Brand Manager

1 month ago

Orlando, United States Intl Assoc Amusement Parks Full time
Job DescriptionJob Description

Overall Responsibilities:

The Brand Manager is a strategic thought leader responsible for developing and executing comprehensive marketing plans for a group of designated member categories. This role works cross-functionally to drive member growth, enhance member value, expand brand equity, and maximize engagement within their assigned member categories.

Essential Duties and Responsibilities:

Strategic Planning –

  • Conduct in-depth market research, analyze member and consumer trends, competitor strategies, and member data to develop and implement long-term category marketing plans aligned with overall business objectives.
  • Establish category specific OKRs and metrics to measure performance and ROI of marketing campaigns and initiatives in tandem with 4 markets.

Product Management –

  • Collaborate with membership teams on member benefits and customization per category, including positioning, messaging, and go-to-market strategies.
  • Define benefit positioning, work with regions on pricing and promotional strategies to optimize member experience and member acquisition.
  • Build out models to track benefit use and evaluate future benefit opportunities that should be evaluated with the commercial organization.

Market Intelligence –

  • Continuously monitor market dynamics, track competitor activities, and identify emerging member and consumer preferences to adjust category plans, tactics and content.
  • Utilize market insights to inform member innovation, new opportunities, and address potential threats or risks.

Cross- Functional Collaboration –

  • Build strong working relationships with sales, commercial, expo, regions, and volunteer committees and task forces.
  • Partner with regional marketing & membership teams to develop impactful campaigns, including advertising, digital marketing, public relations and event activities.
  • Work closely with suppliers and vendors to negotiate contracts, secure favorable terms, and manage relationships.

Budget Management

  • Develop, manage and optimize the category marketing budget to ensure efficient allocation of resources.
  • Track global marketing expenditure and provide regular reports to analyze return on investment (ROI), CAC, and LTV.

Documentation & Administration –

  • Create and maintain thorough process documentation for global marketing and membership activities to ensure transparency and understanding on deliverables.
  • Establish clear timelines and project milestones, ensuring timely delivery.
  • Build out monthly analytics performance documentation and turn it in to CMO for monthly reporting.

Content Creation and Copywriting

  • Develop compelling and persuasive copy for various marketing assets, including benefit descriptions, website content, email marketing, member assets, and promotional materials.
  • Ensure consistent brand messaging and voice across all category-related content.
  • Support Expo and Sales development assets for specific categories.

Qualifications, Knowledge, Skills Required:

  • Bachelor’s degree in Marketing, Business Administration, or Psychology
  • Minimum of 5 years of experience in category management, brand management, or product marketing.
  • Proven track record in driving growth within a specific product category.
  • Excellent writing, reporting, proofreading, and editing skills, including strong knowledge of AP Style.
  • Proficient in the use of marketing automation platforms and the ability to extract and interpret data from analytics tools.
  • Strong analytical skills with proficiency in interpreting market data, member reports, and consumer insights.
  • Excellent project management skills with the ability to participate and lead multiple initiatives simultaneously.
  • Exceptional communication and presentation skills both written and verbal.
  • Proven ability to consistently meet tight deadlines and manage multiple projects simultaneously.
  • Strong organizational skills and high level of attention to detail.
  • Proactive in identifying problems and developing creative, efficient solutions.
  • Excellent attitude, written and verbal communication skills to collaborate with global and local teams and document processes.
  • Must be proficient in Microsoft Office (Word, Excel, and Outlook) and Google Docs and Sheets.
  • Experience in Amusement, Attractions, Tourism or Hospitality industries preferred.

ADA Specifications:

This position is located in the Orlando, Florida, headquarters office with occasional domestic travel to attend and participate in select IAAPA events. The position is required to be in office a minimum of 3 days a week with a preference for 4 days a week in office and 1 day remote work.

The above statements are intended to describe the general nature and level of work being performed by the individual(s) assigned to this position. They are not intended to be an exhaustive list of all duties, responsibilities, and skills required. Management reserves the right to modify, add, or remove duties and to assign other duties as necessary. In addition, reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions of this position.

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