Chief Relationship Officer
Vision
Inspiring excellence and setting the highest standards in the field of Aging Life Care.
Mission
Promoting and leading the community of Aging Life Care Professionals through our unique knowledge base, continuing education, professional development, and the highest ethical practices.
About Aging Life Care Association (ALCA)
The Aging Life Care Association (ALCA), a nonprofit association with approximately 1,800 members, primarily in the U.S., is governed by an 11-member Board of Directors. Aging Life Care, sometimes referred to as geriatric care management, is a holistic, client-centered approach to caring for older adults or others facing ongoing health challenges. Working with families, the expertise of Aging Life Care Professionals provides the answers at a time of uncertainty. Their guidance leads families to the actions and decisions that ensure quality care and an optimal life for those they love, thus reducing worry/stress, costly mistakes, and time away from work for family caregivers through:
- Assessment and monitoring
- Planning and problem-solving
- Education and advocacy
- Family caregiver coaching
ALCA provides timely resources and training to its members through the publication of its peer reviewed Journal of Aging Life Care, the ALCA annual conference, live and pre-recorded webinars, Member Resource Groups, digital resources such as a Knowledge Resource Center and other offerings like e-newsletters, and an Entrepreneurial Mentoring Program. ALCA also provides national visibility and industry promotion through digital marketing strategies, website "Find an Aging Life Care Expert" search, blogs, white papers, and e-books.
The National Academy of Certified Care Managers (NACCM)
NACCM is a legally separate entity that manages the certification process conferring the primary certification that many ALCA members hold. The ALCA staff provides administrative support to this separate organization and its 10-member board based on an annual management fee. The CRO will devote approximately 20% of time to the NACCM organization.
The Opportunity for ALCA
By 2030, 1 in 5 people in the US will be over 65 --the first time in history that older people will outnumber children. Many people do not have plans in place as they start to retire-or worse, are confronted by a crisis like a stroke or an Alzheimer's diagnosis. When families, adult children, or the aging person themselves (22% of older adults have no family to support them as they age) are overwhelmed with the reality of growing older, an Aging Life Care Professional can step in to help. Aging Life Care Professionals often have social work, nursing, gerontology, therapy, or other human service backgrounds, with knowledge in eight core areas (housing, crisis intervention, health and disability, financial, family matters, local resources, legal needs, and advocacy). Aging Life Care Professionals help families navigate healthcare and insurance, coordinate aid wherever the client resides, and act as the "eyes and ears" for families who may live at a distance from their older loved ones. Members of the Aging Life Care Association must meet strict experience and education requirements. They also hold themselves to the Association's Standards of Practice and Code of Ethics-setting them apart from other care managers in a non-standardized field. The Aging Life Care Association is uniquely positioned to be at the forefront of the aging field in the years to come.
We are Looking For:
A senior level Marcomm leader to be our Chief Relationship Officer (CRO) who will carry our mission forward to: build, maintain and nourish both internal and external relationships; build brand awareness around both the value of the services our members provide, as well as the ALCA name; grow and retain members; oversee marketing efforts and lead team with authenticity and humility; encourage the staff and board to think creatively and challenge the status quo.
The CRO reports to the CEO, works closely with the Board of Directors and Committee Chairs, and is based in the Tucson, AZ office.
