Brand Strategy and Market Insights Manager

6 months ago

Calgary, Canada Calgary Stampede Full time

About the Calgary Stampede

The Calgary Stampede is a not-for-profit community organization that preserves and promotes our western heritage, cultures and community spirit with a vision to create a world-class, year-round gathering place for the community. Exemplifying the theme, We’re Greatest Together, the Stampede is one of the most respected volunteer-based organizations in the world governed by a Board of Directors with over 2,500 passionate volunteers and 1,200 year-round employees. 

As an organization that exists for the benefit of the community, inclusion and equity are woven into our core values of western hospitality, pride of place, integrity, and commitment to the community. The world-class, year-round gathering place we have built for the community also welcomes visitors from around the world and those who are new to the local community. We know that blending diverse cultures with our long-standing traditions makes community spirit thrive.

Position Summary

The Brand Strategy and Market Insights Manager is a strategic team member leading the Calgary Stampede’s brand initiatives and market research activities to support the marketing activities, business line objectives and the overall organizational goals. This experienced senior leader will lead our efforts in understanding market dynamics, consumer and B2B insights, and develop brand strategies for execution and results.

Reporting to the Executive Vice President, Brand, Market Development & Employee Services the Brand Strategy and Market Insights Manager oversees the application of the brand across a variety of activities, including but not limited to: development of brand marketing campaigns, development of brand messaging themes, direction/guidance to support marketing collateral ensuring alignment with brand values and messaging, logo usage review and approvals, development and approvals of merchandise and maintaining Calgary Stampede’s list of registered trademarks. This role also holds overall accountability for Calgary Stampede’s comprehensive market research programs, working with internal stakeholders and external suppliers to complete customer and market insight projects.

This role plays a shared responsibility linking to Calgary Stampede’s brand and strategic objectives by developing the organizations brand, its reputation and how it’s represented within the community whether through attracting guests to interact or through continuous storytelling of the brand’s commitment and impact in the community. 

Roles and Responsibilities

 Responsibilities of the role include, but are not limited to:

Lead the development and execution of brand strategies that align with business objectives, and collaboratively executing brand messaging and identity across all channels to enhance the Calgary Stampede’s brand identity and reputation. Lead the development and execution of a strategic and integrated brand marketing campaigns with the agencies of record. Work with the Manager, Marketing and other departments to outline areas of responsibility for brand objective achievement and support while fostering a culture of creativity and collaboration. Collaborate with cross-functional teams to ensure brand alignment and consistency across all communication channels including digital and traditional media. Manage and protect the Calgary Stampede brand by enforcing brand guidelines and standards both internally and in the community. Work with legal counsel on issues related to brand and trademarks as required. Design and oversee the execution of quantitative and qualitative research studies including surveys, focus groups, market analysis and application of insights. Utilize advanced analytics to interpret market research and data insights to support organizational strategic objectives, brand and reputation objectives and business line/departmental objectives. Develop and manage brand health tracking systems and KPI’s for awareness, perception, brand engagement and reputation measures. Oversee the planning and execution of brand marketing, events, and sponsorships to strengthen the brand and community engagement. Build and nurture relationships with key stakeholders and community partners to enhance the Calgary Stampede brand’s reach and impact. Work closely with Marketing and Communications teams to create year-round brand content that aligns with organizational goals for a variety of channels including social media, web, internal communications etc. Lead the development of creative brand assets including advertising materials, signage and promotional content. Stay abreast of emerging technologies and marketing techniques to continuously innovate brand strategies. Manage budget(s), including tracking, analyzing opportunities to reduce costs and produce business cases for investment. Drive comprehensive research and insights programs to understand market dynamics, consumer behaviors, and B2B insights, utilizing both internal resources and external suppliers. Play a pivotal role in managing the organization's brand reputation within the community, including attracting guests and stakeholders, and continuous storytelling of the brand's impact. Continuously monitor and optimize media mix and advertising creatives to ensure campaigns are effective and deliver strong performance, leveraging data-driven insights. Provide regular updates to stakeholders on project progress, milestones achieved, and potential risks or delays, maintaining clear and transparent communication throughout the project lifecycle. Report on marketing driven KPIs, ensuring stakeholders understand the results and implications for future strategy and initiatives.

Qualifications

Bachelor’s or Master’s degree in Marketing, Business Administration, Communications, or a related field. 7-10 years of progressive experience in brand management, marketing, product management or market insights, preferably in a similar role within the entertainment, hospitality, or events industry. Proven track record of leading and mentoring high-performing teams, fostering a culture of innovation, collaboration, and excellence. Deep understanding of brand development and management principles, with the ability to translate insights into actionable strategies that drive business growth and enhance brand equity. Exceptional project management skills, including the ability to prioritize and manage multiple initiatives simultaneously in a dynamic and fast-paced environment. Excellent communication and interpersonal skills, with the ability to effectively engage and influence stakeholders at all levels, both internally and externally. Strong analytical mindset, with proficiency in data analysis and research methodologies to derive actionable insights and make data-driven decisions. Proficient in using various tools and technologies for market research, data analysis, and brand performance tracking. Creative thinker with a passion for developing innovative and memorable brand activities that resonate with target audiences and drive engagement. Ability to thrive in a dynamic and evolving organization, demonstrating adaptability, resilience, and a proactive approach to problem-solving. Familiarity with the Calgary Stampede and its cultural significance, community impact, and brand heritage.

Join us in promoting the Calgary Stampede’s enduring legacy and contributing to the vibrant fabric of our community.

Benefits

The Calgary Stampede offers a unique and exciting work environment, an excellent total compensation package and the opportunity for advancement and employee training.

To Apply

To apply, please submit your resume via the “Apply now” button on the top right.

All applicants are thanked in advance and only those selected for interviews will be contacted.

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