Luke Vander Linden

Luke Vander LindenLuke Vander LindenLuke Vander Linden

Luke Vander Linden

Luke Vander LindenLuke Vander LindenLuke Vander Linden
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Academy of Management

Director, Membership, Marketing & Communications

The Academy of Management is the professional association for management academics - if you took any kind of business class in college, chances are your professor was a member. It publishes the highest-rated scholarly journals in management and hosts an annual conference with over 10,000 attendees. This all feeds the higher educational-industrial complex since tenure is only achieved by getting published and presenting to your peers.


While at the Academy, I was responsible for the acquisition and retention of 21,000 Academy members, member services, volunteer engagement & supervision of all marketing and communications efforts. I directed a staff of six.


The implementation of a comprehensive membership marketing strategy resulted in a 13% increase in response. Using member behavioral and usage data, I modeled a new dues and benefits strategy which was projected to save $1MM+ annually.


I also created an in-house marketing “agency” for publications, meetings and other departments and I wrote and applied branding and style guidelines across the organization.

MAJOR ACCOMPLISHMENTS

  • Implementation of a comprehensive membership marketing strategy including testing and reintroduction of a printed renewal series driving a 13% increase in response
  • Introduction of acquisition campaigns and routinization of lapsed campaigns resulted in 1,000+ new and rejoined members
  • Using member behavioral and usage data, modeled new dues and benefits strategy projected to save $1MM+ annually; Added services and features for members while not increasing dues. Personalization and relevant digital content (and website redesign) are a key component.
  • Creation of an in-house marketing “agency” for publications, meetings and other departments. Professionalized marketing and communications efforts. Wrote and applied branding and style guidelines across the organization. A “marketing mindset” has now been adopted by staff.
  • Restructured department staff to streamline operations, increasing specialization and efficiency.
  • Key team member in database upgrade project.

KEY STRATEGIES EMPLOYED

  • Membership Marketing
  • Key Performance Indicators & The Economics of Direct Marketing
  • Multi-Channel Marketing and Analysis
  • A Simple Postcard
  • Full Branding Guidelines

Where Else I've Worked

  • Retail & Hospitality ISAC
  • Wright Holmes
  • Society for Corporate Governance
  • Carl Bloom Associates
  • The Hundred Year Association of New York
  • Thirteen (WNET)
  • Other Experience

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