Reports To: Vice President, Partner Engagement & Marketing
ABOUT BRAND USA
As the destination marketing organization for the United States, Brand USA’s mission is to increase international visitation to the USA in order to fuel the U.S. economy and enhance the image of the United States worldwide. Established by the Travel Promotion Act of 2009 as the nation's first public-private partnership to spearhead a globally coordinated marketing effort to promote the United States as a premier travel destination and to communicate U.S. entry policies, Brand USA began operations in May 2011.
As one of the best levers for driving economic growth, international travel to the United States currently supports 1.8 million American jobs (directly and indirectly) and benefits virtually every sector of the U.S. economy. Brand USA works in close partnership with more than 700 partner organizations to invite the world to explore the exceptional, diverse, and virtually limitless travel experiences available in the United States of America. According to studies by Oxford Economics, over the past three years Brand USA's marketing initiatives have helped welcome more than three million incremental visitors to the USA, benefiting the U.S. economy with nearly $21 billion in total economic impact, which has supported, on average, 50,000 incremental jobs a year.
Brand USA’s operations are supported by a combination of non-federal contributions from destinations, travel brands, and private-sector organizations plus matching funds collected by the U.S. government from international visitors who visit the United States under the Visa Waiver Program.
For industry or partner information about Brand USA, please visit TheBrandUSA.com. For information about exceptional and unexpected travel experiences in the United States, please visit Brand USA’s consumer website at VisitTheUSA.com.
East Coast Applicants Preferred
The Senior Director, Partner Marketing Programs will plan, develop and manage the cooperative marketing programs and processes to promote United States tourism throughout the world. This role oversees all aspects of programs related to in-kind for revenue.
Develop effective and relevant co-op marketing platforms and programs with domestic and global partners. Coordinate programs with staff and agencies of record to improve opportunities and value to partners. Cooperate with sales and communications teams to support platform and program launches.
Oversee the development of integrated revenue and marketing plans, platforms and programs with measurable goals. Coordinate with other departments to promote interaction when applicable. Build relationships within key stakeholder audiences. Track and analyze program results and modify approaches to increase effectiveness and meet market demands
Manage special projects from inception to completion. Coordinate execution of marketing strategy with staff, agencies and external stakeholders. Responsible for keeping programs on deadline and on budget, ensuring that cross-functional teams meet all goals that pertain to the project.
Manages the Brand USA relationship with key vendors (agencies, OTA’s, etc.) Responsible for coordination of Brand USA-owned assets and programs with chosen media partner(s)
Develop programs around targeted marketing niches. Incorporate stakeholder wants/needs and market trends into holistic marketing platforms for industry groups (ski, hotels, etc.)
Work within the industry to ensure that specific needs are being met, monitor results, trends, and concerns and incorporate the ideas of the industry into Brand USA programs
Provide support and assistance to enhance programs with current Founding and Premier level partners and develop new relationships to acquire additional partners at these levels. Provide information and expertise within the area of responsibility for strategic planning by management.
With the VP, actively support corporate contributing partners via engagement and outreach initiatives.
Facilitate partner inclusion on GoUSA.TV and USA campaigns
Develop, recommend, and administer department annual budget.
Participate with the VP to ensure integration and communication among Brand USA departments to coordinate cooperative marketing platforms and programs
Oversee staff training sessions to inform and educate Brand USA staff about program opportunities available to stakeholders
Participate in any variety of meetings and work groups to integrate activities, communicate issues, obtain approvals, resolve problems and maintain specified level of knowledge pertaining to new developments, requirements, and policies
Manage staff tasked with developing effective and relevant co-op marketing platforms and programs
Provide leadership to staff – hire, supervise, mentor and ensure compliance with all company policies and procedures
Build high performance teams
Other duties as assigned
EXPERIENCE & SKILLS REQUIRED
At least 10 years’ experience in a marketing or working for a media company, preferably within the travel or media marketing industry
Destination Marketing Organization experience is desirable
Proven track record of contributing to increased sales, market share, or partnership engagement in past work environments
Management experience in developing strategic alliances, marketing partnerships, and integrated marketing campaigns
Strong skills in understanding partner needs and how to integrate with Brand USA partnership marketing opportunities
Project Management experience to create and implement targeted programs with multiple stakeholders
Strong prospecting/analytical skills to identify and develop new business/partnership opportunities
Motivated “self-starter” that can maintain high levels of productivity and energy in a remotely deployed environment
Ability to write detailed presentations, planning documents, and reports
Ability to execute a plan and work across the organization to service our internal clients
Strong written and verbal communication skills. Comfortable presenting to groups large and small
Strong relationship management skills in a partner facing and team oriented role
EDUCATION & CERTIFICATIONS REQUIRED
Bachelor’s degree, preferably in marketing, communications, or tourism or equivalent work experience
Master’s degree in a related field preferred.
Brand USA is an Equal Opportunity Employer. We are committed to providing equal employment opportunity to employees and those who apply for employment. Employment-related decisions will be made without regard to race, color, gender identity or expression, age, creed, religion, sex, pregnancy, political affiliation, marital status, sexual orientation, citizenship, political affiliation, national origin, disability, genetic information, U.S. military or veteran status, socio-economic status, personal appearance, family responsibilities, matriculation, or any other categories protected by federal, state, or local law (“Protected Categories”). This commitment applies to recruitment, hiring, training, promotion, termination, and all other personnel actions and conditions of employment, such as compensation, benefits, layoffs and reinstatements, training, tuition assistance, working conditions, and disciplinary measures.
The mission of Brand USA is to encourage increased international visitation to the United States and to grow America’s share of the global travel market. In doing so, we aim to bring millions of new international visitors who spend billions of dollars to the United States, creating tens of thousands of new American jobs. - See more at: http://www.thebrandusa.com/About-Brand-USA/Mission#sthash.Iiolj8Lp.dpuf