Brand USA

Senior Manager, Consumer Marketing & Social Media
Position Location: 
Washington, DC
Position Type: 
Full-time
Position Reports To: 
Director, Advertising & Media
Position Description: 

The Senior Manager, Consumer Marketing & Social Media works closely with Brand USA’s internal media, analytics, public relations, global trade, and partner program teams to manage the performance and optimization of our global consumer-facing campaigns and programs to achieve business goals. This role also involves close interaction with and guidance of external partners, including content, influencer, and media agencies, as well as various other destination, corporate and activation partners.

MAJOR RESPONSIBILITIES

The role of the Senior Manager, Consumer Marketing & Social Media is to develop, design and produce consumer campaigns from conception to completion, including: participation in development of strategic insight, paid media approach, messaging and content requirements, and coordination of meaningful performance data for the purposes of identifying methods for continuous improvement.

Strategy Development:

  • Develop creative briefs for agencies based on key business objectives and past campaign performance 
  • Utilize and disseminate consumer and market insights to guide strategy for marketing campaigns (including brand-led, co-op, and in-kind campaigns) and ensure the right message is delivered 
  • Create a social media content strategy and content calendar to support business goals across Brand USA global markets 
  • Working with the Manager, Media Planning and Senior Manager, Digital Analytics, identify measurement strategies, tracking approach and clear objectives and KPIs for assigned consumer-marketing initiatives in all of Brand USA’s 14 consumer markets 
  • Proactive identification of opportunities and recommendations on channel strategy, resource allocation, and tactics to optimize our paid and owned media presence

Brand Management:

  • Responsible for brand strategy & management, including the setting of style guides, brand guidelines, brand vision and voice across multiple channels, languages, and markets 
  • Oversee marketing and advertising activities to maintain brand integrity and ensure consistency with brand standards 
  • Lead creative development and create engaging content to motivate targeted audience to take action

Campaign & Agency Management:

  • Support the management of multiple agency partners in development of campaign goals, KPIs, creative guidelines and budget allocations 
  • Collaborate with external advertising and social teams to build and optimize consumer campaigns and activation plans across social and paid media channels 
  • Work with the Marketing team and other functional areas to develop compelling co-op marketing opportunities to enhance consumer initiatives and strategies

Project Management:

  • Develop a program critical path, including key internal and external dates, identification of owners and management of all agency partners against timely deliverables 
  • Organization and project management of multiple campaigns running at the same time in multiple markets 
  • Work closely with Manager, Media Planning to coordinate trafficking of advertising assets to agency or media vendor 
  • With both internal and external partners, perform program post-analyses, including return on investment to evaluate efficiency and effectiveness of different marketing campaigns 
  • Contribute to development of and adherence to the budget management process

Analysis & Optimization:

  • Working with the Manager, Media Planning and Senior Manager, Digital Analytics, and with assistance from the Media Agency (and other agencies as required), provide weekly metrics report and meaningful data, including analysis and interpretation of trends and actionable insights based on available data 
  • Work with Director, Consumer Research to develop post-wave analyses and communicate results to Brand USA stakeholders and agencies

Weekly Reporting:

  • Create meaningful and actionable reports regarding the results and impact of brand and co-op campaigns in conjunction with partner and analytics teams 
  • Coordinate and lead weekly project status updates for the internal team, with support from agency partners, as required

Talent Development:

  • Management and development of Coordinator, Consumer Marketing position 
Qualifications: 
  • At least 6 years’ experience in marketing/business intelligence environment; advertising agency experience preferred 
  • Proficiency in content creation across traditional, digital and social media platforms and understanding of effective monitoring approaches 
  • Understanding of multi-media production methods (e.g. copywriting, design, photography/videography)
  • Strong verbal, written and presentation skills; including demonstrated ability to compose presentation documents 
  • Ability to balance multiple projects and workflow from start to finish to ensure timely implementation and delivery of marketing materials 
  • Proven ability to collaborate with internal partners in development of actionable strategy 
  • Proven ability to build and maintain strong and productive agency relationships 
  • Experience in identifying and validating data and marketing objectives 
  • Strong proficiency with Microsoft Word and PowerPoint for producing internal and external reports and presentations; and Microsoft Excel in development of budgets, timelines and understanding of digital dashboard reports 
  • Meticulous attention to detail, with an overall curiosity about and passion for marketing improvement 
  • Demonstrated ability to be innovative and creative, with a logical and methodical approach to problem solving 
  • Enthusiastic and self-motivated, with the ability to lead projects proactively Up-to-date with latest trends and marketing best practices
     
Other: 

Bachelor’s degree preferably in marketing, advertising, or business administration, or equivalent work experience.

How To Apply: 

Apply through our website here.

Company: 
Brand USA

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