The LAC Consumer and Experiental Marketing team has the mission to drive the equity of our brand and build brand preference, increasing consumer affection by designing relevant programs and content that connects with their needs and influence their behaviors, while bringing disruptive solutions that fuel the business by driving acquisition and increasing card usage.
The Sponsorship and Experiential Marketing position plays a key role in creating a consistent brand experience across the region, working with cross functional teams, at a local, regional or global levels, as well as outside marketing agencies, to provide insight into the design of marketing online/offline platforms and programs, event execution, marketing tools and resources, sponsorship selection, portfolio management and asset deployment and management.
Responsibilities
You will be responsible for setting functional objectives within your area, delivering strategies, and managing the work efforts of teams (internally and externally) that will have a direct impact on the business. This position manages a portfolio of sponsorships assets and experiences that capitalize on consumer passions to influence behavior and drive profitability for Mastercard and Partners.
Ensure the application of business and marketing priorities and the application of relevant data in the selection of sponsorship marketing partnerships, acquisition of rights, benefits, assets and incentives
Ensure activation plans are aligned with segmentation, marketing, and business strategies to drive revenue
Support the construction, evolution and leverage of the sponsorship marketing portfolio to support consumer, issuer, and merchant initiatives
Spots, predicts, and leverages emerging consumer trends, to refine segment strategies, prioritize consumer passions, and gain efficiencies in sponsorships
Develop and execute marketing solutions to support Mastercard marketing and business initiatives including turnkey experiential solutions for issuers and merchants, hospitality/CRM solutions, premiums, and other relevant sponsorship management and delivery tools
Oversee on-site activation and event delivery for key sponsorship properties.
Identify business development opportunities with issuers and merchants, in partnership with Partner Marketing and Business Development teams, in the application of sponsorship assets and the identification and pursuit of new revenue streams (i.e. closed loop payment solutions at sports and entertainment venues, business-build with constituents of a given property, etc.)
Leads creation of offline/online content for product and marketing programs, leveraging synergies within marketing programs and platforms
Drive integrated activation of sponsorship properties with overall marketing campaigns and other key Mastercard functional groups including but not limited to product, digital, corporate communications, media and brand marketing
Support and contribute to the on-going development of standardized metrics and measurement tools for the evaluation of sponsorship investments and initiatives
Provide guidance and best practices for property identification, negotiation, and activation of partnerships to maximize ROI of sponsorship portfolio
Develop, manage and maintain relationships with front-, middle-, and senior-line managers of select partners, property owners, and retailers
Manage Sponsorship budget and deliver against annual revenue and budget goals
Comply with internal policies, procedures and audit requirements related to sponsorship and asset management
Utilize consumer data/program results to optimize program performance
Manage external agencies responsible for sponsorship properties activation
Experience with national and/or local sponsorships and promotions experience, preferably in the media, packaged goods or financial service industries (agency experience a plus)
Advanced skills in sponsorship management, event planning, event management and consumer activation
Direct experience in negotiating and optimizing sponsorship contracts
Direct experience with digital and social marketing
Experience in building and managing a large sponsorship program with top national brands
Demonstrated expertise in activating sponsorships with consumers as well as B2B channels
Proficiency in budget management and financial forecasting
Strong problem-solving skills to identify critical issues and opportunities, evaluate options and provide clear recommendations for business and brand growth
Education & Experience
BA or MBA in Marketing/Finance preferred
Skills / Abilities
Strong interpersonal and organizational skills
Expert communication and presentation skills
Proven people management skills (cross-functional, internal and external agencies and properties)
Strong customer management and relationship skills
Strong negotiation & sales skills
Leadership and project management skills
Thrives in a fast-paced environment
Proficient in handling multiple projects at a time
Strong cross-functional team and relationship building skills
Knowledge of how to navigate through heavily matrixed managed organization
Strong leadership and influencing skills
Strong people and budget management skills
Willingness for occasional travel
Strong MS Office skills (PowerPoint, Excel, Word)