Director, Branded Content

This is a hybrid role based out of Malvern, PA

The Director, Branded Content & Marketing Operations will lead CubeSmart’s development and implementation of CubeSmart’s branded content, creative assets, and store support programs.  They will lead the strategic efforts to position CubeSmart as a best-in-class self-storage provider, ensuring consistent messaging and effective communication of the brand value proposition across all channels.   Additionally, the Director, Branded Content & Marketing Operations oversees the development and implementation of CubeSmart’s store support programs, including co-marketing relationships with some of CubeSmart’s strategic business partners (national moving companies, in particular). 

Essential Job Functions

Functional Leadership

Develop, implement, and lead strategic efforts to build awareness of the CubeSmart brand; positioning CubeSmart as a best-in-class self-storage provider (40%)

• Develop and implement concise short- and long-term brand strategies that are strategically sound, creative, and deliver on the goals of the business.  
• Lead development of creative assets and content pieces to ensure asset availability for all areas of the business, including all marketing functions as well as other internal business units
• Manages internal creative team and any creative agency relationships that are hired to develop campaign messaging, copy, and creative, from agency procurement to creative brief development, brand immersion, messaging, copywriting, and creative design.
• Define processes to ensure that CubeSmart’s key messages align with consumer insights and that brand strategy is applied across all marketing channels.
• Understand the nuances of each channel in the marketing mix, ensuring delivery of content that is optimized for the channel and complementary of other channels.
• Leverage 1 st and third party qualitative and quantitative analysis to research, understand and apply consumer insights, competitive intelligence, and shifting consumer demand trends to the brand strategy roadmap. Leverage internal and external sources of customer data, constantly striving to identify and report on new insights.
• Represents voice of the customer (VOC) within Marketing Department and across the business
  • Manage , CubeSmart’s primary online review vendor
  • Drive customer learnings into the organization through quarterly business review content and by ensuring access to CX data across operations teams. Create monthly, quarterly, and ad hoc reports to ensure cross-functional sharing of data.  This is done in partnership with the operations customer experience manager and the digital customer experience manager.

Develops and implements in-store marketing programs and associated materials that empower our teammates in the stores to solicit new business and convert leads (30%)

• Lead a team responsible for creating and delivering consistent in-store experiences, maintaining brand standards and providing on-going planning, communication and support for various marketing initiatives that support the Company’s store locations – helping connect field teams to the Marketing function. Leveraging their vast experience and knowledge, she/he will help maintain service level agreements for all district managers and divisional leaders to ensure seamless integration and execution. Oversee the processes and systems required to create and Manage the Company’s “marketing mall” and associated vendor relationship, ensuring that necessary marketing materials are available for our teammates in the stores to order as needed, while controlling costs and ensuring efficiency.
• Responsible for evaluating, developing, implementing, and maintaining in-store marketing programs and associated materials that empower field teammates solicit new business and convert leads – ultimately delivering a consistent and optimized self-storage experience.
• Owns and maintains in-store messaging platforms ( collateral, radio advertisements, and signage) and customer advocacy programs ( reputation management, referral programs) and prepares the tools and processes to ensure proper use and presentation.
• Onboarding and Dispositions Website, incl. Local Onboarding 

Develops and implements B2B marketing campaigns for the company’s Third-Party Management program (20%)

• Works closely with the VP, Third Party Management to devise business development strategy representing marketing capabilities
• Advances and manages the company’s marketing workflow system, through which store teammates submit requests for marketing support – ensuring responsive internal customer service and store support by the Associates, Marketing who are responding to these front-line inquiries
• Leads the development and implementation of trade publication advertisements (by coordinating both internal project teams and external agency relationships)
• Coordinates the design and procurement of trade show booth materials and giveaways

Program Management and Capacity Planning (10%)  

• Leads quarterly prioritization process for marketing function leveraging capacity and program planning tool of record, Asana.
• Works with the head of marketing and marketing leadership team to leverage Asana to assess and analyze marketing’s production process and opportunities to improve efficiency

People Leadership and Management

• This role will lead two areas of highly functional, engaged teammates including an in-house group of talent responsible for developing creative assets to support all marketing channels as well team of marketing operations teammates
• Lead a dynamic challenging all roles to apply innovative thinking to the ways in which individuals on the team can work together to position CubeSmart competitively within the self-storage industry.
• Provide critical leadership and development of internal resources, as necessary, building/rebuilding internal team and defining the roles needed to support the fast-paced growth of the organization.
• Inspire direct reports to deliver their best work while encouraging personal and professional development and growth.
• Responsible for mentoring a team and guiding completion of team and individual goals and objectives.  
  • Ensure the team is equipped with the skills and capacity to deliver against the team’s goals, and the overall objectives of the company.
  • Be able to connect the team – and their work – with business objectives and company goals.
  • Be able to recognize and communicate the relationship between business results and tactical day-to-day strategies and optimizations needed on the creative development process as a result.
• Champion the efforts of the marketing function throughout the company and capitalize on opportunities for marketing resources to contribute expertise throughout the functional areas of the company.
• Be able to develop a strategic vision for the team with associated detailed project plans inclusive of clear objectives, defined timelines and deliverables, and desired strategic outcomes. Deliver project plans on budget and on time.
• Deliver concise and actionable reports; presenting, as needed, to marketing leadership and senior management teams.
• Collaborate with peers and leaders within the department to ensure alignment of brand messaging and tone across all marketing initiatives.

Education, Training and/or Experience

Bachelor’s Degree is preferred with minimum of ten (10) years’ experience working in a marketing department or a digital agency, preferably with experience in a business-to-consumer environment. Minimum of five (5) years’ management or people leadership experience. Prior experience being responsible for developing and delivering brand strategy is a must. Experience working for a retail business with geographically dispersed locations is a plus.

Knowledge, Skills and Abilities

• High degree of initiative and independent judgment and discipline.
• Strong problem-solving and process management skills. 
• Creative thinker with a strong focus on innovation and desire to achieve constant improvement.
• Experienced leader adept at influencing without authority and motivating teams to perform their best work.
• Organized and able to juggle competing priorities.
• Ability to manage complex, cross-functional initiatives within budget.
• Ability to work well under pressure, meeting deadlines consistently.
• Skilled at leveraging analytics to inform business decisions.
• Superior oral and written communication skills.  Must be able to communicate effectively with individuals at all levels in the organization, from the CEO to the local property manager.
• A sophisticated user of the Microsoft Office Suite.
• Past experience working in an agile environment or using work flow and capacity management planning tools like Asana, Microsoft Project Planner or JIRA a plus. 
• Promote and support CubeSmart VALUES.

We are an Equal Opportunity Employer,  Minority/Female/Veteran/Individuals with Disabilities/Sexual Orientation/Gender Identity.

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