Overall Responsibilities:

The Brand Manager is a strategic thought leader responsible for developing and executing comprehensive marketing plans for a group of designated member categories. This role works cross-functionally to drive member growth, enhance member value, expand brand equity, and maximize engagement within their assigned member categories. 

Essential Duties and Responsibilities:

Strategic Planning – 

• Conduct in-depth market research, analyze member and consumer trends, competitor strategies, and member data to develop and implement long-term category marketing plans aligned with overall business objectives.
• Establish category specific OKRs and metrics to measure performance and ROI of marketing campaigns and initiatives in tandem with 4 markets. 

Product Management – 

• Collaborate with membership teams on member benefits and customization per category, including positioning, messaging, and go-to-market strategies.
• Define benefit positioning, work with regions on pricing and promotional strategies to optimize member experience and member acquisition. 
• Build out models to track benefit use and evaluate future benefit opportunities that should be evaluated with the commercial organization. 

Market Intelligence – 

• Continuously monitor market dynamics, track competitor activities, and identify emerging member and consumer preferences to adjust category plans, tactics and content. 
• Utilize market insights to inform member innovation, new opportunities, and address potential threats or risks.

Cross- Functional Collaboration – 

• Build strong working relationships with sales, commercial, expo, regions, and volunteer committees and task forces. 
• Partner with regional marketing & membership teams to develop impactful campaigns, including advertising, digital marketing, public relations and event activities. 
• Work closely with suppliers and vendors to negotiate contracts, secure favorable terms, and manage relationships. 

Budget Management

• Develop, manage and optimize the category marketing budget to ensure efficient allocation of resources. 
• Track global marketing expenditure and provide regular reports to analyze return on investment (ROI), CAC, and LTV. 

Documentation & Administration – 

• Create and maintain thorough process documentation for global marketing and membership activities to ensure transparency and understanding on deliverables. 
• Establish clear timelines and project milestones, ensuring timely delivery.
• Build out monthly analytics performance documentation and turn it in to CMO for monthly reporting. 

Content Creation and Copywriting

• Develop compelling and persuasive copy for various marketing assets, including benefit descriptions, website content, email marketing, member assets, and promotional materials. 
• Ensure consistent brand messaging and voice across all category-related content. 
• Support Expo and Sales development assets for specific categories. 

Qualifications, Knowledge, Skills Required:

• Bachelor’s degree in Marketing, Business Administration, or Psychology
• Minimum of 5 years of experience in category management, brand management, or product marketing. 
• Proven track record in driving growth within a specific product category. 
• Excellent writing, reporting, proofreading, and editing skills, including strong knowledge of AP Style.
• Proficient in the use of marketing automation platforms and the ability to extract and interpret data from analytics tools.
• Strong analytical skills with proficiency in interpreting market data, member reports, and consumer insights. 
• Excellent project management skills with the ability to participate and lead multiple initiatives simultaneously. 
• Exceptional communication and presentation skills both written and verbal. 
• Proven ability to consistently meet tight deadlines and manage multiple projects simultaneously.
• Strong organizational skills and high level of attention to detail.
• Proactive in identifying problems and developing creative, efficient solutions. 
• Excellent attitude, written and verbal communication skills to collaborate with global and local teams and document processes. 
• Must be proficient in Microsoft Office (Word, Excel, and Outlook) and Google Docs and Sheets.
• Experience in Amusement, Attractions, Tourism or Hospitality industries preferred.

ADA Specifications:

This position is located in the Orlando, Florida, headquarters office with occasional domestic travel to attend and participate in select IAAPA events. The position is required to be in office a minimum of 3 days a week with a preference for 4 days a week in office and 1 day remote work.