Senior Specialist, Brand Marketing

at  Tennessee Valley Authority

MINIMUM REQUIREMENTS:

Education – Bachelor’s degree in communications, advertising, marketing, or a marketing related field of study
Experience – At least ten (10) years of current experience as a seasoned branding and marketing leader with demonstrated experience in the following: delivering marketing plan and research presentations to C-level staff, conducting competitor analysis, market research and plan development, persona development, value propositions, market trends, and core messaging approaches. Results oriented with a track record of developing a brand strategy, leading major marketing initiatives and campaigns, understanding the customer, focusing on core business issues, and meeting objectives. Ability to anticipate and deal with future events, trends, issues, and opportunities. Agency experience a plus. Must have a proven ability to write and execute a marketing plan.
Knowledge/Skills/Abilities — Self-starter, with the ability to think big picture as well as execute details. Excellent writing, editing, presentation, project management and change management skills required. Ability to think strategically and analytically, and simplify complex issues, develops succinct messaging and creates strategy for a variety of channels/platforms. Skilled at using research, data, and trends. Ability to measure and analyze effectiveness of communications. Proven at effectively managing budgets and identifying efficiencies. Candidate may be required to obtain and maintain a security clearance based on position / access requirements and essential job functions.
Equal Employment Opportunity
TVA values and embraces diversity. We encourage all individuals to apply regardless of race, color, national origin, ethnicity, gender, sex, abilities/disabilities, sexual orientation, religion, veteran status and age. We strive to be inclusive of all the people we serve across the Valley.
TVA is an Equal Opportunity employer and complies with all applicable laws and regulations regarding equal employment opportunities. Any applicant or employee who believes s/he has a discrimination claim (including harassment or retaliation) must contact TVA’s Equal Opportunity Compliance office within 45 calendar days of the event or action s/he believes to constitute discrimination, harassment, or retaliation.

POSITION PURPOSE

Develops and leads the execution of marketing initiatives that support TVA’s enterprise business objectives. Assists in managing Brand Marketing staff and collaborates with SBU leaders to define a compelling brand marketing strategy that differentiates and strengthens the TVA brand through strong positioning, stakeholder experiences and employee advocacy. Monitors and provides guidance across the enterprise ensuring outreach activities and messages are aligned with Communications messaging and cohesive so that TVA’s brand equity increases. Leads team members responsible for TVA‘s Brand Marketing, partnering with peers in the Communications team and with other business units to enhance brand equity and bring the brand to life through paid media channels. Works with internal teams and agency partners to create and monitor TVA’s annual marketing plan. Identifies opportunities, through collaboration with other elements of Communications, to expand and evolve the marketing strategy. Builds relationships and facilitates alignment and support across TVA for execution of brand strategies and plans. Partners with research team members and agency partners to develop tracking and measurement for marketing strategy, and program adjustments to achieve maximum effectiveness of Brand Marketing for TVA.

PRINCIPAL ACCOUNTABILITIES

1. Exhibits and promotes integrity, respect, and authenticity in all interactions internal or external to TVA Communications and in performance of assigned duties.
2. Demonstrates strong collaboration, open-mindedness, and partnership with teammates within and outside the TVA Communications organization.
3. Enhances and protects the TVA reputation and brand; builds understanding and support for the agency’s long-term strategy and enterprise priorities.
4. Accountable for modeling leadership behaviors, consistently delivering high-quality results and managing complex communications issues and projects for the agency.
5. Using best practices, leads the development, execution and measurement of an enterprise-wide brand strategy and marketing plan that aligns with the TVA mission and serves the needs of TVA, its business units and its customers.
6. Leverage research and data, business acumen and strong customer/stakeholder perspective to manage the development of marketing strategies and solutions, using a strategic and integrated approach to communicate TVA messaging, reinforce brand marketing/identity, educate key stakeholders, build customer loyalty, increase program participation, and help manage and improve reputation.
7. May lead cross-functional teams in the development and execution of marketing plans and related activities.
8. Increase brand awareness, relevant differentiation, value, accessibility, and emotional connection.
9. Provide support to ensure consistency of marketing and advertising activities across TVA.
10. Manage brand understanding and support throughout the organization.
11. Champion initiatives that support delivery of the brand promise.
12. Manage TVA’s brand architecture based on TVA’s brand architecture philosophy; lead the development of decision trees for future brand positioning, working closely with the business units and creative services on the framework.
13. Partner with the Senior Manager of Brand Marketing, Communications team members, and the business units to collaborate and provide oversight/approval on creation of marketing, advertising and promotional strategies that drive TVA brand equity, increase customer/end user participation (e.g. energy efficiency programs, economic development, recreational programs), manage reputation and increase brand recognition. Utilize a portfolio of paid, owned and earned assets to reach key audiences.
14. Build and maintain relationships with strategic business partners internally and externally.
15. Monitor the budget; identify cost savings and cost avoidance opportunities through more effective and consistent brand marketing.
16. Assist the Senior Manager of Brand Marketing to provide for the development and improved performance of employees.
17. Role model TVA’s values and leadership behaviors. Create an environment where coaching, teamwork, cooperation, communication, inclusion with diversity, and creativity actively take place.
18. Serves as a member of the Emergency Response Organization, and the Public Information organization in particular, in accordance with Emergency Plan procedures. Supports on-call rotation for after-hours needs. Additional assignments as needed.