Brand Marketing Specialist

6 months ago

Vancouver, Canada Rocky Mountainer Full time

Purpose

The Brand Marketing Specialist reports into the Manager, Brand Marketing and is an individual contributor/skilled team member within the Brand team. The Specialist is a performance driven, KPI-led, strategically oriented intermediate marketer with the ability to conceptualize, analyze and deliver global projects that drive business results.

This role works collaboratively with the broader Marketing team and other departments across the business with the goal of increasing brand awareness, consideration and ensuring the company reaches and exceeds revenue targets. This role is involved with cross-functional and global projects helping to deliver key outcomes that ladder up to the Strategic Plan.

This role manages a wide range of workstreams including creative design and production, brand management, multi-channel media planning, advertising campaigns, collateral development, sales promotions, video/photography, and other special projects.

In collaboration with the Manager, Brand Marketing, the Brand Marketing Specialist will serve as a change agent establishing new ways of working and launching new initiatives, diving deep into the finer aspects of a project while simultaneously driving big picture thinking and process improvement.

Key Areas of Accountability

Brand & Customer Experience Projects (20%)
- Work closely with the customer insights team to find and implement opportunities to optimize the end-to-end customer journey and brand experience
- Work closely with the Manager, Brand Marketing to manage the planning and execution of brand marketing projects that support the company's strategic priorities including establishing scope, timelines and budgets and ensuring that the work is delivered to the highest standard of the Rocky Mountaineer brand
- In collaboration with the Brand Specialist (Guest Experience), support the annual guest collateral program including collateral onboard the train, in our destinations and anything required to support the pre-travel phase of the customer journey
- Serve as a brand champion, ensuring that all work is delivered to the highest expression of the brand guidelines
- Exhibit an enterprise mindset and focus on cross-functional teamwork to provide brand and marketing expertise in an agile and efficient way
- Serve as a representative of Marketing on new projects and workstreams with wider organization as required
- Collaborate with the Research & Analytics team to monitor and optimize brand health and efficacy of brand projects
- Facilitate internal communications of projects to stakeholders and the wider organization
- Support the development and execution of new brands throughout the end-to-end customer journey
- Manage and execute on the delivery of brand assets including working with the Brand & Content Coordinator on the coordination of photo and video shoot logistics and development of brand videos
- Work with the content team and provide input and feedback on the content strategy and development of owned channel content

Creative Campaigns (50%)
- Support initiatives that drive revenue growth, brand awareness and defined brand measures/KPIs
- Support the execution of multi-media advertising campaigns globally on an annual basis
- Work with external agencies on creative development of campaigns that span from traditional channels (i.e.TV, newspaper, magazine) to digital (i.e., web content, social, paid advertising) to ensure campaigns are completed on time and budget
- Collaborate with the Performance Marketing team to analyze media results and data to optimize creative and drive intended results
- Support marketing efforts that address regional opportunities in advertised markets
- Be a thought leader for creative campaign inspiration and surface new trends in advertising

Commercial & Owned Channel Activity (25%)
- Support the execution of commercial activity such as sales promotions and affiliate partnerships
- Partner with Product Operations in the development and marketing of new products
- Work with the Product Operations team on product initiatives to ensure a seamless integration into the guest journey and ensure all product changes are communicated appropriately through all supported channels
- As needed, participate in working groups, helping to shape the go-to-market strategy and operational plan

Budgeting & Administrative Tasks (5%)
- Support budget management by ensuring invoices are processed reconciling expenses and forecasting spend on a monthly basis
- Monitor work processes and systems to streamline workflow and optimize business outcomes
- Implement process improvements by monitoring existing workflows and systems, identifying gaps, and developing new, streamlined ways of working

**Qualifications**:
Education, Certification, Licenses
- Post-secondary degree/diploma in Marketing, Communications, or Business (required)

Experience
- 5 years' experience in progressive marketing roles (minimum)
- Experience in brand management, market

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