Wisconsin Economic Development Corporation

Position Description

Position Title: Vice President of Marketing and Brand Strategy

Department: Marketing and Brand Strategy

Reports to: Chief Operating Officer

Position(s) Supervised: Senior Director of Digital Marketing, Events Director, Senior Designer, Marketing Projects Manager, Communications Manager

Flsa Status: Exempt

Position Summary

The Vice President of Marketing and Brand Strategy is responsible for the design and implementation of an integrated marketing and communications plan for Wisconsin economic development and WEDC. The position reports to the Chief Operating Officer and is a member of the Executive Team of WEDC. The VP manages a staff of marketing and communications professionals and oversees multiple contractors, including WEDC’s marketing agency of record.

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Responsibilities

The Vice President of Marketing and Brand Strategy has the following primary roles:

• Oversee the design and implementation of a fully integrated marketing and communications strategy for the state’s economic development and for WEDC. 
• Oversee the design and implementation of a fully integrated marketing and communications strategy to attract and retain workforce talent for Wisconsin.
• Establish and enforce WEDC brand standards, and serve as the standard-bearer for creative excellence in all work created by WEDC staff and commissioned by the organization.
• Set and communicate a marketing vision for staff and partners.
• Develop and deploy strategies to ensure the public and WEDC stakeholders view the organization and state-led economic development efforts favorably; ensure the communication strategy is consistent and reflects the organization’s strategic vision.
• Works consistently to tell the story of the organization and state and create messaging in support of Wisconsin and WEDC’s brand.
• Select and manage a marketing agency and specialized contractors to execute portions of the plan.
• Manage and mentor the Marketing and Brand Strategy staff spanning three teams:

• • Creative
  • Digital Marketing
  • Events
• Integrate marketing efforts with leadership, WEDC operating divisions, and key economic development partners, as well as other state agencies as applicable. 
• Identify and prioritize key audiences for WEDC marketing messages; allocate and dedicate resources to influence those audiences in support of WEDC business objectives.
• Integrate in-state public relations activities with marketing activities, in collaboration with the communications director. Direct out-of-state public relations activities to improve the image and appeal of Wisconsin for business and talent attraction.
• Track, measure, and report on the effectiveness of marketing investments/initiatives.
• Oversee the implementation of the marketing program.
• Research and benchmark best practices; customize for Wisconsin application.
• Work with regional partners and staff to better integrate partners and resources.
• Manage to the Division operations plan, budget, and metrics.
• Serve as a spokesperson for WEDC and Wisconsin marketing and branding.
• Participate as a member of the Executive Team in strategic planning and implementation.

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