Chief Marketing Officer

POSITION DESCRIPTION

The Wisconsin State Fair Park (WSFP), a State of Wisconsin agency, is seeking a highly-qualified and experienced individual to serve as Chief Marketing Officer (CMO).

As a key leader, the CMO oversees the Marketing Division, including Advertising and Branding, Sponsorship, Marketing Communications, Public and Guest Relations, Creative Services and Social Media.

The CMO is responsible for the planning, development, and execution of the organization's overall marketing strategy. Reporting directly to WSFP’s Chief Executive Officer (CEO), the CMO's primary responsibility is to generate revenue by increasing sales through successful marketing and sponsorship initiatives.

This position serves a key role in the strategic planning and direction of WSFP. The CMO must provide leadership and management for WSFP’s existing marketing staff and is tasked with contributing to the organization’s performance as measured against both the budget and long-term strategy.

The incumbent will work alongside the CEO to execute WSFP’s vision while coordinating with other division heads on their marketing needs.

The CMO must have a strong understanding of the organization overall and experience with traditional marketing initiatives, as well as with modern ways of delivering and tracking marketing messages via mobile platforms, video and social media.

EMPLOYMENT TYPE

Full-Time, permanent position in the unclassified service of the State of Wisconsin.

COMPENSATION & BENEFITS

Salary commensurate with experience and qualifications in alignment with the State of Wisconsin’s Compensation Plan for new hires, promotions, and transfers.

As an unclassified position, this position best aligns to the pay range 81-01 for salary purposes. Includes comprehensive fringe benefits package, including pension, health insurance, and paid time off.

WHO CAN APPLY

This position is open to all qualified candidates who meet the outlined criteria.

ESSENTIAL FUNCTIONS

Serve as member of the CEO’s Senior Management Team for the strategic planning of short- and long-term goals of WSFP as a whole

• In conjunction with the CEO and senior management, establish long- and short-range objectives through strategic business planning to accomplish the goals of WSFP
• Update the CEO on marketing initiatives they arise; provide strategic recommendations to the CEO based on analysis and projections
• Oversee, and ultimately grow and develop the existing staff in advertising, sponsorship, social media, marketing communications and guest relations
• Participate in and / or effectively recommend program planning and development changes necessary to meet state requirements and policy direction by the WSFP Board of Director
• Undertake long- and short-range planning for division; research new division projects; develop projects and initiate new division programs with year-round and seasonal staff
• Keep on top of industry trends related to the division
• Participate in the review of any current agency-wide policies and procedures and in the planning, development and implementation of any new policies and procedures
• Communicate vision to the board, other C-level officers and employees
• Serve as liaison to the Executive Office to align objectives
• Serve as liaison to WSFP Board of Directors Marketing Committee and assist with planning bi-monthly meetings, minutes and committee reports

Management of Advertising / Branding / Creative Services

• Design and improve upon existing advertising and branding campaigns for various aspects of the Wisconsin State Fair and WSFP
• Create and propagate WSFP brand messaging that is true to the vision of the organization yet will resonate with target demographics
• Manage relationships with several existing outside marketing agencies retained to assist with media buying, creative production and social media;

oversee, along with the Procurement Manager, the RFP or RFB process related to these agencies as they arise

• Ensure that marketing campaigns Lead the process for the continuous evaluation of trends and adjust strategy to capitalize on shifts in the marketplace
• Ensure campaigns reach intended demographics with inclusion of both traditional (print, broadcast, OOH) as well as digital and social media (digital display / ad networks, Facebook, Twitter, YouTube, Instagram, SnapChat, OTT, etc.

ultimately generating revenue for WSFP through ticket sales and attendance at the annual Wisconsin State Fair

Management of Sponsorship

• Secure new and retain existing sponsorships with a revenue goal of nearly $3 million.
• Ensure sponsorship and revenue continues to increase year over year, meeting goals set mutually with the CEO
• Oversee management of all sponsor related promotions, contests and activities for State Fair and Harvest Fair, including in-kind media sponsorships
• Maintain positive and proactive relationships with key sponsorship decision-makers
• Ensure continued growth of the group / corporate sales program through expanded marketing efforts

Management of Marketing Communications / Public Relations / Social Media

• Provide leadership for the development of strategic marketing communication
• Oversee development and distribution all external WSFP collateral and marketing materials
• Oversee content of multiple websites and email newsletters; Assist with creation of presentations for CEO, Board of Directors and other executive staff as needed
• Develop messaging and tools to facilitate influencer outreach and engagement
• Oversee the formulation of appropriate responses to social media inquiries and comments on behalf of WSFP

Management of Guest Relations

• Oversee training and development of staff who serve as the front line to our fairgoers including Guest Relations staff and Front Desk staff
• Develop consistent practice for community and staff donation requests and fulfillment
• Provide guidance and oversight to staff to ensure timely and appropriate responses to fairgoer complaints, compliments, and issues
• Lead customer service training initiative for 11-day fair Guest Relations staff

Administration, Management and Supervision of Marketing Division

• Establish goals and objectives for division through analysis, research, planning, development, and implementation of necessary policies and procedures
• Maintain credibility for the division through thoughtful planning, development, and administration of timely, efficient, and customer-friendly services to assist the CEO, senior management, the Board and external entities in performing their responsibilities
• Establish standards of performance for assigned areas including employee goals that conform to standards established by the Board, the CEO, and Human Resources
• Provide effective leadership, training, and guidance to staff to help them achieve goals; review operations as necessary to ensure goals are met or determine if changes are necessary
• Supervise the heads of Sponsorship, Guest Relations, Creative Services and Public Relations and monitor the supervision of their employees.

Conduct staff meetings and utilize other methods to receive and disseminate information as needed

• Conduct periodic performance evaluations with staff to ensure staff receive necessary feedback and support; document performance formally in annual evaluation for permanent staff
• Manage division budget and work with leadership team on budget forecasting and long-term fiscal responsibility within the division and WSFP agency, approve expenditures and provide budget reports
• Plan, develop and implement training / education for department heads and staff on financial and procurement policies / procedures
• Recruit, interview, and recommend candidates for hire and train necessary year-round staff
• Recommend the promotion, discipline and / or termination of subordinate staff
• Effectively investigate and respond to suspected or reported work rule or ethics violations by employees in a professional and expedient manner with Human Resources
• Promote and ensure compliance with agency affirmative action standards and objectives

QUALIFICATIONS

• Bachelor’s Degree from an accredited post-secondary college / university; or commensurate experience and training
• Knowledge of the operational procedures at WSFP or other large-scale event organization, preferred
• Knowledge of the State’s budget and fiscal process, state statutes, federal regulations, administrative policies, and state legislature, preferred
• Excellent analytical and leadership skills
• Creative yet collaborative mindset
• Minimum of five (5) years of experience in a supervisory or managerial role
• Vast knowledge of current marketing and sponsorship trends
• Extensive knowledge of Microsoft Office and Adobe software, including but not limited to Word, Excel, Outlook, Power Point, Acrobat and InDesign, as well as the ability to adapt to changes in said technology
• Effective written and oral communication skills and ability to communicate effectively with managers, supervisors, staff, other agencies, and external contacts
• Event industry experience strongly desired
• Must be willing to travel for work with limited overnight travel possible
• Must be able to serve as a positive role model for other employees

SPECIAL NOTES

Candidate must be able to work all 11 days of the annual Wisconsin State Fair; for 2024 these dates are August 1 11, 2024.

Prior to appointment to this position, the candidate will be subject to a comprehensive criminal background and credit check.