Vice President of Marketing and Brand Strategy

Wisconsin Economic Development Corporation

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Position Description

Position Title: Vice President of Marketing and Brand Strategy

Department: Marketing and Brand Strategy

Reports to: Chief Operating Officer

Position(s) Supervised: Senior Director of Digital Marketing, Events Director, Senior Designer, Marketing Projects Manager, Communications Manager

Flsa Status: Exempt

Position Summary

The Vice President of Marketing and Brand Strategy is responsible for the design and implementation of an integrated marketing and communications plan for Wisconsin economic development and WEDC. The position reports to the Chief Operating Officer and is a member of the Executive Team of WEDC. The VP manages a staff of marketing and communications professionals and oversees multiple contractors, including WEDC's marketing agency of record.

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Responsibilities

The Vice President of Marketing and Brand Strategy has the following primary roles:

• Oversee the design and implementation of a fully integrated marketing and communications strategy for the state's economic development and for WEDC.
• Oversee the design and implementation of a fully integrated marketing and communications strategy to attract and retain workforce talent for Wisconsin.
• Establish and enforce WEDC brand standards, and serve as the standard-bearer for creative excellence in all work created by WEDC staff and commissioned by the organization.
• Set and communicate a marketing vision for staff and partners.
• Develop and deploy strategies to ensure the public and WEDC stakeholders view the organization and state-led economic development efforts favorably; ensure the communication strategy is consistent and reflects the organization's strategic vision.
• Works consistently to tell the story of the organization and state and create messaging in support of Wisconsin and WEDC's brand.
• Select and manage a marketing agency and specialized contractors to execute portions of the plan.
• Manage and mentor the Marketing and Brand Strategy staff spanning three teams:

• • Creative
  • Digital Marketing
  • Events
  
  
• Integrate marketing efforts with leadership, WEDC operating divisions, and key economic development partners, as well as other state agencies as applicable.
• Identify and prioritize key audiences for WEDC marketing messages; allocate and dedicate resources to influence those audiences in support of WEDC business objectives.
• Integrate in-state public relations activities with marketing activities, in collaboration with the communications director. Direct out-of-state public relations activities to improve the image and appeal of Wisconsin for business and talent attraction.
• Track, measure, and report on the effectiveness of marketing investments/initiatives.
• Oversee the implementation of the marketing program.
• Research and benchmark best practices; customize for Wisconsin application.
• Work with regional partners and staff to better integrate partners and resources.
• Manage to the Division operations plan, budget, and metrics.
• Serve as a spokesperson for WEDC and Wisconsin marketing and branding.
• Participate as a member of the Executive Team in strategic planning and implementation.

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Education and Experience:

• Degree in marketing or related field (post graduate degree preferred).
• Minimum of 10 years of senior-level management experience in marketing or related field; strong preference for business, industry, or economic development marketing experience.
• Demonstrated experience in development of organizational marketing strategy
• Demonstrated experience in managing communications and/or marketing staff and projects.
• Demonstrated experience in selecting and managing marketing agency contractors.

Skills and Talents:

• Ability to develop large scale marketing campaigns.
• Ability to motivate and manage professionals and marketing contractors.
• Ability to align people, systems, processes, and metrics to achieve enterprise goals.
• Demonstrated understanding of economic and business growth drivers.
• Ability to influence senior level business managers and government officials.
• Ability to develop cooperative, productive relationships with partner organizations.
• Strong public speaking ability.
• Strong written and oral communication skills.
• Ability to communicate effectively with a variety of individuals and groups.
• Ability to develop and manage an operations plan, budget, and performance metrics.

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Other Requirements:

• International, national, and state-wide travel will occur on an occasional basis, less than 20% of the time. Travel is anticipated to include day and overnight travel. Must have a valid Wisconsin driver's license
• This position is eligible for reimbursement according to the Bring Your Own Device (BYOD) program. This position requires the employee to provide a mobile device that allows for phone, text, and email access.

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WEDC DIVERSITY, EQUITY, INCLUSION & BELONGING STATEMENT

WEDC must be a diverse and inclusive organization reflective of the businesses, communities, and people in Wisconsin and beyond. We believe that diversity drives innovation and commit to create an inclusive, equitable and diverse workplace where our differences are celebrated as drivers of our organization's performance.

