DIRECTOR, DIGITAL MARKETING

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1 OPPORTUNITY PROFILE DIRECTOR, DIGITAL MARKETING Innovative, trailblazing, authentic, relentless Have you ever heard these words used to describe a non-profit organization fighting one of the most deadly diseases in the United States? Presented by ARDENT SEARCH COMPANY Consultants for Leadership Selection

2 OPPORTUNITY PROFILE FOR DIRECTOR, DIGITAL MARKETING ABOUT PANCREATIC CANCER ACTION NETWORK The Pancreatic Cancer Action Network is one of the most innovative, trailblazing, relentless and highly respected organizations in the non-profit sector and they re rewriting the book on how to fight a deadly disease. They grew out of desperate search for answers after three loved ones were diagnosed with pancreatic cancer, and their families realized that no one, not even their doctors, knew much about this difficult, and at the time, relatively unknown disease. As a result of their losses, Paula Kim, Terry Lierman and Pamela Acosta Marquardt formed the Pancreatic Cancer Action Network in Today, the 2000 volunteers from across the country, who are committed and empowered individuals, working hard each day to change the course of history for pancreatic cancer. As the only national organization working to advance research, support patients and create hope they are grateful for the years of continued and generous support from donors, volunteers, advocates, patients, healthcare professionals and scientists. To read the complete story about the history of the Pancreatic Cancer Action Network, please click here. MISSION The Pancreatic Cancer Action Network is a nationwide network of people dedicated to working together to advance research, support patients and create hope for those affected by pancreatic cancer. How the Mission is Accomplished The Pancreatic Cancer Action Network is the national organization creating hope in a comprehensive way through research, patient support, community outreach, and government advocacy. The organization raises money for direct private funding of research and advocates for more aggressive federal research funding of medical breakthroughs in prevention, diagnosis and treatment of pancreatic cancer. The Pancreatic Cancer Action Network fills the void of information and options by giving patients and caregivers reliable, personalized information they need to make informed decisions. The organization helps support individuals and communities all across the country in working together to raise awareness and funds to develop more effective treatment options for better patient outcomes. They create a sense of hope and community so no one has to face pancreatic cancer alone. Click to learn more about the comprehensive approach to fighting pancreatic cancer. VISION People with pancreatic cancer will live longer and healthier lives. As an interim milestone, the five-year survival rate will double by Early detection tools and effective treatment options for pancreatic cancer will exist and will be accessible. Healthcare professionals will appropriately identify and diagnose pancreatic cancer and refer those patients to specialists. All people with pancreatic cancer will actively consider participating in clinical trials. All people with pancreatic cancer will have access to comprehensive, evidence-based information and education at no cost. 1

3 Policy makers will recognize pancreatic cancer as a national and urgent health priority. Sufficient and sustained federal and private pancreatic cancer funding will result in meaningful scientific breakthroughs and improved survival rates. A robust, collaborative pancreatic cancer research community will flourish and will support the training of new investigators. The public will understand the function of the pancreas and the risk factors and symptoms associated with pancreatic cancer. Hundreds of thousands of volunteers and supporters will join the national effort to increase awareness, raise funds and advocate for pancreatic cancer in communities across the country. Corporate partners, marketing efforts and celebrities will raise the visibility of pancreatic cancer and the Pancreatic Cancer Action Network. Purple will be recognized worldwide as a symbol of hope for pancreatic cancer. The Pancreatic Cancer Action Network will be the worldwide leader in the fight against pancreatic cancer. CORE VALUES Deliver Excellence We are committed to providing the highest standard of quality and service. Our constituents count on us to be and do the very best we can for the pancreatic cancer community. We set goals that drive us to reach beyond our comfort levels and we push ourselves to meet, and often, exceed them. Customer First We are committed to providing exemplary customer service and are responsive to the needs of our community. We want everyone s experience with us to be positive and memorable, and we do our very best to deliver on that commitment. Accountability We know our responsibilities and we don t make excuses or blame others for our mistakes. We assume ownership that is necessary for achieving desired results. Simply put, we see it, own it, solve it and do it. Team We work together internally and with all of our constituents in a spirit of community and collaboration to operate efficiently and effectively as well as inspire, challenge and support each other to be the very best! An emphasis on team achievements and pride in individual accomplishments contributes to our collective successes and high morale. Although the seriousness of the disease is never taken lightly, we encourage each team to incorporate fun into their work day. Sparkle Spirit We are inspired by our constituents every day. Their courage and determination reminds us that unrelenting optimism and hope can motivate and inspire us all to reach our goals. If we add a little sparkle spirit to everything that we do, we can achieve anything. 2

