Marketing Director

Washington, DC
Sep 13, 2017
Sep 18, 2017
Executive, Director
Full Time
POSITION SUMMARY WUSA9, the TEGNA-owned CBS affiliate, is leading the broadcast and digital local news industry into the future. The leadership team isn't mired in traditional thinking; they're forward-thinking individuals who have the imagination to think big and the guts to take risks. WUSA9 is seeking a Marketing Director to lead the development and execution of brand-and-buzz building strategies to grow ratings, audience engagement and revenue on all platforms (on-air, online, social, tablet, mobile, experiential). A member of the station and leadership team as well as a partner to corporate marketing, the Marketing Director will play a key role in the integrated marketing planning and budgeting process. The ideal candidate will inspire creative excellence; and consistently ask awhat if?a to deliver consumers and advertiser campaigns for maximum reach and impact. PRINCIPAL RESPONSIBILITIES As the brand ambassador, create the strategic marketing plan for all touch points for WUSA9 and its audiences and lead the way into the future for all products including linear, social media, digital and new business.Develop dynamic annual strategic plans, prioritize key marketing messages, and identify ways to enhance digital performance based on database driven engagement and metrics, to translate programming concepts into integrated multi-platform marketing campaigns.Work closely with leadership to help conceptualize the creation of compelling, branded marketing campaigns for news and entertainment programming and station outreach initiatives. Concepts must work in all media including TV, digital, social, mobile and outside media.Develop and implement audience development strategies by applying research insights to marketing activations; including creating content partnerships.Lead and supervise 2 Promotion Managers and total headcount of 9; provide ongoing feedback and development along with performance appraisals to optimize growth and career satisfaction.Organize and develop presentations that effectively sell a given strategy, tell a story and persuasively sell-in ideas/media plans/budgets and strategies to all department levels, TEGNAas corporate management, and, periodically, to advertisers and other stakeholders.Work with local and corporate research staff and 3rd party vendors to garner audience insights and translate those into effective, measurable marketing strategies.Stay abreast of cutting-edge tools, promotion trends and campaigns.Support local sales teams in generating non-traditional revenue dollars. BACKGROUND REQUIREMENTS Minimum of 10 yearsa consumer marketing experience with a promotion-specific record of success in any of the following: broadcast, cable, advertiser, digital or agency (marketing/digital/advertising). Television experience is preferred but not required.Must understand the value of promotions placement across multiple mediums as a fundamental driver in executing the brand strategy.Real-time marketing experience across multiple-platforms combined with the ability to see and respond to future trends and developments and knows how to create consumer behavioral change.Either led or worked closely with a creative services group to employ the full range of marketing tools particularly as it relates to brand vision and execution, and social and digital expertise.A skilled manager who has coached and mentored a staff; and provided career development planning and opportunities.Preference for someone who knows and/or has worked in the Washington DC area.Insight-driven, able to work with local research team, corporate research staff and 3rd party vendors to garner audience insights and translate those into effective, measurable marketing strategies; understanding of digital analytical including Omniture, Chartbeat and CrowdTangle.Understanding of co-op spending and how to build strong partnerships with network, syndication and other 3rdCollege degree in marketing or related field; Masteras degree a plus.IMPORTANAT CHARACTERISTICS FOR SUCCESS Creative and forward-thinking with a positive get-it-done attitude, resiliency and persistence regardless of obstacles.Change manager who can lead others in navigating new initiatives, projects and cultural shifts both internally and externally.Competitive mindset: has aggressively competed and WON with a result story to prove it!Ability to assimilate a great deal of data and input and be willing to change plans or re-prioritize based on something new that was learned.Effective communicator who can present and justify thoughts, ideas and decisions in a clear, concise, and appropriate manner tailored to the audience which itas intended.Professional standards; a great sense