Director - Marketing, Advertising And Digital Strategy

Company Name:
National Rural Electric Cooperative Association
The National Rural Electric Cooperative Association (NRECA), with offices in Arlington, VA and Lincoln, NE is the trade association for over 900 consumer-owned electric cooperatives serving more than 42 million people. NRECA is committed to harnessing the strength of America's electric cooperatives into a single powerful voice. NRECA has won the following awards over the past few years:
100 Best Places to Work - ComputerWorld Magazine
50 Greatest places to Work - AARP
50 Best Places to Work - The Washingtonian
CARE Award Recipient - Recognizing organizations that promote a positive work-life balance
At NRECA, we work with people who are leaders in their fields, they are down-to-earth, hardworking professionals committed to helping our members serve their communities. Our work is interesting and constantly evolving and requiring new skills to meet the evolving needs of a dynamic industry. In this collegial, inclusive work environment, united around the compelling purpose and history of electric cooperatives, we thrive. And topping it off, NRECA cares about each person's overall well-being, encouraging health, financial security, and a sustainable work/life balance.
Equal Opportunity Employer of Minorities, Females, Protected Veterans, and Individuals with Disabilities
Director - Marketing, Advertising And Digital Strategy-M2
Provides strategic direction and leadership to Touchstone Energy's combined marketing programs, including national and local integrated advertising programs, graphic standards and website structure, design and hosting.
Defines and develops unique digital service portfolios for the 750 Touchstone Energy member cooperatives.
Promotes the Touchstone Energy brand through consistent brand standards across the National team, and provide brand support and guidelines across the cooperative network.
Purpose and Mission
Directs the Touchstone Energy national brand advertising strategy from creative development to execution to placement.
Identifies and manages agency partners for creative execution and media strategy/placement.
Develops and manages annual budgets for advertising and promotion.
Identifies sponsorship and partnership opportunities with media channels and other synergistic programming.
Creates and maintains facile delivery channel to enable member cooperatives to deploy the creative on a local level.
Deploys innovative strategies in digital and social platforms to support brand messaging and content sharing with member cooperatives.
Enables and manages the metrics of advertising programs nationally and leads the education to implement locally.
Manages the Cooperative Web Builder platform that offers a "free" comprehensive website and hosting to all member cooperatives.
Negotiates outside contractor support from design to hosting.
Creates streamlined process for migrating cooperatives onto platform and for helping them create comprehensive digital strategies around that platform.
Manages team to strategize and to implement new developments in technology and metrics.
Provides guidance to member cooperatives on web analytics programs and methodologies.
Leads strategy on brand graphic standards across the National team and with the member cooperatives, working with internal and external graphic design resources.
Creates clear standards for brand usage.
Mandates and manages compliance by National team with all standards.
Works with member cooperatives to update Touchstone Energy graphics and comply with national standards.
Manages all Touchstone Energy websites and digital brands.
Serves as brand champion for consistency of digital strategy, urls and media management.
Manages team to create consistent and timely management of website updates, including acting as gatekeeper for digital needs.
Acts as liaison to the Strategic Communications Advisory Committee of Touchstone Energy.
Works with committee chair to identify strong committee members and to schedule, set agendas for and manage planning meetings.
Provides strategic and tactical information to the committee as needed to provide direction to the committee and to support decision making.
Leads technology innovation for Touchstone Energy team, including researching and recommending new tools for National team and member co-ops use.
Serves as a senior advisor to the Touchstone Energy COO and Board of Directors, demonstrates advanced management and team-building skills, and helps to build and foster a strong brand culture within the TSE national staff and membership.
Working with Regional Partners, individual cooperatives, NRECA staff and other stakeholders, manages and champions the Touchstone Energy brand at industry meetings and national, regional and local conferences through delivery of key presentations and dynamic exhibits.
Requirements and Qualifications
Masters degree in business, communications, or a related field or an equivalent combination of education, training, and experience preferred.
8-10 years of marketing, advertising and digital experience in a like organization.
Proven experience working with outside advertising agencies, creative services and media planning and buying services.
Experience in managing complex digital and website design, including knowledge of content management systems and reporting. Drupal experience a plus.
Knowledge of graphic design methodologies and trends, including experience managing design resources.
Demonstrated understanding and responsibility of defining and managing media metrics of success.
Excellent oral and written communications and presentation skills, including experience presenting in large group settings.
Understanding and implementation of strategic planning and execution.
Strong management and thought leadership skills to establish meaningful rapport with member cooperatives and peers.
Knowledge of business, accounting and financial concepts, for both cooperatives and general comprehension.
Proven negotiation experience.
Excellent time management and willingness to travel up to 25% of time.
Knowledge of cooperatives and the energy industry is a plus.
Amount of Travel
Job Title : Director - Marketing, Advertising And Digital Strategy
Location : Arlington, VA, US

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