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
Education
Bachelor’s Degree
Experience:
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
Knowledge/Skills/Abilities:
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