VP of Marketing, Communications, and Brand Strategy

About the Role:

The VP of Marketing, Communications, and Brand Strategy, based in the a21 Miami office and reporting to the Chief Operating Officer, will be responsible for developing and executing comprehensive event marketing campaigns that drive ticket sales, brand awareness, and audience growth. The VP will also be responsible for creating and leading the development of the first-ever agency 21 corporate brand strategy - defining brand positioning, messaging, and audience engagement strategy- to evolve the agency brand from a white label producer to a consumer-facing experiential brand. This role requires a strategic thinker with a proven track record of developing brand campaigns, event marketing campaigns, driving revenue, and a demonstrated ability to train and lead a high-performing team. The ideal candidate will be someone who thrives in a fast-paced, entrepreneurial environment. 

Primary Responsibilities:

Brand Strategy:

• Create and lead the development of the agency’s first-ever corporate brand strategy, including defining brand positioning, messaging, activation opportunities, and value proposition.
• Build the tactical plan for implementation of the corporate brand strategy
• Ensure that marketing strategies and brand initiatives align with the overall goals and vision of the company
• Utilize data and analytics to measure campaign effectiveness and identify areas for improvement
• Align event marketing efforts with overall company goals and objectives
• Elevate the overall brand experience through innovative event marketing strategies and activations
• Ensure consistency in brand messaging and positioning across all events
• In partnership with sales team, identify and initiate partnerships with media properties to advance company brand strategy

Marketing and Communications:

• Manage and oversee the marketing budget of each asset within the company, making sure individual campaigns stay on track and meet revenue targets
• Regularly report on marketing performance against revenue goals
• Align event marketing strategies with broader marketing and business initiatives
• Track metrics and KPIs to measure the success of individual marketing campaigns
• Oversee the end-to-end execution of event marketing campaigns, including pre-event promotion, on-site activation, and post-event follow-up
• Monitor expenses and report on budget performance against marketing objectives
• Collaborate with external partners, agencies, and vendors to enhance event marketing capabilities
• Negotiate contracts and ensure deliverables meet quality standards
• Oversee use of various channels and platforms for delivery of marketing campaigns including: Ticket Sauce, microsite development, Drip (email marketing), social media platforms, press release deployment on the wire, etc.

Team Leadership:

• Assess current team and lead a restructuring of roles and responsibilities to support company objectives
• Lead, mentor, and manage a dynamic marketing team, fostering a culture of creativity, collaboration, innovation, and accountability
• Provide guidance on campaign ideation, planning, and execution
• Collaborate closely with other departments, including operations and sales teams to ensure seamless integration of marketing efforts
• Stay current on the latest marketing research, brand tactics, and industry trends
• Keep a close eye on competitors’ branding and marketing strategies
• Report and present the results of marketing plans to other high-level executives and external clients

Skills Qualifications Needed:

• 10 years managing marketing, communications, and brand strategy campaigns
• 10 years managing client/vendor relationships and direct reports
• Experience in defining and evolving brand identities
• Extensive knowledge of different facets of digital marketing, including SEO, content marketing, PPC advertising, social media marketing, and other marketing channels
• Expertise in adapting branding strategies for international markets, considering cultural nuances and localization
•  Understanding of graphic design principles, creative direction, and the ability to provide guidance to design teams for brand assets
• Familiarity with advertising strategies, media planning, and negotiation skills for securing favorable ad placements
• Excellent verbal and written communication skills to convey the brand's vision, messaging, and strategy clearly to internal teams, stakeholders, and the public
•  Flexibility in responding to changing market dynamics, consumer preferences, and emerging trends, and the ability to pivot branding strategies accordingly
• Awareness of cultural diversity and the ability to adapt branding strategies to resonate with different demographics and markets
• Experience in foodservice, hospitality, events, or entertainment industry preferred
• Education: Bachelor’s degree required, Masters a plus
• Experience with Ticket Sauce, Monday.com, Eventbrite, Excel, Canva, and Outlook a plus.
• Flexibility to travel throughout the year (up to 40% including some nights and weekends)

About the a21 Family:

We are the people who create experiences. We’re a tight-knit group of creatives, planners, and builders who know how to put on a show. We turn ideas into experiences by building brand worlds that capture the imagination. At our core, we are an agency of tastemakers with a passion for generating fun.

Founded in 2006, the agency's corporate offices are in Miami, New York, and London with satellite personnel strategically positioned throughout the US in Atlanta, Houston, Dallas, Denver, LA, Monterey, and San Diego. a21's impressive portfolio boasts a diverse range of prestigious culinary, music, art, and lifestyle projects across the country, encompassing renowned events like the South Beach Wine & Food Festival, NYC Wine and Food Festival, Pebble Beach Food & Wine, Atlanta Food and Wine Festival, as well as a variety of touring properties, including Heritage Fire, Whiskies of the World, and AMP Art Fairs.

As part of our team you will have access to benefits such as:

• Outstanding Health Dental benefits
• Competitive PTO plan
• Hybrid remote/on-site work plan
• 401k and More!

a21 provides equal employment opportunities (EEO) to all employees and qualified applicants for employment without regard to race, color, religion, gender, gender identity or expression, ancestry, sexual orientation, national origin, age, handicap, disability, marital status, or status as a veteran. a21 complies with all applicable laws.