Sr. Director Brand Strategy

About Us:

Have you ever had the opportunity to impact the lives of millions of people in a meaningful way and help them enjoy time away with their friends and families building memories? 

That is what we do here at HomeAway.com, an Expedia Inc. company. We are the leading vacation rental website in the world with more than one million online bookable vacation rentals. Our mission is to make every vacation rental in the world available to every traveler in the world through our online marketplace and we're committed to helping families and friends find the perfect vacation rental to create unforgettable travel experiences together. 

The Opportunity:

As the Sr. Director Brand Strategy, you will have the unique opportunity to help lead the strategic development of the HomeAway brand including efforts responsible for brand architecture, brand positioning, brand identity and brand strategies that guide overarching actions internally and externally in order to shape the future thinking and strategic direction of HomeAway from a brand. Working in partnership with key stakeholders, you will ensure that marketing priorities and pan-HomeAway projects inform and align with the overall HomeAway brand and overarching brand strategies. Further, you will ensure that these are evaluated against brand objectives and data and provide strategic insight and guidance about on-going brand development. The ideal candidate will have experience developing and implementing brand strategy efforts to deliver unified messages to targeted audiences, based on the highest standards. You will also have significant experience of managing commercial and matrix relationships in a large/comparable organization.  

 Responsibilities:

Manage brand strategy efforts and projects-- involved from start to finish -- ensuring successful completion against deadlines, including, but not limited to:

BRAND ARCHITECTURE: 

-Brand portfolio strategy, Brand migration strategies & executions working with relevant stakeholders.

BRAND POSITIONING & IDENTITY:

Help define the brand positioning & platform working with the VP of Brand, key stakeholders and agencies.

-Determine the brand look & feel and tone & voice for theHomeAway brands across traveler and supplier customers in conjunction working with VPs of Brand & Experience Design, key stakeholders and agencies.

-Help define and direct the implementation and brand expression across mediums.

BRAND STRATEGY:

-Ensure a well-articulated and choreographed Traveler verses Owner brand strategy, in conjunction with those leads.

-Help define the role of each medium (Channel Strategy).

-Audit and help lead the “Clean up” of existing channels(all mediums), in adherence with brand standards and best practices.

-Identify which messages are most important in which mediums (Messaging strategy and hierarchy).

-Identify which metrics to measure over what time frame (Brand measurement strategy).

-Work closely with marketing teams and our advertising agencies to bring on-brand ideas, strategies to life that drive business growth via owned, shared, earned and paid channels.

-Collaborate closely with other departments to ensure every consumer strategy, message and experience is on brand, reflecting our quality and our values.

-Iterate & optimize using analytics to track performance of our marketing and drive innovative action and engagement among our customers.

-Be forward-thinking to anticipate future trends and success of a product or service.

 Required Skills/Knowledge/Experience:

-Passion for vacation rentals and the HomeAway way. 

-5+ year’s experience of leading brand direction and executions in a deadline-oriented environment with attention for results. 

-Track record of experience managing, mentoring and evangelizing with high integrity and the ability to inspire others. 

-Expert knowledge of all functional Marketing and Product departments, capabilities and service areas for an e-commerce, marketplace business.

-Deep understanding of a wide range of related industries, markets and brands, and what it takes to stand out amongst them and/or partner with them.

-Has significant experience in above-the-line and digital media.

-Always developing fresh ideas to drive brand awareness and generate traffic to HomeAway websites and downloads of the HomeAway app. 

-Ability to leverage HomeAway’s and Expedia’s data insights to better inform brand excellence. 

-Adaptable to change and ability to bring both big and small ideas to life, quickly through ideation and teamwork that advance brand & business objectives. 

-Excellent presentation skills and story-telling ability. 

-Regular travel to HomeAway London office.

-Bachelor degree or equivalent professional experience required. Masters degree preferred.

Benefits:

-Competitive health and insurance benefits

-Highly competitive salary

-Target annual bonus

-Employee Stock Purchase Plan

-Paid vacation and sick time

-Vacation rental on a yearly basis (taxable benefit)

-Free beverages & snacks

-Frequent company update talks with our leadership team

-Free listing on HomeAway.com

-Stand-up desk

-Casual dress

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-Discounted pass for Metro (Rail & Bus)