Director, Strategic Marketing and Communications - Minneapolis, United States - Professional Diversity Network

Description

Position Summary

Reporting to the Vice President, Strategy and Stakeholder Engagement, this position will lead the Strategic Marketing and Communications Department and be a key leader within the Strategy and Stakeholder Engagement Division.

The division's charter is to function as an in-house team serving as stewards of strategy, developing strategic communications and creating stakeholder champions to ensure the organization delivers on its purpose, values and focus areas.

The Strategic Marketing and Communications Department elevates our consistent brand voice, activates the brand to engage key constituents, supports revenue growth, influences our community, and invites passenger engagement through strategic campaigns grounded in research and analytics.

This leadership position is responsible for developing the organization's marketing and brand communication strategies and managing the process to ensure all creative solutions and cross-divisional deliverables are strategically aligned.

This role has full sight to all client requests and, importantly, serves as the gatekeeper to the department, identifying the best content and channel strategy and assigning project teams within the department.

Additionally, this role drives data-focused marketing and communications strategies and advances CRM use and scaling for the department and organization.

To Apply:
Interested applicants shall express their interest by contacting our third-party recruiter at:


DAVID LYMAN
Lyman Executive Search

MAC complies with the Americans with Disabilities Act. If an accommodation is required for you to participate in the application process because of a disability, please contact Tekia Jefferson at or

MAC is an Equal Opportunity Employer and does not discriminate on the basis of race, religion, color, gender, age, nationality, or disability.

Position Description

Strategic Brand Marketing and Planning

Lead MAC and MSP's brand identity and marketing strategy

Lead the Strategic Marketing team to develop brand, support campaign and non-aeronautical revenue marketing strategy

Ensure the Passenger Engagement team develops and executes cohesive, omnichannel strategies

Support the Assistant Director of Marketing, Passenger Engagement, in successfully integrating the Passenger Engagement Assistants into the team and finding ways to leverage technology and insights

Serve as a business partner to internal teams to develop annual marketing plans

Demonstrate a strong understanding of how to translate business objectives into smart marketing strategy

Ensure brand audience profiles and consumer insights inform marketing strategies

Responsible for the creation of messaging and channel strategy

Accountable for the creation of marketing and communication messaging and channel strategy

Prioritize clear marketing communication objectives and channel strategy

Work across the division to ensure all initiatives are strategically grounded

Research channel utilization and trends to identify key channel insights and recommend optimal macro marketing mix

Establish budget allocations to meet business objectives and inform marketing and communication leadership

Oversight of Strategic Communications

Lead MAC and MSP's strategic communications strategy

Manages the Strategic Communications team responsible for media relations, crisis communication, executive communications and stakeholder communications

Ensure Strategic Communications campaigns are strategically sound and integrated as appropriate with divisional campaigns

Supports a cross-departmental process to share insight and content and identify the best channels for implementation

Provides coaching to key stakeholders to ensure consistency in our best practices.

Ensure social media efforts support key division initiatives and organizational strategies

Oversight of Brand Creative Team

Deliver strategically aligned and stellar creative solutions

Ensure the creation of multi-channel strategic marketing and communications to activate strategies established by the Marketing Strategists and coordinated through the Strategic Campaign Manager

Ensure the team collaborates with the Strategic Communications team to ensure consistency in content and messaging across all channels

Ensure strong creative direction and supervision

Evaluate content and content strategies to ensure effectiveness and suggest and/or make appropriate changes as warranted

Oversight and Implementation of Strategic Campaign Management process

Serve as a gatekeeper to the department to identify the best content and channel strategy, along with assigning project teams within the department

Responsible for implementing the Strategic Campaign Management process across the division by ensuring the Strategic Campaign Manager is part of project teams whenever appropriate

Educate the broader organization on the process and its value

Manage the Strategic Campaign Manager and ensure this role is integrated as a key part of the division to produce more strategic and aligned outcomes

Work across the division to adjust processes as needed to ensure deliverables are informed by strategic insight

Build organizational capacity in the development of data-driven strategies

Produce strategic analysis around growth opportunities, marketing insights and core business metrics to drive efficiencies, decisions and results

Develop and track ROI measurement, design and implement marketing testing and incorporate learning into future plans

Champion integration of data and metrics to measure results and inform development of marketing, communication, creative and campaign strategies

