Director of Marketing and Communications
Founded in 1923, the American Dental Hygienists’ Association (ADHA) is the only national
organization representing the professional interests of the entire field of more than 200,000
dental hygienists. Registered dental hygienists (RDHs) are preventive oral health professionals,
licensed in dental hygiene, who provide educational, clinical, and therapeutic services that
support an individual’s total health. ADHA’s primary focus is to improve the public’s overall
health by advocating for dental hygienists, promoting universal access to oral health care, and
promoting high standards of dental hygiene education, research, and practice.
At national, state, and local levels, ADHA represents the interests of all dental hygienists,
advocates for a range of practice issues, and delivers high quality membership, educational, and
professional development programs. ADHA’s national structure includes 49 constituent (state)
organizations that support over 225 component (local) organizations through community
initiatives and education programs. The ADHA Institute for Oral Health, a separate nonprofit
foundation, provides funding to dental hygienists nationwide for educational scholarships,
research grants, and community service grants.
ADHA serves as a tireless advocate for dental hygienists at the state and federal levels by
making sure that legislators and decision makers are aware of RDHs’ education and practice
issues, ranging from direct access, to scope of practice, to licensure issues. Two major
publications are produced by ADHA—Access, a national print magazine for dental hygienists,
and the Journal of Dental Hygiene, a peer-reviewed scientific digital journal. ADHA has a variety
of social media channels and member-based communication platforms to keep the dental
hygiene community informed.
ADHA recently launched their Learning Management System (LMS) to provide cutting edge
continuing education and professional development courses to the dental hygiene community,
including dental hygiene students. Each June, ADHA’s Annual Conference provides an extensive
offering of educational sessions, hands-on courses, and relevant content on current and
emerging evidence-based practices. Their online Career Center provides dental hygienists with
immediate access to professional job opportunities across the country.
With headquarters in downtown Chicago, the ADHA currently has annual revenues of $6 million
with $2 million in reserves. ADHA is governed by a committed Board of Trustees with five
elected officers and 12 trustees. The House of Delegates, ADHA’s legislative body, meets each
June and sets association policy and elects ADHA’s officers. Reporting to the Board of Trustees,
the Chief Executive Officer leads day to day operations, serves as an ex-officio board member,
and manages a passionate, dedicated staff of 24. ADHA’s activities and programs are funded
principally through a diverse mix of revenue that include membership dues, publications,
corporate sponsorships, program revenues, royalties, contributions, and other income. Despite
external economic conditions, ADHA remains a strong, financially viable organization with a
consistent source of revenue that provides exceptional value and resources to its members.
The Director of Marketing and Communications provides overall leadership and direction for
the ADHA’s strategic marketing, brand, content, digital, and communications strategies. This
position reports directly to Ann Battrell, ADHA’s Chief Executive Officer. Specific responsibilities
include brand identity development; member recruitment and retention strategy; market
research; website audit and evolution oversight; and shaping of all content priorities including
the national magazine, social media, and digital communications. Additionally, it includes
management of day-to-day activities of the three-member marketing and communications team.
The Director of Marketing and Communications serves as an essential member of the
senior leadership team. Peer relationships include the Chief Financial Officer, Director of
Advocacy and Education, Director of Corporate Development and Institute for Oral Health,
Director of Member Engagement, and Director of Professional Development.
This is an elevated position that has been created as the result of recommendations made after
ADHA underwent a marketing communications assessment to examine organizational
strengths, processes, and technology; and to highlight opportunities such as stronger brand
management, content strategy, marketing innovation, and increasing the use of metrics and
analytics. ADHA believes that these initiatives will better position the organization to increase
membership, enhance membership value, and promote ADHA’s high quality products and
services. At this time, ADHA’s marketing is decentralized and managed by respective division
leads in partnership with Synergy Creative, a creative and marketing consultancy that helps
manage strategy and campaign development. In order to be successful, the Director of
Marketing and Communications will need to focus on building a modern, integrated marketing
and communications program that reflects best practices in association marketing and
communications, and operates in a collaborative, achievement-oriented environment built on
strategic planning and data-driven metrics and analytics. There will be many competing
priorities to assess and organize to meet the demands of a changing profession post COVID-19.
