Basic Purpose:
The Director of Brand Strategy is a core executive leadership role responsible for shaping, developing and executing comprehensive, fully-integrated brand strategies to promote Wyoming as a premier travel destination. This position oversees multi-million dollar program budgets, brand positioning, creative campaigns, and communications to ensure a consistent and compelling brand image that drives tourism growth statewide.
As a member of the Executive Leadership Team, the Director of Brand Strategy serves as an enterprise-level strategic advisor, translating consumer, economic, technological, competitive and industry trends into long-term strategies that strengthen Wyoming's visitor economy and competitive position. Additionally, they represent WOT before elected officials, the Wyoming Office of Tourism Board of Directors, industry partners and contracted vendors as well as at local, regional, and national industry events and forums.
Essential Duties:
- Lead the development and execution of integrated, high-impact brand strategies and creative campaigns to ensure Wyoming connects with the target audience and resonates as a tourism destination.
- Translate global travel trends, macroeconomic shifts, and competitive intelligence into forward-looking strategies that expand Wyoming's visitor economy, while leading scenario planning and risk assessment across a 3- to 5-year planning horizon.
- Champion the responsible evaluation and deployment of artificial intelligence, automation, emerging technologies, and advanced analytics to improve marketing effectiveness, audience personalization, productivity, and organizational decision-making while maintaining appropriate standards for brand integrity and data privacy.
- Monitor and analyze brand performance metrics, such as brand awareness, perception, and loyalty, and make recommendations to optimize brand performance.
- Integrate research, economic impact, visitor behavior, attribution, conversion, resident sentiment and other performance data into strategic decision-making. Establish meaningful measures of effectiveness and clearly communicate ROI and organizational performance to leadership, policymakers and stakeholders.
- Build and direct collaborative, strategic relationships with partners and stakeholders. Clearly articulate organizational strategy, marketing investment, performance and economic impact and demonstrate the political and organizational acumen necessary to operate successfully in a public-sector environment.
- Lead, coach, and empower a high-performing Brand Studio by setting clear performance targets, providing training and development opportunities, and aligning team goals with organizational strategy.
Supervision Exercised:
The Director of Brand Strategy oversees the entire Brand Studio team and directly manages the Brand Integrations and Communications Sr. Managers and Brand Studio Sr. Coordinator. Responsible for leading with agile performance principles.
Position Requirements:
- Education and or/training equivalent to a Bachelor's degree in marketing, public relations or a related field plus at least seven (7) years of professional experience developing tourism related initiatives.
- Excellent interpersonal skills.
- People development and influencing skills; able to build and lead strong teams.
- Experience leading large and complex initiatives.
- Excellent public presentation and interaction skills.
Key Competencies
The ideal candidate is:
- A Thoughtful Change Champion: Challenges conventional approaches, embraces complexity, and takes calculated risks grounded in research, data, and organizational objectives.
- An Enterprise-Minded Strategist: Energized by uncertainty and capable of leading teams through complex, evolving industry landscapes.
- A Relationship & Trust Builder: Skilled at cultivating deep, trusting partnerships across public and private sectors, state agencies, and industry partners.
- An Effective Communicator: Possesses top-tier presentation, diplomatic, and storytelling abilities suitable for legislative hearings, board meetings, and media engagements.
- A People Developer: Committed to building inclusive, high-trust team cultures that foster individual strengths and drive optimal organizational results.
WOT offers an inclusive, competitive compensation package and is an at-will employer.
