Position Overview Brand USA Chief Marketing Officer Search (Washington, DC)

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1 (Washington, DC) Job Number: M FLSA Status: Exempt Department: Marketing EEO Group: 01-Executive/Senior Level Reports to: President and CEO Officials and Managers About Brand USA Brand USA was established by the Travel Promotion Act in 2010 to spearhead the nation's first international marketing effort to promote the United States as a premier travel destination and communicate U.S. entry/exit policies and procedures. Formed as the Corporation for Travel Promotion, this non-government agency is a public-private entity that began operations in May 2011 and does business as Brand USA. This first nationally coordinated effort is designed to put the United States on equal footing with other countries tourism efforts and bring new international visitors to the United States who spend billions of dollars during their travels creating thousands of new American jobs each year. Brand USA works in close partnership with the travel industry to maximize the economic and social benefits of travel all at no cost to U.S. taxpayers. The organization is supported by contributions from the private sector that are matched by fees paid by international travelers from 37 international markets to the Electronic System for Travel Authorization (ESTA) program. ESTA is an automated system implemented by the Department of Homeland Security that determines the eligibility of visitors from designated international markets to travel to the United States for stays of 90 days or less under the Visa Waiver Program (VWP). ESTA authorizations are generally valid for multiple trips over a period of two years or until the traveler s passport expires, whichever comes first. Through its call-to-action DiscoverAmerica.com Brand USA inspires travelers to explore the United States of America s boundless possibilities. Since its inception, Brand USA has established partnerships with more than 260 private-sector businesses the vast majority of which are destinations and travel brands which have generated more than $60 million in contributions toward the national marketing effort (with approximately half of those contributions in cash and half from in-kind donations of goods and services). $125 million (with approximately $110 million allocated to the marketing effort) for FY professionals and administrative staff, with plans to develop a staff of 50 full-time employees (of which 29 are designated within the marketing department) The Importance of Tourism to the Nation s Economy Travel is a powerful economic engine with international inbound travel to the United States one of the largest exports for the United States and the single-largest services export ranking ahead of agricultural goods and motor vehicles and accounting for 25% of all services exports in According to the Department of Commerce, in million international visitors came to the United States and spent a record $153 billion on goods and services, which are counted as US exports. In total, spending by international travelers while traveling the United States supported 1.2 million American jobs, including skilled and high-paying jobs that can t be outsourced.

2 Brand USA s Role in the Travel Industry Brand USA plays a unique role as the nation s first cooperative destination marketing organization focusing its efforts on delivering programs and platforms that increase awareness and enhance the image of the United States among worldwide travelers in order to influence intent to travel to the United States and, most importantly, visitation and spend. In addition to promoting the United States as a premier travel destination through consumer and travel trade marketing, advertising, events and promotions, we work with the Federal government to communicate US entry and security processes that will help make the journey to and into the United States easier and more welcoming. The collective and successful efforts of Brand USA, the U.S. Department of Commerce Travel and Tourism Advisory Board, the U.S. Travel Association and private industry will increase the desire and ability for international travelers to come to the United States. Overview of Marketing Approach Brand USA employs a combination of consumer and trade marketing strategies to increase international inbound travel and spend to destinations throughout the United States. Consumer Campaign The consumer campaign is largely driven by an integrated campaign comprised of television advertising, out-of-home, print, and social media launched on a rolling basis to the markets that generate the highest levels of visitation and travel and tourism dollars to the United States. To date, the consumer campaign has been launched in Canada, Japan, and the United Kingdom and resulted in significant increases in intent to travel to the United States (12% in Canada, 14% in Japan, and 14% in the United Kingdom). In FY2013, the consumer campaign is scheduled to launch in six additional markets (Australia, Brazil, China, Germany, Mexico, and South Korea). With these launches, Brand USA will be active in the markets responsible for 75% of all inbound visitation to and spend in the United States with every one percent increase in travel from these originating points generating 500,000 additional visitors and $800 million more in international travel and tourism spending a year. Travel Trade Outreach Brand USA s travel trade outreach is primarily accomplished through direct outreach with international tour operators, travel agents and receptives, as well as coordination with Visit USA committees comprised of volunteer representatives of in-country U.S. travel organizations. These efforts include participation in key international tradeshow (critical to increasing business transactions between buyers and sellers and expanding Brand USA s partnerships and marketing platforms) to organizing trade missions and familiarization trips. To facilitate its international travel trade outreach, Brand USA is building a network of international offices in 18 international regions representing more than 40 countries. In total, these offices will represent the United States in international markets that generate 93 percent of all inbound travel to the USA. The international office teams work with the Brand USA team to create programs and platforms to reach international travelers, tour operators, travel agents and others through international marketing, promotion, communication, familiarization tours, educational outreach, tradeshows and events. Currently, Brand USA has international offices or trade representatives that represent Austria, Brazil, Canada, Germany, Ireland, Japan, South Korea, Switzerland, and the United Kingdom. In 2013, Brand USA will open offices to provide trade representation services in China, Hong Kong, Taiwan, and India (opening March 2013), and Australia and New Zealand (opening April 2013). More information about current activities can be found in Brand USA s FY2013 Marketing Plan and FY15 Business Plan 2

