Department of Administrative Services

Brand Director (3168MP)

$50.59-$68.98 Hourly / $4,046.86-$5,518.05 BiWeekly /
$105,623.00-$144,021.00 Yearly


PURPOSE OF JOB CLASS (NATURE OF WORK)

In the Department of Economic and Community Development, this class is accountable for 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.

SUPERVISION RECEIVED

Receives executive direction from the Deputy Commissioner.

SUPERVISION EXERCISED

Directs professional and clerical staff as assigned.

EXAMPLES OF DUTIES

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; creates brand identify and recognition through the development of a brand promise, image, logo/symbol, slogan, graphics, advertisements and other techniques to connect and engage with targeted markets; participates in the development of a marketing plan; creates a branding communication strategy and executes branding campaigns utilizing various media sources, including social media, suitable to the targeted market and its location; serves as public relations point person to support the positioning strategy; coordinates branding and marketing initiatives with the Governor's communication team and key stakeholders in the private and public sectors; maintains contacts with individuals within and outside of the 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; develops, implements and evaluates branding policies, goals and objectives; participates in budget development; maintains marketing metrics and evaluates the performance of initiatives; attends public forums, meetings and events to speak before groups to market the State of Connecticut; takes improvement measures to perfect the outcomes of branding and marketing; designs and implements performance review standards for staff; performs related duties as required.

KNOWLEDGE, SKILL AND ABILITY

Considerable knowledge of and ability to apply management principles and techniques; considerable knowledge of relevant state and federal laws, statutes and regulations; considerable knowledge of conceptualization and creation of branding; considerable knowledge of successful and cost effective strategies for marketing the products of tourism and the state for a location to live and have and grow a business; considerable knowledge of various media sources, including social/digital media; considerable knowledge of marketing research and plan development; considerable knowledge of business; knowledge of international marketing; considerable interpersonal skills; considerable oral and written communication skills; managerial and leadership skills; considerable ability to executive branding and marketing strategies; considerable ability to develop and work within a budget, ability to think creatively and to influence and persuade potential consumers; ability to cultivate and maintain positive relationships within and outside of the agency.

MINIMUM QUALIFICATIONS - GENERAL EXPERIENCE

Ten (10) years of professional experience in branding to include conceptualization, creation of brand identity and recognition through a brand promise, image, logo/symbol, slogans and various graphics and various media sources.

MINIMUM QUALIFICATIONS - SUBSTITUTIONS ALLOWED

  1. 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.
  2. A Master's degree in Business Administration, Marketing or closely related field may be substituted for one (1) additional year of the General Experience.

SPECIAL REQUIREMENTS

Employees in this class may be required to travel.

JOB CLASS DESIGNATION

Classified/Non-Competitive

OCCUPATIONAL GROUP

(12)-General Administration and Management

BARGAINING UNIT

(02)-MANAGERIAL

EEO

(2)-Professional

SALARY INFORMATION

MP 70

CANCELLATION CLAUSE

New Class.

EFFECTIVE DATE

10/21/2011

CLASS: 3168MP; EST: 10/21/2011; REV: ;