AMPP VP Marketing Strategy | Reeve McNamara

Reeve McNamara | VP Marketing Candidate AMPP Growth, Brand & PPS Revenue Strategy

Association Growth • Demand Generation • Sales Enablement

Protect the brand. Expand the market. Turn expertise into growth.

A VP Marketing approach for AMPP built around brand clarity, PPS revenue growth, member and customer engagement, and measurable demand generation.

AMPP’s value sits at the intersection of technical expertise, certification, standards, education, industry community, and asset protection. The opportunity is to make that value easier to understand, easier to buy, easier to renew, and easier for sales and regional teams to activate.

Brand Architecture Lifecycle Marketing Revenue Systems

Point of View

AMPP sells confidence.

AMPP does not simply sell courses, certifications, standards, events, or memberships. It gives professionals and companies confidence that infrastructure lasts longer, teams are better prepared, organizations operate to recognized standards, and industries reduce risk through shared knowledge.

Unify the value story

Connect education, certification, standards, events, membership, and industry solutions under a clear growth narrative that is easy for members, customers, partners, and sales teams to repeat.

Build revenue systems

Move from campaign activity to scalable demand systems: segmented journeys, lifecycle automation, sales playbooks, event follow-up, renewal triggers, and dashboards tied to business outcomes.

Equip the field

Create practical enablement tools that help regional teams, partners, and account leaders position AMPP with consistent language, sharper proof points, and clear next steps.

Strategic Priorities

The VP Marketing role should connect AMPP’s brand, sales motion, customer and member engagement, events, and marketing operations into one measurable system.

Brand Architecture for PPS Growth

Create a messaging system for AMPP’s products, programs, and services so audiences understand the relationship between membership, certifications, standards, education, events, company programs, and industry solutions.

Core narrative and audience-specific messaging
Consistent voice across web, sales, events, email, and social
Proof-point library tied to asset protection, safety, standards, and career advancement

Demand Generation & Lifecycle Marketing

Develop integrated campaigns that support acquisition, conversion, renewal, cross-sell, and reactivation across AMPP’s professional and organizational audiences.

Segmented journeys by audience, industry, product, and stage
SEO, SEM, email, paid media, social, and content campaigns tied to measurable outcomes
Pre-, during-, and post-event nurture systems

Sales Enablement & Global Playbooks

Give sales, regional, and partner teams the tools to communicate AMPP’s value consistently while still adapting to local markets and specific customer needs.

Pitch decks, one-pagers, objection handling, and competitive positioning
Campaign toolkits for events, certifications, standards, and product launches
Case studies and account-specific proposal language

Marketing Operations & Revenue Analytics

Build an operating model where marketing investments connect to pipeline, membership growth, campaign performance, engagement, and revenue contribution.

CRM and automation governance with stronger data hygiene
Executive dashboards for KPIs, ROI, and audience movement
Standardized workflows for creative, campaigns, reporting, and follow-up

200% Email open-rate increase through segmentation and testing

90%+ Membership growth through structured engagement strategy

1,500+ Participants supported through large-scale live experiences

$1M+ Annual operating budget ownership and vendor oversight

First 90 Days

Listen, align, activate.

Days 1–30

Listen, map, and diagnose

Meet with Growth, Product, Events, Membership, Digital/IT, regional sales teams, customer-facing leaders, and key partners. Audit current messaging, campaign performance, CRM data flows, sales materials, content assets, event follow-up, and PPS revenue priorities.

Days 31–60

Clarify the growth architecture

Define a practical marketing and sales framework: audience segments, value propositions, campaign priorities, sales enablement gaps, lifecycle triggers, dashboard needs, and brand consistency standards across AMPP’s channels and programs.

Days 61–90

Activate measurable systems

Launch priority campaign pilots, develop a sales enablement toolkit, establish reporting cadence, improve post-event nurture, identify quick-win SEO/content opportunities, and align the team around measurable PPS, membership, and engagement goals.

Relevant Experience Brought to AMPP

Credentialing & Certification Marketing

Led marketing, communications, accreditation, and member value strategy for a national board-certifying legal organization. Built credential visibility tools, member messaging, renewal communications, and professional credibility assets.

Association Revenue & Member Growth

Grew membership participation by more than 90%, managed revenue-generating programs tied to dues, certification, renewals, education, events, and partnerships, and consulted with NBTA on membership growth, sales, and engagement.

Executive & Governance Leadership

Served as chief staff officer, led a 30-member Board of Governors, assigned committees, managed executive reporting, and translated strategic priorities into disciplined operational follow-through.

Marketing Operations & Analytics

Managed CRM/AMS systems, segmentation, A/B testing, digital communications, reporting workflows, data cleanup, and marketing performance improvements that increased engagement and reduced operational friction.

Events & Audience Activation

Produced 22–23 national programs, conferences, CLEs, meetings, webinars, and large-scale brand experiences with audience sizes up to 1,500+, including planning, promotion, logistics, vendor management, and follow-up.

Sales Enablement & Partnerships

Built pitch language, partner presentations, certification descriptions, sponsorship communications, professional recognition materials, and reusable messaging systems that helped translate expertise into action.

Brand Strategy Demand Generation Sales Enablement CRM / AMS PPS Revenue Certification Marketing Events Executive Reporting

Guiding Principle

Campaigns should become capability.

The strongest marketing organizations do not simply produce campaigns. They create alignment between audience needs, business priorities, sales conversations, product value, data, and execution. For AMPP, that means helping every product, program, service, event, and member touchpoint reinforce one clear promise: advancing materials protection and performance while helping professionals and organizations protect what matters.

Prepared to help AMPP turn technical authority into measurable growth.

Brand clarity. Demand generation. Sales enablement. Member engagement. Revenue accountability.