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Senior Brand Manager, Destination

4 months ago

Charlotte, United States CRVA Full time
Job DescriptionJob Description

Who We Are

The Charlotte Regional Visitors Authority (CRVA) works to deliver experiences that uniquely enrich the lives of our visitors and residents. Through leadership in destination development, marketing and venue management expertise, the CRVA leads efforts to maximize the region’s economic potential through visitor spending, creating jobs and opportunities for the community. Brands supported by the CRVA include the Charlotte Convention Center, Spectrum Center, Bojangles Entertainment Complex, the NASCAR Hall of Fame, Charlotte Regional Film Commission and Visit Charlotte and Visitor Information Centers.


Job Summary

The Senior Brand Manager, Destination develops marketing programs to enhance perception and drive economic impact through integrated initiatives. This individual oversees destination marketing initiatives (leisure and group) to effectively promote Charlotte and CRVA brands. The role is highly collaborative and, as such, must work with teammates throughout the Marketing/Communications department and across various CRVA brands to implement plans and execute programs tied to CRVA strategy and goals. They also work to identify insights that will enable brand differentiation and offer a competitive edge in the market.


A. Essential Job Duties

  • Plans cohesive campaigns, activations and programs that connect brands with target audiences to drive visitation and enhance destination perception.
  • Assembles actionable and measurable marketing plans to outline goals, budget, key performance indicators, relevant data for analysis, strategy and tactics.
  • Develops and promotes destination passes that drive actionable ecommerce opportunities, compliment brand campaigns and engage with the hospitality community; monitors reporting and grows revenue.
  • Assists Director, Brand Marketing with brand performance in order to ensure that initiatives are relevant and competitive; monitors performance in order to make necessary updates and improvements.
  • Works hand-in-hand with digital, communications and creative teammates to ensure brand initiatives are cohesive and amplified, providing leadership and connectivity to produce a successful end product.
  • Directs brand manager on execution of campaigns and programs, connecting areas of focus to strategy, management of expenses and creation of a strong return on investment.
  • Serves as a lead in communicating key performance indicator data to the team; utilizes metrics to modify planning as needed.
  • Pivots between brand priorities and brand verticals to efficiently balance competing priorities and needs; triages urgency of tasks and guides teammates with clear direction and plans.
  • Serves as a key contributor in shepherding implementation of the business initiatives and priorities calendars with Marketing/Communications teammates.
  • Serves as a lead in project execution, working to collaborate with requesters on ideation that meets goals, brand standards and budget needs and develops effective project briefs to support; also ensures brand manager is meeting brand management expectations to support requesters.
  • Builds relationships with community and industry contacts and CRVA Partners in Tourism (i.e. local restaurants, hotels, attractions, venues, services) to find ways to create new and engaging brand initiatives.
  • Possesses a strong grasp of paid, earned, shared and owned marketing tactics that best resonate with multiple audience segments; effectively works with teammates to formulate and carry out integrated executions.
  • Tasked with becoming an expert in brand marketing on behalf of each of the CRVA’s brands, constantly honing his/her skills and developing a deep understanding of consumer mindsets and barriers to brand marketing and subsequently offering creative and sustainable solutions.
  • Other duties as specified.

B. Demonstrate a passion for inspiring and be a driving force behind an amazing team to foster strong cross-functional relationships internally and externally by applying the Service Philosophy, to deliver memorable customer experiences.

C. Champion CRVA’s mission, vision and core values and comply with organizations policies and procedures.


Scope of Responsibility

  • This job is responsible for budgetary program recommendations tied to brand plans, events and paid media budgets, which may collectively total upwards of $1 million.
  • This job will have periodic access to confidential data including company records and/or minutes, customer quotes, product costs, and company plans, designs, and/or programs.

Supervisory Responsibility

  • This position is responsible for the management and development of one direct report (Brand Manager – Tourism/Convention).
  • Carries out supervisory responsibilities in accordance with the CRVA's policies and applicable laws. Responsibilities include interviewing, hiring, and training employees; planning, assigning, and directing work; appraising performance; rewarding and disciplining employees; addressing complaints and resolving problems.

Knowledge and Skill Requirements

  • Demonstrated success in execution of successful marketing programs.
  • Exceptional organizational and communication skills, both in verbal and written form.
  • Demonstrated understanding of branding principles and tactics across all channels.
  • Experience managing budgets and timelines.
  • Demonstrated ability to formulate and share actionable insights from analysis of data.
  • Demonstrated ability to create strong presentation materials, ensuring messaging is succinct and engaging.
  • Demonstrated ability to perform and excel within an integrated, fast-paced team environment.
  • Demonstrated ability to work with team members, flexibility and willingness to negotiate and compromise.
  • Self-motivated team player with a positive outlook.
  • Demonstrated ability to manage multiple projects simultaneously, work within a team, and other departments, and possess time management skills, ability to prioritize and meet deadlines.
  • Strong manager of people with excellent communication, planning, decision-making, problem-solving and conflict resolution skills.
  • Ability to anticipate customer needs, build positive relationships with customers and vendors, go the extra mile to satisfy and exceed customer needs, treat all customers and vendors with the highest degree of respect and courtesy and deliver exceptional service to internal and external customers.

Education and Experience

  • Bachelor's degree (B. A.) from four-year college or university in marketing, business administration or other applicable fields of study, and seven to ten (7 - 10) years of experience in marketing, or equivalent combination of education and experience.
  • Experience managing direct reports is desired.

Physical Demands

  • The employee must regularly lift and/or move up to 15 pounds.
  • Specific vision abilities required by this job include close vision.
  • While performing the duties of this job, the employee is regularly required to sit; use hands to handle or feel and talk or hear. The employee is frequently required to stand and walk.

Work Environment

The noise level in the work environment is usually quiet.

Travel Required

Ability to travel (3 – 4 work trips per year), work flexible hours including evenings, weekends and holiday, as needed.

What We Offer

  • Education Reimbursement
  • 457 Plan
  • CRVA University
  • Employee 1st Culture
  • CORE Values

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Our “employee first” culture requires engagement and engagement can’t happen without the voices of many talented and diverse individuals charting our direction.

Diversity and Inclusion is a shared responsibility for every employee at the CRVA. We are committed to respecting, valuing, and celebrating the unique personal differences that make us a stronger organization. Diverse candidates are encouraged to apply.