Director of Brand Marketing

Job Description

About us

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Established in 1950, Club Med is the pioneer of premium all-inclusive holidays. We have been continuously innovating over the last 70 years and now offer close to 80 ski and sun resorts across Europe, Asia, Africa, America, and the Caribbean as well as a ‘Club Med 2’ cruise. Club Med, a company structurally profitable and growing, offers a new way of experiencing holidays in its upscale friendly and multicultural resorts.

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Our success comes from the strong commitment to exceed customers’ expectations and deliver an unforgettable experience.

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Role Overview: The Brand, Content and Earn Media director is the head of Brand Paid media, Content creation & Earn Media (PR, Influence, Partnerships & Social media) for the North American markets. This person will be responsible for overseeing strategic and operational activities related to brand communication, content production, and the management of our local social media platforms for the North American Markets Business Unit. Their main responsibility relies on initiating and challenging relevant plans to support the development of Club Med brand awareness and its superiority in the North American markets. The role involves managing a team of 3 people, coordinating NAM brand teams and managing external agencies (Creative agency, PR & Influence agency and Brand media). The role involves direct management and strategy implementation for the US market, along with coordinating efforts for the markets in Canada and Central America.

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Key Responsibilities:

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1. Strategic Leadership & Innovation:
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• Develop and implement a strategy aligned with brand awareness, consideration, and performance objectives, supporting business goals.
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• Lead and coordinate team activities to ensure the quality, consistency, and effectiveness of produced content.
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• Maintain regular communication to ensure individual objectives align with the overall strategy.
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• Assist the VP Marketing in constructing and coordinating annual marketing and commercial plan for markets and the region.
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• Participate in cross-functional projects aimed at improving creative productivity and operational efficiency.
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• Identify and implement new opportunities and trends to enhance brand presence.
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• Track and report on campaign performance, using data-driven insights to refine strategies and improve ROI. Share results during our monthly Business Reviews or weekly meetings.
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1. Rollout of our brand campaigns across the US local market
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• Develop and implement comprehensive brand strategies to enhance brand awareness and market presence in the US.
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• Lead the planning, execution, and optimization of brand campaigns across various channels, including digital, print, and social media.
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• Collaborate with cross-functional teams, including marketing, sales, and product development, to ensure cohesive brand messaging and alignment with business objectives.
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• Analyze market trends, consumer insights, and competitive landscape to inform campaign strategies and identify growth opportunities.
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• Build and maintain relationships with key stakeholders, including media partners, and industry organizations.
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1. Operational Management of Brand Communication and Content across North & Central America:
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• Oversee the deployment and animation of our brand platform "Club Med L’Esprit Libre" and our visual identity across our markets.
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• Schedule and supervise communication and activation kits for key commercial periods, as well as brand and product initiatives.
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• Coordinate marketing projects with various stakeholders to ensure campaign coherence and effectiveness.
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• Supervise content production and localization for North America markets, collaborating with internal departments and external agencies.
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1. Operational Management of Social Media:
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• Define editorial strategy and manage Instagram and Facebook accounts for North American markets.
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• Analyze campaign performance and recommend strategic adjustments accordingly.
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• Serve as the primary contact for social media-related queries within the business unit.
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• Collaborate with Paid Media teams on sponsorship strategy.
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• Oversee the production of Social-First content.
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1. PR, Influence & partnerships
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• Define and implement PR, influence and partnership strategies aligned with the brand image and objectives for recruiting new clients. Manage the relationship with our agency to enhance our Earn media efficiency.
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• Define and Implement a Partnership Strategy:
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• Define a partnership strategy including image partnerships with iconic brands, experience partnerships, tactical partnerships with local players, and event partnerships.
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• Develop the necessary content for partnership activation
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• Coordinate and monitor the communication plan with particular attention to the customer journey and commercial communication.
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• Develop and lead an Influence Strategy:
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• Develop an annual influence strategy aligned with business challenges and brand image.
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• Build and maintain a network of key influencers and opinion leaders (KOL) to support product launches and brand experiences.
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• Create an affiliate program to capitalize on the recommendation power of influencers.
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• Lead our Public Relations in the US market:
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• Develop and execute comprehensive PR strategies to enhance brand visibility and reputation in the US market.
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• Identify, engage, and manage relationships with media partners to amplify brand messaging.
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• Create and distribute compelling press releases, media kits, and other PR materials with the help of our PR & influence agency to support brand campaigns and initiatives.
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• Monitor and analyze media coverage, providing insights and recommendations to improve PR strategies.
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• Collaborate with cross-functional teams, including sales, and product development, to ensure cohesive brand messaging and alignment with business objectives.
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• Manage crisis communication and reputation management efforts, ensuring timely and effective responses to any issues.
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1. Team Management:
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• Provide weekly support and prioritize topics.
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• Create roadmaps.
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• Help teams to frame topics and find solutions.
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• Ensure talent development and skill enhancement.
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• Monitor HR processes.
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• Lead team life.
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• Manage the budget dedicated to the brand strategy and ensure the profitability of activities.
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Profile:

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• Master's degree in marketing or communication.
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• Strong background (5-10 years) in brand management, marketing strategy, and campaign execution
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• Experience with an advertiser or communication agency, ideally for a B2C brand with high stakes in reputation and image.
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• Significant and successful team management experience.
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• Passionate about branding, strong interest in lifestyle & luxury sectors, excellent knowledge of branding strategy and social media.
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• Able to have a cross-functional role and collaborate with diverse teams (technical, commercial, HR).
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Skills and Abilities:

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• Strategic & creative vision.
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• Synthesizing ability.
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• Leadership.
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• Dynamism.
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• Oral and written communication skills.
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• Excellent interpersonal skills.
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• Teamwork, co-construction approach.
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• Excellent communication and project management skills.
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• Positive and open-minded attitude.
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• Ability to switch from strategic vision to more operational and detailed vision.
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• Initiative, agility, proactivity, multitasking.
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• Languages: English, French is a plus
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