4 ORGANIZATIONAL CULTURE The Pancreatic Cancer Action Network team conducts themselves with integrity, collegiality and a deep commitment to the mission. There is a strong element of being on mission with a spirit of gratitude, anticipation and excitement based on the impact development is having on changed lives. The staff recognizes that the Network is an entrepreneurial (requiring a level of independence), invigorating, inspiring and unique workplace that provides an environment of professionalism, passion and potential. This is a hard-working, close-knit, and fervent group who is highly motivated, and carries out their work with excellence. Staff members are encouraged by Julie Fleshman (CEO) and Jenny Isaacson (VP) to dream big and to reach higher within the context of processes and procedures. Julie and Jenny are described by the team as collaborative, strongly process and structure focused, effective vision casters with the desire to release competent people to do their jobs with a sense of empowerment. The team works towards a culture of being a unified and integrated unit motivated to innovate and improve while delivering strong performance. The staff health is due in part to the value placed on open discussions and sharing of honest opinions. People feel free to talk to each other about problems and areas for improvement. Challenging ideas are perceived as positive. The team is welcome to give input to decisions, and their input is sincerely considered. This is a culture of all hands helping. Leadership, while operating within a highly collaborative team, is encouraged to work independently with minimal direction. This is not a political environment. Great care is taken to assure that team members treat each other with dignity, respect and foster a healthy relational climate. As a result, the group consistently works on being transparent, open, and creating a climate of trust. WHAT TEAM MEMBERS SAY ABOUT THE POSITION, OPPORTUNITY, AND WORKING AT PANCREATIC CANCER ACTION NETWORK we excel at implementing the highest quality programs and are respected by world-renowned doctors and treating hospitals people said we couldn t reach audacious goals, but we did it we believe in action and we make it happen; we are risk-takers and our motto can be, let s do things differently though we are rapidly expanding, the leadership team is genuinely available and willing to be connected to the team across the board we live out our core values; Sparkle Spirit is evident in all we do the energy here is amazing; it is a great place to work, people are driven to make a change we have the most current and deep clinical trial databases for Pancreatic Cancer in the world this resource saves and changes lives we like having fun and playing together; our Halloween party is famous! cancer is difficult for everyone so we understand the value of debriefing and sometimes that happens through fun - Jean Fridays, Food Trucks, Potlucks and the like 3

5 Pancreatic Cancer Action Network is not a typical non-profit while we live every day to make a change in patient lives, we are all about significant structure and process we are sophisticated we are entrepreneurial, but having a highly collegial and supportive team the candidate will often work independently so must be driven, self-motivated and provide immediate and direct access to the team; he or she will have well developed emotional intelligence and be able to read a room we care deeply about the mission and enjoy working with intensity alongside one another we are colleagues and friends; the candidate should be willing and not afraid to ask questions, roll up their sleeves, and be fully invested in this important work... the Director cannot be aggressive nor timid must have the ability to play to strengths, have good timing and a sense of tact a willingness to volley ideals back and forth with conviction to stand on their idea but with the courage and maturity to defer to others as well; an ability to defend No and Yes an ability to tell good stories giving hope and reality and we have good stories to tell!... LEADERSHIP Julie Fleshman, JD, MBA President and Chief Executive Officer Los Angeles, California Julie Fleshman became the organization s first full-time staff person and its first Executive Director in April Having lost her father to pancreatic cancer in 1999, she has made it her passion and commitment to change the course of the disease. In July 2004, the Board of Directors appointed Fleshman President and CEO. Under her leadership, the Pancreatic Cancer Action Network has grown from a staff of one with revenues of $228,000 to a staff of over 100 with a budget of more than $26 million. Today, Fleshman is a sought-after speaker with considerable experience addressing diverse stakeholder groups, including Congress, industry, patients, scientists, donors and volunteers. She has also been interviewed by national media such as The New York Times, CNN, Headline News and ABC News as well as local press throughout the country. Fleshman has spearheaded the charge to establish the Pancreatic Cancer Action Network as the leader in the fight against pancreatic cancer. Her leadership has driven consistent excellence and innovation throughout the programs and services of the organization. At the same time, she has steadily increased revenue growth and the organization s impact. Under her direction, the organization has greatly expanded and attracted leading researchers from prestigious institutions around the country to study pancreatic cancer. During Fleshman s tenure, advocacy and grassroots efforts have expanded to over 60 affiliates nationwide and yielded an $84.1 million increase in federal funding for pancreatic cancer research. The organization has awarded 122 pancreatic cancer research grants totaling nearly $28 million to researchers at institutions around the country. And more than 90,000 pancreatic cancer patients and their families nationwide have been cared for by the organization s patient services program. Fleshman holds her JD and MBA degrees from Santa Clara University and a BA from the University of California, Santa Barbara where she graduated Magna Cum Laude 4

