Brand Marketing Manager - Global Creative

JOB DESCRIPTION

Position Summary

The Brand Marketing Manager - Global Creative will play a key role in shaping and executing Visit California's brand advertising strategy. This role requires a dynamic individual with a passion for travel and tourism, creative thinking and strong project management skills. The Brand Marketing Manager - Global Creative will collaborate with internal teams, external agencies and partners to create compelling advertising campaigns that elevate Visit California’s brand and drive visitation.

This role manages all brand creative that is executed in global media markets (English and Non English) to inspire tourism to California and partners closely with the paid media team to strategize and deploy assets in various channels, including broadcast, print, display, website, social media and sales channels. As one of the key points of contact for Visit California’s brand advertising agency of record, this role is an integral part of campaign development, go-to market planning and execution, and measurement of our advertising programs.

The Brand Marketing Manager - Global Creative will work day-to-day with global agencies and internal teams to execute and optimize the global brand campaigns. This role will also work closely with the Visit California Global Advertising Director on creative deliverables associated with the paid media program, along with other team members to deploy the brand program. A successful candidate will serve as the primary point of contact for internal and external inquiries relating to brand creative programs and relationships.

The Brand Marketing Manager - Global Creative will manage billing and reconciliation and the overall production budget. This role emphasizes program communications, both internally and externally to board of directors, industry stakeholders, committees.

Specific responsibilities include:

• Campaign Management:
  • Oversee the planning, development and execution of brand advertising campaigns across various media channels, including TV, digital, social media, print and out-of-home.
  • Manage the creative process from concept to execution, ensuring brand consistency and high-quality output.
  • Work closely with media planning teams to optimize media buys and placements for maximum impact and ROAS.
• Go-to Market Planning:
  • Work closely with the research and insights team to understand consumer insights and needs to deploy learnings as it relates to the creative execution.
  • Manage the go-to market strategy and planning through project management and cross-organization communication.
• Collaboration and Coordination:
  • Collaborate with internal departments, including International, Owned, Earned and Trade teams, to ensure cohesive and integrated marketing efforts.
  • Liaise with external agencies, including creative and media agencies, to drive successful campaign execution.
  • Foster relationships with key stakeholders, including tourism partners, media outlets and influencers.
• Performance Analysis:
  • Monitor and analyze campaign performance metrics, engaging in discussions about insights to inform future strategies.
  • Utilize data and analytics to optimize campaigns in real-time and ensure objectives are met.
• Budget Management:
  • Manage creative production budget, including regular invoice reconciliation, ensuring campaigns are delivered on time and within budget.
• Brand Stewardship:
  • Serve as a guardian of the Visit California brand, ensuring all advertising efforts align with brand guidelines and enhance brand equity.
  • Advocate for innovative and creative solutions that push the brand forward and differentiate California as a travel destination. 

Other duties include:

• Partnering with the agency on appropriate responses to all advertising requests and opportunities.
• Emphasizing marketing communication, which includes preparing executive summaries, board of directors' slides, industry relations messaging and an overall brand promotion strategy.
• Communicate with the finance team on all aspects of compliance and financial reporting.
• Work with the Visit California Director of Research and Director of Global Advertising to measure advertising ROI and with the AOR research and analytics team to ensure communication and collaboration.
• Support Visit California’s executive team on the strategy and future of the digital media environment.

AREAS OF RESPONSIBILITY

Estimated % of Time Per Activity

• 65% Oversee the planning, development and execution of brand advertising campaigns across various media channels, including TV, digital, social media, print and out-of-home. Manage the creative process from concept to execution, ensuring brand consistency and high-quality output. The role will focus on all media channels for the global program of work – U.S., Canada, Mexico, UK, Australia and China. Meet regularly with the agency partners to plan and evaluate the global creative program of work.
• 20% Work closely with the operation and finance teams to ensure that budgets are reconciled and financial projections are maintained.
• 10% Develop reporting and communications specific to the creative program of work in collaboration with other brand advertising program managers.
• 5% Other duties as assigned by supervisor.

Supervisory Responsibility: Some

QUALIFICATIONS / EXPERIENCE

Essential Qualifications:

To perform this job successfully, an individual must be able to perform each key duty satisfactorily, as well as exhibit the following qualifications:

• Track record of delivering results in a fast-paced, changing environment.
• Analytical/strategic thinker, creative problem solver and willing to roll up sleeves and get their hands dirty to demonstrate leadership by example.
• Ability to structure thinking around both long-term goals and short-term deliverables and opportunities.
• Ability to think strategically, execute methodically and ask hard questions during ambiguous situations.
• Superior verbal and written communications skills.
• High attention to detail including precise and effective communications and proven ability to manage multiple, competing priorities simultaneously.
• Self-starter who is more apt to present solutions versus challenges.
• 5+ years of experience in brand advertising, preferably within the travel, tourism or hospitality industry.
• Proven track record of developing and executing successful advertising campaigns across multiple channels.
• Strong understanding advertising, with experience managing relationships with agencies.
• Excellent project management skills, with the ability to manage multiple projects and deadlines simultaneously.
• Creative thinker with a passion for storytelling and a keen eye for detail.
• Strong analytical skills, with the ability to interpret data and make data-driven decisions.
• Excellent communication and interpersonal skills, with the ability to build and maintain relationships with diverse stakeholders.
• Experience managing a budget of at least $25M.
• Demonstrated experience with preparing and presenting business rationale, key recommendations and performance to executive leadership, including C-Suite and boards of directors.
• International marketing and advertising experience preferred.
• Education equivalent to a bachelor’s degree or higher education in marketing, advertising, tourism or related field a plus.
• Some travel may be required.