Head of Brand Experience

Please follow the link below to apply for this position:

https://therams.csod.com/ats/careersite/JobDetails.aspx?site=2&id=81

Position Overview:

As the Los Angeles Rams continue to build their organization andbrand throughout Southern California, they are looking for a Brand Experienceleader to ensure the Rams continues to grow its greater Angeleno fanbase. Weare looking for the brand leader to bring specific expertise in successfullygrowing brand love with LA based Latinos and Youth through consistent,effective messaging and unified, engaging fan experiences that delivers on thebrand narrative. The right candidate should have a proven track record ofbuilding brands through connected, innovative experiences/activations that areauthentic to multiple audiences and help fuel lifestyle culture, includingdelivering on-brand culturally relevant expressions, bringing to lifeintegrated physical and digital campaigns, and authentically leveraging thepower of “word of mouth”. The ideal candidate will not only have provenexperience building impactful fan activations and 360 experiences thatpositively drive brand, drive business strategies, grow fans and influenceyouth culture, but also have proven successes in working collaboratively acrossthe org, rolling up ones sleeves to execute with excellence, and motivatingpeople to bring their best every day. Ultimately, the job is all about growingthe Rams fanbase through a brand centered lens.

Role Responsibilities:

• Lead development of department-specific (e.g. brand experience) strategy pillars that tie back to the overarching brand north star, ensure team activations against these pillars work cohesively together, and partner with his/her team to execute with excellence
• Lead development of distinct, but complementary, strategies and activation roadmaps for key target audiences through nuanced cultural insights that deliver fan growth, especially with the Angeleno Latino fanbase and next generation youth; Partner with cross-functional team and work side-by-side with his/her team to ensure on-brand executions deliver on overarching goals.
• Be the champion of impactful collaboration to ensure brand is effectively represented through cohesion and synergy of all activities that touch the fan across various departments, including pre, during and post-game activations, sponsorship activations, ticketing, PR, community service, and broadcast media
• Lead application of brand narrative across tentpole events, including gameday, and partner activation experiences
• Oversee brand ambassador program strategy and work with ambassador team to ensure impactful activation of all ambassadors (e.g. alumni, influencers, youth advocates, etc.) that drive positive word of mouth advocacy and deliver overarching brand goals
• Partner with CMO and cross-functional heads (e.g. Merchandising, Media, Creative, etc.) in evolving brand into a lifestyle brand that authentically connects with Youth and LA culture
• Lead application of brand narrative across channels and effectively partner with channel owners to influence the development of appropriate, on-brand communication and content
• Collaboratively drive concept, innovation, and activation development from soup to nuts, including ideation, insight definition, consumer/fan research development, and ultimately see ideas through final execution. Ensuring ongoing competitive, category and industry mapping regularly occurs to keep teams on the forefront of the business landscape and to drive better marketing and experience innovation.
• As needed, lead team of internal and external partners for gameday and tentpole (eg. Training Camp, in-community cultural activations like East LA Parade, etc.) campaign development
• Provide rigorous and real-time evaluation and performance measurement of key performance indicators and develop real-time response and optimization plans.
• Evaluate and help curate activations that pull consumers in and compel them to join the brand storytelling – from traditional events to experiential marketing.
• Partner with the Chief Marketing Officer to shape the overall marketing strategy.

RoleQualifications (Skills/Experience/Capabilities):

• Bachelor’s degree in Marketing or related field; Master’s Degree preferred.
• 10+ years of applicable brand development, experiential activation, 360 marketing experience (ideally a mix of agency and client-side)
• High-energy, results driven brand marketing leader who is a self-starter that can motivate a cross functional matrix team and actively develop his/her own team, so that they bring their best selves to work everyday
• Must be a relationship builder with proven ability to effectively collaborate, influence and make decisions in a partner driven, matrixed environment
• Must be a creative idea maker, while also being a detailed activator that is motivated by not only working with others to come up with breakthrough ideas, but also actively driving the executions that bring these ideas to life
• Must intimately and intuitively live, breath and understand the Los Angeles Latino community and culture
• Must be naturally in-tune with and understand drivers of LA lifestyle culture and youth culture
• Intimately understands drivers of social behaviors and how to effectively and authentically deploy influencers
• Strong analytical skills and proven ability to drive, consume and integrate fan, culture, community, league, and city insights into planning, strategy development, and executions/actions
• Experience driving positive cultural change in growth situations
• Naturally applies an entrepreneurial approach to bringing business-driving ideas to life, influencing culture, and achieving goals, while having the ability to develop processes and lead others to deliver through these processes
• Experience successfully developing and executing novel and unexpected approaches to research, marketing ideas, and brand activations
• Creative storyteller with a proven track record of being able to cohesively bring together a brand story through the total experience across live activations and communications across channels
• Magic blend of naturally being an outside the box problem solver, entrepreneurial creative mind, experience visionary, analytical decision maker, strategic communications planner, and process driven executor
• Naturally curious and stays apprised of cultural trends, local trends, industry trends, media landscape shifts and new brand-building methodologies

Job Type: Full-time

Experience:

• relevant: 5 years (Required)

Work Location:

• One location
• Multiple locations

Benefits:

• Health insurance
• Dental insurance
• Vision insurance
• Paid time off
• Parental leave

This Company Describes Its Culture as:

• Innovative — innovative and risk-taking
• Outcome-oriented — results-focused with strong performance culture
• Stable — traditional, stable, strong processes
• People-oriented — supportive and fairness-focused
• Team-oriented — cooperative and collaborative
• Detail-oriented — quality and precision-focused