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Strategic Brand Manager, States

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Strategic Brand Manager, Digital
Rate: $55-60/hour / $110-120k Salary
Location: NW Washington, DC

Serves as the primary Brand point of contact for state staff. Provides strategic direction for how states can best implement national campaigns and initiatives to help meet their advertising, marketing and communications objectives. Ensures that all project requests are aligned with the enterprise communication priorities (70/30 rule). Focuses on deepening the relationship with states that currently use Brand and building relationships with those that do not. Proactively identifies and develops new marketing solutions and process improvements to create increased value, efficiency and greater cost savings. Manages workflow for projects and uses established templates to reduce turnaround times. Enhances Brand credibility by being a model brand steward and consistently demonstrating expertise and delivering excellent customer service.

Key Responsibilities:
• Protects and enforces the brand in all media, serves as a key brand steward
• As a key business partner and strategic resource for states,provides advertising, marketing and paid media guidance based on a broad knowledge of AARP campaigns and initiatives,and an understanding of state office operations
• Deepens and broadens the level of service that Brand provides on the state level by working closely with National Account Managers to identify strategic opportunities (should include consideration of solutions that have been successful for other business units/campaigns)
• Plans,coordinates,directs and implements certain advertising projects and collateral (including print, digital,mobile, television, radio, environmental,etc.) identified as being needed by the states by managing agency and internal creative teams as appropriate, determining timing and placement of materials,estimating costs and reporting on success metrics
• Develops paid media strategy and works closely with media agencies on the creation and delivery of media plans that are optimized and tracked as appropriate
• Proactively negotiates options and solutions with state clients and reconciles priorities, decisions and approaches
• Identifies trends and develops templated solutions to systematize project requests
• Actively monitors work flow through the BRC and identifies,develops and implements process improvements as needed
• Works with the Brand Operations team as needed to facilitate the processing of state media requests
• Drives a culture of customer service and test-and-learn results,which includes innovation and continuous improvement through client feedback, ongoing analysis of industry trends, and development of new or re-engineered services
• Analyzes information and makes decisive decisions to ensure customer satisfaction,quality control and timely delivery of final deliverables
• Communicates clearly and often across all of Brand
• Works closely with CSN and other AARP colleagues who work closely with the states to share knowledge and implement best practices
• Ensures that all projects (including conversations) are captured in Teradata workflow system for tracking purposes
• Fulfills other duties as assigned

• Teradata experience helpful,but not required
• Reports to the Director,Brand Strategy & Client Services

Soft Skills Hard Skills
Client Support/Customer Service
Project Management
Communication (internal/external)
Selling/Presentation Skills
Interpersonal Relationship Skills/Conflict Resolution Skills
Multi-Tasking/Time Management
Media/Marketing Awareness
Innovative Thinking
Media Planning/Buying
Strategic Thinking
Ability to Build Communication Plans
Facilitating Skills
Problem Solving
Detail Orientation
Desire to Learn
Self- Direction
Positive Attitude

*Represents a scale of importance from 1to 5 (1being least important and 5 being most important) for
this position.

Soft Skills:
Leadership Skills 4
People Management Skills 3
Mentoring/Coaching/Teaching 4
Political Sawiness 5

Hard Skills
Understanding of Design/Print Process 5
Agency/Vendor Management 4
Project Management Software 4
Business Professional Writing 5
Copywriting 4
Editing 4
Budget Management/Implementation 3
Systems and Operations 4
Report Development and Analysis 4
Office Software -Microsoft Suite - PPT 3
Presentation Software 3

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