Within the first 12 to 18 months, the Director of Marketing and Communications will achieve
the following major objectives:
• Plan, develop, and implement a successful website overhaul and redesign that will align
with a transition of Access magazine into a digital media platform.
• Develop and implement a comprehensive integrated marketing and communications plan
with clear goals and metrics for success, including a full communications audit, a reprioritized strategy for new and existing initiatives, a stronger identity and branding
system, and a more effective online presence with a phased website redesign.
• Build strong, mutually beneficial relationships among the senior team and ADHA staff and
integrate well into its highly collaborative, family-friendly, results-driven culture.
The Director of Marketing and Communications will have the following primary responsibilities:
• Provide visionary leadership with clear steps to create a robust marketing and
communications program necessary to advance ADHA’s strategic objectives, programs,
• Plan, develop, and implement an annual integrated marketing and communications plan
to advance ADHA’s brand and value, enhance member loyalty to ADHA, and help increase
• Build, lead, and inspire a high-performing marketing and communications team; conduct
a team assessment to identify existing gaps and untapped skillsets; and nurture team
members’ growth and professional development.
• Based on the team assessment, create a Marketing and Communications staff team plan
that meets ADHA’s organizational goals.
• Develop and manage a comprehensive brand strategy, strengthen factors that drive
differentiation, provide a style guide for consistency, and serve as brand steward for
• Collaborate with agency partners and vendors and provide oversight to ensure
accountability and achievement of ADHA goals.
• Help reshape the value proposition of ADHA in a post-COVID professional environment
and craft a targeted content strategy to ensure maximum benefit to members.
• Oversee the development and distribution of ADHA print and digital communications,
including all publications, marketing, sales tools, donor collateral, website, and social
• Manage the divisional expense budget to maximize efficiencies and demonstrate ROI
from marketing strategies.
• Collaborate with leadership team and advise CEO on key communications issues and
support development of ADHA’s thought leadership.QUALIFICATIONS
The ideal candidate will possess most of the following qualifications:
• A deep commitment to ADHA’s mission and work for enhancing the public’s oral and
• A minimum of seven to ten years of senior-level leadership experience in marketing and
communications, including expertise in marketing campaigns and digital marketing;
familiarity with a national association/society comparable to ADHA would be an
• Recent experience leading compelling content strategy strategies, with a solid
understanding of market segmentation for member acquisition, retention, and crossselling, including familiarity with video, search engine and voice optimization, and social
• Proven ability to hire, manage, motivate, and retain marketing and communications team
that strives to achieve excellence and meet all goals.
• Demonstrated ability to bring critical and strategic thinking and marketing leadership to
increase revenue and engagement goals, ideally for rapidly evolving, member-driven
• Independent, innovative, flexible, pro-active, and collaborative; a strong listener and
solution-oriented expert with a good sense of humor who thrives in a fast-paced, teamoriented environment.
• Ability to work effectively with senior-level association executives, engaged members,
volunteers, industry leaders, and trustees.
• Solid financial management skills with experience in budget analysis, forecasting, and a
passion for data-driven results.
• Excellent interpersonal communication skills with a persuasive ability, including strong
written, verbal, and presentation skills.
• Solid research and computer skills; proficient in Microsoft Office and CRM tools
• A bachelor’s degree in marketing, communications, business, or a related field is desired.
ADHA has retained Campbell & Company to conduct this national search. The team for this
project includes Dan Nevez, Senior Consultant, and Joey Scheiber, Consultant.
ADHA offers a highly competitive salary, performance bonus, and a generous benefits package,
including: coverage of approximately 80% of benefit costs for medical/prescription (50% for
family); dental and vision insurance; flexible spending accounts for medical care expenses; a
401K match up to 6% with an automatic 2% employer contribution; two-days per week of
telecommuting; fitness center; life insurance; long-term disability; employee assistance plan; a
relaxed, family-friendly work environment; and a healthy work-life balance with a culture of
self-care and self-improvement.
To be considered for this opportunity, please send a letter of interest and resume to:
Consultant, Executive Search
(312) 896-8897 direct
Job posted: 2020-07-21