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Director of Brand Management (Hybrid)

Director of Brand Management (Hybrid)

  • Central Location, Orlando, Florida, United States, 32821
  • Brand Management - General
  • Full Time
  • Travel + Leisure Co.

Put the World on Vacation

At Travel + Leisure Co. our mission is simple: to put the world on vacation. We turn vacation inspiration into exceptional travel experiences through nearly 20 of the world’s leading travel brands under Wyndham Destinations, Panorama, and Travel + Leisure Co. Together we’re shaping the future of the travel industry by creating new possibilities for vacationers. That’s part of what makes our work fun and interesting. Every day is a chance to learn something new and influence the global business. 

At Travel + Leisure Co. our mission is simple: to put the world on vacation. We turn vacation inspiration into exceptional travel experiences through nearly 20 of the world’s leading travel brands under vacation ownership, vacation exchange, and travel club subscription business lines. Together, we’re shaping the future of the industry by creating new possibilities for vacationers. That’s part of what makes our work fun and interesting. Every day is a chance to learn something new and influence the global business. Our mission is “We put the world on vacation.” This position will be based out of our corporate office in Orlando, Florida.

The Director of Brand Management supports the Travel + Leisure Co’s mission by creating brand value centered around driving a focused and differentiated end-to-end brand experience for the target consumers, by partnering with a diverse group of business partners within the organization.

This critical role is a key contributor in the Global Brand Strategy & Planning organization, that will focus on developing and delivering results-driven brand strategy for our Subscription & Exchange business lines, including the newly launched Travel + Leisure GO - a B2C consumer travel club, other B2B / B2C / B2B2C Travel Clubs and our core exchange business, RCI.

CORE WORK AND BUSINESS PRIORITIES

  • Support business objectives by setting and achieving clear and measurable goals for raising brand awareness for subscriptions business

  • Direct the execution of the brand priorities by collaborating with cross-functional teams

  • Support the overall brand architecture by communicating and educating the brand experience internally by engaging with business partners and employees

  • Act as an advocate and brand guardian for the Subscription and Exchange brands, support maintaining the premium positioning of the brands across all channels and consumer touch points– offline and online.

  • Support the development of the long-term brand strategies and planning efforts for the organization’s enterprise brand architecture

  • Build strong relationships and collaborate with key stakeholders and deliver results to the needs of business units

ESSENTIAL JOB RESPONSIBILITIES

Brand Strategy and Long-Term Brand Planning

  • Create and support brand promise, influence consumer’s perception of the brands, and promote the entirety of the brands using products and services as the proof points via various consumer touchpoints, both online and offline.

  • Oversee brand positioning and messaging, and collaborate with business partners to work on creation and launch of new travel clubs, brand partnerships, brand campaigns and other initiatives - including USP/value proposition, customer experience, tone of voice, brand promise and consistency across all channels

  • Protect and develop the brand identity of our core business, RCI (Vacation Exchange business segment with a 50 years heritage), and collaborate with Marketing, Digital and Social leaders to ensure that the brand standards come to life consistently across all channels while retaining the integrity and values of the brands

  • Support the business leaders of travel clubs and RCI to establish brand strategy to amplify brand awareness

  • Translate Brand Strategy into Integrated Communication Plans in partnership with Digital Marketing, Creative, Content and external agency teams designed to best achieve business objectives

  • Partner with sales and partnership teams to create brand narratives for B2B and B2B2C pitches, that artfully weave together the power of our brands and expanding suite of products and services

Strategy Execution

  • Lead the overall brand management and development of creative outputs that support business objectives, while ensuring adherence to brand guidelines

  • Lead regular sessions with Global PR to guard the premium positioning of the Travel + Leisure GO club and other travel clubs, and to plan content activations across audiences — working to strengthen storytelling, audience engagement and member acquisition

  • Manage day-to-day brand marketing and communication, offline and online advertisements, coordination with Meredith Dotdash (publisher of the Travel + Leisure magazine)

  • Support the development of Travel Clubs products and strengthen our customer value proposition that improve awareness

  • Partner with Consumer Insights team to proactively anticipate customer’s needs, study industry and travel trends, and respond to emerging opportunities

  • Draft strategic business and creative briefs that logically tie to impactful customer insights leading to best-in-class brand-centric activations and creative work

  • Oversee individual campaigns that promote the brands and generate engagement with targeted consumers by collaborating with various channels and fully leveraging the strength of the enterprise brand and other consumer brands

ESSENTIAL LEADERSHIP SKILLS:

Leading the Team

  • manage a small direct team of Brand Managers, and external brand agencies to successfully implement, monitor, report on and continuously adapt the management of the overall Subscription & Exchange business lines.  

