Director, Brand Marketing

POSITION SUMMARY:

The Director, Brand Marketing is a new position that reports directly to the Chief Executive Officer. This position is responsible for developing Carey's brand standards, growing the database, and generating new corporate and retail revenues. The Director will design and implement marketing campaigns that reengage existing clients, attract new loyalty program members, and generate corporate sales and revenues for the company in the U.S. and worldwide. The role is focused on digital marketing, including online, social media, and AI applications. The role also encompasses working with operations and M&E teams at Carey to orchestrate events, attend tradeshows and to assist sales executives with client meetings.

The ideal candidate is a strategic leader with expertise in brand marketing, digital transformation, and the travel industry, capable of leveraging AI and data to grow memberships and generate incremental revenue in both B2B (clients) and B2C (passengers) segments. The Director will serve as a global brand ambassador for Carey, fostering media engagement to position Carey as the premier choice in intelligent personal mobility.

PRINCIPAL DUTIES, RESPONSIBILITIES, AND EXPECTATIONS:

• Revitalize Carey as a Global Luxury Brand: Lead the redesign and relaunch of the Carey International brand identity, logo, and corporate websites (Carey.com, Carey Connect and Carey UK) based on the brand promise and key pillars of the brand (safety, discretion, duty of care, etc.). Develop a brand equity dashboard for the Carey Brand, including KPIs such as customer satisfaction (NPS), vehicle quality, price index, customer growth and retention, and compliance with operating and service standards.
• Write, Publish, and Communicate New Brand Standards: Create comprehensive new vehicle and service standards for passengers, emphasizing duty of care, consistency, personalization, and excellence in line with Carey's ethos of "intelligent personal mobility." Publish these standards internally and externally and communicate them to stakeholders including clients, Regional VPs, General Managers (GMs), franchisees, affiliates, vendors, and media through training sessions, webinars, and marketing materials. Ensure adoption by communicating results weekly, developing compliance monitoring tools, and refining standards based on real-time feedback.
• Establish an AI-Driven Approach to Digital Marketing. Use data analytics and AI to automate priorities for campaigns and promotions, (e.g., “Save 25% this Fall when you return to Carey), personalized offers (such as top chauffeur priority dispatch and exclusive access), and integrate with the upgraded customer app for seamless tracking and redemption. Leverage customer loyalty KPIs (e.g., redemption rates, engagement scores, churn reduction), and loyalty tiers (e.g., VIP, Platinum, Service Plus) based on predicted customer worth—factoring in B2C (passenger spend, frequency) and B2B (client volume, lifetime value) metrics to expand the scope of AI-driven marketing tactics.
• Design and Execute Digital Marketing Campaigns that Attract Members and Generate Trips: Design and implement digital marketing investments and campaigns on multiple channels including websites (Carey.com, Carey UK and Carey Connect), social media, and AI. Focus on user engagement, growth in relevant followers, paid membership acquisition, and trip generation across corporate, retail, and the meetings and events business. Use AI-driven solutions to develop personalized sales pitches targeting high priority clients, including corporate and high net worth. Develop and track KPIs to measure user engagement, follower growth, membership conversions, bookings, and revenue, while ensuring seamless integration with Carey's reservation system and customer contact operations.
• Partner to Execute Channel Shift to Direct Bookings: Collaborate with the CCO and Regional VPs to implement campaigns and tactics to drive a global channel shift toward 80% of bookings occurring directly via web and app platforms, aligning with travel industry best practices (e.g., airlines and hotels). Develop and implement targeted campaigns to migrate customers from third-party channels. Monitor progress through metrics such as booking conversion rates and channel mix, ensuring the shift supports revenue growth and reduces dependency on intermediaries.
• Serve as Global Brand Ambassador for Carey Brand: Act as the public face of the Carey brand, establishing the company’s purpose and reinforcing key brand messages (such as safety, discretion, and trust). Manage social media channels (e.g., LinkedIn, Instagram, X) to promote the program and engage audiences. Execute media relations, public relations, and influencer partnerships to amplify Carey's brand narrative of flawless logistics, secure operations, and luxury service. Develop content strategies, crisis communication plans, and performance metrics (e.g., social engagement rates, media impressions) to enhance visibility and loyalty.
• Cross-Functional Leadership and Performance Management: Lead high-performing teams in sales, operations, technology, and customer loyalty by setting ambitious goals and fostering cross-functional collaboration. Track overall performance via dashboards (e.g., loyalty ROI, user growth, booking shifts), report to executive leadership, and adjust strategies based on consumer and market trends.
• Work with Customer Loyalty to Create Promotions and Advertising that develops a 1 million+ Active Followers and Partnerships: Build and scale a database from 200,000 individuals to over 1 million active users by 2028, leveraging data from bookings, dispatch, loyalty programs, and partnerships such as credit cards. Forge advertising and marketing alliances with airlines, hotels, car rentals, cruise lines, and entertainment companies (e.g., co-branded promotions, cross-loyalty integrations). Drive user growth through targeted acquisition strategies and analytics to segment users for personalized outreach, aiming to increase engagement and cross-selling opportunities, while ensuring compliance with data privacy standards.

