In the Department of Economic and Community Development, this class is accountable for administering the creation and implementation of a brand strategy to market the State of Connecticut's tourism, quality of living, talent availability and desirable location to have and grow a business.
Receives executive direction from the Deputy Commissioner.
Administers programs and operations of brand strategy; directs all staff as assigned.
EXAMPLES OF DUTIES
Administers staff and operations for the creation and implementation of a brand strategy for the State of Connecticut;
Develops, implements and evaluates branding policies, goals and objectives;
Develops a unified brand concept to market the State of Connecticut within the state, regionally, domestically and internationally for the benefits of increased tourism, businesses development and talent recruitment;
Designs and implements performance review standards for staff;
Participates in budget development;
Maintains contacts with individuals within and outside of agency including strong partnership and internal agency divisions, tourism businesses, metro chambers, universities, historic and arts organizations, cluster organizations, utilities and regional destination marketing organizations;
Creates brand identify and recognition through development of a brand promise, image, logo and/or symbol, slogan, graphics, advertisements and other techniques to connect and engage with targeted markets;
Participates in development of a marketing plan;
Creates a branding communication strategy and executes branding campaigns utilizing various media sources, including social media, suitable to targeted market and its location;
Serves as public relations point person to support positioning strategy;
Coordinates branding and marketing initiatives with the Governor's communication team and key stakeholders in private and public sectors;
Maintains marketing metrics and evaluates performance of initiatives;
Attends public forums, meetings and events to speak before groups to market the State of Connecticut;
Takes improvement measures to perfect outcomes of branding and marketing;
Leads the recruitment and hiring of staff, including outreach, interview and selection;
Performs related duties as required.
KNOWLEDGE, SKILL AND ABILITY
Considerable knowledge of
and ability to apply management principles and practices;
relevant state and federal laws, statutes and regulations;
conceptualization and creation of branding;
successful and cost-effective strategies for marketing products of tourism and the State for a location to live and have and grow a business;
various media sources including social and/or digital media;
marketing research and plan development;
Knowledge of international marketing;
oral and written communication skills;
Managerial and leadership skills;
Considerable ability in
executive branding and marketing strategies;
developing and working within a budget;
think creatively and influence and persuade potential consumers;
cultivate and maintain positive relationships within and outside of the agency.
MINIMUM QUALIFICATIONS - GENERAL EXPERIENCE
Ten (10) years of professional experience in branding including conceptualization, creation of brand identity and recognition through a brand promise, image, logo and/or symbol, slogans and various graphics and various media sources.
MINIMUM QUALIFICATIONS - SUBSTITUTIONS ALLOWED
College training in marketing or business administration may be substituted for the General Experience on the basis of fifteen (15) semester hours equaling one-half (1/2) year of experience to a maximum of four (4) years for a Bachelor's degree.
A Master's degree in business administration, marketing or a closely related field may be substituted for one (1) additional year of the General Experience.
Incumbents in this class may be required to travel.
JOB CLASS DESIGNATION
(12)-General Administration and Management
As defined by Sec. 5-196 of the Connecticut General Statutes, a job class is a position or group of positions that share general characteristics and are categorized under a single title for administrative purposes. As such, a job class is not meant to be all-inclusive of every task and/or responsibility.
This replaces the existing specification for the class of Brand Director in Salary Group MP 70 approved effective October 21, 2011. (Revised to add Acknowledgement section and modify content) Final No. 22-007