Sr Dir, Brand Marketing - 90389207 - Washington

Your success is a train ride away!

As we move America’s workforce toward the future, Amtrak connects businesses and communities across the country. We employ more than 20,000 diverse, energetic professionals in a variety of career fields throughout the United States. The safety of our passengers, our employees, the public and our operating environment is our priority, and the success of our railroad is due to our employees.

Are you ready to join our team?

Our values of ‘Do the Right Thing, Excel Together and Put Customers First’ are at the heart of what matters most to us, and our Core Capabilities, ‘Building Trust, Accountability, Effective Communication, Customer Focus, and Proactive Safety & Security’ are what every employee needs to know and do to be most impactful at Amtrak. By living the Amtrak values, focusing on our capabilities, and actively embracing and fostering diverse ideas, backgrounds, and perspectives, together we will honor our past and make Amtrak a company of the future.

SUMMARY OF DUTIES:
The Senior Director, Brand Marketing is a visionary, strategic, and creative leader responsible for transforming and aligning Amtrak’s national and global brand footprint with an eye towards the future. This role involves direct oversight of Brand Development, Standards & Promotions, Marketing of Loyalty and Partnerships, State Marketing, and Paid Media and Advertising. The Sr. Director of Brand Marketing ensures cohesive and consistent branding across all channels and touchpoints, fostering brand affinity, growth, and loyalty. This role manages complex departmental and advertising budgets. This role leads relationships with media and creative agencies, and collaborate cross-functionally with teams including Digital, Social Media, Loyalty, CRM, Public Relations, Corporate Communications, Legal, Procurement, Finance, Pricing & Revenue Management, Service Lines, State Partners, Information Technology, Market Research, Product, and Customer Experience. Additionally, they lead, coach, and develop a highly skilled team of Brand Marketers, Creative, and Media experts, ensuring strategies and plans maximize efficiency and effectiveness. They also oversee the launch of new products and services, working closely with media and creative agency partners to deliver best-in-class activations and campaigns. The role also emphasizes the importance of understanding consumer behavior through market research, maintaining, and evolving the brand's visual identity, tracking and analyzing key performance indicators, staying ahead of market trends, and building relationships with key stakeholders.

ESSENTIAL FUNCTIONS:
Brand Strategy Development:
• Lead the creation and execution of comprehensive brand strategies that enhance Amtrak’s brand equity and market presence.
• Ensure alignment of brand strategies with the company's vision, values, and business objectives.
• Oversee, clearly define, and evolve the Brand Architecture for Amtrak and ensure it is cascaded and applied appropriately.
• Establish and evolve Amtrak’s brand tone and ethos, and ensure consistent implementation across all channels and mediums. 
• Ensure templates and standards are built with the ability to cascade and scale across the Amtrak network.
• Utilize consumer insights and market research to inform and refine brand strategies.

Brand Standards and Promotions Leadership:
• Shape and enforce brand standards and guidelines to maintain brand consistency.
• Oversee the planning and execution of promotional campaigns to drive brand awareness and customer engagement. Use data to innovate and optimize.
• Push the brand forward to remain at the forefront of pop culture (Be Bold!)
• Maintain and evolve the brand's visual identity, ensuring consistency across all touchpoints.

Loyalty and Partnership Marketing Leadership:
• Establish and evolve the branding and creative approach for the Amtrak Guest Rewards loyalty program.
• Translate Amtrak Guest Rewards loyalty and CRM strategies into impactful, on-brand creative and campaigns across digital and physical mediums.
• Identify, scope, and lead the implementation of key alliances and partnerships with compatible brands and offerings. Ensure these programs are strong and strategically deployed and optimized.

State Marketing Leadership & Partnership:
• Provide regular communication, leadership support and resources (e.g. templates and standards) to State Partners to ensure brand consistency and joint success.
• Intake growth requests and prioritize and enact to help fuel expansion.   
• Ensure State Partners have the resources and guidance needed to implement best practice guided marketing programs both independently and with Amtrak’s support. 
• Develop tailored marketing strategies and programming for State needs.

Advertising and Paid Media Leadership:
• Direct advertising efforts across various media channels, optimizing media spend to achieve maximum ROI. 
• Establish key performance indicators (KPIs) to measure the effectiveness of brand marketing initiatives.
• Analyze and report on campaign performance, providing insights and recommendations for improvement.
• Develop and oversee innovative advertising campaigns that resonate with target audiences.
• Ensure collateral and assets are on-point, pushing boundaries while still effectively expressing the Amtrak brand.
• Ensure the expansion of CRM and cross-channel personalization efforts in the media space.
• Provide thought leadership to inform new partners, strategies and AdTech solutions to maximize performance.
• Oversee the launch of new products and services, ensuring successful market entry and alignment with brand strategy.
• Coordinate cross-functional efforts to support product and service introductions.

Team Leadership & Cross-Functional Collaboration:
• Lead, coach, and develop a highly skilled team of Brand Marketers, Creative, and Media experts.
• Foster a culture of innovation, creativity, and continuous improvement within the team.
• Partner with Digital, Social Media, Loyalty, CRM, Pricing & Revenue Management, Service Lines, State Partners, Information Technology, Product, and Customer Experience Teams to ensure cohesive brand messaging and strategy execution.

