POSITION DESCRIPTION:

The Wisconsin State Fair Park (WSFP), a State of Wisconsin agency, is seeking a highly qualified and experienced individual to serve as Chief Marketing Officer (CMO). As a key leader, the CMO oversees the Marketing Division, including Advertising and Sponsorship, Marketing and Communications, Guest Services, and Creative Services. The CMO is responsible for the planning, development, and execution of the organization’s overall marketing strategy. Reporting directly to WSFP’s Chief Executive Officer (CEO), the CMO’s primary responsibility is to generate revenue by increasing sales through successful marketing and sponsorship initiatives.
This position serves a key role in the strategic planning and direction of WSFP. The CMO must provide leadership and management for WSFP’s existing marketing staff and is tasked with contributing to the organization’s performance as measured against both the budget and long-term strategy. The incumbent will work alongside the CEO to execute WSFP’s vision while coordinating with other division heads on their marketing needs. The CMO must have a strong understanding of the event industry and experience with traditional marketing initiatives, as well as with modern ways of delivering and tracking marketing messages via mobile platforms, video and social media.

QUALIFICATIONS:

• Bachelor’s Degree from an accredited post-secondary college/university; or commensurate experience and training
• Minimum of five (5) years of experience in a supervisory or managerial role
• Knowledge of the operational procedures at WSFP or other large-scale event organization, preferred
• Knowledge of the State’s budget and fiscal process, state statutes, federal regulations, administrative policies, and state legislature, preferred
• Excellent analytical and leadership skills
• Creative yet collaborative mindset
• Vast knowledge of current marketing and sponsorship trends
• Extensive knowledge of Microsoft Office and Adobe software, including but not limited to Word, Excel, Outlook, Power Point, Acrobat and InDesign, as well as the ability to adapt to changes in said technology
• Effective written and oral communication skills and ability to communicate effectively with managers, supervisors, staff, other agencies, and external contacts
• Event industry experience strongly desired
• Must be willing to travel for work with limited overnight travel possible
• Must be able to serve as a positive role model for other employees

COMPANY DESCRIPTION:

Wisconsin State Fair Park is a year-round entertainment venue hosting activities, events, meetings and more throughout the four seasons. Home to the Exposition Center, Tommy G. Thompson Youth Center, the Milwaukee Mile Speedway, Products Pavilion and many other facilities, hundreds of events are held at the Fair Park each year. Perhaps the most notable and certainly the signature event, the Wisconsin State Fair, welcomes more than one million Fairgoers over 11 summer days. Visit www.wistatefair.com for more information.
Wisconsin State Fair Park’s central location within the largest metro area in Wisconsin makes it a desirable place to work, live and play. As a world-class city, Milwaukee and the Greater Milwaukee Area are full of opportunities galore for living, working, and playing. Visit www.discovermilwaukee.com for more information.
Wisconsin State Fair Park is an Equal Opportunity Employer

Serve as member of the CEO’s Senior Management Team for the strategic planning of short- and long-term goals of WSFP as a whole:

• In conjunction with the CEO and senior management, establish long- and short-range objectives through strategic business planning to accomplish the goals of WSFP
• Update the CEO on marketing initiatives as they arise; provide strategic recommendations to the CEO based on analysis and projections
• Oversee, and ultimately grow and develop the existing staff in advertising, sponsorship, social media, marketing communications and guest services
• Participate in and/or effectively recommend program planning and development changes necessary to meet state requirements and policy direction by the WSFP Board of Directors
• Undertake long- and short-range planning for division; research new division projects; develop projects and initiate new division programs with year-round and seasonal staff
• Keep on top of industry trends related to the division
• Participate in the review of any current agency-wide policies and procedures and in the planning, development and implementation of any new policies and procedures
• Communicate vision to the Board, other C-level officers and employees
• Serve as liaison to the Executive Office to align objectives
• Serve as liaison to WSFP Board of Directors Marketing Committee and assist with planning bi-monthly meetings, minutes and committee reports

