Sr. Manager - Brand/Readership Marketing

Purpose:
SENIOR BRAND MANAGER

Opportunity Snapshot

As the largest metropolitan newspaper in the country with a history of journalistic excellence since 1942, The Los Angeles Times is a well-respected voice in Southern California. But the world is changing, and so are we! We need an experienced, visionary Senior Brand Manager to help us grow readership and develop new ways to connect with busy Southern Californians.

As a key player in this strategic initiative, we are looking for a brand management guru, capable of defining and executing clear brand vision and brand identity, to drive our overall brand strategy in coordination with the players on our team.

Our Requirements

12-15 years Brand Management experience
Experience working across marketing disciplines, including PR, Events, Promotions, Advertising, Direct and Advertiser Marketing
Solid management experience in the areas of brand planning, target audience insights, advertising and web marketing, media planning and budget management
Proven ability to integrate and drive projects across an extended organization
Excellent leadership, collaboration, communication and negotiation skills
Experience managing agency/vendor resources
Ability to develop internal operational procedures and processes that support the development of great communications
BA or equivalent in Marketing, Business or Communications

Your Rewards

Pride -- you'll have the opportunity to work with one of the most respected media organizations in the country as it expands its multi-media brand portfolio.

Best of both worlds -- while you'll be the brand ambassador for the Los Angeles Times newspaper, you'll play an instrumental role in the coordination and expansion of the overall Los Angeles Times multi-media brand portfolio.

Opportunity to "make your mark" -- you'll enjoy the autonomy and capacity to spread your wings and implement your vision as you take ownership of new and existing brands and determine strategies that will help mold the changing face of this industry.

Excellent compensation -- along with a competitive salary, we offer a generous benefits package that includes a wide choice of medical, dental, and vision plans; a 401(k) plan; an employee stock purchase program; an on-site fitness center; and more. Additionally, you'll be eligible for an annual bonus based on both individual and company performance.

Your Team

Reporting to the Vice President of Marketing, you will join our Brand Marketing Department, a 50-person team that develops and manages the brand identities and public personalities of our growing portfolio of brands, which include the Los Angeles Times, latimes.com, Hoy, Career Builder, and cars.com.

As Senior Brand Manager, you'll have one direct report and partner with individuals throughout the organization -- including Sales, Public Relations, Direct Marketing, Circulation, Events, Editorial, Partnership & Promotion, and the Creative Departments for B2B and B2C -- and lead their collaboration on initiatives related to your brands.

Similarly, you'll coordinate with the other Brand Managers in your department in order to build cohesion across our brand identities.

Your Role

You will champion the management of our print brands as you strategically determine the best way to position them to complement the latimes.com brand positioning. You will be responsible for representing the voice of the customer, optimizing priority audience segment opportunities, and developing targeted strategies to grow readership and website traffic. This will involve:

Setting clear direction as you lead cross-functional teams (Creative, PR, Events, Circulation, Sales);
Developing, implementing and evaluating targeted strategies to grow readership and ensure brand clarity and positioning within the Los Angeles Times brand portfolio;
Creating a sustainable market presence while not losing sight of short-term revenue requirements and opportunities;
Collaborating with the brand Creative Director to develop effective brand positioning and distinct personality;
Working closely with Marketing Research to understand our Southern Californian readers and develop a 360-degree plan to interact more meaningfully to drive incremental readership;
Building and executing programs that enhance the overall customer experience and augment the brand;
Partnering with Circulation to determine more effective ways to increase sales;
Collaborating appropriately with Editorial to share customer insights, while looking for ways to showcase content with particular appeal to priority audience targets; and
Taking the initiative to leverage internal resources as you create a team approach to building the brand.

Additionally, you'll take a proactive approach to identifying product enhancements and new business opportunities to increase penetration and extend market reach, then play a central role in launching and promoting these new products and offerings.

Keys to Success

We're looking for an energetic, innovative thinker who will immerse themselves in the Southern Californian mindset to help us evolve and implement a multi-level marketing effort to drive incremental readers to Los Angeles Times. To accomplish this goal, you will need to be:

Innovative -- more than a brand manager, you'll be a strategic thinker who can see emerging trends and the "big picture," but also one who is comfortable getting tactical and developing the step-by-step plans to increase penetration and grow readership.

Collaborative -- as you direct cross-functional teams and foster excitement for our growth plans, you'll set clear direction, garner trust, and effectively impart authority and credibility while striving to build a stronger cohesiveness among our talents and initiatives.

Flexible -- you'll think on your feet and adjust your strategies according to changing market dynamics, while remaining a firm and trusted leader for your team.

If this sounds like the right mix of challenge and opportunity for you, and you meet the required qualifications, we look forward to hearing from you!

About Us
The Los Angeles Times was first published on December 4, 1881, under the name of the Los Angeles Daily Times. As the city grew, so did The Times, and today it is the largest metropolitan newspaper in the country. Our editorial department is one of most formidable in the world -- 23 foreign, 11 national, 5 state and 6 regional bureaus -- and the largest news gathering operation in California.

We publish five regional editions covering the Los Angeles metropolitan area, Orange and Ventura counties, the San Fernando Valley, and an Inland Empire edition covering Riverside and San Bernardino counties. We also produce the National Edition for distribution outside our home market and latimes.com, a leading online source of national and international news and information and the authority on news and information for and about Southern California.

In June 2000, The Times became a Tribune Publishing newspaper when Tribune Company acquired Times Mirror, former parent of the Los Angeles Times. Tribune is a media industry leader reaching more than 80 percent of US households through newspaper publishing, television and radio broadcasting and the Internet. Throughout its history, Tribune has applied technology with great imagination and foresight, earning the company an industry-wide reputation for innovation. For more information, please visit www.latimes.com.

Compensation:
There is $0 available for relocation.
REQUIREMENTS
see above