Director, State and Local Brand Integration

Washington, DC
Sep 25, 2020
Oct 07, 2020
Full Time
Business Unit Description

AARP is a nonprofit, nonpartisan organization, with a membership of nearly 38 million that helps people turn their goals and dreams into 'Real Possibilities' by changing the way America defines aging. With staffed offices in all 50 states, the District of Columbia, Puerto Rico, and the U.S. Virgin Islands, AARP works to strengthen communities and promote the issues that matter most to families such as healthcare security, financial security and personal fulfillment. AARP also advocates for individuals in the marketplace by selecting products and services of high quality and value to carry the AARP name. As a trusted source for news and information, AARP produces the world's largest circulation magazine, AARP The Magazine and AARP.

Integrated Communications and Marketing (ICM) is a multimedia, service-focused communications and marketing operation that leads in shaping the impression of AARP by providing communications planning, marketing, support and execution for AARP's strategic business units.

Reporting to the Senior Vice President for Brand Integration, the Director of State and Local Brand Integration serves as a leader in the AARP Brand Department and helps develop and direct brand strategies that tie back to organizational goals. As supervisor of the Intergrated Communications & Marketing (ICM) State Hub, the Director ensures alignment of state office communications and marketing efforts with the enterprise wide brand strategy and ICM communications priorities. The Director provides expertise, guidance and strategic thinking to state and national projects and campaigns to meet stakeholder requirements in a high quality, cost-efficient manner, which involves creative and strategic planning, budgeting, process development and business practice oversight.

Primary responsibilities includes:
  • Delivering a cohesive nationwide brand experience, including advertising, paid media strategies and collateral materials, through state and local channels.
  • Ensuring ICM channels and resources are fully and appropriately leveraged by state offices.
  • Collaborating with State and Community Engagement as well as Brand creative services, strategy and operations teams to develop and deliver streamlined processes that ensure states understand and apply the brand standards and can easily access brand-approved assets.
  • Managing the State Hub team to deliver on AARPx principles of clarity, responsiveness and ease-of-use for state offices.
  • Educating state offices and local engagement teams on ICM Communications priorities and ensuring state office needs and priorities are shared across ICM channel owners.
  • Budget development and oversight, agency selection/management and success metric reporting.
  • Serving as a key Brand Department liaison and core/matrix team member for ICM and CSN/SCE teams as needed.
  • Negotiating options and solutions with state offices and local engagement teams to reconcile priorities and streamline decision-making.
  • Supporting career development for ICM State Hub staff through knowledge sharing, training, and mapping development pathways.
  • Driving a culture of customer service and test-and-learn results, which includes innovation and continuous improvement through stakeholder feedback, ongoing analysis of industry trends, and development of new or re-engineered services.
  • Bachelor's degree in branding, marketing, communications or related field required, with 10+ years of experience in the field, with a career focus on advertising, marketing and/or communications strategy.
  • Strong knowledge and proven successful work experience in branding, advertising and marketing required, with an emphasis on new and emerging media and multi-channel media planning.
  • Proven ability to successfully lead and manage a multi-function team to produce high quality results effectively and efficiently. Includes managing stakeholder services, advertising and design. Operations and budget management experience a plus.
  • Must be a quick thinker and an authoritative decision-maker, with solid diplomacy and negotiation skills.
  • Ideal candidate will have senior level experience in an advertising/communications agency and/or non-profit organization, with experience managing national brands at the local and national level.
  • Must possess senior level branding, design, paid media and advertising skills, and have strong management and client relationship experience.
  • Strong written and verbal communication skills a plus.
Benefits Offered

AARP offers competitive benefits with a 401K, 100% company funded pension plan, health, dental, vision and life insurance, STD/LTD, paid vacation and sick, and other benefits.
Equal Employment Opportunity

AARP is an equal opportunity employer committed to hiring a diverse workforce and sustaining an inclusive culture. AARP does not discriminate on the basis of race, ethnicity, religion, sex, color, national origin, age, sexual orientation, gender identity or expression, mental or physical disability, genetic information, veteran status, or on any other basis prohibited by applicable law.

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