From Reactive to Strategic: Elevating Marketing’s Role in Associations

Join the ASAE Marketing Professionals Advisory Council on June 18 at 11 a.m. ET for a virtual roundtable exploring how association marketers can move from reactive execution to strategic influence.

MPAC members Jenny Chu (Association for Institutional Research) and Walter Kim (GRAPHEK) will facilitate a candid conversation about the realities many marketing professionals face:

• Struggling to get a seat at the strategy table
• Balancing urgent tactical work with long-term planning
• Building credibility as a strategic partner
• Making space for audience insights, prioritization, and intentional growth
• Navigating cultures that reward responsiveness over strategy

Together, we’ll discuss what keeps marketing teams stuck in reactive mode, what strategic marketing actually looks like in associations, and practical ways to elevate marketing’s role within your organization.

Join the conversation to share challenges, exchange ideas, and learn from peers navigating similar pressures and opportunities.