Expedia

HomeAway is looking for a Sr. Director Global Brand Strategy who is hungry to develop world-class strategies and executions. This Austin-based brand leader is responsible for collaborating across departments and within the marketing team to create, implement and optimize the HomeAway brand, in a cohesive, consistent and powerful manner. You will report to the VP Global Brand Marketing.
 

In this role, you will have the unique opportunity to help lead the strategic development of the our brand and various sub-brands – which includes the development and implementation of such initiatives as brand architecture, brand positioning, brand identity and brand strategies that guide overarching actions internally and externally and shape the future thinking and strategic direction of HomeAway from a brand perspective.
 

We believe our brand – and associated strategies – should inform and influence all areas of the organization. The right leader will work in partnership with multiple key stakeholders to ensure that marketing priorities and pan-HomeAway projects inform and align with the overall HomeAway brand and overarching brand strategies. Ensuring that these are evaluated against brand objectives and data and provide strategic insight and guidance about ongoing brand development, is a key responsibility of this position.
 

You should have experience developing and implementing brand strategy to deliver unified messages to targeted audiences, based on the highest standards. You will also have significant experience of maintaining commercial and matrix relationships in a large/comparable organization.
 

What you’ll do:

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

• BRAND ARCHITECTURE:
   
• Brand portfolio strategy (within HomeAway and Expedia Group)
• Brand migration strategies & executions working with relevant stakeholders
   
• BRAND POSITIONING & IDENTITY:

• Help refine, evangelize and implement the brand positioning and ensure a consistent and effective brand message.
• Help define the brand look & feel and tone & voice for the HomeAway brands across traveler and supplier customers in conjunction working with VPs of Brand & Experience Design, key stakeholders and agencies.
• Drive brand identity implementation in strategically relevant, consumer-centric ways. Think out of the box.
   
• BRAND COHESION:

Brand strategy and messaging across channels – working with stakeholders:

• Ensure a well-articulated and choreographed Traveler verses Partner brand strategy, in conjunction with those leads
• Messaging strategy and hierarchy (identify which messages are most important in which mediums)
• Brand measurement strategy (which metrics over what time frame)
• 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.
   
• BRAND MEASUREMENT:
   
• Lead a brand measurement strategy (defining which measurements over what timeframe).
• Commission and drive consumer brand research to better inform all brand strategies and marketing communications.
• Iterate & optimize using analytics to track performance of our marketing and drive innovative action and engagement among our customers.
   
• BRAND STEWARDSHIP:
   
• Be forward-thinking to anticipate future trends and success of a product or service.
• Find ways to further enhance the end-to-end differentiating brand experience of our product and service, as well as develop strategic recommendations through analysis of current market data, trends and testing plans.
• Identify the right opportunities across industry sectors and media that align with HomeAway’s ongoing brand strategy.
• Be a principal brand evangelist, embodying HomeAway’s core values and differentiating perspectives.
• Strong & active stakeholder role -- while not owning these areas, will provide insight and influence on:
• Product design (first-time user experience of website, app)
• Consumer research (qualitative and quantitative)
• Analytics strategies and methods
• PR talking points/messaging strategy
• Experiential tent poles
• Customer care programs
• Lead the Global Brand Strategy team (currently 5).

Who you are:

• Passion for vacation rentals and HomeAway.
• 10+ years experience of leading brand direction and executions in a fast paced environment with attention for results.
• Adaptable to change and able to bring ideas to life quickly no matter how big or small, through ideation and teamwork that advance brand & business objectives.
• Consistent record of experience managing, mentoring and evangelizing with high integrity and the ability to inspire others
• Superb 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.
• Ability to utilize HomeAway’s and Expedia’s data insights to inform brand excellence.
• Excellent presentation abilities and story-telling skills
• Regular travel to HomeAway London office.
• Bachelor’s degree or equivalent professional experience required. Master’s degree preferred.

Benefits & Perks:

• Competitive health and insurance benefits.
• Competitive salary.
• Annual target bonus or commission.
• Parental leave for up to 20 weeks (dependent on eligibility).
• Paid vacation and sick time.
• Employee Stock Purchase Program.
• Free snacks and beverages.
• Frequent company update talks with our leadership team.
• Free listing on HomeAway.com.
• Electronic, adjustable stand-up desk.
• Discounted Metro & Rail pass.
• Casual dress.

Why join us:
 

Expedia Group recognizes our success is dependent on the success of our people. We are the world's travel platform, made up of the most knowledgeable, passionate, and creative people in our business. Our brands recognize the power of travel to break down barriers and make people's lives better – that responsibility inspires us to be the place where exceptional people want to do their best work, and to provide them to tools to do so.

Whether you're applying to work in engineering or customer support, marketing or lodging supply, at Expedia Group we act as one team, working towards a common goal; to bring the world within reach. We relentlessly strive for better, but not at the cost of the customer. We act with humility and optimism, respecting ideas big and small. We value diversity and voices of all volumes. We are a global organization but keep our feet on the ground so we can act fast and stay simple. Our teams also have the chance to give back on a local level and make a difference through our corporate social responsibility program, Expedia Cares.

Our family of travel brands includes: Brand Expedia®, Hotels.com®, Expedia® Partner Solutions, Egencia®, trivago®, HomeAway®, Orbitz®, Travelocity®, Wotif®, lastminute.com.au®, ebookers®, CheapTickets®, Hotwire®, Classic Vacations®, Expedia® Media Solutions, CarRentals.com™, Expedia Local Expert®, Expedia® CruiseShipCenters®, SilverRail Technologies, Inc., ALICE and Traveldoo®.

About HomeAway:

HomeAway, a world leader in the vacation rental industry, is the place to book beach houses, cabins, and condos with more than two million places to stay in 190 countries. The site makes it easy to find and book the perfect vacation rental for any getaway, often for less than the cost of traditional hotel accommodations.

Expedia is committed to creating an inclusive work environment with a diverse workforce. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status. This employer participates in E-Verify. The employer will provide the Social Security Administration (SSA) and, if necessary, the Department of Homeland Security (DHS) with information from each new employee's I-9 to confirm work authorization.

Expedia is committed to creating an inclusive work environment with a diverse workforce. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status. This employer participates in E-Verify. The employer will provide the Social Security Administration (SSA) and, if necessary, the Department of Homeland Security (DHS) with information from each new employee's I-9 to confirm work authorization.