The Fairfax County Park Authority's Marketing and Communications Office (MCO) seeks three Brand Managers (BM) to develop, manage, and implement a strategic communications program and dynamic marketing program for three divisions of the agency - Golf Enterprises, Park Services, and Resource Management. Each Brand Manager will be assigned to one of the listed divisions and will report to the agency’s Market Research and Analysis Manager and work in close collaboration with the Division Directors and with the division management staff across the agency, agency marketing and communication office and business office staff. The Brand Managers will take a leadership role in ensuring all marketing and promotional programs are well-planned, executed and evaluated. These individuals, a part of the Marketing and Communication Office team, manage all division-specific related communication within the agency. Major responsibilities:
- Develop and manage an annual calendar of communication and marketing initiatives for their respective division’s various lines of business.
- Supervise, develop and execute, in collaboration with web and social media team members, marketing and communication campaigns across a variety of marketing channels including email, social media, online advertising, website print and digital advertising screens.
- Measure effectiveness of email marketing campaigns, identify ways to increase open rate by targeting and segmenting and re-engagement with lapsed customers.
- Utilize the POS system to monitor customer utilization and identify new opportunities for business growth.
- Collaborate with their respective Division Director, Division management team, and Business Office staff to develop, execute and evaluate the effectiveness of an annual marketing plan for facility utilization, program participation, and member retention as well as evaluate pricing and sales quarterly.
- Marketing and promotional campaigns should include a focus on accessibility, equitable access to programs and events, reach into diverse communities and support the County’s One Fairfax ethos.
- Collaborate with Marketing and Communications group to cross promote division content and identify and contribute content for agency information releases, emails, social media, web and paid advertising.
- Manage, implement and develop content for social media accounts in collaboration with Marketing and Communications group, and in conformance with County Social Media Policy.
- Work with the Communications Section staff on development of information releases related to their division.
- Develop, manage and implement annual marketing advertising budget for their division.
- Serve as a member of the Marketing and Communications Office team to work on communication planning (strategic planning, directors operating plan, marketing and advertising.)
- Plan and implement photographic and video coverage.
- Plan and implement the implementation of print production projects.
- Plan and implement internal and external advertising including digital advertising in collaboration with Digital Advertising staff.
- Plan and implement events and meetings.
- Collaborate with special interest community and industry groups to create partnerships.
- Plan and execute division-wide and site or program specific special events to increase awareness of FCPA division-specific offerings.
- Attend community and industry events to promote and increase awareness of FCPA division-specific offerings.
- Serve as brand ambassador and subject matter expert with media under the direction and in collaboration with the Public Information Officer.
- Serve as emergency communication point of a contact for their division including weather delays/closures.
- This position will require evening and weekend hours to attend events and meetings.
(The illustrative duties listed in this specification are representative of the class but are not an all inclusive list. A complete list of position duties and unique physical requirements can be found in the position description.)
Required Knowledge Skills and Abilities
- Supervises and manages all communication planning and programs for the department;
- Planning and implementing photographic coverage of events;
- Plans and implements a Speakers Bureau or plans speaking engagements for department;
- Makes presentations on behalf of the department to community and County;
- Plans and implements event and meetings;
- Writes speeches for presentation to community and County;
- Writes proposals in support of departmental goals and projects;
- Produces multimedia productions to support the goals of the department (multimedia may include audio, video or online productions);
- Implements and supervises the implementation of print production projects;
- Implements and supervises the implementation of website development and new media projects;
- May serve as spokesperson for the department with the media;
- Budgeting and cost control for communication projects that are supervised;
- Conducts audience / constituent research for evaluation and measurement of communication programs;
- Serves as a member of the department's communication planning (strategic planning, action planning) team;
- Makes public presentations on behalf of department.
(The knowledge, skills and abilities listed in this specification are representative of the class but are not an all inclusive list.)
Employment StandardsMINIMUM QUALIFICATIONS: Any combination of education, experience, and training equivalent to the following:
- Ability to supervise the work of others in publication management, multimedia development, community relations or media relations;
- Ability to write, edit and design for departmental publications;
- Ability to write for multimedia;
- Ability to use photography equipment and to plan photography coverage;
- Ability to format online media;
- Ability to use current computer software and email;
- Ability to develop or create Web sites;
- Ability to solve problems;
- Ability to be able to manage projects (including budgeting);
- Ability to be able to communicate in a crisis;
- Ability to adapt broadly defined policy guidance to specific situations with a minimal amount of supervision;
- Ability to work under pressure;
- Ability to participate in meaningful interchange of views on matters of critical importance to the County;
- Ability to plan and review the work of others;
- Ability to lead a division of communicators;
- Ability to establish and maintain effective relationships with the public, the press, and County employees.
(Click on the aforementioned link to learn how Fairfax County interprets equivalencies for “Any combination, experience, and training equivalent to”)
Bachelor's degree in communication, journalism, public administration, political science, or field related to a department's business, plus five years of progressively responsible experience in communication area of specialization or area of specialization of department represented. PREFERRED QUALIFICATIONS:
CERTIFICATES AND LICENSES REQUIRED:
- Bachelor’s degree in marketing, communications, public relations, or advertising.
- Five years of direct experience in marketing work experience including: marketing content development for all platforms, (brochures, Web, social media and press releases), email marketing, online advertising, market planning, customer service program management.
- Ability to manage projects (including budgeting).
- Excellent organization and project management skills.
- Experience in graphic design platforms.
- Strong communication skills to effectively present information and work within cross-functional work teams.
- Knowledge and interest in the business of parks and recreation that can be leveraged to develop effective marketing programs.
Driver's License (Required)
NECESSARY SPECIAL REQUIREMENTS:
All newly hired employees are required to be fully vaccinated against COVID-19 (two weeks after the last required dose) as a condition of employment or obtain approval of a medical or religious exemption prior to their start date .
Proof of an exemption or vaccination status will be required during the pre-employment onboarding process. New employees who obtain an exemption from the vaccine mandate for medical or sincerely held religious beliefs may be subject to a weekly testing requirement. Vaccinated employees and employees with a medical or religious exemption will complete the attestation online on their first day of employment or shortly thereafter.
The appointee to this position will be required to complete a criminal background check, driver's record check and child protective services registry check to the satisfaction of the employer. PHYSICAL REQUIREMENTS:
Work is generally sedentary but requires ability to lift up to 15 pounds. Occasional walking and standing on diverse terrain. Ability to work in varying weather. All duties may be performed with or without reasonable accommodations. SELECTION PROCEDURE:
Panel interview; may include exercise.
The population of Fairfax County is very diverse where 39.8% of residents speak a language other than English at home ( Spanish, Asian/Pacific Islander, Indo-European, and others
) and we encourage candidates bilingual in English and a foreign language to apply to this opportunity.
Fairfax County Government prohibits discrimination on the basis of race, color, religion, national origin, sex, pregnancy, childbirth or related medical conditions, age, marital status, disability, sexual orientation, gender identity, genetics, political affiliation, or military status in the recruitment, selection, and hiring of its workforce.
Reasonable accommodations are available to persons with disabilities during application and/or interview processes per the Americans with Disabilities Act. Contact 703-324-4900 for assistance. TTY 703-222-7314. EEO/AA/TTY.