Director, Brand Experience

4 weeks ago

New York, United States Specialty Food Association Full time

Position Summary:

The Director, Brand Experience is responsible for designing impactful and effective interactions between the SFA brand and SFA product brands and their target audiences. Under guidance of the SVP, Marketing & Communications, and in collaboration with departmental leads, the Director, Brand Experience translates the positioning, messaging, history, and graphic identity of the organizational brands into tangible in-person, digital and traditional marketing experiences, and promotional content and materials that help meet objectives around brand awareness, engagement, perception, and sales.


Essential Functions & Responsibilities:

· Identifies opportunities to engage target audiences in new and unique ways that align with brand positioning and perception goals.

· Ideates and evaluates potential of live experiential activities at Summer and Winter

Fancy Food Shows; collaborates with Show Operations and Resource Development on implementation.

· Develops vision and oversees production of at-Show and year-round events, activations, and brand experiences with operations

· Identifies and develops partnerships with organizations that enhance brand experiences with Member Relations

· Leads development of high-quality promotional/marketing content that supports brand objectives and resonates both rationally and emotionally with target audiences.

· Develops and implements an audience journey mapping strategy that aligns with brand strategies and drive engagement with target audiences across multiple channels, including digital, social, experiential, and traditional media.

· Collaborates with Resource Development/Education team in production of at-Show and year-round educational content.

· Collaborates with Member Relations teams to develop high-impact, high-value sponsorship opportunities related to productions.

· Collaborates with PR/Communications partners to identify, produce, and promote consumer and trade media content, activations, and related pitches.

· Develops and oversees implementation of social media influencer campaigns promoting SFA and SFA products to the industry; and SFA thought-leadership and member products to consumers.

· Collaborates with other marketing and communications team leads to develop annual marketing plans leveraging content and creative assets.

· Directs execution of creative marketing materials including, but not limited to, marketing campaign concepts, marketing/promotional content, sales materials, advertising, digital marketing, and audio/video assets.

Mentors and directs team of creative and communications marketing professionals to implement plans and achieve goals.

· Stay abreast of industry trends and emerging brand experience technologies.


Position Qualifications:

  • Bachelor’s degree in Marketing, Communications, or equivalent education, training, and experience.
  • 10+ years of strategy, programming, or marketing experience with demonstrated increased responsibility in strategic marketing and promotional content development, live event and videography production and design, and experiential marketing.
  • Experience in initial concept program and event creation through production.
  • Experience in new product development including new ideas, product configuration and market launch.
  • Experience blending educational content with delivery mechanisms that enhance engagement.
  • Demonstrated success in elevating live and online event experiences.
  • Demonstrated success working within diverse budget ranges and logistical parameters.
  • Record of successful collaboration with operational and logistical colleagues to achieve objectives.
  • Experience overseeing internal creative professionals and and managing external vendor and partner relationships.
  • Microsoft Office Products, including Word, Excel, and PowerPoint.
  • Technology savvy – intuitive understanding of how new technologies might impact and/or advance experiences.
  • Strong communication skills (written and verbal) and ability to collaborate with multiple departments.

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