or any other classifications protected by law.

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