Vice President, Brand Creative

JOB SUMMARY: Global creative leader for Great Wolf Resorts, shaping the brand’s creative strategy and direction to attract and retain guests as well as employees. Senior marketing executive, partnering with the Vice President, Communications and the Vice President, Sales and Marketing to form brand marketing leadership team tasked with driving profitability and enabling growth for Great Wolf Resorts.

RESPONSIBILITIES:

Drive Brand Creative Strategy

• Lead the team that defines the brand creative strategy and position, develops and manages the brand's visual identity, and develops communication tools and templates to ensure consistent execution by broader organization and lodges
• Create and communicates a clear vision of the brand creative and messaging strategy, including how that strategy delivers on the brand promise and performance goals
• Create a team environment that encourages creativity, innovation, accountability, and high standards to strengthen and protect the brand
• Protect the integrity of the Great Wolf brand by ensuring the appropriate creative standards are established, measured and monitored.
• Responsible for the approval of brand marketing assets, including video, digital, print, and on-property
• Identify key areas of creative opportunity from macro, consumer and competitive trends; collaborate with internal and external partners to develop recommendations
• Oversee the internal creative teams and agencies to develop creative for internal or external communications

Impact Media Performance Through Creative and Messaging

• Help develop and drive execution of integrated marketing strategies (in collaboration with marketing, PR team, digital, operations, agencies, etc.) in support of the brand strategies and stated performance goals
• Work with cross-functional teams to frame up business challenges and develop strategic and tactical creative and marketing plans to drive market share and bookings
• Manage agency and freelancer agreements and relationships; owns the production budget and related processes
• Participate in the development and delivery of brand presentations to key stakeholders on brand strategy, framework, positioning, marketing and results

Ensure Creative Continuity Across All Aspects of the Brand

• Partner with brand activations team on market research and consumer insight initiativesto influence the guest experience design, programming, and brand initiatives
• Support 3D design development in partnership with the Development Design team
• Lead internal and agency teams to develop the positioning and visual identity of new guest programs and/or experiences
• Support internal pack engagement and recruitment initiatives in partnership with our HR team

REQUIRED QUALIFICATIONS:

• Strong project management experience
• Represent the brand at times across multiple stakeholder groups; must have strong presentation skills
• 10+ years of relevant professional experience in brand, marketing or related function, demonstrating progressive career growth and pattern of exceptional performance.
• Experience managing and optimizing creative agency contracts and budgets, as well as outsourcing creative to both freelancers and agencies.
• Must be able to develop briefs for programs that outline the goals and budgets and KPIs. Partner with and support peers in planning and executing marketing plans & events, developing & distributing content, and evaluating the program success.
• Strong understanding of marketing economics, including but not limited to relationship between creative performance and brand awareness.
• Senior creative leadership in consumer brand environment with creative responsibilities across digital, social media, PR and paid media.
• 4-year degree from an accredited university in Business, Marketing, Communications or related field

PREFERRED QUALIFICATIONS:

• Advanced degree in business or related field preferred.
• Global brand experience
• Working knowledge/understanding of product replacement cycles, renovations, and physical upgrade