Executive Search
Vice President, Education & Professional Development
Client Overview
Direct Marketing Association (DMA) has retained Sterling Martin Associates to search for its
next Vice President, Education & Professional Development. The position is available
immediately and is located in DMA’s New York City headquarters.
For nearly 100 years, the DMA has stood for addressable, accountable, data-driven marketing.
DMA is the world’s leading independent organization for data-driven marketers. DMA’s vision is
to be the premier trade association for executives who embrace a responsible, customercentric approach to marketing and fundraising. The organization’s $20M budget is made up of
membership dues, proceeds from the annual conference, educational offerings, and research.
DMA is based in New York City and Washington, DC, but its members include companies from
48 other countries as well. Half of the Fortune 100 companies as well as many of the leading
nonprofit organizations are members.
DMA’s Education Department provides world class training on a multitude of topics from data
governance to the latest in digital advertising. All of DMA’s learning opportunities are delivered
by experts in the field of marketing and are available in a variety of modalities – in-person, liveonline, self-paced online and custom in-house. For more information about DMA, visit
www.thedma.org.
Vice President, Education & Professional Development
Reporting to the Senior Vice President, CRM and Member Engagement, the Vice President,
Education & Professional Development will be responsible for overseeing existing educational
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DMA | Vice President, Education & Professional Development | Position Description
programs as well as building new programs from the ground up and for overseeing the roll-out
of a new program – Bridging the Digital Divide – which is in its early stages. The emphasis of this
program is to provide a full calendar of in-person instructor-led seminars on a variety of topics.
Professional development is available in 1, 2 and 3-day in-person course formats. The courses
are designed to help marketers grow their skills and make a positive impact on their businesses.
Talent development sessions are available in the areas of: direct marketing essentials, data
integration and insights, data-driven multi-channel Marketing, customer engagement and trust
and more. DMA seeks candidates with experience in developing educational programs who
also have marketing and technology skills. This is a board-level initiative for DMA and, thus, is
high profile. The Vice President will be someone who has the ability to work with the governing
board, identify and develop on-going relationships with instructors and work with course
designers.
Essential Duties and Responsibilities
As head of DMA’s $2.0M million Education Department, the Vice President, Education &
Professional Development will:
 Manage the education team of four professionals and provide day-to-day leadership to
the business unit operations.
 Lead the expansion and advancement of DMA’s professional educational offerings and
professional development business.
 Serve as a resource around adult learning theory, consulting with clients on custom
training needs.
 Have full P&L responsibility in building and overseeing the management of budgets.
Specifically, the Vice President, Education & Professional Development will be expected to:
 Design, evaluate and review DMA education course curriculum, content, materials and
ensure that DMA education offerings deliver on market needs and provide highest
quality online and offline educational content, tuition, and experience.
 Develop and oversee strategy, development and implementation of DMA synchronous,
asynchronous education, blended learning, and professional development products and
services.
 Lead the development process for an end-to-end professional development and career
support certification program for DMA members and the marketing community.
 Give input on the marketing strategy and implementation for DMA education and
professional development products and services.
 Lead the expansion and advancement of DMA’s professional educational offerings and
professional development business through the use of outside sales support.
Requisite Background and Experience | Desirable Qualities and Characteristics
All candidates will be expected to present the following:
 A bachelor’s degree in marketing or a related field; advanced degree preferred.
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DMA | Vice President, Education & Professional Development | Position Description
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MBA a plus
Strong marketing background with proven management experience.
Strong interest in emerging technologies and marketing channel development.
Demonstrated ability to develop business plans and growth strategies and to identify,
drive and operationalize business development opportunities.
Highly-honed project management skills.
Previous P&L responsibility with experience in building and managing budgets.
Experience and ability to meet personal and team weekly, monthly, quarterly, and
annual financial goals.
Experience in teaching, instructing or public presentation experience.
Excellent relationship-building skills and transactional sales experience.
Exceptional written and oral communication skills.
Compensation | Benefits | Availability
DMA will offer a competitive compensation package to attract the right candidate. The
organization offers stimulating work and professional development opportunities, encouraging
all DMA team members to generate innovative ideas to further the goals of the organization.
DMA also provides employees with a comprehensive benefits package. The position is available
immediately.
To apply, please send a cover letter and current résumé (Microsoft Word® format preferred) to
dma@smartinsearch.com. A well-crafted cover letter outlining how your background and experience
relate to the position is considered an important part of the candidate review process. All applications
will be acknowledged.
DMA is an equal opportunity employer that is committed to equal opportunity and diversity in the workplace.
For more information, please contact:
David Martin
Managing Partner
p. 202.327.5485 | m. 202.257.1627
dma@smartinsearch.com
Sterling Martin Associates
1025 Connecticut Avenue, NW | Washington DC 20036
p. 202.327.5485 | www.smartinsearch.com
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DMA | Vice President, Education & Professional Development | Position Description