GENERAL DESCRIPTION OF WORK:

The Director of Marketing is responsible for crafting and executing VIA’s strategic marketing plan, encompassing brand identity, digital asset development, online presence, market positioning, marketing operations, and advertising initiatives. In collaboration with a dynamic creative team, this role will lead the development, direction, and production of the agency’s brand for diverse audiences through a variety of marketing strategies and mediums.
Key responsibilities include overseeing marketing messaging, contributing to passenger information and communications, and managing special projects aimed at enhancing VIA’s strategic objectives and increasing its value and presence within the communities served. The Director of Marketing will play a crucial role in driving brand awareness and engagement, ensuring that VIA’s marketing efforts effectively communicate its mission and impact.

EDUCATION AND EXPERIENCE:

Bachelor’s degree Marketing or a related field and ten (10) years of experience in marketing, advertising, or content development and four (4) years of supervisory experience. Experience may be substituted in lieu of education on a year-for-year basis up to four years.

PREFERRED QUALIFICATIONS:

NA

ADDITIONAL REQUIREMENTS:

Must possess key leadership qualities, including: integrity; strong interpersonal and communication skills; strong work ethic; ability to adapt and be flexible; organizational skills; ability to manage multiple, and often competing, priorities; initiative; accountability; team building skills; ability to follow through; professionalism and decorum; discretion with confidential or sensitive matters; team building skills; being pro-active; and a commitment to excellence.
Proven ability to develop high-quality, compelling content in various shapes and forms.
Demonstrative experience driving and managing programs and strategies across marketing disciplines.
Ability to develop brand strategies and messaging platforms
Outstanding organizational and execution skills, attention to detail and the ability to manage multiple tasks
Ability to work on cross-functional teams with a high-level of positive influence.
Understands the importance of the roles of emerging technologies in the field of marketing and promotions.
Team management skills to energize, motivate and fully leverage talents of diverse individuals working together to accomplish shared goals, tasks or projects.
Demonstrates familiarity with innovative and current marketing theory and research, as well as older, established models to help guide the agency’s marketing and promotions efforts.
Demonstrates strong strategic skills and sound knowledge of marketing principles, practices and techniques
Ability to influence decision makers internally and externally.
Creative and out-of-the box thinking with the ability to stretch marketing dollars for a meaningful return on investment
Demonstrated experience and leadership in managing a comprehensive strategic marketing program to advance an agency’s mission and goals.
Excellent judgment and creative problem-solving skills, including negotiation and conflict resolution skills.
Proven ability to develop and manage marketing teams, strategic marketing programs, and day-to-day programs and campaigns
Must possess effective project management skills with the ability to manage multiple projects simultaneously while adhering to established timeframes.
Deep craft experience with highly developed ability to develop, produce, shoot and/or edit creative concepts that result in compelling campaigns and creative work
Ability to direct department work, whether through external agencies, freelance vendors, or internal production resources, ensuring best-in-class product is delivered on time and within budget.
Ability to supervise and manage personnel at various organizational levels.
Must prioritize safety in all tasks and make decisions that protect themselves, colleagues, and customers
Must be able to maintain good work attendance.
Safety Accountability Statement:
- Employees must consider safety in all tasks performed, as well as demonstrate safe judgment and decisions that not only maintain their own safety; but that of fellow employees and customers.
- Demonstrate a professional commitment to assure compliance with all organizational policies, practices, and programs related to safety, health, and system security.
- Employees have a responsibility to identify and report hazards, as well as potentially unsafe conditions, to your immediate supervisor or Safety Department.
- Employees are responsible, and required, to stop a job/task to prevent an unsafe incident or act from occurring. This acknowledges the threat of potential injury, property damage and the opportunity for better judgment to be used.
Must comply with and support all applicable VIA EEO Policies and Procedures.

PHYSICAL REQUIREMENTS:

Physical ability required to be mobile, bend, stoop, stand, reach and lift objects weighing 5-25 pounds such as files, supplies, equipment and large heavy reference manuals and books.

Craft, communicate, and drive detailed strategic and engaging multi-platform marketing plans with cross-department leaders for overarching business objectives - using trends, data, and consumer-sentiment to create innovative content rooted in optimal engagement; programming each piece to appropriate platforms based on their key characteristics
Communicates VIA’s priorities, positions, and values with the goal of supporting and enhancing VIA’s mission and vision.
Directs the development, implementation, and management of a comprehensive strategic marketing plan and leads the tactical strategy and execution aimed at effectively conveying the mission, vision and strategic goals of agency.
Sets a clear and compelling vision for the VIA brand. Further develops and refines VIA’s brand voice.
Works closely with the corporate communications team to ensure execution of strategy.
Assists in the management of efforts to increase ridership and shape VIA’s community presence and image through marketing strategies as part of a larger team of public engagement experts.
Assists in the development of new marketing initiatives and campaigns including content creation and providing recommendations from conceptualization to full execution.
Works closely with the Vice President of Marketing & Communications to evaluate VIA’s marketing and branding efforts in order to make recommendations that properly reflect the organization’s needs.
Drives collaboration and communication across the organization by regularly sharing information, best practices, objectives and expectations.
Monitors plan performance to ensure campaign effectiveness, identifying areas of concern and presenting recommendations to leadership.
Ensures the strategic marketing plan fulfills strategic goals, with the ability to address bottlenecks and barriers.
Manages external vendors related to marketing and advertising, by overseeing the development and implementation of deliverables.
Identifies, develops and maintains strategic alliances and partnerships with a diverse group of stakeholders, including significant leaders across the region by serving as an advocate for public transportation and ensuring the delivery of the agency’s brand, vision and mission.
Ensures all branding and marketing collateral, including print and digital, are accurate, consistent, and effective.
Drives marketing strategies and planning aimed at increasing brand awareness and leading team efforts to generate new insights.
Generates reports on the performance and efficacy of marketing efforts and distributes to key stakeholders and decision-makers.
Effectively and efficiently manages numerous projects and responsibilities simultaneously.
Plans, administers and monitors expenditures to ensure cost-effective support of VIA’s public engagement efforts.
Develops annual marketing budgets for designated strategic initiatives in consultation with public engagement leadership and appropriate organizational stakeholders.
Utilizes a data-driven approach to form strategic planning and tactical execution, encouraging the improvement of strategies and processes.
Craft thorough and thoughtful process documents to meticulously outline tasks for multiple in-house marketing processes to ensure efficiency, compliance, and company-wide alignment.
Special projects may be assigned from time to time.
Complies with records management standards and company policy.
This job description excludes marginal functions that are incidental to performing the job. Other duties may exist.