TO SUPPORT A DIVERSE AND INCLUSIVE WORKFORCE AT WEDC, WE WILL WORK TO ACHIEVE THE FOLLOWING GOALS:

• Increase WEDC's racial diversity, specifically with Black/African American, Native American and Latinx populations;
• Increase LGBTQ representation across WEDC; and
• Increase the diversity of WEDC's leadership.

TO MEET OUR DIVERSITY AND INCLUSION GOALS, WEDC WILL TAKE THE FOLLOWING ACTIONS:

• Create an intentional approach to recruit minority candidates by using targeted media channels to promote open positions;
• Ensure formal offers are made only after a diverse pool of candidates have been considered at each hiring stage;
• Identify and develop a variety of employee resource groups, including groups for African Americans, Hispanics and Latinos, LGBTQ+ and more;
• Post signage to highlight WEDC's commitment to diversity and inclusion; and
• Revisit EEO disclosures in our application process to highlight statements regarding WEDC's commitment to diversity, equity, inclusion and belonging.

Equal Employment Opportunity Statement

Wisconsin Economic Development Corporation is an Equal Opportunity Educational Institution and EEO/Affirmative Action Employer committed to excellence through diversity. Employment offers are made on the basis of qualifications, and without regard to race, sex, religion, national or ethnic origin, disability, age, veteran status, or sexual orientation.

Veteran Declaration

Applicants for employment are invited to participate in affirmative action program by reporting their status as a protected veteran or other minority. In extending this invitation, we advise you that: (a) workers (applicants) are under no obligation to respond but may do so in the future if they choose; (b) responses will remain confidential within the human resource department; and (c) responses will be used only for the necessary information. Refusal to provide this information will have no bearing on your application and will not subject you to any adverse treatment.
** PROTECTED VETERAN DEFINITION

Protected veteran means a veteran who may be classified as an active duty wartime or campaign badge veteran, disabled veteran, Armed Forces service medal veteran or recently separated veteran.

Active duty wartime or campaign badge veteran means a veteran who served on active duty in the U.S. military, ground, naval or air service during a war or in a campaign or expedition for which a campaign badge has been authorized under the laws administered by the Department of Defense.

Armed Forces service medal veteran means any veteran who, while serving on active duty in the U.S. military, ground, naval or air service, participated in a United States military operation for which an Armed Forces service medal was awarded pursuant to Executive Order 12985 (61 FR 1209, 3 CFR, 1996 Comp., p. 159).

Disabled veteran means (1) a veteran of the U.S. military, ground, naval or air service who is entitled to compensation (or who but for the receipt of military retired pay would be entitled to compensation) under laws administered by the Secretary of Veterans Affairs, or (2) a person who was discharged or released from active duty because of a service-connected disability.

Recently separated veteran means a veteran during the three-year period beginning on the date of such veteran's discharge or release from active duty in the U.S. military, ground, naval or air service.

* EEOC RACE/ETHNIC IDENTIFICATION CATEGORIES

Hispanic or Latino -A person of Cuban, Mexican, Puerto Rican, South or Central American, or other Spanish culture or origin regardless of race.

White(not Hispanic or Latino)-A person having origins in any of the original peoples of Europe, the Middle East or North Africa.

Black or African American(not Hispanic or Latino)-A person having origins in any of the black racial groups of Africa.

Native Hawaiian or Other Pacific Islander(not Hispanic or Latino)-A person having origins in any of the peoples of Hawaii, Guam, Samoa or other Pacific Islands.

Asian(not Hispanic or Latino)-A person having origins in any of the original peoples of the Far East, Southeast Asia or the Indian Subcontinent, including, for example, Cambodia, China, India, Japan, Korea, Malaysia, Pakistan, the Philippine Islands, Thailand and Vietnam.

American Indian or Alaska Native(not Hispanic or Latino)-A person having origins in any of the original peoples of North and South America (including Central America) and who maintain tribal affiliation or community attachment.

Two or more races(not Hispanic or Latino)-All persons who identify with more than one of the above races.

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