Director, Lifestyle & Experiential Marketing

Description

COMPANY OVERVIEW

The National Marine Manufacturers Association (NMMA) is the leading trade association for the U.S. and Canadian recreational boating industry (nmma.org), the primary advocate for the boating business community and boating consumer, and the leading producer of consumer boat shows in the United States.

Member-owned and driven, the NMMA team manages an annual budget of $50M. As part of this work, NMMA runs the industry’s consumer-facing Discover Boating initiative (DiscoverBoating.com), attracting over five million potential boat buyers to DiscoverBoating.com. Additionally, Discover Boating consumer boat shows attract 500K attendees to its 14 events each year.

NMMA represents 85% of the U.S. and Canadian recreational marine manufacturing market including companies that make boats, marine engines, and accessories. NMMA members deliver an estimated $45 billion in new marine products each year to consumers around the world to enjoy the boating lifestyle. On behalf of its members, who sell products to countries around the globe, NMMA provides business intelligence and statistics; product standards and certification; regulatory and government affairs; and consumer and B2B promotion.

NMMA is a frequent and influential collaborator with the leading business trade organizations focused on advancing recreation in America including the Outdoor Recreation Roundtable, Recreational Boating, and Fishing Foundation, American Sportfishing Association, Center for Sportfish Policy, and many others.

NMMA Mission

Our Why: Creating Transformational Experiences
Our Vision: Recreational boating is the #1 leisure activity in America.
Our Mission: To ensure the growth and success of the recreational boating industry.
Our Core Values: Respect/Serve Others/Be Curious/Collaborate/Focus on the Consumer

Our Promise to Members:

• Convene, unify, and expand the North American recreational boating market.
• Foster a favorable business environment for members.
• Cultivate a best-in-class boating experience for consumers.
• Encourage continuous improvement of recreational boating products.
• Champion industry information, learning, and knowledge.
• Ensure the health and success of NMMA and Discover Boating.

COMPANY SIZE AND LOCATION

NMMA has offices in Washington, D.C., and in Chicago, Illinois. Currently, the team is working remotely, and some are hybrid. In addition to Washington, D.C., and Chicago, members of NMMA’s team are based in regions where it produces its consumer boat shows including Boston, Louisville, Miami, Minneapolis, and New York. NMMA offers a flexible work environment, including remote work.

NMMAs got an inspiring story to tell, and a growing brand focused on improving the lives of millions of people—all while getting them outdoors to enjoy the physical and emotional benefits of the boating lifestyle. You have the storytelling know-how to engage the recreational boating business community.

NMMA is one of the most financially sound trade associations in the global recreation industry. As a $45B industry sector, companies across recreational boating provide meaningful outdoor and leisure experiences for millions of Americans.

The recreational boating market is strong and growing. In 2020, the industry saw a near twenty-year record with 313,000 new boats sold. Looking ahead, as Americans continue seeking ways to spend quality time with family and friends, and experience a life well-lived on the water, we are estimating strong demand for recreational boating products in the years to come. The Discover Boating and NMMA brands play a leading role in building long-term demand and sustainability for the industry.

Lifestyle and Experiential Marketing Director Job Description

NMMA is seeking a versatile, hard-working, and talented individual to lead our B2B and B2C experiential marketing efforts. The ideal candidate will have exceptional skills in crafting engaging and innovative experiences that immerse consumers into the boating lifestyle. Additionally, this role requires expertise in trade show management, negotiating with service vendors, exhibitors, conference room setups, and hotel accommodations.

Reporting to the Vice President of North American Marketing, this position is responsible for the strategic development, planning, management, and execution of the Discover Boating brand, Discover Boating Boat Shows' consumer experiences, and NMMA’s conferences and trade events. The role requires close collaboration with NMMA’s Marketing Communications and Government Relations teams, the Boat Show Operations team, the Sponsorship Sales team, as well as boating manufacturers, dealers, and accessory exhibitors, ensuring seamless alignment across all consumer touchpoints. Key responsibilities include driving brand activations and supporting both consumer and corporate experiential marketing initiatives.

Candidates should demonstrate a proven track record of executing comprehensive experiential marketing programs that drive significant brand exposure. Strong relationships within the events industry are essential, as this role will be a key contributor in driving growth for the Discover Boating brand and its boat shows.

Our ideal candidate is creative, organized, and highly skilled in event production, trade show management, vendor negotiations, and marketing. Candidates must be able to think creatively, solve unique challenges, and quickly adapt to changing environments.

Key Responsibilities

• Manage 360-degree consumer event experiences, from ideation to real-time execution, to grow attendance and deliver ROI for attendees and exhibitors. 
• Develop and manage assigned project budgets, including negotiations with service vendors, exhibitors, conference rooms, and hotel accommodations. 
• Provide strategic and aesthetic oversight; evaluate and select creative, art, and copy related to event activations. 
• Utilize strong budgeting, labor, and contract negotiation skills, particularly with trade shows, service vendors, and event spaces. 
• Lead presentations, demonstrating competency in selling ideas, responding to questions, and communicating Discover Boating’s and NMMA’s point of view. 
• Source experiential partners and vendors to bring activations to life, while negotiating favorable terms for services. 
• Build consumer journey strategies to optimize boat shows and event experiences for both attendees and exhibitors. 
• Collaborate with marketing, editorial, and sales teams to create and package event materials. 
• Review incoming job starts, creative briefs, and other project initiations to ensure the team has essential information and sufficient time. 
• Ensure the overall quality and presentation of project work, effectively communicating marketing strategies and creative standards. 
• Deliver both internal and industry-facing proof of accomplishments. 
• Monitor trends in consumer events, trade shows, competitive landscapes, and social media to inform and inspire new materials and experiences. 
• Proactively direct and manage multiple assignments on time and within budget. 
• Partner with sponsorship and boat show production teams to align all event experiences, budgets, and objectives. 
• Co-own with the Marketing analytics manager post-event ROI evaluations, including attendee and exhibitor surveys, ticket sales and demographics, digital engagement, and live event attendee engagement. 

Qualifications

Qualifications and Requirements:

• 10 years direct experience in consumer event production, trade show management, consumer retail, experiential marketing, or related field.
• Demonstrated knowledge of consumer trends with a focus on retail or other brick-and-mortar events and experiences.
• Experience in the RFP process
• Broad knowledge of permitting, fabrication, logistics, A/V, lighting, fire, and safety
• Strong local and national vendor relationships
• Working knowledge of trending experiential vendors and consumer activations.
• Strong project and people management skills. Must be able to function as an individual contributor when needed.
• Experience successfully managing budgets.
• Consistently calm, clear-headed leadership in high pressure situations and ability to effectively manage multiple projects, on time and within budget.
• Must have working knowledge of existing and emerging trends in fashion, music, media/entertainment, arts and pop culture.
• Experience working for a media brand or agency preferred.
• Exceptional research, writing, presentation, and organizational skills.
• Mastery of key software tools such as PowerPoint, Excel, Word, Keynote, etc., required to build, deliver, and manage event-marketing tools and collateral.
• Experience in consumer event sponsorship a plus.

Salary : $50