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National Restaurant Association - Director, Convention Marketing and Communications

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Director, Convention Marketing and Communications Convention

Summary of Position:
Under the supervision of the Vice President, Convention Marketing, Communications & Programming, the Director, Marketing & Communications acts as the day-to-day strategic marketing lead for the Convention team. He/she independently develops integrated marketing plans based on overall strategy set by Vice President, Marketing Communications & Programming for key market segments, and executes and/or leads the execution of all tactics. He/she collaborates with other department leads to ensure understanding and communication of marketing needs, strategy and activities related to, but not limited to, Convention products NRA Show and the New England Food Show. The Director, Convention Marketing and Communications is expected to develop full command of Convention products, audience segments, positioning and messaging and inter-departmental needs and apply these to both strategic and tactical marketing recommendations throughout the year. He/she assumes ownership for adherence to branding, marketing and messaging strategies established by Vice President, Convention Marketing, Communications & Programming, and provides input to the rest of the marketing team as well as the larger Convention team. He/she oversees a team of 4-5 marketing staff.  He/she oversees the areas of budget adherence, marketing database management, tracking and reporting of activities, analyzing data and making thoughtful recommendations for optimization of activities; manages relationships with and output of key vendors.
 
Principal Duties:
Works as part of Convention team to accomplish Association goals.
Develops and oversees implementation of the tactical plans needed to achieve strategic goals set by the EVP, Convention.
Works with Vice President, Convention Marketing, Communications & Programming to accomplish departmental goals.
Supports all internal team members and departments following the Association mission and values while promoting Association culture.
Develops integrated marketing communications plans based on strategic initiatives set by Vice President, Convention Marketing, Communications & Programming 
Develops marketing plans for key target segments
Manages a diverse set of digital marketing tools, including email development and measurement (via CRM system), website content creation, digital advertising, SEM, social media (organic and paid), and other media as necessary.
Leads an integrated marketing program that includes digital media, as detailed above, but also includes direct mail, print advertising, collateral, video development, signage and other vehicles as necessary.
Establishes objectives and strategies for individual projects based on thorough understanding of overall marketing communications goals and strategies; develops creative briefs for key projects and gains buy-in from project owners
Manages relationships with and output of strategic partners including but not limited to marketing agency, public relations agency and website agency
Develops lead generation, media and content marketing plans 
Leads execution of all marketing tactics
Collaborates with other departmental leads to facilitate productive and effective working relationships; advocates for marketing team while understanding and empathizing with other departmental dependencies
Oversees Content Writer and art director in development of a wide variety of advertising materials including email marketing, social/digital content, print advertising, direct mail, and Show collateral. 
Responsible for development of marketing calendar and ensures strategic and timeline adherence on all forms of content creation and delivery
Independently critiques creative work based on thorough understanding of marketing strategy and provides actionable feedback on content and design during review process
Acts as a brand steward within the larger Convention team; understands Association brand guidelines and ensures adherence throughout the group
Oversees Marketing Coordinator in management of postal and email database(s) and procurement of lists for direct efforts 
Oversees Marketing Coordinator in data gathering and performs analytics with goal of recommending areas for optimization to Vice President, Convention Marketing, Communications & Programming
Collaborates with Association Digital team to review Web site analytics and determine learnings and opportunities for optimization; makes recommendations to supervisor and leads implementation of recommendation
Manages implementation of online pay-per-click campaigns; tracks performance; makes recommendations to supervisor for optimization and implements recommendation
Oversees coordination of input from entire Marketing Department to inform Procedures Manual updates; facilitates updates and maintenance of a complete and up-to-date document
Participates in professional training to enhance individual and departmental skill set
Engages in active learning about the tradeshow industry, the foodservice industry and target audiences on an ongoing basis; actively uses independently gained knowledge to inform marketing plans and activities on an ongoing basis.
 
Secondary Duties:
Works on special projects and other duties as required helping to promote department’s success.
 
Position Specifications:
1. Essential Use of Following Tools:  
MS Office Suite
CRM systems (Salesforce Marketing Cloud, Eloqua, Adobe Marketing Cloud, etc.)
Google Analytics 
Digital project management tools (Teamwork, Basecamp, etc.)
 
2. Essential Training/Certifications: 
Four-year college degree required, marketing or advertising preferred
Minimum of 10 years’ experience in marketing or advertising – a mix of both agency and client-side experience preferred
At least 4-5 years’ experience with a variety of digital marketing tools, email and website management in particular.
 
3. Essential Skills/Knowledge: 
Demonstrative abilities in collaborative team building and consensus
Broad digital marketing skills including experience with CRM systems (i.e. Salesforce Marketing Cloud, Adobe Marketing Cloud), website development, digital advertising (including SEM), and/or social media
Traditional marketing skills including brand strategy, creative brief development, and media planning.  
Capable of strategic vision in areas of business, marketing and the restaurant industry 
Familiar with Google Analytics
Strong record of managing the creative process – providing strategic critiques and actionable feedback
Exceptional analytical and critical thinking skills
Strong organizational and project management skills
Experience with international advertising would be helpful
Strong writing, reading and math skills
Ability to communicate clearly and concisely
Computer literate (Excellent knowledge of Excel, Word, Outlook and PowerPoint applications)
Ability to learn other computer software programs
Flexible and resilient
Problem-solving skills
Time management skills
Strong interpersonal and diplomacy skills 
Ability to work as part of a team and to work independently
Demonstrated ability to make independent strategic decisions and justify them
Extremely detail-oriented
Strong strategic marketing acumen
Responsiveness to change and leads as a change agent
Strong communication skills in both written and verbal formats; showcases clear and concise manner
Ability to persuasively communicate complex concepts and programs to senior management
Ability to work as part of a team and to work independently; a self-initiator, versatile and assumes risk with responsibility
 
4.   Essential Mental Requirements:
Must be able to work as an integral part of the Convention Team
Must be able to maintain good rapport with all departments
Must be able to cope within a fast-paced work environment
Must be able to manage multiple projects with minimal supervision 
Must be able to understand the importance of the position for the success of the business
Ability to accept changes and be flexible
Be on time and with a minimal amount of absence
Must be able to make complex decisions for tough problems
Must be able to cope within a fast-paced work environment; perseveres with tenacity
Must be able to manage multiple projects; separating mission critical from the non-strategic; with minimal supervision 
Must be fearless in tackling issues and challenges as they arise; doesn’t avoid confrontation 
Must be able to understand the importance of the position for the success of the business
Ability to accept change and be flexible; focusing on action and outcomes
Must be able to act with honor, character and integrity
 

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