Department: Charlotte Area Transit System DepartmentSalary: $98,731.00 - $141,926.09 Commensurate with Experience

SUMMARY

The Senior Manager of Marketing serves as the senior leader responsible for the strategy, execution and performance of CATS’ marketing and promotional functions. Reporting to the Director of Marketing and Communications, this role provides leadership for marketing programs supporting ridership growth, fare initiatives, brand awareness and customer engagement across diverse audiences.

This position holds accountability for both strategic marketing direction and operational execution, particularly in a phased organizational structure where Manager-level roles may not yet be established. The Senior Director directly oversees marketing staff and program delivery while establishing the systems, processes and performance standards necessary to support future organizational scaling.

Operating within a complex public-sector transit environment, the role translates agency priorities into integrated campaigns, partnerships and outreach strategies that expand awareness, improve customer understanding and support service utilization. The Senior Manager also plays a key role in building a sustainable marketing function capable of evolving into a multi-layered organization.

Major Duties and Responsibilities:

Marketing Strategy and Program Leadership

• Provide strategic leadership for all marketing programs supporting ridership growth, fare initiatives and service awareness
• Translate organizational priorities into targeted marketing strategies, campaigns and engagement initiatives
• Establish long-term marketing plans aligned with agency goals, service delivery priorities and customer experience objectives
• Balance strategic planning with direct oversight of program execution in a developing organizational structure

Campaign Planning, Execution and Oversight

• Lead development and execution of integrated marketing campaigns across digital, print, broadcast and community channels
• Ensure campaigns align with operational realities, service conditions and organizational priorities
• Oversee campaign timelines, deliverables and performance outcomes
• Evaluate campaign effectiveness and adjust strategies based on performance data
• Assume direct responsibility for campaign execution in the absence of a manager-level role
• Assume oversight of Transit Advertising Program

Brand Governance and Creative Direction

• Establish and maintain brand standards, messaging frameworks and visual identity guidelines
• Provide oversight of creative direction and content development across all marketing channels
• Ensure consistency and quality of marketing materials across the organization
• Align brand messaging with customer experience, accessibility considerations and public-sector communication standards

Fare Programs and Promotions

• Develop and oversee marketing strategies supporting fare programs, promotions and service initiatives
• Support the development of partnerships with employers, institutions and community organizations
• Coordinate promotional activities tied to service expansions, policy changes, and special initiatives
• Ensure alignment between partnership activities and agency marketing objectives

Marketing Analytics and Performance Management

• Establish performance metrics and monitoring frameworks for marketing initiatives
• Analyze engagement data, ridership trends and campaign outcomes to guide decision-making
• Prepare reports and evaluations supporting leadership visibility and accountability
• Identify opportunities to improve marketing effectiveness and return on investment

Organizational Leadership and Workforce Development

• Provide direct supervision of marketing staff, including specialists, designers and other assigned personnel
• Establish accountability structures, performance expectation and operational standards
• Build scalable systems and processes supporting future organizational growth
• Develop staff capabilities and prepare the organization for transition to a multi-layered structure

​Cross-Functional Coordination and Organizational Alignment

• Collaborate with Communications, Customer Service, Operations, Planning and Finance teams
• Ensure marketing initiatives align with service delivery priorities and operational constraints
• Support cross-departmental initiatives and integrated outreach efforts
• Facilitate coordination between marketing activities and agency-wide programs

Budget and Resource Management

• Develop and manage marketing budgets and resource allocations
• Oversee procurement and contract administration for marketing services, vendors and consultants
• Ensure responsible stewardship of financial resources
• Support planning for future resource needs as the marketing function expands

Core Competencies:

Strategic Marketing Leadership: Ability to lead both strategy and execution in a dynamic and evolving organizational structure.

• Establishes marketing priorities aligned with agency goals
• Translates strategy into actionable programs.
• Balances long-term planning with immediate execution needs.

Campaign Architecture and Execution: Ability to design, lead and deliver integrated marketing campaigns with measurable outcomes.

• Directs multi-channel campaign development and execution.
• Coordinates timelines, resources and deliverables.
• Evaluates and improves campaign performance.

Brand Governance and Public Messaging: Ability to maintain consistent, high-quality brand identity across diverse communication channels.

• Ensures alignment of messaging and visual identity.
• Maintains quality control across marketing outputs.
• Adapts messaging to public-sector and accessibility requirements.

Organizational Leadership and Scaling: Ability to lead staff directly while building systems for future organizational growth.

• Provides supervision and coaching to staff.
• Establishes operational structure and accountability.
• Prepares organization for expansion into multi-layered leadership.

Data-Driven Decision Making: Ability to use performance data and analytics to guide strategy and continuous improvement.

• Interprets engagement and ridership data.
• Identifies trends and performance gaps.
• Adjusts strategies based on evidence.

Collaboration and Stakeholder Engagement: Ability to coordinate effectively across departments and external partners.

• Builds productive working relationships.
• Aligns marketing with operational priorities.
• Facilitates integrated outreach efforts.

Knowledge, Skills and Abilities:

Knowledge of:

• Marketing strategy, branding and integrated campaign development
• Digital and traditional marketing channels and tools
• Public-sector communication requirements and accessibility considerations
• Transit operations factors influencing marketing messaging
• Marketing analytics, engagement metrics and performance evaluation
• Budgeting, procurement and contract administration

Skill in:

• Developing and executing comprehensive marketing strategies
• Managing multi-channel marketing campaigns
• Analyzing marketing data and translating insights into action
• Supervising staff and coordinating team workflows
• Building and maintaining strategic partnerships
• Communicating marketing strategy and results to stakeholders
• Coordinating marketing with operational and service priorities

Ability to:

• Exercise independent judgment in balancing strategy and execution
• Lead both program design and hands-on delivery in a developing organization
• Manage multiple initiatives and competing priorities
• Build organizational structure and processes from the ground up
• Adapt to evolving staffing models and organizational needs
• Promote accountability, quality and continuous improvement
• Represent the organization professionally in internal and external settings

Minimum Qualifications

• Bachelor’s degree in marketing, communications, business administration, public administration or related field and ten (10) years of progressively responsible experience in marketing, branding, or promotional program management, or equivalent combination of education and experience.

Preferred Qualifications

• Master’s degree in marketing, business administration or public administration.
• Demonstrated experience leading marketing programs with accountability for performance outcomes.
• Experience managing staff.
• Experience in a public-sector, transit, transportation or regulated environment.
• Experience supporting fare programs or employer-based initiatives.
• Experience managing marketing vendors or consulting services.

Working Environment and Physical Demands

• Work is performed primarily in a professional office environment with regular use of computers and standard office equipment
• Requires extended periods of sitting, working at a computer and participating in meetings
• May require attendance at marketing events, outreach activities and meetings at various agency or community locations
• Occasional travel may be required
• Work schedules may extend beyond normal business hours during campaigns or major initiatives, including weekends.
• Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions

HOW TO APPLY

Apply online.

You are welcome to visit the City of Charlotte Human Resources Department lobby, where self-service application kiosks are available. They are located in our office at 700 East 4th Street, Suite 200, Charlotte, NC 28202. We are open Monday through Friday, from 9:30 a.m. to 3:30 p.m. (EST), excluding official City holidays.