Job Title: Senior Vice President, Chief Marketing Officer
Employee: New Hire
Reports To: President & CEO
FLSA Status: Exempt
Updated: October 2009
OVERVIEW
Introduction: At the Council of Better Business Bureaus (CBBB), we envision marketing as a means of connecting consumers and donors with trustworthy businesses and charities, and ensuring that BBB system products, services and solutions are in tune with and meeting marketplace demands. In 2008, the BBB system delivered more than 130 million instances of service – and greater than 90 percent of BBB products and services interface with or are being delivered exclusively online. We believe the way forward for the BBB system is the marriage of a market orientation, with core products, IT systems, and data collection and analysis – combining to form a technology-driven marketing strategy.
The Organization: CBBB (as a business league, and through its affiliated charitable/educational organizations) is the headquarters element for the BBB system. BBB is the leader in advancing marketplace trust, and is an unbiased non-profit organization that sets and upholds high standards for fair and honest business/charity behavior. Businesses and charities that earn BBB Accreditation contractually agree and adhere to the organization’s high standards. BBB provides objective advice, free business BBB Reliability ReportsTM and charity BBB Wise Giving ReportsTM, and educational information on topics affecting marketplace trust. To further promote trust, BBB offers complaint and dispute resolution support for consumers and businesses when there is a difference in viewpoints. The organization is also a recognized leader in developing and administering self-regulation programs for the business community, and, since 1970 with respect to the advertising industry, does this through a joint venture with our National Advertising Review Council partners. The first BBB was founded in 1912. Today, 124 BBBs serve communities across the U.S. and Canada, evaluating and monitoring more than four million local and national businesses and charities.
The Brand: BBB brand equity is strong – the public trusts BBB to take action and deliver objective advice on a host of contemporary marketplace issues from marketing to children and personal fraud protection, to charity assessment and B2C dispute resolution. While BBB offers a range of products, services and solutions, we do so under one unified, global “BBB” brand. The BBB brand is built on a foundation of creating value by delivering consumers and donors to trustworthy businesses and charities. What BBB provides and promises is more relevant today than ever before. BBB provides consumers and donors confidence in their choices, and businesses and charities pride in their status.
The Position: At CBBB, we believe digital marketing and communications are becoming the major customer engagement platform. In support of our brand values and the demand for innovation aligned with our concept for a technology-driven marketing strategy, we are establishing a Chief Marketing Officer position. The CMO will report directly to the CEO of the CBBB, will be a member of the CBBB executive team, and have primary responsibility for:
• Creating and driving a BBB system digital marketing and communications growth strategy
• Brand management
• Market research and analysis
• National/corporate partner sales and channel marketing
• Distribution channel management (primarily online-based)
• Stakeholder relations (primarily with corporate partners and BBB representatives)
• Public Relations (media relations, community relations and PR 2.0/social media activities)
• Marketing Communications (primarily Web 2.0-based)
The Person: The CBBB CMO will be an innovative leader who has led change and organizational migration into the Web 2.0 world using online marketing as the key platform for engaging and creating value for customers and stakeholders. The CMO will be both a “big thinker” and someone who can “roll up their sleeves” around the issues of customer and stakeholder engagement, and data collection and analysis. In short, the CMO must have a genuine passion for serving the BBB mission, understanding BBB stakeholders, listening to feedback, and creating new ways to deliver value online through BBB system products, services and solutions.
QUALIFICATIONS
The requirements listed below are representative of the knowledge, skill, and/or ability required:
• The CMO position requires a Bachelor's degree from a four-year college or university – an MBA or Master’s degree in marketing or another business discipline will be an advantage.