3 Position Description Brand USA seeks to recruit a Chief Marketing Officer (CMO) focused on building and executing effective programs to increase inbound travel to the United States that will result in increased U.S. exports and jobs for Americans. The CMO will be responsible for developing the strategies and directing the development and implementation of the Brand USA strategic marketing plan and programs in support of Brand USA, formulating and carrying out organization policies, objectives and programs for a major function of the organization. The position has lead responsibility to ensure Brand USA successfully achieves year-over-year revenue and funding targets. Key responsibilities include leading the critical channels of cooperative marketing from the development of platforms and programs that add and create value to communicating this value to attract more partners to the organization to fulfilling the expectations of our existing partners to tracking and reporting on our progress with respect to awareness, image, intent to travel, visitation and spend. This is a highly demanding role as the organization completes its transition to a fully cooperative destination marketing organization with high visibility and importance to many. This leader must be passionate about the Unites States of America, and the positive benefits of travel while highly committed to collaboration with the industry and the organization s partners in both the public and private sectors. The CMO must be able to build broad industry relationships; establish alignment; generate financial support; and effectively work with the federal government. Internally, the CMO must demonstrate a deep understanding of effective destination marketing strategies and strong fiscal management. The position is based in Washington, D.C. and reports to the President and Chief Executive Officer. Major Responsibilities: Participate as a key member of the leadership team in the development and implementation of organizational policies, practices, and procedures and overall management and administration of the business. Recommend, implement, communicate, interpret, and administer and ensure compliance with organization-wide policies and practices. Establish, implement, interpret, communicate and ensure compliance with policies and practices related to Marketing, Advertising, Public Relations, Promotions, Research, Content, Business Development, Meetings & Events, and Sales functions through subordinate management staff. Implement the Marketing elements of the Corporate Strategic Plan. Work with other corporate officers and function heads to ensure that the Plan is implemented in a manner that provides for integration of effort and synergism among all disciplines of the organization. Develop and present annual goals and strategic plans for all Marketing functions including Advertising, Promotions, Internet and Direct Marketing, Research, Content, Business Development, Meetings & Events, Sales and Public Relations projects in key feeder markets in support of the Corporate Strategic Plan. Ensure that all programs within the Marketing spectrum operate within Brand USA guidelines. Determine the most effective marketing programs and dollar spend to maximize the return on investment. Review budget submittals from subordinate department heads and develop and recommend annual overall Marketing budget. Review and authorize budgeted departmental expenditures to authority level. Review and analyze periodic financial statements, monitor income and expenses and report on causes of variances. Maintain awareness of market opportunities, and research and analyze current trends and climates that affect the industry. Interface with significant stakeholders and plan dedicated and cooperative marketing strategies. Develop concepts, themes and ideas for campaigns. Communicate strategies to stakeholders and other VF departments to ensure integration and cooperative efforts. Direct the development and implementation of the organization s programs, annual budgets, and methods to ensure Brand USA s marketing and business development programs result in the organization achieving its annual revenue and funding targets. These targets range from $150 to $200 million per year. 3

