Director of Marketing and Membership Sales

The American Bus Association (ABA) seeks a dynamic and strategic Director of Marketing and Membership Sales to lead our membership sales, retention and engagement strategies. This role is pivotal in crafting and executing a comprehensive marketing vision that elevates the ABA value proposition and underscores its value to our members—North American motorcoach, group travel, and tourism businesses.

With a new CEO and a recently board-approved strategic plan, ABA is entering an exciting phase of innovation and transformation. The Director will be critical in implementing this plan, enhancing member value, and increasing association visibility through integrated sales, marketing, and member services strategies.

Key Responsibilities:

• Strategic Leadership: Develop and execute comprehensive marketing strategies and membership sales initiatives that align with ABA’s objectives and key results framework.
• Team Management: Oversee and mentor the Senior Manager of Member Success, fostering a culture of excellence and continuous improvement.
• Cross-Departmental Collaboration: Lead and coordinate external messaging across all ABA departments, including Communications, Meetings & Events, and Advocacy, ensuring consistency and alignment with organizational goals.
• ABA Elevation: Enhance ABA’s brand presence and value proposition through targeted sales, marketing, and engagement campaigns.

About the Role

The ideal candidate is a strategic and creative thinker with demonstrated experience in marketing, membership sales and growth, and cross-functional team leadership. The Director must be fluent in data-driven marketing tactics and relationship-building techniques that deepen engagement and reinforce ABA’s value proposition. The role will report to the ABA President and CEO and be focused on the following:

Marketing & Communications Leadership

• Develop and execute a comprehensive, multichannel marketing strategy aligned with ABA’s strategic plan and business objectives.
• Lead the creation and execution of marketing campaigns supporting events, programs, and member services, ensuring high-quality deliverables and timely rollouts.
• Write, design, manage, and produce marketing collateral, including event promotional materials, digital ads, email campaigns, and other material as needed.
• Support the implementation of a revised visual identity and remake of the ABA website.
• Serve as ABA’s internal marketing lead to provide guidance and oversight for all messaging and branding initiatives across all departments.
• Collaborate across departments to ensure consistent, high-quality communications promoting and supporting programs, events, advocacy, and member services.
• Oversee design and delivery of member engagement content packages, including newsletters, digital campaigns, social media, events, and print materials.
• Manage vendor relationships for marketing tools, creative services, and data systems.

Membership Recruitment, Retention, and Engagement

• Lead the development and execution of membership sales and renewal campaigns across all categories.
• Define and track performance metrics (acquisition, engagement, retention) and continuously refine strategies based on results.
• Coordinate creating member-facing content that promotes member benefits, affinity programs, and value-added content to strengthen engagement.
• Represent ABA at industry events, meetings, and conferences to build visibility and support grassroots member recruitment.

Strategic Planning & Departmental Leadership

• Serve as a thought partner to the CEO and senior leaders, contributing to organizational strategy and innovation.
• Build and manage a high-performing team; provide coaching, mentorship, and clear goals to support team and individual success.
• Champion a culture of service, agility, collaboration, and data-informed decision-making.
• Manage departmental budget and resources effectively.

Qualifications & Experience

• A bachelor’s degree in marketing, communications, business, or a related field is required.
• 7–10+ years of progressive experience in marketing, membership, or communications, ideally within an association, nonprofit, or travel/tourism sector.
• Willingness and ability to travel 25–50% to key events and sales meetings.

Work Environment & Benefits

ABA is headquartered in Washington, DC, with a hybrid work schedule. This position may be based remotely, with quarterly travel to DC for strategic planning and staff meetings. We offer a competitive benefits package designed to attract and retain top-tier professionals committed to excellence.

Please send your cover letter and resume to ExecutiveOffice@buses.org with the subject line “ABA Marketing and Membership Director Application.”