Product, and Customer Experience Teams to ensure cohesive brand messaging and strategy execution.
• Foster a collaborative environment to achieve shared goals.

Agency and Partner Management:
• Lead relationships with media and creative agencies (our extended teams), ensuring plans are maximizing efficiency and effectiveness.
• Negotiate contracts and manage agency performance.

Budget Management:
• Manage complex budgets (both advertising and departmental), ensuring efficient allocation of resources to maximize impact and achieve financial goals.

MINIMUM QUALIFICATIONS:
• Bachelor’s degree in marketing, Business Administration, Communications, or a related field. 
• Minimum of 13+ years of experience in brand marketing, with at least 5 years in a senior leadership role.
• Proven track record of developing and executing successful brand strategies in a large, complex organization.
• Experience managing large budgets and working with media and creative agencies.
• Demonstrated experience in leading cross-functional teams and collaborating with various departments.

MINIMUM KNOWLEDGE, SKILLS AND ABILITIES:
• Visionary and forward-thinking, with a bold approach to pushing the brand forward.
• Demonstrates a bias for action.
• Highly collaborative, with a strong ability to build relationships and work effectively in a team environment.
• Results-oriented, with a focus on achieving measurable outcomes and driving business growth.
• Exceptional brand and design sensibilities. Creative mindset with a passion for innovation and staying ahead of market trends.
• Strong strategic thinking and analytical skills, with the ability to translate data and insights into actionable strategies.
• Excellent leadership and team management skills, with a focus on coaching and developing talent.
• Exceptional communication and presentation skills, with the ability to influence and engage stakeholders at all levels.
• Familiarity with AdTech solutions and media optimization techniques.

PREFERRED QUALIFICATIONS:
• An MBA or advanced degree is preferred.
• Experience with a hospitality, retail or travel company preferred. Agency experience also welcome.

WORK ENVIRONMENT:
• Up to 20% travel

COMMUNICATIONS AND INTERPERSONAL SKILLS:
Must have excellent oral and written communication skills.

PAY TRANSPARENCY:

The salary/hourly range is $187,500-$242,892. Pay is based on several factors including but not limited to education, work experience, certifications, internal equity, etc. Depending on an employee’s assigned worksite or location, Amtrak may consider a geo-pay differential to be applied to the employee’s base salary. Amtrak may offer additional incentive and pay programs to recognize and reward our employees, including a short-term incentive bonus based upon factors such as individual and company performance that is commensurate with the level of the position and/or long-term incentive plan compensation. In addition to your salary, Amtrak offers a comprehensive benefit package that includes health, dental, and vision plans; health savings accounts; wellness programs; flexible spending accounts; 401K retirement plan with employer match; life insurance; short and long term disability insurance; paid time off; back-up care; adoption assistance; surrogacy assistance; reimbursement of education expenses; Public Service Loan Forgiveness eligibility; Railroad Retirement sickness and retirement benefits; and rail pass privileges. Learn more about our benefits offerings here.

Requisition ID:164124
Posting Location(s):District of Columbia; New York; Pennsylvania

Work Arrangement:06-Onsite Click here for more information about work arrangements at Amtrak. 
Job Family/Function:Marketing 
Relocation Offered:No 
Travel Requirements:Up to 25% 

You power our progress through your performance.
 

We want your work at Amtrak to be more than a job. We want your career at Amtrak to be a fulfilling experience where you find challenging work, rewarding opportunities, respect among colleagues, and attractive compensation. Amtrak maintains a culture that values high performance and recognizes individual employee contributions. 

Amtrak is committed to a safe workplace free of drugs and alcohol. All Amtrak positions requires a pre-employment background check that includes prior employment verification, a criminal history check and a pre-employment drug screen. 

Candidates who test positive for marijuana will be disqualified, regardless of any state or local statute, ordinance, regulation, or other law that legalizes or decriminalizes the use or possession of marijuana, whether for medical, recreational, or other use. Amtrak's pre-employment drug testing program is administered in accordance with DOT regulations and applicable law.  

In accordance with DOT regulations (49 CFR § 40.25), Amtrak is required to obtain prior drug and alcohol testing records for applicants/employees intending to perform safety-sensitive duties for covered Department of Transportation positions. If an applicant/employee refuses to provide written consent for Amtrak to obtain these records, the individual will not be permitted to perform safety-sensitive functions.

In accordance with federal law governing security checks of covered individuals for providers of public transportation (Title 6 U.S.C. §1143), Amtrak is required to screen applicants for any permanent or interim disqualifying criminal offenses. 

Note that any education requirement listed above may be deemed satisfied if you have an equivalent combination of education, training and experience.

Amtrak is an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race/color, to include traits historically associated with race, including but not limited to, hair texture and hairstyles such as braids, locks and twists, religion, sex (including pregnancy, childbirth and related conditions, such as lactation), national origin/ethnicity, disability (intellectual, mental and physical), veteran status, marital status, ancestry, sexual orientation, gender identity and gender expression, genetic information, citizenship or any other personal characteristics protected by law..