of humor; checks and ego at the door and quickly earns the respect of colleagues.Ability to work with a sense of urgency within a deadline-oriented, fast-paced team environment, juggling multiple projects and priorities at once.Comfortable working non-traditional hours to compete in breaking news situations.ABOUT WUSA9 On January 16, 1949, Channel 9, then a news CBS network affiliate station, began its first official broadcast. Four days later, President Harry S Truman made history as the first American president to give a live, televised inaugural address. Of course, that speech was carried by WOIC-TV, Channel 9. Since that time, Washington has grown from a small television market to one of the top ten markets in the country. Some of the most revered names in the business began their careers at Channel 9 a Walter Cronkite, Sam Donaldson, Arthur Godfrey, Max Robinson, Eric Sevareid, Howard K. Smith and Lowell Thomas. WUSA9 is now part of TEGNA, one of the largest, most geographically diverse broadcasters in the US Today, WUSA9 is reinventing local journalism in the digital age. With its original content and multiplatform distribution channels across on-air, online, on mobile, OTT and social media, WUSA9 is driving innovation. Company-wide efforts such as the stationas #heartlove campaign to raise heart disease awareness and #bringthemhome initiative for missing children are attracting audience and generating strong momentum for the brand. These efforts and much more position WUSA9 to usher in a new era of local media in Washington, DC. ABOUT RICHARD DYER Richard J. Dyer is the President and General Manager of WUSA9, the CBS affiliate and TEGNA owned station in Washington, DC Dyer assumed his new role in January of 2017, returning to his hometown. Previously Richard J. Dyer was the President and General manager of WLWT-TV, the Hearst Television in Cincinnati for fourteen years. Prior to joining WLWT in December 2002, Dyer was president and General Manager of Hearstas ABC affiliate, KETV in Omaha, Nebraska. Before joining Hearst, Dyer served as corporate Vice President of Television Sales at Gannett Television, which is now TEGNA Media. Previously, he served in various roles at WUSA9 including Vice President and station manager and at Gannettas KSDK-TV, St. Louis, where he was Vice President, broadcast. A native of Washington DC, Dyer is a graduate of Archbishop Carroll High School. Dyer grew up in the Washington DC NE neighborhood of Riggs Park with his parents who are also DC natives. He holds a masteras degree in marketing from the University of Maryland and a bacheloras degree in economics and communications from Boston College. While attending Boston College Dyer was an outstanding member of the BC Eagles football team and served as its captain his senior year. Dyer is the past Board Chairman for the Ohio Association of Broadcasters, the Development Chairperson for the Urban League of Greater Cincinnati, a member of the University of Cincinnati Electronic Media Advisory Board. Dyer was also an Advisory Board member of the Hamilton County American Cancer Society and past Board Chairman of the Ruth Lyonas Childrenas Fund. Richard and his wife, Yvonne, reside in Bowie, Maryland and have two children. About TEGNA: TEGNA Inc. (NYSE: TGNA) is an innovative media company that serves the greater good of our communities. With 46 stations in 38 markets, TEGNA delivers relevant content and information to consumers across platforms. It is the largest owner of top 4 affiliates in the top 25 markets, reaching approximately one-third of all television households nationwide. Each month, TEGNA reaches 50 million adults on-air and 32 million across its digital platforms. TEGNA has been consistently honored with the industryas top awards, including Edward R. Murrow, George Polk, Alfred I. DuPont and Emmy Awards. TEGNA delivers results for advertisers through unparalleled and innovative solutions including OTT local advertising network Premion, centralized marketing resource Hatch, and G/O Digital, a one-stop shop for local businesses to connect with consumers through digital marketing. Across platforms, TEGNA tells empowering stories, conducts impactful investigations and delivers innovative marketing solutions. For more information, visit TEGNA Inc. is a proud equal opportunity employer. We are a drug free, EEO employer committed to a diverse workforce. We encourage and consider all qualified candidates regardless of race, color, religion, national origin, sex, age, marital status, personal appearance, sexual orientation, gender identity, family responsibilities, disability, enrollment in college or vocational school, political affiliation, veteran status or genetic information.

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