Full Time Job

Director, Cross Platform Brand and Partnership Marketing


Arlington, VA 05-20-2021
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  • Paid
  • Full Time
  • Senior (5-10 years) Experience
Job Description
Director, Cross Platform Brand and Partnership Marketing

Team: Multiplatform Marketing

Status: Full-time/Regular/Exempt

The Director, Cross Platform Brand and Partnership Marketing will lead a small but entrepreneurial brand management/ partnership team and agency as they work to ensure the PBS brand has consistency, relevance and attribution in today's multiscreen environment. The Director will work alongside stakeholders in PBS Kids, PBS News and PBS App/Passport in order to seamlessly connect the PBS Brand across all media. The Director will conceive, define and direct a partnership strategy that leverages the PBS brand with likeminded organizations. Finally, this position will work alongside programming, sponsorship and the PBS Foundation teams to ensure that PBS Brand(s) is represented in the best light to current and potential partners, funders and sponsors.

Key responsibilities will include, but are not limited to:

Partnership Management
• Build strategy in order to entice partners for mutual gain (ie Marketing exposure and/or underwriting)

• Build suite of assets to be leveraged on behalf of partners

• Create materials for sponsorship and funding partners

• Work alongside sponsorship team to build partnership ideas that leverage PBS IP on behalf of likeminded organizations

• Oversee cross platform strategy aimed at increasing visibility for PBS Brand/Priorities across the SVOD, FVOD and partnership universe

Brand Management
• Serve as brand champion and leader of brand management for all master brand uses

• Provide strategic leadership and guidance to the PBS Kids and News Media teams

• Work alongside creative director to ensure brand is used correctly and appropriately across the public media system and other PBS licensees

• Lead agency and manage agency partners and associated budgets

• Partner with Creative Services, Digital Design and Station Services to deliver assets to member stations and partners

• Leverage brand research and audience insights to identify, develop, strengthen and evolve brand identity across platforms

• Ensure brand guidelines and usage of PBS mark are in line with policy and legal compliance in partnership with Office of General Counsel and Station Services

• With team, ensure quarterly brand health study is completed, adjusted and socialized to inform business strategies, plans and initiatives, in addition to relevant consumer and market trend data

• Oversee marketing of PBS-branded digital video apps and services

• Lead and cultivate a small, entrepreneurial team

• Manage additional brand marketing initiatives including ''Value PBS,'' an ongoing effort to keep the impact of PBS and its member stations front and center in consumer minds, including creation of assets and management of dedicated social channels, working closely with Government Affairs, Corporate Communications and Digital and Social teams

• Manage budget, across brand expenses and oversee grant funding

Requirements for success:
• 6-8 years active brand management; ideally in a franchise or local/national organization

• Degree in Marketing, Branding, Business, English or equivalent experience with consumers via advertising, media, music, digital, social

• Experience working with external agencies

• Portfolio that includes both commercial and nonprofit clients, paid media and social media campaigns

• Experience socializing, managing and enforcing brand guidelines

• On the ground experience in a highly creative, fast-paced atmosphere

• Strong writing/speaking experience with a variety of audiences

• Digital platform focus and social familiarity/comfort

• Successful cross team collaboration towards mutual goals

• Ability to map path forward in uncharted territory

• Comfort and familiarity partnering with Business Intelligence and other teams to and using it to spot trends, innovative ideas, and actionable insights relevant for the brand

• Strong diplomatic leader, enthusiastic brand champion and ambassador

• Proven ability to manage multiple, complex projects simultaneously in sometimes fast-­paced, dynamic environment

• Iterative learner who will ensure learnings from various parts of project are incorporated into plans going forward and communicated to relevant parties

• Strong team manager, mentor and champion

• Ability to make quick, but informed decisions

• Working knowledge of print, online, digital, social, on-air production terms and processes

• Collaborative partner with other teams and stakeholders in pursuit of shared objectives

• Ability to bring teams to consensus and move projects forward

• Understanding of media industry and nonprofit sector

• Exceptional written communications, interpersonal and public presentation skills

• Top-notch critical thinking and excellent problem-solving abilities a must

• Ability to act independently and confidently; ability to be flexible with evolving priorities

• Ability to grasp high-level branding and positioning concepts and translate them into actionable strategies and tactics

• Ability to collaborate with cross-functional teams to amplify brand message across all media and various audiences

• Proficiency with Microsoft Office Suite; basic Photoshop and familiarity with Adobe After Effects production skills a plus

PBS is an Equal Opportunity Employer in accordance with the EEOC and the Commonwealth of Virginia

Jobcode: Reference SBJ-gm520m-3-236-98-69-42 in your application.

Company Profile

PBS and our member stations are America’s largest classroom, the nation’s largest stage for the arts and a trusted window to the world. In addition, PBS's educational media helps prepare children for success in school and opens up the world to them in an age-appropriate way.