Brand Manager

Job Description

Job Description

About IAAPA:

IAAPA is the global association for the attractions industry. Our purpose is to bring the global attractions family together and our mission is to inspire, grow, and protect the industry through member connections.

IAAPA represents the diverse and ever-changing attractions industry. For over a century, IAAPA has connected companies of all sizes and people of all levels to provide meaningful experiences for their guests around the world.

IAAPA hosts global events and conferences that provide a showcase for innovation, support trade, and facilitate the sharing of best practices. We also provide valuable tools and resources that make member businesses smarter, safer, and more profitable while delivering guest experiences that delight and provide memories that last a lifetime.

Founded in 1918, IAAPA represents leading industry attractions; manufacturers, suppliers, and consultants; and individual members from more than 100 countries. Members own and operate a variety of location-based entertainment venues and attractions including amusement parks, theme parks, attractions, water parks, resorts, family entertainment centers, zoos, aquariums, science centers, museums, cruise lines, and cultural and natural attractions.

Overall Responsibilities:

The Brand Manager serves as a strategic thought leader responsible for developing and executing comprehensive marketing plans that drive attendance, membership growth, engagement, and brand awareness across IAAPA’s global portfolio. This role collaborates closely with regional and cross-functional teams to elevate IAAPA’s events, programs, and initiatives through strategic marketing, creative storytelling, digital innovation, and data-driven insights.

Essential Duties:

Strategic Planning

• Develop and implement marketing plans and materials for global events and initiatives, including but not limited to IAAPA Explores, IAAPA Honors, IAAPA Foundation, IAAPA LEGENDS, Global Professional Development, Safety and Security, IAAPA Career Center, and other assigned projects.
• Support attendee and exhibitor marketing campaigns for select IAAPA Expos and additional global initiatives as needed.
• Contribute to the development and implementation of global membership engagement programs designed for member acquisition and retention.

Content Creation and Copywriting

• Develop compelling, persuasive copy for a wide range of marketing assets, including email campaigns, social and web content, member-benefit descriptions, and promotional materials.
• Ensure all marketing communications effectively reflect IAAPA’s brand identity and messaging across digital, print, and advertising channels.
• Create and manage event web pages, ensuring timely updates and brand consistency.
• Uphold IAAPA’s brand and style standards across all communications.

Digital Marketing and Paid Media

• Plan, execute, and optimize digital campaigns across paid search, social, and display channels to drive awareness, engagement, and conversions.
• Collaborate with agencies and internal stakeholders to develop data-driven media strategies, establish KPIs, and monitor campaign performance.
• Oversee digital analytics and reporting, using insights to refine targeting, creative performance, and ROI.
• Partner with regional teams to align global and local paid-media tactics, ensuring consistent messaging and brand positioning.
• Stay current on emerging digital trends, platforms, and technologies to continually enhance IAAPA’s digital presence and audience reach.

Cross-Functional Collaboration

• Build and maintain strong working relationships across all IAAPA departments and regional teams.
• Communicate effectively, drive execution, focus on member value, collaborate cross-functionally, and demonstrate integrity in all interactions.
• Partner with regional Marketing and Communications teams on planning, strategy, and promotion for their regional efforts, including event marketing, products, and services.
• Collaborate with internal teams and third-party vendors to develop and manage integrated marketing campaigns promoting IAAPA events and initiatives.

Market Intelligence and Reporting

• Monitor, review, and report on marketing activities and results for global events.
• Measure and analyze the performance of marketing campaigns, providing actionable insights.
• Identify new marketing channels, vehicles, and approaches to increase engagement and reach.
• Stay informed on member insights, industry trends, and competitor activities.
• Create and distribute follow-up surveys for global events and communications.
• Produce post-event marketing reports summarizing key outcomes, data, and recommendations.

Budget Management

• Manage marketing budgets, including advertising, print, postage, design, and translation.
• Ensure efficient allocation of resources to maximize ROI while maintaining cost efficiency.

Qualifications:

• Bachelor’s degree in Marketing, Communications, or a related field required; Master’s degree preferred.
• Minimum of five years of experience in association or event marketing.
• Proven success developing and executing marketing strategies that achieve measurable results for association programs and/or trade shows.
• Exceptional writing, editing, and proofreading skills with a strong command of AP Style.
• Demonstrated ability to manage multiple vendors, agencies, and promotional partners.
• Excellent verbal and written communication and presentation skills.
• Ability to work productively and collaboratively within a global team.
• Proactive problem solver with a creative, solutions-oriented mindset.
• Strong project-management skills with the ability to lead multiple initiatives simultaneously while maintaining attention to detail.
• Proficient in Canva or similar design tools.
• Experience with association management systems and CRMs (e.g., Fonteva, Salesforce) preferred.
• Advanced computer skills, including Microsoft Office, HTML, Salesforce Marketing Cloud, and SharePoint. Experience with Adobe Illustrator, Photoshop, and InDesign a plus.
• Ability to work onsite at our Headquarters office in Orlando, Florida.

Equal Opportunity Employer
IAAPA is committed to a diverse and inclusive global workplace and provides equal employment opportunities to all individuals. Employment decisions are based on merit, qualifications, and organizational needs, in accordance with applicable laws. If you require accommodation during the recruitment process, please let us know.