6 and was awarded Most Outstanding Graduating Senior in the Law and Society program. She also studied abroad at Oxford University and in Tokyo, Japan. Fleshman has served on the boards of several cancer care and research committees and organizations and has been published in the Journal of Clinical Oncology. The American Association for Cancer Research honored her with the 2010 Distinguished Public Service Award for her leadership and dedication in the fight against pancreatic cancer. Jenny Isaacson Vice President, Marketing & Communications Los Angeles, California As Vice President, Marketing & Communications, Jenny provides overall management and strategic direction to the organization s marketing and communications programs. She brings more than 20 years of experience in development, marketing and communications and volunteer management to the Pancreatic Cancer Action Network. Jenny has a strong background in strategic planning, as well as building and maximizing corporate partnerships and developing cause-related marketing and national fundraising promotions, having held key positions at Starlight Children s Foundation. As Vice President of Community Engagement, Jenny provides overall management and strategic direction to the organization s marketing and communications, corporate and community relations and community outreach programs. Jenny received her Bachelor of Arts from the University of East Anglia, Norwich, Great Britain, where she graduated with honors. She has served on the board of My Friend s Place, an L.A. resource center for homeless youth, as well as the Silverlake Independent Jewish Community Center at a time when the Center was threatened with imminent closure. Now, a thriving family education and community gathering space, the Center was saved because of the passion and commitment of local families and community members. It was this experience that convinced Jenny that idealistic commitment can lead to great success in overcoming the seemingly impossible. EXPECTATIONS FOR ALL EMPLOYEES Support of the organization s mission and goals by exhibiting the following core values is expected of all employees: Deliver Excellence, Customer First, Accountability, Team and Sparkle Spirit. (See Core Values section) THE POSITION The Director, Digital Marketing & Communications leads the strategy and sets the tone for digital marketing based on organizational goals. The position is responsible for tracking, analysis, reporting and strategic advisement for all digital marketing and communications initiatives. This position oversees the implementation and use of Google Analytics, Webmaster Tools, A/B testing, behavioral targeting, and other web analytics tools, as well as Google AdWords, Google Grants, display advertising, and other pay-per-click, programs, to evaluate and maximize the ROI of the organization s marketing campaigns, organizational website, electronic newsletters, events, video communications and social media programs. ESSENTIAL FUNCTIONS Take the lead role in determining the organization s marketing analytics practices what data to collect, how to classify it and how best to provide insights and recommendations based on the data collected by collaborating with organizational leadership. 5

