Vice President, Marketing And Branding
NPR
Washington, DCThis was removed by the employer on 3/10/2017 7:44:00 AM PST
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Full Time Job
Overview:
NPR is a nationally acclaimed, non-profit multimedia organization, and the leading provider of non-commercial news, information, and entertainment programming to the American public.
Launched in 1970 as a radio network by a group of public radio stations, today NPR is among the most successful news organizations in America and has a growing presence in digital media including podcasting, mobile applications, and social media.
NPR is a mission-driven organization with over 800 employees who are committed to creativity, innovation, and social responsibility. Additionally, NPR is the leading membership and representation organization with approximately 950 Member stations and associate stations, and 113 non-member stations airing NPR programming. Core programs and services include:
• News: NPR is an essential news source, with dozens of bureaus around the world.
• Radio Programs: NPR produces news, talk, music, and entertainment programs, including the premiere news magazines Morning Edition and All Things Considered, ranked No. 3 and No. 4 in overall nationwide radio ratings. NPR distributes programs produced by Member stations and independent producers under the NPR brand.
• Digital Services: NPR enthusiastically embraces digital media platforms and culture.
The Vice President (VP), Marketing & Branding, is a key member of the Marketing, Branding, and Communications division, and will create and execute organization-wide strategies to market NPR’s brand, programming, and services. The VP will conceptualize, develop, and enact marketing strategies, tactics, and programs to enhance the NPR brand by engaging key stakeholders, increasing consumer demand, and growing audiences. The VP will work to creatively expand the NPR brand, audience, and product offerings for The NPR Commons, NPR’s brick-and-mortar shop. A key part of this role is to work closely with NPR Member stations to help differentiate public radio from the range of consumer choices, and position public radio as the leading news and cultural purveyor of content in the U.S.
Additionally, the VP will provide audience-centric and creative leadership. S/he will oversee marketing and branding to connect with current and new audiences, working closely with NPR’s events strategy team to enhance the organization’s reputation and clout, identifying opportunities to promote NPR’s mission in high profile settings.
The Vice President reports to the Chief Marketing Officer and directly manages several teams including marketing, advertising, brand management, and creative services. As a key leader, the VP will be responsible for building, mentoring, and coaching a strong team.
Essential Duties Include:
• Build, enhance, and expand the NPR brand. Refine and boost NPR’s brand platform to protect, promote, and enhance NPR’s reputation, credibility, and audience reach. Collaborate with the Audience Insight & Research team to foster best practices and develop standard brand metrics. Leverage NPR’s events strategy to promote NPR’s cause in high profile settings. Oversee the development and socialization of brand guidance and tools. Liaise with key leaders, divisions, and Member stations to ensure brand alignment and support.
• Strengthen NPR’s marketing strategy. Size and segment NPR’s audience growth opportunity and implement marketing strategies and campaigns to achieve audience goals for the organization and NPR sub-brands such as NPR Music and NPR Books. Partner with the Development division and the National Public Media organization to develop and execute coordinated go-to-market campaigns that support the drive toward overall revenue goals.
• Coach, mentor, and develop people. Lead a team of marketing professionals to successfully achieve business objectives and contribute to profitable growth.
• Heighten NPR’s competitive position. Evaluate NPR’s current position in the markets and sectors where it competes, and establish goals for continued growth. Create and execute organization-wide strategies, working across NPR divisions to ensure that NPR is competing successfully where it matters most. Support the monitoring of consumer dynamics, portfolio management, media planning, and competitive intelligence.
• Forge and strengthen partnerships. Target new joint partnerships and build strategic alliances to open new markets. Working closely with Member stations, help to differentiate public radio, and position NPR as the leading news and culture purveyor of content in the U.S. Partner with on-air talent to develop creative, high-impact strategies that promote programming content and increase audiences.
• Support organization-wide initiatives. Work in collaboration with the Development division and the National Public Media organization to ensure NPR’s marketing, social media, PR, and communications efforts are effectively supporting fundraising efforts and that the timing of campaigns is optimal. Responsible for editorial direction, design, production, and distribution of all organization collateral.
Qualifications:
Education: Bachelor’s Degree in a related field; Master’s degree a plus.
Functional Experience:
• Strategic marketing
• Brand marketing
• Organizational & results-focused management
• Deep understanding of U.S. market
• Led advertising campaigns
• Work in a variety of sectors with a firm grasp of multi-unit business model
• Digital marketing (including social)
• Market & Consumer insights
• Manage agency relationships
Required Skills and Competencies:
• Leadership: 15 years professional marketing, production and/or brand experience, including 5 or more years of supervisory experience. Demonstrated leadership skills, including the ability to build teams, mentor and develop team members, and inspire performance that exceeds expectations with limited resources. Proven ability to make tough decisions and allocate resources efficiently.
• Collaboration and Influencing: Proven track record of working collaboratively as part of an experienced management team and effectively selling ideas to consumers, partners, and colleagues. Has an interpersonal style that blends decisiveness and diplomacy. Demonstrates ability to excel in a decentralized and geographically-dispersed environment. Fosters collaboration across the organization to establish a culture of enduring partnerships.
• Strategic Orientation: Challenges the status quo; creates, develops and implements new ideas, processes or products; leverages new concepts; is experimental and takes calculated risks. S/he will have proven experience leading growth initiatives and developing new audiences or market segments.
• Results Orientation: Demonstrates an action orientation toward identifying challenges, establishing priorities, and implementing viable solutions as well as fluidity at championing evolving priorities and direction for the organization.
If you apply for this job, here's what you can expect in our interview process.
NPR offers a competitive compensation and comprehensive benefits package including health and wellness benefits, retirement, and work/life balance programs, as well as opportunities for career growth and development.
NPR is an Equal Opportunity Employer.