• Experience of 10+ years in a managerial marketing role – and the ideal candidate will have:
o 3-5 years recent experience in a wide spectrum of digital marketing activities – an early adopter - and;
o Have managed marketing functional areas at the national or global organizational level
• Preferably, experience in both business-to-business and business-to-consumer environments
• Demonstrated ability to collaborate and successfully deliver results in a matrix-structured organization
ESSENTIAL DUTIES AND RESPONSIBILITIES
Ultimately, measures of success for the CMO will center on the development and implementation of a technology-driven marketing strategy – and the degree to which actions and initiatives:
• Help BBBs succeed
• Create and deliver on opportunities for more consumers, donors, businesses and charities to use and participate in BBB system programs and services
• All of which lead to revenue growth
Develop an integrated metrics model, incorporating:
• Web-based data and analysis from a national/international perspective
• Web-based data and analysis from a BBB market-centric perspective
• Social media engagement
• Traditional media relations engagement
• Customer engagement and feedback
• Third-party data and analysis related to BBB system marketplace interests
Lead and mentor the marketing and communications team at CBBB – and advise and support the efforts of BBBs and special committees engaged in marketing-related activities.
Develop and lead a proactive, engaging corporate partner sales, retention and relations functional area that has a distinct focus on increasing both the number of partners supporting BBB and increasing revenue from sales, sponsorship, partnership and grant-funding programs.
Manage and grow the BBB brand in the marketplace and ensure compliance with brand standards across the BBB system.
With multiple BBB system stakeholders, lead and manage the process for redevelopment – not just redesign – of key BBB system core products for maximum impact via online delivery.
Develop and lead innovative opportunities for customer engagement through online initiatives and social media activities.
Drive current traditional media relations efforts toward PR 2.0 activities that synch with and support a technology-driven marketing strategy.
Ensure the financial, brand-building and experiential success of the BBB International Torch Awards program – our annual signature awards/event.
SPECIALIZED SKILLS AND KNOWLEDGE
Some key tenets for the CMO skills and knowledge base stand out. The CBBB CMO will be:
• Digitally oriented and savvy
• Understand the need for and uses of data – but not be paralyzed by analysis
• Capable of engaging across the full strategic, operational and tactical online marketing spectrum (with a primary focus at the strategic and operational levels)
• A person who can effectively engage with all BBB system stakeholders (BBBs, corporate partners, agencies/vendors, Board of Directors, and consumers)
• A person who is willing to take risks and can handle criticism
• Results-oriented
Have experience in creating and driving an organization’s digital strategy.
Understand Search Engine Optimization and Search Engine Marketing strategies and operations.
Understand and have experience with “End-to-End” project management- from insight to execution.
Have experience with customer feedback and engagement strategies, techniques and processes.
Bring a solid grounding in creating a framework for metrics development, technologies for measurement, and analysis.
Be resourceful regarding innovation – finding ways to quickly establish goals and benchmarks, experiment, learn and apply learning.
Be able to make and deliver a business case for corporate/strategic partner support and engagement with BBB programs and initiatives.
Have the knowledge and experience to understand and quickly summarize key points in legal documents, Board resolutions, traditional media materials and other complex materials in order to judge the applicability and appropriate means of delivery of the information to various audiences.
Be a strategic influencer – capable of driving agreement and/or consensus through intellect, interpersonal skills and negotiation skills.
Be a “Player/Coach” – capable of establishing and nurturing an integrated Marketing & Communications Department team culture while leading “in the field,” rather than “from above.”
SUPERVISORY RESPONSIBILITIES
The CMO will have four direct reports included in a Marketing & Communications Department with 10 full-time employees, interns from time to time, and ongoing relationships with seven agencies/vendor firms.
PHYSICAL DEMANDS /WORK ENVIRONMENT
Work is generally performed in an office environment and requires the following: the ability to operate a computer and other office equipment, including the ability to interact with computer databases; the ability to work on multiple tasks and handle potentially stressful situations; the ability to sit at a desk for one or more hours at a time; and the ability to lift or carry 10 pounds. These physical requirements are representative, though not necessarily inclusive, of those that must be met by an employee in order to successfully perform the essential functions of this position. Reasonable accommodations may be made to enable individuals with disabilities to perform their essential job functions.
For consideration please forward a letter of interest, resume and salary requirements by November 16, 2009 to HR@council.bbb.org or mail to:
Human Resources
Attn: CMO Search
4200 Wilson Blvd, Ste. 800
Arlington, Virginia 22203