JOB QUALIFICATIONS:

Education: Bachelor’s degree in Business Administration, Marketing, Communications, Public Relations, or a related field required; MBA or advanced degree preferred. Relevant professional certifications (digital marketing, social media, AI) are a plus and may substitute for formal education with substantial industry experience.

Experience: 10+ years of progressive senior leadership experience in marketing strategy and/or digital marketing in the U.S. and at least one other major geographic region (such as Asia, Europe, or Middle East). Demonstrated success in developing and executing social media campaigns for consumer brands in travel, hospitality, sports and entertainment, and/or AI-driven solutions. Proven track record in overseeing large-scale marketing projects, managing vendor/partner relationships, and leading cross-functional teams. Experience in strategic partnerships, such as third-party distribution deals and collaborations with external databases or tech providers. Hands-on involvement in customer engagement strategies.

Skills: Technical Proficiency: Expert knowledge of digital marketing, design, and messaging tools such as MailChimp, HubSpot, Hootsuite, WordPress, Canva, Adobe, Figma, Illustrator and Twilio, ChatGPT, Midjourney, Google Gemini. Analytical Skills: Ability to create comprehensive marketing campaigns, conduct ROI analyses, and use data-driven insights to track results, inform decisions, and optimize commercial outcomes. Leadership and Collaboration: Strong team building, negotiation, and stakeholder management skills, with experience leading global, multicultural teams and fostering innovation through vendor partnerships.

Languages: Fluency in languages other than English is preferred. Preferences are Spanish, French, German, Mandarin.

Attributes and Characteristics:

• Visionary and Innovative: Forward-thinking leader with a passion for leveraging technology to disrupt traditional models, such as transforming legacy systems into AI-enabled platforms for enhanced customer loyalty and efficiency.
• Customer-Centric and Empathetic: Deep commitment to understanding and exceeding client/passenger expectations, with a focus on building long-term relationships and delivering "intelligent mobility" experiences.
• Adaptable and Resilient: Thrives in fast-paced, dynamic environments, comfortable navigating ambiguity, economic shifts, and competitive pressures.
• Results-Oriented and Ethical: Data-driven achiever; upholds high standards of integrity, data privacy, and corporate responsibility.
• Global and Culturally Aware: Willingness to travel extensively and adapt strategies to diverse markets, with cultural sensitivity and a bias toward action in international settings.
• Entrepreneurial Spirit: Proactive problem-solver who identifies opportunities for growth while maintaining operational discipline.

PRIMARY CONTACTS:

Internal: Carey Management and Staff

External: Outside vendors and clients.

WORKING CONDITIONS:

General Working Conditions:

• The office-working environment is generally favorable.
• Standard office equipment is available.
• Work may frequently require extended workdays to meet work demands.

Physical Requirements:

• Must work in the office at least 3 days a week.
• While in the office, work is generally sedentary in nature but may require standing and walking for up to 20% of the time. Constant use of computer for keying and reading screen.

Job Type: Full-time

Pay: $150,000.00 - $200,000.00 per year

Benefits:

• 401(k) matching
• Dental insurance
• Health insurance
• Health savings account
• Paid time off
• Vision insurance

People with a criminal record are encouraged to apply

Work Location: Hybrid remote in Culver City, CA 90230