You are a Person who:
- Believes in the mission of the organization
- Understands the value of serving the aging community
- Seeks to understand before being understood
- Listens deeply
- Can communicate clearly and effectively, both written and spoken, up and down chains both internally and externally
- Is willing to challenge the status quo, with respect and substantiated thought
- Is approachable, optimistic, creative, energetic, and focused
- Takes the time to fully understand the business within which you work
Chief Relationship Officer Core objectives
- Build Brand Awareness around ALCA and ALCA's members services through marketing
- Creates, presents, and oversees implementation of marketing plan to increase brand awareness and influence in market, and meet defined strategic initiative objectives
- Leads all marketing efforts and marketing staff to increase awareness through all viable marketing avenues
- Responsible for curating content to ensure relevant: white papers, blogs, press releases, and articles
2. Grow and retain membership to defined yearly growth numbers
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- Creates, presents, and oversees implementation of membership growth and retention plan to meet numbers
- As part of management team, helps to define, modify and create member programming to meet member demand and increase retention
- Meets membership retention numbers as defined by strategic plan by ensuring member satisfaction
- Meets membership growth numbers as defined by strategic plan through strategic partnerships and individual growth
- Reviews member survey results and makes recommendations on program changes to CEO
- Support and Build NACCM Certification brand and relationship
- Understands NACCM relationship and defines strategy to best utilize relationship to ALCA and NACCM's advantage
- Manages NACCM CE Provider Program as an avenue towards increased brand awareness, prospective certificants, and revenue stream
- Manages all internal communications with NACCM certificants to keep them informed and engaged, as well as external communications with prospective candidates to grow program
- Creates, presents, and leads implementation of marketing plan to increase brand awareness and influence in market, and meet defined strategic initiative objectives
- Considers NACCM brand awareness in marketing plan and creative content for ALCA
- Includes NACCM in external relationship building discussions for ALCA as appropriate
- Build Internal Relations
- Builds strong relationships with all chapters with goal of creating one unified organization
- Defines the best operating model to meet both chapter and association needs and to benefit all involved
- Along with board president, board members, and CEO is visible and approachable for all members
- Build External Relations
- Establishes relationships with important business partners to support the growth of the industry as a whole and the ALCA brand
- Thinks strategically about which organizational alliances would be most beneficial for association and brings ideas to table
- Defines, creates, and presents external relationship plan to build partnerships (alliances) and relevance in the market
- Helps to lead integration of any new relationships with ALCA
- Oversees Partner program
- Manages fulfilment of alliance agreements
- Defines strategy for outward-facing policy direction and manages appropriately
Key leader in organization
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- Works in concert with CEO to ensure association culture of trust
- Is knowledgeable of operations and provides back up support for CEO
- Leads with humility, authenticity, and transparency to build trust and camaraderie within staff
- Supports both strategic initiatives and operational implementation of initiatives - willing to get hands dirty when needed
- Takes the time to understand the time investment of staff, and balances workload accordingly
- Clearly communicates direction to staff, and progress to CEO and Board
- Clearly articulates staff challenges and potential staffing limitations to CEO
- Is available to all staff to promote growth, support questions, offer feedback
- Assesses and delivers yearly review of staff members along with CEO to support growth
- Strategic Driver
- Reports trends to CEO and Board
- Recommends establishment, modification or elimination of program, services, or committees to increase efficiency and reach of organization
- Leads and/or participates on specific committees as defined by need
- Ensures all new services are delivered on time and on budget
- Provides organization with strategic information to make decisions
- Makes timely decisions within limits set forth in policy, strategic plans, and budgets
- Maintain and Build Board Relationship
- With staff and CEO, prepare board books and material to be delivered by specified time to allow board to review prior to meetings
Meet with President and President's committee as requested by CEO
Knowledge, Skills, and Abilities of Successful Candidates will include:
- Knowledge of successful association management practices
- Creative, big picture, forward thinking
- Collaborative and innovative
- Multi-tasker with strong project management skills
- Strong ability to solve problems and make decisions
- Demonstrated history of high level of customer service
- Demonstrated experience in creating traditional press releases, digital marketing campaigns, and brand management
- Working knowledge of website function/design and social media
- Familiarity with Hootsuite, Survey Monkey, Adobe or Nuance PDF, Constant Contact, Google Analytics, Feathr, and Microsoft Office programs
- Team player who enjoys a small environment and variety of tasks
- Excellent interpersonal, written, and oral communication skills are critical, including outstanding proofreading
- Some understanding and experience in the aging space
- Experience leading a team
- Experience in association / non-profit management a plus
- Experience presenting to a board a plus
- Occasional travel required (board meetings and national conference)
Education/Experience
- Bachelor's degree required, in related area (management, non-profit leadership, communication, human services)
- Marketing, communications, and/or sales experience, 5 years minimum
- Association and/or Nonprofit Management leadership experience in a health-related field, 3 years minimum (preferred).
- Experience with Certification program a plus