Director of Marketing

Job Summary

As CATA’s chief marketing and public information officer, the Director of Marketing is a multidimensional strategist, adviser, problem solver and integrator; a collaborative leader that develops, integrates, aligns and executes both offensive and defensive communications. Incumbent oversees the communications strategy and function, and all its related disciplines – public affairs, public relations, corporate communications, marketing, advertising, and new media. Incumbent directs reporting employees to achieve departmental goals that support CATA’s mission, vision and values. Additionally, the incumbent assists in defining and evaluating the organization’s achievement of strategic goals, playing a key role in advising the Chief Executive Officer on emerging issues that directly or indirectly impact CATA’s brand and reputation.

Essential Functions

• Strategic, research-based decision-making and approach to managing CATA’s overall brand, reputation, and the day-to-day activities of reporting department personnel in achieving CATA’s strategic goals and objectives.
• Advise CATA CEO and partner with other senior leaders on all communications and public affairs.
• Create, deliver and drive organizational strategy and message development for small- and large-scale marketing initiatives, campaigns, announcements and releases, using all available media and outlets.
• Oversee content development throughout all channels, media and technology for services, products and internal/external documentation.
• Assist CEO and other senior leaders on internal communication, culture development, brand communication strategy and opportunities to share CATA’s brand and story publicly.
• Responsible for strength-of-bench talent and developing the next generation of communicators who can operate well in a fast-paced environment and demonstrate strategic intuitiveness along with the technical competencies needed to manage communication for multiple stakeholders across multiple platforms.
• Responsible for all public relations within CATA; building, sustaining and managing the organization’s reputation as seen and understood by the public and CATA’s various stakeholders.
• Liaise with teams within the organization for crisis management.
• Manage, write and communicate press releases to the public and media.
• Oversee communication strategy, including social media and social networking.
• Management of the overall organizational and company brand and reputation, serving as CATA’s brand evangelist, and advocating for the company and its customers.
• Effective and decisive execution of public relations and brand-management strategies, including crisis management and communications.
• Oversight of Marketing Department personnel and activities.
• Seamlessly partner with other CATA Directors, Deputy CEO and CEO to achieve CATA’s strategic goals, primarily where overlapping responsibilities and interests converge, e.g., service changes and development, marketing research, media relations, triennial review, job fairs, employee pride-building activities, mobile fare payment, security cameras, PASS, etc.
• Create a meaningful connection for CATA with organizations, businesses, government agencies, nonprofits, business leaders within the tri-county region to achieve CATA’s strategic goals and objectives (e.g., CATA’s Regional Advocacy for Disadvantaged Populations include partnerships with City of Lansing Community Relations & Human Services Department, Advent House Ministries, Capital Region Housing Collective, Power of We Consortium).
• Procurement and oversight of contracted service providers within scope and budget for departments of oversight, including a public relations advisor, full-service public relations firm, three full-service marketing and advertising creative agencies, a market-research firm, a website maintenance and development firm, security and protection company, three vending services companies at three CATA facilities, an intercity bus service provider at two CATA facilities, community policing and social services support through Lansing Police Department.
• Assist CEO with the management of governmental, legislative and public affairs.
• Define, implement and account for departmental workflow processes that effectively allow for oversight of projects, programs and campaigns, production timelines, budget impacts, measurements of success and analyses.
• Define and manage fiscal year budgets for departments of oversight, including a monthly review of variance reports and year-to-date assessment of budget activities with budget managers.
• Evaluate and motivate reporting employees to achieve departmental and organizational goals and objectives.

Job Duties

This position is responsible for capably managing the Marketing Department, defining and implementing efficient and effective processes that support CATA’s strategic objectives and goals. Responsibilities require flexibility in working outside of normal business hours.

• Direct the development and execution of advertising, marketing and public relations plans and strategies to support Board-approved objectives.
• Direct, implement and oversee budgets for the Marketing Department as approved by CATA’s Board of Directors.
• Oversees contracted service providers, ensuring that all scopes of work are met within budget.
• Direct and execute advertising and marketing programs, campaigns and events.
• Manage positive and effective public and customer relations, resulting in an impeccable brand image and reputation.
• Effectively work with regional leaders, targeting existing and new audiences and markets toward which to promote CATA’s mission, vision, values and strategic objectives.
• Oversee the process and production of route schedules, promotional pieces and internal forms to ensure understanding of audience and adherence to brand, message, budget.
• Oversee the branding and messaging of internal communications, programs and special projects that raise employee awareness of CATA’s products and services.
• Direct and implement promotions, sponsorships, communications and special events that increase public/community awareness of CATA’s services.
• Oversee planning and implementation of employee pride-building and enrichment activities, such as fundraising activities, community-based events (Silver Bells, Trick or Treat on the Square) and other programs.
• Design and implement departmental work-flow processes that ensure end-user compliance and success in managing and communicating about projects.
• Plan and direct the writing, editing and publishing of internal and external communications including CATA’s Annual Report, Community Report, History Document, website content, informational items, press releases/advisories, speeches/talking points and brochures to raise awareness of CATA’s value to the community and ensure public support of the Authority’s efforts.
• Provide timely, reliable and effective reports and communications, written and oral.
• Assist the CEO/Executive Director as requested.
• Provide backup and relief for other departments as needed.
• Participate as an effective member of the CATA administrative and management team and perform all duties described.

Reports To:

CEO/Executive Director

Supervises:

Marketing Manager – Service Information

Marketing Manager – General & Deputy PIO

Marketing Executive Assistant

Marketing and Media Relations Strategist

Digital Accessibility Specialist

Digital Marketing Intern

Qualifications:

• Bachelor's degree required; master’s degree preferred with minimum of 10 years of experience in communications field, preferably marketing and/or public relations. Public transit experience preferred. Minimum of 10 years of experience in supervisory role.
• Demonstrated ability to oversee the creation, distribution, modification and management of digital media for the purpose of broadcasting or communicating information (including text, audio, video and graphics) transmitted over the Internet for viewing on the Internet through a screen, including user experience.
• Outstanding writing and communication skills, including experience in composing speeches, reports, web and social content, articles, and internal and external newsletters.
• Strong organizational and work-flow process skills; ability to manage multiple tasks concurrently.
• Proficient computer skills, including Microsoft Office (Word, Excel, PowerPoint, Outlook, Visio) or comparable products required. Proficiency with Adobe Creative Suite (Photoshop, InDesign, Illustrator) a plus.
• Ability to communicate effectively, manage details, meet competing deadlines and work strategically and independently to meet common organizational objectives.
• Neat and professional appearance.
• Able to perform essential functions, duties and tasks as assigned.
• Must be cooperative, willing to work with and learn from others, and able to respond productively to change.
• Punctual and reliable attendance as necessary to meet ongoing service requirements for public transportation.

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This job description is stated in general terms and does not include all

assigned or required duties.

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