Drive customer relationship management (CRM) strategy

Steer cross-functional adoption and enterprise-wide scaling of CRM

Champion full integration of functionality

Cross-functional Leadership

Responsible for creating an organizational competency around marketing and communications strategy and mentoring cross-departmental team members to build a strategic muscle

Collaborate closely across the organization to ensure strategy and appropriate brand voice are reflected in our strategic communications and stakeholder engagement initiatives

Act as a brand evangelist and a marketing and communications thought leader

Serve as a collaborative partner with all other departments in the division and across the organization

Collaborate and communicate with Senior Management and leaders on key strategic projects and initiatives to achieve consensus and optimize execution

Stay current on key marketing trends, best practices and destination or economic research

Perform other job-related duties as assigned

Budget Management

Work with the Strategy and Stakeholder Engagement division leadership team on the annual budget process

Manage department accounts payables process and key vendor relationships

Work with the finance team on ongoing tracking and forecasting. Partner with the finance team to plan for unforeseen budgetary challenges.

People Leadership

Serve as a thought leader and mentor to grow an organizational culture that values and produces best-in-class marketing and communications strategy

Create a culture of mentorship and development within the department. Create meaningful assignments to provide growth opportunities for the team.

Serve as a marketing and communications expert, speaker and/or committee member to influence the community outside of MAC

Encourage innovation by serving as a champion for new ideas

Create and maintain a rewarding and productive work environment

Direct the activity of department employees and integrate MAC's purpose, values and focus areas into areas of responsibility

Conduct regularly scheduled meetings to communicate organizational goals, issues and information to employees

Exercise supervisory authority in accordance with MAC Human Resource Policy and the MAC Administration Manual

Hire, develop, recognize, transfer, discipline and discharge employees

Facilitate effective working relationships among department employees

Communicate clear performance expectations and standards to department employees

Conduct regular performance review discussions and deliver ongoing feedback throughout the year.

Position Requirements


COMPETENCIES
Manager of Managers (MOM) Competencies

Customer Focus – Building strong customer relationships and delivering customer-centric solutions

Strategic Mindset – Seeing ahead to future possibilities and translating them into breakthrough strategies

Plans and Aligns – Planning and prioritizing work to meet commitments aligned with organizational goals

Ensures Accountability – Holding self and others accountable to meet commitments

Drives Results – Consistently achieving results, even under tough circumstances

Collaborates – Building partnerships and working collaboratively with others to meet shared objectives

Values Differences – Recognizing the value that different perspectives and cultures bring to an organization

Builds Effective Teams – Building strong-identity teams that apply their diverse skills and perspectives to achieve common goals

Communicates Effectively – Developing and delivering multi-mode communications that convey a clear understanding of the unique needs of different audiences

Drives Engagement – Creating a climate where people are motivated to do their best to help the organization achieve its objectives

Organizational Savvy – Maneuvering comfortably through complex policy, process, and people-related organizational dynamics


MINIMUM REQUIREMENTS
Bachelor's degree in a related field

10 years of experience in marketing and brand strategy

In lieu of a degree, 14 years of experience in marketing and brand strategy

Seven years of experience managing and supervising direct reports, which may have included responsibility for hiring, disciplining, coaching, rewarding and terminating employees.

Demonstrated experience in media relations, corporate communications, or related field

Fluency in general business, marketing and creative concepts and workflows with a talent for communicating these to a wide variety of partners

Business-to-Business and Business-to-Consumer marketing experience

Understanding of local and industry market dynamics

Demonstrated marketing strategy and planning skills

Demonstrated experience in using and leveraging customer management relationship databases to drive campaigns and grow adoption and integration of CRM across the organization.

Demonstrated understanding of dynamic pricing and digital marketing

Experience setting, overseeing and implementing budgets.

Excellent presentation skills and story-telling ability

Agency experience and internal service mindset

Ability to present and effectively influence at the highest levels of the organization

Experience and appreciation for corporate communications, creative services and events for effective collaboration across multiple stakeholder groups.

Valid driver's license

Reliable vehicle to commute between job sites


DESIRABLE REQUIREMENTS
Master's degree in a related field

Public sector experience

Other Information

This position provides an opportunity for on-site and remote work. MAC's remote work policy requires employees to be on-site three days of the week. Among the three on-site days, one of them must be either a Monday or a Friday.

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