The AARP State Director has primary responsibility in the following areas:
1. Sets strategic vision: Articulates the overall strategic vision and sets organizational context for volunteer Executive Council members and State Office staff to develop a comprehensive state plan that reflects goals for:
a. AARP national strategic priorities.
b. State and local issues that give shape to the AARP vision, and have resonance.
c. Enhanced impact in community engagement with an emphasis on strategically important geographic area, multicultural communities, and other key audiences.
d. Increased relevancy among 50-plus persons.
2. Builds and leads strong management structure: To position the state for maximum performance, the AARP State Director:
a. Leads a strong and effective team, ensuring work plans with high-performance expectations, and with clear decision-making authority and controls.
b. Designs and maintains an appropriate staffing pattern, utilizing best in class practices in management and span of control.
c. Builds on staff strengths, and embraces and leverages diversity.
3. Executes for results: Achieves social impact through:
a. Advocacy: Sets the vision for effective non-partisan advocacy strategies for priority state, federal and local issues benefiting the 50-plus population. Cultivates effective decision-maker relationships to enhance non-partisan advocacy efforts. Leverages the voice of AARP members and allies and/or third party validators to enhance non-partisan advocacy efforts for all constituencies in the state.
b. Volunteer engagement: Develops a collaborative relationship with the State Volunteer President and Executive Council to build an engaged and empowered cadre of volunteers that work in partnership with staff to achieve state plan results. Oversees the effective recruitment and development of volunteers. Engages and empowers volunteers as partners in strategy, community influence and volunteer advocacy.
c. Media/Communication: Acts as spokesperson for AARP in the state and is widely considered a go-to thought leader in the state. Creates vision for an effective communications strategy so that AARP’s story is accurate, strategic, and impactful across all media and its impact is visible and substantive throughout the state and within the Association.
d. Enhance community engagement: Defines how AARP has a relevant and sustainable footprint in strategic geographic and multicultural communities. Prioritizes relationships with local leaders. Prioritizes 50-plus engagements in these communities that drive increased relevance among expanding demographics; and that creates a cohesive perception that AARP addresses their needs. Empowers team to develop and test innovative ways of engaging 50-plus audiences, including members.
4. Leverages enterprise capacities: Employs a matrix management approach to maximize AARP enterprise assets for the state. Areas include:
a. Campaigns and government affairs capacities that drive multi-faceted advocacy strategies particularly with the state’s multicultural communities, (rural communities, etc) and building and leveraging relationships with elected and appointed officials.
b. Community presence, education and outreach initiatives, across multiple constituencies.
c. Membership and brand assets, including membership data and segment profile insights, communications and marketing vehicles campaigns, AARP brand integrity, and enterprise cross-sector collaboration and innovation.
d. AARP Foundation programs to serve low-income 50-plus, and the membership benefits and services managed through AARP Services Inc., (ASI).
5. Cultivates strategic networks: Establishes and maintains strategic networks, acting as a convener to address the needs of members and the 50-plus members and stakeholders.
a. Strategically defines the nature and outcomes of relationships with external organizations
b. Positions the AARP State Office as a thought leader across the State or within targeted communities within the State.
c. Provides leadership to develop working relationships with a broad range of decision-makers in the public, social and private sectors.
d. Focuses AARP’s presence and reputation for impact through valued relationships within strategically important communities across the state