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Program Manager, Brand Experience


Irvine, CA

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Job Description

Posted On: January 24, 2018

The Brand Experience team designs, develops and proactively seeks opportunities to showcase Mazda vehicles and the Mazda brand to targeted consumers (our fans). Ideal candidates for the role will possess the ability to understand experiential marketing programs from high level concept and goals, through implementation – executing multiple tasks simultaneously. The role requires a combination of left-brain organizational/analytical skills and right-brain imagination and creativity, along with the ability to lead projects with a certain amount of autonomy.

The Program Manager, Brand Experience will lead key projects and initiatives within the department. The position will be responsible in directing a team of agency partners from planning, through execution, to post-program analysis.

The position must assure projects are aligned with the strategic direction of the Brand Experience team and overall Marketing Department, ensuring displays and events have a look and feel that is always consistent with Mazda branding and standards, while maximizing opportunities within the properties.

Major Areas of Responsibility:

Brand Experience program management

  • Develop and manage Brand Experience programs and initiatives
  • Interact/work with internal departments, Mazda regional personnel and partners/vendors to lead Brand Experience programs, including but not limited to:
  • Vehicle launch programs
  • Lifestyle/brand initiatives
  • Media-leveraged sponsorship programs
  • Owner loyalty programs
  • Field and dealer meetings and events
  • Support department strategic direction
  • Work with department lead to set and maintain strategic direction for all programs
  • Look for insights and opportunities to strengthen storytelling and better target key audiences Program measurements and evaluation · Establish program metrics that determine successful results, then manage programs to reach those goals · Work with CRM/data partners to measure KPI’s, evaluate surveys/messaging and look for opportunities to increase reach and effectiveness
  • Reports and budgets
  • Support needs of the Engagement department, by creating decks summarizing Brand Experience efforts; reporting program results to inform other departments and senior management
  • Manage multiple budgets, input and track in Workflow system; review status with management monthly
  • Collaborate with Mazda vendors to ensure Brand Experience programs are contained within budget

    Required Skills


  • Bachelor’s Degree


  • Minimum of 5 – 7 years in experiential marketing, managing a range of small trade displays to large events and partnerships
  • Automotive experience is a must


  • Strong management skills, with the ability to lead and motivate partner agencies, while keeping sight of goals and potential challenges
  • Ability to communicate in a cross-functional environment (Sales Operations, Product Management, Marketing, Regions, Audit, Accounting, Media, Dealers)
  • Proven leadership in creating events and experiences that define a brand and appeal to targeted consumers
  • Understands and has used social media, CRM and digital channels to support programs
  • Experience developing and using KPIs to measure success of programs
  • Ability to multitask, prioritizing responsibilities and deadlines proactively
  • Possessing strong analytical and creative problem solving skills
  • Budgetary management: development, tracking and reconciliation
  • Detailed knowledge of software applications such as Microsoft Office suite and communication aides