PRIMARY PURPOSE
Leads the development of the annual strategy, budget and plans within a portfolio of work related to brand and marketing campaign programs, projects or initiatives across the enterprise. Provides oversight, leadership and support for all programs within the portfolio, preparing and delivering presentations to senior leaders and executives with the goal of advocacy and approval, and collaborating with senior lead and executives to understand business needs.
KEY ACCOUNTABILITIES
Develops an annual business plan within a portfolio of programs, ensuring annual corporate vision, and goals are translated into the marketing initiatives, including the development of strategies, portfolio budget estimates and plans.
Develops and presents brand and marketing campaigns business plans within an assigned portfolio to business partners, stakeholders and peers. Proactively solicits and incorporates various perspectives and considerations to ensure plans meet ongoing and evolving needs.
Develops solutions and leads team culture, understanding the team’s needs, and working with the team to foster positive culture and relationships.
Provides leadership, expertise, guidance and mentorship within the Marketing Department across all the programs within the portfolio ensuring alignment to the set business plan, including support on campaign strategy, timing, project plans, measures of success, vendor relations and stakeholder management.
Participates in departmental strategic planning, providing input, advice and recommendations to ensure efficiency and effectiveness.
Oversees the process of monitoring and reporting on business results and KPIs to achieve the goals and objectives of the portfolio; identifies opportunities for the development of KPIs where needed.
Provides recommendations for adaptation of existing campaigns, designs and strategies to ensure work remains on brand, in line with industry standards and focused on current business goals.
Identifies opportunities to streamline programs, create efficiencies, cross-program alignment, working with the Marketing Leadership Team when opportunities are presented. Provides leadership in cross-team initiatives for the division that drives business objectives.
Ensures key markets, audiences and segments are achieved through their team’s individual program work, ensuring alignment with organizational goals in the area of target priorities.
Leads identified campaigns, including developing strategy, marketing plans, creative and tactical development, budget and schedule, executes campaigns, tracks and reports on KPIs and performance measures.
Leads the collection of various customer data (attributes and behaviors) for project and portfolio work, to develop advanced segmentation to enable personalized messaging campaigns and effective customer insights, including vision planning and program discovery.
Negotiates and manages agreements for sponsorships and partnerships, including partnerships in support of TransLink marketing and corporate initiatives, promotional tie-ins, and other initiatives.
Develops, maintains, and manages external relationships in support for marketing partnership opportunities with particular focus on ridership growth, including relationships with employers, real-estate developers, businesses, tourism providers, credit card institutions, other transportation providers (including the province), and others.
Collaborates with Manager on special projects as identified.
Provides guidance, advice and mentoring to the staff including selection, training, coaching, development, performance management and all other people management practices. Prepares and manages the department’s brand and campaigns budget.