Management of Advertising/Branding/Creative Services:

In collaboration with the Director of Creative Services:

• Design and improve upon existing advertising and branding campaigns for various aspects of the Wisconsin State Fair and WSFP
• Create and propagate WSFP brand messaging that is true to the vision of the organization yet will resonate with target demographics
• Manage relationships with several existing outside marketing agencies retained to assist with media buying, creative production and social media; oversee, along with the Procurement Manager, the RFP or RFB process related to these agencies as they arise
• Ensure that marketing campaigns lead the process for the continuous evaluation of trends and adjust strategy to capitalize on shifts in the marketplace
• Ensure campaigns reach intended demographics with inclusion of both traditional (print, broadcast, OOH) as well as digital and social media (digital display/ad networks, Facebook, X, YouTube, Instagram, OTT, etc.); ultimately generating revenue for WSFP through ticket sales and attendance at the annual Wisconsin State Fair

Management of Sponsorship :

In collaboration with the Director of Sponsorship:

• Secure new and retain existing sponsorships with an annual revenue goal in the millions
• Ensure sponsorship and revenue continues to increase year over year, meeting goals set mutually with the CEO
• Oversee management of all sponsor-related promotions, contests and activities for State Fair and Harvest Fair, including in-kind media sponsorships
• Maintain positive and proactive relationships with key sponsorship decision-makers
• Ensure continued growth of the group/corporate sales program through expanded marketing efforts

Management of Marketing Communications/Public Relations/Social Media:

In collaboration with the Director of Marketing and Communications:

• Provide leadership for the development of strategic marketing communication
• Oversee development and distribution of all external WSFP collateral and marketing materials
• Oversee content of multiple websites and email newsletters; Assist with creation of presentations for CEO, s of Directors and other executive staff as needed
• Oversee content strategy for various social media platforms
• Serve as one of the agency’s media spokespersons when requested
• Develop messaging and tools to facilitate influencer outreach and engagement
• Oversee the formulation of appropriate responses to social media inquiries and comments on behalf of WSFP

Management of Guest Services:

In collaboration with the Director of Marketing and Communications:

• Oversee training and development of staff who serve as the front line to our fairgoers including Guest Services staff and Front Desk staff
• Develop consistent practice for community and staff donation requests and fulfillment
• Provide guidance and oversight to staff to ensure timely and appropriate responses to fairgoer complaints, compliments, and issues
• Lead customer service training initiative for 11-day fair Guest Relations staff

Administration, Management and Supervision of Marketing Division:

• Establish goals and objectives for division through analysis, research, planning, development, and implementation of necessary policies and procedures
• Maintain credibility for the division through thoughtful planning, development, and administration of timely, efficient, and customer-friendly services to assist the CEO, senior management, the Board and external entities in performing their responsibilities
• Establish standards of performance for assigned areas including employee goals that conform to standards established by the Board, the CEO, and Human Resources
• Provide effective leadership, training, and guidance to staff to help them achieve goals; review operations as necessary to ensure goals are met or determine if changes are necessary
• Supervise the heads of Sponsorship, Creative Services and Marketing Communications and monitor the supervision of their employees. Conduct staff meetings and utilize other methods to receive and disseminate information as needed
• Conduct periodic performance evaluations with staff to ensure staff receive necessary feedback and support; document performance formally in annual evaluation for permanent staff
• Manage division budget and work with leadership team on budget forecasting and long-term fiscal responsibility within the division and WSFP agency, approve expenditures and provide budget reports
• Plan, develop and implement training/education for department heads and staff on financial and procurement policies/procedures
• In collaboration with HR recruit, interview, and recommend candidates for hire and train necessary year-round staff
• Recommend the promotion, discipline and/or termination of subordinate staff
• Effectively investigate and respond to suspected or reported work rule or ethics violations by employees in a professional and expedient manner with Human Resources
• Promote and ensure compliance with agency affirmative action standards and objectives