Assistant Director, Strategic Marketing

Reporting to the Director of Strategic Marketing and Communications, this position leads marketing strategy and implementation for the Strategic Marketing and Communications Department and is a key leader within the Strategy and Stakeholder Engagement Division.

Please ensure you read the below overview and requirements for this employment opportunity completely.

The division’s charter is to function as an in-house team serving as stewards of strategy, developing strategic communications and creating stakeholder champions to ensure the organization delivers on its purpose, values and strategic plan.

The Strategic Marketing and Communications Department elevates a consistent brand voice, activates the brand to engage key constituents, supports revenue growth, influences the community and invites passenger engagement through strategic campaigns grounded in research and analytics.

This leadership position is responsible for driving passenger engagement, enhancing brand awareness and increasing revenue through effective and efficient marketing and promotion of the concessions, parking, digital products and other services for the Metropolitan Airports Commission (MAC), Minneapolis-St.

Paul International Airport (MSP) and six reliever airports. This position also has responsibility for MAC’s customer relationship management (CRM) strategy and execution.

To apply : click the "Apply" link located just above the position description, log-in and follow the instructions provided.

Questions regarding this position can be directed to Allison Gilbert at 612-725-5987 or at [email protected]. Applications will be accepted until 3 : 00 p.

m. on Friday, September 6, 2024.

MAC complies with the Americans with Disabilities Act. If an accommodation is required for you to participate in the application process because of a disability, please contact Tekia Jefferson at 612-726-8196 or Tekia.

[email protected]. RELATIONSHIPS

• Reporting Relationship Report to the Director of Strategic Marketing and Communications
• Supervision Supervise Marketing Strategists, CRM Manager and contractors
• Organizational Frequent contact with all MAC departments and divisions. Collaborate daily with strategic marketing and communications team members
• External Business Frequent contact with airport tenants, vendors, consultants / contractors and agency partners

ACCOUNTABILITIES AND FUNCTIONS

Strategic Brand Marketing and Planning :

Drive MAC and MSP’s brand identity and marketing strategy

• Lead the strategic marketing and communications department to develop and execute brand and non-aeronautical revenue marketing strategies
• Collaborate internally and externally with tenants, business and government partners, community stakeholders and others to develop robust, comprehensive marketing and communications campaigns
• Serve as a business partner to internal, cross-functional departments and divisions to create annual marketing plans, including budget requests and allocations
• Demonstrate a strong understanding of how to translate business objectives into smart marketing and messaging strategies
• Produce strategic analysis around growth opportunities, marketing insights and core business metrics to drive efficiencies, decisions and results
• Research brand audience profiles and provide consumer insights for each brand and initiative to inform marketing strategies
• Develop and track ROI measurement, design and implement marketing testing and incorporate learning into plans

CRM Strategy and Execution

• Oversee and champion the adoption and implementation of CRM across the organization to deliver strategic goal targets
• Ensure marketing and messaging campaigns protect and enhance brand reputation, increase customer experience and promote community engagement
• Identify and develop opportunities to drive incremental CRM-attributable revenue and customer insights
• Guide development of strategic, data-driven, integrated multi-channel campaigns that incorporate clear marketing objectives and key performance indicator (KPI) measurement
• Establish practices to ensure continuous testing and learning; regularly develop fresh and improved CRM use cases with stakeholders to positively influence scaling across the organization

Creation of Messaging and Channel Strategy

• Accountable for the creation of marketing messaging and channel strategy
• Prioritize clear marketing communication objectives and channel strategy
• Work across the organization to ensure all campaigns and projects are strategically grounded
• Research channel consumption and trends, travelers sentiment and industry trends to identify key insights and recommend optimal macro marketing mix
• Recommend budget allocation to meet business objectives and inform department leadership

Collaborate with Communications, Creatives and Campaign Manager to serve as Strategic Lead

• Write and collaborate on campaign briefs, coach team members and clients on their campaign briefs as needed
• Review and collaborate on brand copywriting as needed
• Participate in creative brainstorming and communication reviews

Cross-functional Leadership

• Serve as a thought leader and mentor to grow an organizational culture that values and produces best-in-class marketing strategy
• Encourage innovation by serving as a champion for new ideas
• Collaborate closely across the organization to ensure strategy and appropriate brand voice are reflected in marketing initiatives
• Act as a brand advocate and marketing expert with cross-functional partners
• Serve as a collaborative partner with all other departments in the division and across the organization
• Stay current on key marketing and CRM trends, best practices, and destination or economic research
• Perform other job-related duties as assigned

