Brand USA

Brand USA, the destination marketing organization for the United States, was established by the Travel Promotion Act as the nation’s first public-private partnership to promote the United States as a premier travel destination and to communicate U.S. travel policies and procedures to worldwide travelers.

The organization’s mission is to increase international visitation to the United States in order to fuel the U.S. economy and enhance the image of the United States worldwide. Formed as the Corporation for Travel Promotion in 2010, the public-private entity began operations in May 2011 and does business as Brand USA. According to studies by Oxford Economics, over the past 11 years, Brand USA’s marketing efforts have generated 8.7 million incremental visitors, nearly $28.8 billion in incremental spend, more than 36,800 incremental jobs supported each year, $8.3 billion in federal, state, and local taxes, and early $63 billion in total economic impact.

Job Summary We are seeking a Chief Marketing Officer, reporting directly to the President and CEO, to establish and lead Brand USA’s consumer-facing marketing efforts. The successful candidate will play a pivotal role in positioning the USA as the premier global travel destination, driving incremental international visitation to the U.S., and enhancing Brand USA’s profile as the world’s premier national tourism board. This leader will ensure that Essential Functions

Primary Brand USA Initiatives:

• Collaborate with senior leaders to set and pursue the organization’s mission and vision, and to develop new plans as necessary.
• Direct the development and implementation of the organization’s marketing plans, programs, annual budgets, and methods to encourage consumers to choose the United States as a destination. Oversee organizational research, content, creative, branding, digital, social media, media planning, and buying efforts.
• Collaborate with senior executives to establish Key Performance Indicators (KPIs) to measure the success of global strategic marketing tactics. Regularly report to internal and external audiences on the effectiveness of communication tactics.
• Participate with leaders in the tourism industry, in any range of programs and forums, formally and informally, and with committees and advisory groups to increase awareness of ongoing efforts, obtain and integrate input into plans and programs, and represent Brand USA in the industry, positioning the United States as the preferred destination in the industry.

Key Responsibilities:

• Oversee the Marketing Department, including coaching, training, developing, motivating, evaluating, and providing timely and appropriate feedback; practice inclusive management practices that result in high levels of engagement and belonging; provide alignment on priorities and high-level oversight. Develop, communicate, and implement departmental policies.
• Maintain awareness of market opportunities, and research and analyze current trends and climates that affect the industry. Interface with significant stakeholders and plan dedicated and cooperative marketing strategies. Develop concepts, themes, and ideas for campaigns. Communicate strategies to stakeholders and other departments to ensure integration and cooperative efforts.
• Negotiate and manage contracts with advertising, marketing and media agencies, international contractors, and other contract vendors. Negotiate large volume purchases for blocks of space or increments of service.
• Participate as a member of the Brand USA Crisis Management Team in the development and implementation of the Brand USA Crisis Control Plan and the Crisis Communications Plan covering communications with industry, staff, government, and consumers.

Additional Responsibilities

• May be asked to perform additional duties not listed in the job description as required by business needs.

Job Qualifications

• Bachelor’s degree in Marketing, Business Administration, or a related field; advanced degree preferred.
• Minimum of 15 years of senior-level experience in global communications, public relations, or a related field, with a strong track record of success in international markets. Media relations experience essential with on-the-record travel, lifestyle, and business media is strongly preferred.
• Leadership: Proven leadership experience with the ability to inspire and manage a diverse team across multiple geographies. Demonstrated success in fostering a collaborative and inclusive environment.
• Industry Knowledge: Deep understanding of the travel and tourism industry, with experience in promoting travel destinations preferred. Familiarity with digital and social media platforms is a plus. Understanding of working across multiple markets, keeping in mind cultural nuance.
• Exceptional communication, negotiation, and interpersonal skills, with the ability to build and maintain strong relationships with media, trade media influencers, and industry stakeholders.
• Ability to develop and execute innovative communications strategies that drive brand awareness and international visitation.
• Willingness to travel internationally as required.
• A dedicated remote work area that is quiet enough for employee to concentrate is required. Must have homeowner’s or renter’s insurance and the ability to comply with company technology, safety, and health requirements.
• Ability to travel on occasion as required to attend meetings and/or events.
• Ability to frequently operate a computer and other office productivity machinery.
• Ability to lift up to twenty (20) pounds.
• Ability to perform the essential functions with or without a reasonable accommodation.
• May require more than forty (40) hours per week to perform the essential duties of the position.

WORK ENVIRONMENT

• Fast-paced, professional office environment with moderate noise levels
• Must be able to use a computer at a workstation for long periods of time and to accommodate potentially frequent interruption
• Minimal travel may be required