WCNC-TV
TEGNA, Inc.
DESCRIPTION
The WCNC Charlotte Marketing Director develops and implements a brand strategy and campaigns for all of our channels. This role oversees the station’s promotion and advertising efforts to drive sales and build brand awareness. Their major responsibilities include developing an overall marketing plan, evaluating, and developing marketing strategies, communicating the marketing plans to key stakeholders, approving campaigns, measuring return on investment of various advertising methods, working with content and sales departments to develop pricing strategies to maximize returns, and providing leadership and direction to manage the marketing department.
Responsibilities:
• As a member of the station’s leadership team, serve as a business partner to the station’s news director, digital director, and general manager to help grow the station’s audience, revenue, and brand potential.
• Conceptualize and develop compelling, multiplatform, original station image, news and entertainment programming and commercial campaigns and when necessary, execute all elements personally. Based on sound strategy outlined in creative briefs,
• Proactively create opportunities for audiences to connect with our content by developing annual and quarterly strategic plans, prioritizing key marketing messages, and generating breakthrough concepts and strategies.
• Develop and implement audience development strategies by applying research insights, data and analytics to marketing activations including, but not limited to, content partnerships, digital marketing efforts and more.
• Act as a collaborative architect for all touchpoints between the station and its audiences. Live as the station’s “chief brand officer,” evangelizing the brand and championing all brand-related matters inside the organization.
• Stay abreast of innovative tools, promotion trends and campaigns.
• Identify and champion strategic, cross-department (such as news, social, corporate) and cross-business unit marketing tie-in efforts for maximum positive brand impact, marketplace visibility and revenue generation.
• Lead the marketing department staff.
• Support local sales teams in generating non-traditional revenue dollars.
JOB EXPERIENCE
3-5 yrs
REQUIREMENTS
Requirements:
• Bachelor’s degree, preferably in Marketing or a similar field. Combinations of related education and experience may be considered.
• 5-8 years of consumer marketing experience with a promotion-specific record of success especially in broadcast, cable, digital or agency (marketing/digital/advertising). Television experience preferred but not required.
• Must be a proven manager, capable of managing up, down, and across. Must be able to manage teams of both strategic and creative personnel.
• Must understand the value of promotions placement across multiple mediums as a fundamental driver in executing the brand strategy.
• Demonstrated ability to organize and develop presentations that effectively sell a given strategy, tell a story and can persuasively sell-in ideas/media plans/budgets/strategies to all levels of station and corporate management, to advertisers and other stakeholders.
• Experience creating and measuring integrated advertising campaigns supported by an outstanding creative ability and an exceptional portfolio (link to reel required).
• Firsthand, working knowledge of on-air, streaming, and digital promotion production techniques, and familiarity with current production and photography trends.
• Experience translating broadcast designs and concepts to interactive digital and social media campaigns.
• Has a track record of successfully strengthening brands by applying tenets of branding, brand consistency and creative cohesion.
• Hands-on experience in marketing content on both linear and non-linear platforms, including utilizing and optimizing display marketing campaign; retargeting, social media, OTT marketing, mobile marketing, etc.
• Experience with on-air planning and ability to manage and maximize station’s promotional inventory to drive viewership and other business goals.
• Proven track record of developing and producing revenue-driving client campaigns.
• Strong media planner and buyer who understands co-op spending and can build strong partnerships with network, syndication, and other 3rd parties.
• Ability to work with a sense of urgency within a deadline oriented fast paced team environment and juggle multiple projects and priorities at once.
• Possess proven communication skills (interpersonal, written, and verbal) with the know how to tailor all communications to the audience for which it is intended.
• Demonstrated ability to present and justify thoughts, ideas, and decisions in a clear, concise, and appropriate manner and forge strong relationships with a variety of colleagues.
• Must be comfortable working non-traditional hours to compete in breaking news situations.
• This is not a remote work position.
Work Environment: Office
Physical Demands: Light work
Travel: Rarely: less than 10%
Work Environment Set: Office: normally performed in a typical interior/office environment
Physical Demands Set: Light work: Involves sitting most of the time, walking, lifting, bending, standing, etc.