ABOUT US

Headquartered in Lexington, Kentucky, Associations International is an award-winning, client-focused association management company serving domestic and international associations. We partner with volunteer leaders to build extraordinary communities and bring our clients’ missions to life. 

ABOUT THE ROLE

We’re looking for a Director of Content & Communications to support the International Coaching Federation’s (ICF) global marketing efforts. Reporting to ICF's Vice President of Marketing, this role will lead ICF’s content strategy, editorial direction, and integrated marketing and stakeholder communications.

The director will build an audience-centered content ecosystem that strengthens ICF’s brand authority, improves visibility across traditional search engines and AI-powered experiences, and advances member engagement, acquisition, and retention. This position will lead a team of content professionals and collaborate across ICF to translate complex topics into credible, accessible, and measurable communications. 

WHAT YOU’LL DO

• Develop and lead a global, omnichannel content strategy aligned with ICF’s brand, audience needs, and organizational priorities.
• Lead editorial planning, project prioritization, resource allocation, and content governance across competing initiatives.
• Coach and develop a team of content strategists, specialists, and writers while establishing effective workflows and quality standards.
• Create messaging frameworks and standards for voice, tone, accessibility, accuracy, brand consistency, and content lifecycle management.
• Partner with subject-matter experts to develop authoritative, evidence-based content related to professional coaching, credentials, standards, research, and ICF offerings.
• Co-lead organic discoverability efforts across search engine optimization, answer engine optimization, and generative engine optimization.
• Collaborate with digital, web, analytics, and technical partners to improve content architecture, structured data, internal linking, content freshness, and search visibility.
• Champion the responsible use of generative AI for research, ideation, drafting, editing, localization, repurposing, and workflow efficiency.
• Establish practical standards for AI-supported content, including factchecking, source validation, privacy, intellectual property, bias review, and brand integrity.
• Oversee content and messaging for product launches, membership initiatives, onboarding, chapter communications, events, stakeholder engagement, and lead-generation campaigns.
• Direct content across web, email, social media, campaigns, and emerging channels while tailoring communications for different audiences, markets, and formats.
• Collaborate with designers, digital teams, agencies, and freelancers to maintain quality, timeliness, and budget discipline.
• Define and track content performance indicators and use audience insights, search data, testing, and campaign performance to strengthen results.