  • Support and champion the development of team members, demonstrate a positive and passionate attitude and lead by example, adhering to Travel + Leisure Co company values

  • Build, maintain, and leverage relationships with in-house talent as well as freelancers and agencies, to ensure access to talented storytellers (verbal, written and visual)

Building Relationships

  • Interact and collaborate with Subscriptions & Exchange Marketing, Business Development, Global PR, Digital Marketing, Social Media, and Consumer Insight, and focus on the strategic direction and growth of the brands, directing resources and cross-functional teams to ensure that the guest experience is consistent with brand promise and business objectives. 

  • Develop collaborative relationships with business partners and associates by making them feel valued, appreciated, heard, and inclusive.

  • Proven influencer personality to drive business goals in a matrix organization

  • Possess a global mindset and support business partners with diverse workstyles, motivation, experiences, and cultural perspectives

Talent Management

  • Excellent people leadership to lead and develop associates focused on delivering strategic and creative solutions from concept to completion. Encourage collaboration across disciplines.

  • Provide guidance and feedback to team members to support their career growth and help them strengthen their skillsets

  • Strong project management skills to keep the team focused on consistent and timely delivery, and manage within budget

  • Strong desire to create award-winning brand campaigns and creative work

CANDIDATE PROFILE:

Minimum Requirements and Qualifications

  • 7- 10 years of relevant professional experience in marketing or related function, demonstrating progressive career growth and pattern of exceptional performance

  • 7-10 years’ experience in developing, launching, and managing premium brands

  • Prior experience with subscription business segments is highly desired

  • Prior experience in B2B2C brand development is highly desired

  • Strong experience in omni-channel marketing, all forms of advertising, and digital experiences

  • Proven track record in managing related creative tracks i.e. brand tracking, user experience, customer journey, brand content strategy

  • Strong understanding and network of brand and creative agencies

  • Proven client-facing role experience working with teams on large scale, long-term projects

  • Experience managing complex projects with various stakeholders, particularly when faced with competing and changing priorities

  • Experience managing transformational strategies for business units

  • Experience leading teams, coaching and growing talent

  • Experience working in a matrix organization

  • Limited travel required. Approximately 15% of time

Knowledge and skills

  • Expertise in brand management, brand marketing, and digital marketing

  • Ability to articulate clear and concise creative direction and feedback to internal teams and agencies

  • Strong project management skills and ability to manage brand strategy and creative agencies 

  • Strong business acumen and able to utilize information to manage day to day operations and generate innovative solutions

  • Solid financial mindset to manage large budgets with internal and external stakeholders

  • Adept at working in a cross-functional, matrix organization

  • Comfortable in a fast paced, self-starter environment

  • Agile and nimble to produce results with a small yet highly experienced team of in-house specialists and agencies

  • Can confidently prioritize multiple projects under time constraints and within an assigned budget

  • Excellent verbal, written and presentation skills

  • Ability to pivot with ever-changing business priorities

  • Comfortable engaging and influencing strong personalities at all levels of the organization

Experience equivalent to the education requirement may be accepted in lieu of the education requirement.

A Place for Everyone

Hospitality is at the heart of all we do at Travel + Leisure Co., including how we treat each member of our growing community. Here, you’ll find a team that’s inclusive, values diversity, and is built on a foundational respect for people from all over the world.

We are an equal opportunity employer, and all applicants will be considered for employment without attention to their membership in any protected class. If you require any reasonable accommodation to complete your application or any part of the recruiting process, please email your request to mycareer@wyn.com, including the title and the location of the position for which you are applying.

Job Requisition: R-55585

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