4 Develop and execute marketing and business development strategies that maximize return on investment (as measured by increases in visitation and spend in international inbound travel to the United States). Ensure strong industry collaboration in the development of marketing and business development strategies and tactics. Establish and enforce departmental policies, practices, and processes to guide and manage the implementation of the organization s strategic marketing plan through internet and direct marketing, advertising, promotion, public relations, e-commerce and merchandising, services of the organization to fulfill the marketing plan. Participate with leaders in the tourism industry, in any range of programs and forums, formally and informally and with committees and advisory groups to increase awareness of ongoing efforts, obtain and integrate input into plans and programs, and to represent Brand USA in the industry, positioning the United States as the preferred destination in the industry. Monitor the status of marketing projects through reports, documentation, and attendance at meetings, conferences, and events. Review program budget reports and timelines, and ensure program compliance. Meet with subordinate managers and staff to resolve issues, collaborate on concepts and project ideas, and review goals and progress. Negotiate and manage contracts with advertising, marketing and media agencies, international contractors, and other contract vendors. Negotiate large volume purchases for blocks of space or increments of service. Develop resale methodologies to enable Partners to share in agency services at reduced prices. Manage the development and marketing of visitors guides and collateral including printed brochures and materials. Direct the development and implementation of web strategies for design, content and focus. Interview, select, recommend, hire, train and supervise assigned staff. Assign and check work. Provide direction to staff and assist in the investigation and resolution of problems. Evaluate performance and provide counseling and coaching to employees. Initiate personnel actions, such as promotions, transfers, terminations, or disciplinary measures. Maintain harmonious employee/employer relations. Determine current and future staffing levels. Develop and implement staffing plans and related budgets. Participate as a member of the Brand USA Issues Management Team in the development and implementation of related Brand USA Perform or assist with any operations, as required to maintain workflow and to meet schedules and quality requirements. Notify supervision of unusual equipment or operating problems and the need for additional material and supplies. Maintain safe work area and comply with safety procedures and equipment operating rules keeping work area in a clean and orderly condition. Participate in any variety of meetings and work groups to integrate activities, communicate issues, obtain approvals, resolve problems and maintain specified level of knowledge pertaining to new developments, requirements, and policies. Perform other related duties as assigned. 4

5 Ideal Background and Experience: Given the breadth of the role and the importance of the position to Brand USA s near-term success and long-term mission, the ideal candidate will bring the following background and experience. Prior experience serving as an executive-level marketing leader in the Travel and Tourism industry preferred. A proven leader who will be viewed as credible in the eyes of the travel and tourism industry and federal government. Prior international travel promotions experience, U.S. inbound experience strongly preferred. Prior experience in or extensive knowledge of international markets. Experience and track record in marketing, specifically in developing and successfull plans, including definition of objectives, strategies, goals and tactics. implementing marketing Previous destination or travel marketing experience preferred, including market research, brand identity development advertising, public relations, digital, social, events, and promotions. Previous co-operative destination marketing program development experience with demonstrated results in increasing visitation and spend. Experience working outside of the U.S. or in a global role: Experience providing exposure to a range of international markets and working across multiple geographies. Experience reporting to Board of Directors: Experience and prior success in working with a Board of Directors and a diverse set of stakeholders in the public and/or private sectors. Experience working with government: Previous experience and knowledge of working with federal/state governments preferred. Education: MBA or other post-graduate degree strongly preferred. Core Competencies and Characteristics Needed: Proven consensus building skills and diplomacy. Strong leadership skills. Exceptional communication skills (one-on-one, as well as small and large groups). An individual with strong interpersonal skills and sensitivity who is able to gain and maintain the respect of industry colleagues, clients, and government contacts. A flexible, responsive and politically astute leader, comfortable of capably managing multiple programs. A leader with the highest integrity with a strong passion for the role and our industry. Ability to listen well and accept constructive feedback. Charismatic. Strong Presence. Great visionary. 5

6 Key Priorities for the First Months: Quickly get comfortable with the business model and the process that makes Brand USA successful. Thoroughly review the marketing plan and strategy and re-establish priorities if necessary. Continue to focus on the fully integrated metrics plan as outlined in the business objectives. Continue to build strong presence in key markets in order to capitalize on the communication and PR opportunities. Develop a gateway strategy to enhance the exposure to second and third tier US destinations. If you are interested in this position, please respond via to: Mike Gamble, President and CEO, SearchWide gamble@searchwide.com or call Brand USA is an Equal Opportunity Employer committed to hiring, developing and maintaining a diverse workforce without regard to race, color, religion, national origin, sex, age, marital status, personal appearance, sexual orientation, family responsibilities, matriculation, physical handicap, or political affiliation. 5

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