Summary
Reporting to the Chief Marketing Officer (CMO), the Director of Brand Communications & Content will oversee organic social media and community management performance, influencer marketing and content strategy for Under Canvas and its subsidiary brands. They will also support the CMO in managing PR initiatives and developing strategic communications for the company. This leader will be instrumental in building equity in the Under Canvas brand as the leader in upscale, outdoor hospitality, while effectively differentiating between brands and locations. Our ideal candidate is a self-starter; masterful and tenured in social media and influencer strategy, project management, photo/video shoots, and strategic and creative brand communications, with experience in consumer lifestyle and/or hospitality brand marketing, an eye for aesthetic, and a passion for the outdoors.
With direct oversight of the Social Media Specialist, they will oversee strategy, measurement, and effective performance/growth of the brands' social media communities; build a social influencer strategy and own program management/execution of it; and develop brand content. They will also support the CMO in the execution of media/public relations tactics, in partnership with the agency, and help to facilitate other third-party brand content needs.
Location: Based in Denver. Hybrid model; partial in-office, partial work-from-home.
Essential Job Functions
Use knowledge of social media best practices across key social platforms and identify new trends and technologies to help evolve organic social media strategy and grow channels and community.
Strategically oversee management of the in-house social influencer program to build brand awareness and word-of-mouth, while curating content to use on brand social channels.
Develop - and hold team members accountable to - measurable KPI's across all managed efforts, tracking and optimizing to achieve and exceed business goals. Analyze on a regular cadence and use to inform optimizations.
Identify, vet and manage lifestyle brand partnerships that support our upscale, outdoor hospitality positioning.
Exercise impeccable attention to detail/accuracy, including concise project management, with a high bar for excellence.
Work collaboratively with the broader marketing team and cross-departmentally to own and elevate Under Canvas' messaging, visual content, engagement, brand positioning and loyalty.
Oversee brand campaigns, positioning, messaging, and storytelling to ensure consistency across all channels and application across departments.
Generate overarching messaging and positioning for brand campaigns to inform multi-channel application, supporting creative production as needed.
Manage on-property photo/video shoots, including all pre-production and post-production, ensuring on budget and on time.
Anticipate and be "out front" of messaging that supports business needs and seasonal messaging that is relevant, engaging, and timely.
Provide brand/property messaging and assets to support onboarding of new/third-party distribution partners.
Partner with PR agency and CMO to cultivate and maintain relationships with media, influencers, and key stakeholders to enhance brand visibility and reputation.
Develop press releases, media kits, and other communication materials for brand announcements, in coordination with PR agency.
Drive creative strategy for our annual magazine, in coordination with a freelance editorial team, from ideation through print execution.
Work with the Director of Guest Experience on Under Canvas' retail line - informing "on trend" creative design for branded apparel, merchandising, consumer-centric brand partners and products, and go-to-market strategy.
Serve as a leader in the Marketing and broader corporate organization, working closely with other leaders to achieve priorities for the company's strategic growth priorities.
Mentor and develop the Social Media Specialist direct report, in addition to other middle managers and peers, in a highly matrixed company.
Create - and adhere to - bottom-up budgets that support the larger strategy and team requirements.
Be a team player! Proactively and conscientiously identify areas of opportunity across the marketing team and business and have fun doing it.
Support CMO, as required.
Requirements
Bachelor's Degree in related field, ideally Marketing and/or Journalism.
Minimum of 7 years of relevant work experience, with at least 3 years managing others; consumer brand, hospitality and/or travel industry.
Agency Experience Preferred.
Experience managing third party vendors, agencies, and freelance contributors.
Experience building creative and data-driven brand marketing strategies and/or campaigns: brainstorming creative ideas and developing and measuring KPI's including forecasting growth.
Engaging, creative, and strategic writing skills within brand voice/style; AP style when needed.
Knowledge and understanding of social media platforms, influencer marketing, content usage rights, privacy laws, etc.
Demonstrated ability to work with and through people to achieve results.
Excellent interpersonal and communication skills including highly developed presentation skills.
Ability to manage multiple deadlines in a fast-paced environment while maintaining a positive and professional attitude.
Some travel required to, and between, camp locations.
Other Skills And Abilities
Executive reporting, AP style writing, Creative eye/skills, Canva, Sprout and/or other social media and influencer assessment tools, Content Creation, Photo Editing, Analytics, Organizational Skills, Ruthless Prioritization.
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