Budget Management

• Work with the other department leaders on the annual budget process and collaborate with cross-functional partners to ensure annual marketing budgets support strategic initiatives
• Manage department accounts payables process and key vendor relationships
• Work with the finance team to ensure ongoing tracking and forecasting

Team Management and People Leadership

• Collaborate with the Director, Strategic Marketing and Communications to establish annual team goal-setting planning sessions in accordance with department strategic initiatives
• Ensure a clear marketing and communications strategy is created and communicated to all team members
• Gather and infuse insights from all direct reports to create higher-level marketing strategies
• Oversee and direct the work of the Marketing Strategists, CRM Manager and contractors
• Ensure the team is monitoring program success through appropriately established key performance indicators (KPIs) and results-tracking
• Create a culture of mentorship and development within the team
• Direct the activity of direct reports and integrate MAC's Strategic Plan into areas of responsibility by communicating clear performance expectations and standards
• Exercise supervisory authority in accordance with MAC Human Resource Policy and the MAC Administration Manual
• Hire, develop, recognize, transfer, discipline and discharge employees
• Create and maintain a rewarding and productive work environment and facilitate effective working relationships among team employees
• Conduct regular performance review discussions and provide appropriate coaching, counseling, direction and resolution to direct reports

COMPETENCIES

Manager of Managers (MOM) Competencies

• Customer Focus - Building strong customer relationships and delivering customer-centric solutions
• Strategic Mindset - Seeing ahead to future possibilities and translating them into breakthrough strategies
• Plans and Aligns - Planning and prioritizing work to meet commitments aligned with organizational goals
• Ensures Accountability - Holding self and others accountable to meet commitments
• Drives Results - Consistently achieving results, even under challenging circumstances
• Collaborates - Building partnerships and working collaboratively with others to meet shared objectives
• Values Differences - Recognizing the value that different perspectives and cultures bring to an organization
• Builds Effective Teams - Building strong-identity teams that apply their diverse skills and perspectives to achieve common goals
• Communicates Effectively - Developing and delivering multi-mode communications that convey a clear understanding of the unique needs of different audiences
• Drives Engagement - Creating a climate where people are motivated to do their best to help the organization achieve its objectives
• Organizational Savvy - Maneuvering comfortably through complex policy, process, and people-related organizational dynamics

MINIMUM REQUIREMENTS

• Bachelor’s degree in marketing or a related field
• A minimum of ten (10) years in progressively complex marketing and brand strategy roles
• Five (5) years of experience managing and supervising direct reports, which included responsibility for hiring, coaching, rewarding, disciplining and terminating employees
• Experience with modern marketing competencies (5+ years) and in strategic thought leadership, positioning, advertising, messaging, channel strategy and CRM
• Agency experience where the primary duties included strategic marketing and managing a portfolio of clients
• Business-to-business and consumer marketing experience
• Proficient in local and industry market dynamics
• Demonstrated marketing strategy and planning skills
• Experience with revenue-driving programs, especially through digital initiatives
• Experience leveraging web metrics, digital media testing methodology and optimization strategies
• Strong data analysis skills, proficiency in performance metrics and ROI analysis
• Intermediate skill level using Microsoft Word, Excel, Outlook and PowerPoint
• Excellent presentation skills and story-telling ability
• Ability to present and effectively influence at the highest levels of the organization
• Valid driver’s license and a reliable vehicle to commute between job sites

DESIRABLE REQUIREMENTS

• Master’s degree in strategic marketing, marketing management or a related field
• Professional work experience with or in a public sector organization
• Experience with executive communications, creative services and events for effective collaboration across the division
• Experience implementing geofencing, geotargeting strategies, personalization and customer-centricity, and integrated / multi-media campaigns
• Experience in or knowledge of aviation issues, the airline industry, and the Metropolitan Airports Commission and its programs, operations and policies

This position involves a combination of on-site and remote work. The MAC has a policy for a hybrid work schedule where employees must spend 3 days on-site and 2 days can be remote.

Among the three on-site days, one of them must be either a Monday or a Friday. Please note that during the probation period, employees are required to be on site 4 days a week.

The role also requires you to be on-call for emergencies when they arise.

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