7 Responsible for optimizing user experience and overall engagement of target audiences on our website, enhancing the visual design, simplifying content, and utilizing SEO research and best practices Partner with IT on a web site content management system and training to ensure the Marketing team can make appropriate changes without impacting the integrity of the site. Oversee process to manage requests for changes to the web site through a change management process Partner with IT on the organization s marketing software and training to ensure efficiencies and enable the Marketing team to gain additional insights into the effectiveness of marketing campaigns Oversee relationship with digital agency partner(s), in partnership with IT, helping to align and prioritize the organization s ever-shifting objectives in order to reach larger goals Define marketing campaign goals and KPIs in collaboration with other departments, and provide input into initial marketing campaign design and planning to ensure real-time ability to monitor and review performance Drive tagging activities, best practices and trouble-shooting to ensure digital marketing efforts are measured accurately and appropriately Evaluate results of alternate strategies and determining ROI Establish work flows and cross-functional teams to ensure integration of the organization s digital, content, branding and fundraising strategies in all areas (website, marketing, mobile, and social content) Liaise with Brand Engagement Officer to ensure all public facing communication meets brand standards Responsible for putting process in place to ensure team acts and serves as a mini newsroom, responding with urgency and speed to un-calendared, breaking news that impact our field, and help meet organizational goals Oversee social media efforts to optimize conversion paths and overall effectiveness Create easy-to-understand dashboards, develop standard and ad hoc reports, and articulate key insights to department and organizational leadership to facilitate decision-making In partnership with Development, assist with segmentation of the organization s large constituent database and contribute to permission marketing initiatives LEADERSHIP/MANAGEMENT RESPONSIBILITIES The successful candidate may perform the following supervisory responsibilities: Interviewing, hiring, orienting and training employees; planning, assigning, and directing work; coaching and appraising performance; rewarding and disciplining employees; addressing complaints and resolving problems. Direct reports include: Social Media Manager Digital Marketing Strategist Senior Web Developer Web Designer 6

8 QUALIFICATIONS AND REQUIREMENTS: The following are the ideal qualifications which an individual may need in order to successfully perform the duties and responsibilities of this position. Four-year college or university degree in business, marketing, communications, journalism or related field or equivalent experience; MBA a plus. Minimum eight years marketing or marketing and communications experience; creative agency experience preferred. Experience with analytic techniques, especially web analytics technologies (ideally Luminate Online). Ability to extract meaning and suggest action items from data, not just report metrics. Understanding of web-related behaviors and trends and ability to optimize for these. Demonstrated ability to execute multiple projects in a fast-paced, dynamic, results-oriented environment. Demonstrated capacity to work independently. Exceptional copywriting, editing and proofreading skills. Proven project management skills, including ability to report on project status to key stakeholders throughout the process; ability to adhere to budget and deadlines by effectively managing available resources. Strong presentation skills. Proven project management skills. Ability to keep deadlines and meet milestones and manage necessary resources. Must be ready to provide status and action items for key stakeholders. Experience overseeing brand integrity and messaging in all communication deliverables, both print and online. Proven ability to think strategically and look holistically at the marketing and communication efforts across an organization. Team player, effectively interacting with employees at all levels within the organization. Demonstrated ability to integrate and drive projects across multiple teams. Ability to multi-task and continually re-prioritize. Strong customer focus. Can-do, positive attitude and team orientation. Ability to lead with finesse. Persuasive and able to succinctly communicate ideas. Strong attention to detail. Assist with the flow of communication among team members. Track, analyze and present marketing results. Assist in agency management. Exemplary writing and copy editing skills. Prior nonprofit experience a plus. Working knowledge of Adobe Creative Suite, including InDesign, Photoshop, Illustrator and Dreamweaver. 7

9 LOCALE The new 24,000 square foot, state of the art national office is conveniently located in Manhattan Beach, California, a small coastal city located in southwestern Los Angeles. The city is known for its relaxed yet professional culture, clean, wide, sandy beaches, bike paths and walkways. If you or someone you know are ready to take on a new role, a role in which you can see your direct impact on the lives of people send a copy of your resume with a compelling cover letter and salary requirements to tim@ardentsearchco.com. Please let us know if you have someone to suggest. Their name will be treated discreetly and should be assured that information will be treated with the utmost confidentiality. Pancreatic Cancer Action Network is an equal opportunity employer valuing diversity and does not discriminate on the basis of race, religion, age, color, sex, national origin, familial status, veteran status, or physical handicap. Competitive salary with an excellent benefits and group insurance package plus 401(k) are offered. We fully respect the need for confidentiality of information supplied by interested parties and assure them that their backgrounds and interests will not be discussed with anyone, including our client, without their prior consent, nor will reference contacts be made until mutual interest has been established. Ardent Search Company (an affiliate of The Dingman Company, Inc.) is a retained executive search firm devoted exclusively to serving our clients in matters of executive selection. We are a generalist firm that has served business and non-profits worldwide since For further information on this position, please contact: Tim Bernstein, General Manager Tim@ArdentSearchCo.com Phone: Fax: ARDENT SEARCH COMPANY Consultants for Leadership Selection 8