The Manager Brand Activation manages a portfolio of 20+ sponsorships spanning sports, music and other lifestyle categories. Properties include San Francisco Giants, San Jose Sharks, Portland Timbers, Bottlerock, Bay to Breakers, Seattle Mariners and more. This role will activate the Alaska brand and drive revenue through the activation of marketing sponsorships and partner marketing efforts. This role reports directly to the Managing Director of Marketing & Advertising.
Scope & Complexity This position supports brand marketing activities for Alaska Airlines.
Key Duties
Conceptualizes and develops authentic experiences, sponsorships, activations and partnerships that spark conversations and build communities of Alaska Airlines advocates.
Manages a team of direct reports responsible for delivering best in class, differentiated marketing activations.
Defines activation goals and ensures all activities are tied to an integrated marketing communications plan.
Partners with colleagues across all lines of business to leverage our strategic sponsorship programs to support of business priorities and product launches.
Leads the development of new partnership opportunities and helps to shape the proposed partnership activities to create advocates through co-marketing activations.
Manages the day-to-day relationship with sponsorship and co-marketing partners.
Responsible for the daily activities of Sports Marketing and Experiential Activation agency partners.
Manages the execution process end to end including strategy, campaign planning, creative/production, briefing agencies/internal resources, managing the review process and identifying/coordinating all resources to execute on activations.
Partners with Product Marketing, Media, Corp Comm and Social teams to deliver coordinated communication plans that leverage all sponsorship resources and engage our target audience.
Manages a sponsorship & activation budget.
Establishes benchmarks and measurements to determine program effectiveness.
Manage budget tracking, reporting and analytics for every sponsorship.
Responsible for communicating results to key stakeholders and holding partners accountable for performance.
Understands and reports on competitive environment.
Builds strong cross functional partnerships to support the strategic goals.
Job-Specific Skills & Education Required
A minimum of 7 years of successful sponsorships or partnership marketing experience on the brand or partner side.
A Bachelor of Arts or a Bachelor of Science degree, preferably with a concentration in sports marketing or marketing, is required.
Proven success in developing and executing high-impact sponsorship activation and partnership marketing plans.
Experience reporting on sponsorship portfolio performance and ROI.
The ability to adapt quickly to changing requirements in a competitively charged environment and be willing to try new things drive execution that successfully differentiates our product among a vast number of competitors.
Excellent verbal and written communications skills and a willingness to travel and attend sponsorship events outside of normal business hours.
Strong cross-group and cross-division collaboration skills.
The ability to think differently, challenge conventional wisdom, and drive new best practices.
Minimum age of 18.
Must be authorized to work in the U.S.
Preferred
Major consumer brand experience.
