About the position
The VP of Marketing is responsible for overseeing and leading all aspects of Brightline's brand and marketing strategy. This role involves developing and implementing marketing strategies to drive growth, enhance brand equity, and achieve business objectives. The VP leads campaigns that promote our core value proposition (schedule, product, price), partnering with key stakeholders on development and delivery while developing a deep understanding of our customer through research, data analytics and customer segmentation modeling. This role requires a strategic mindset combined with hands-on execution capabilities to deliver measurable business results through integrated marketing campaigns, partnerships, and customer experience optimization. The incumbent will build and manage a high performing team that is analytical, data savvy, and curious about what drives results while establishing Brightline as the premier choice of intercity travel in our markets. This position reports to the President and Chief Commercial Officer.
Responsibilities
- Lead the implementation of Brightline's commercial strategy, bringing the brand to life through targeted and personalized marketing that drives revenue and customer engagement.
- Lead marketing team in analysis, planning, development, execution and performance of Consumer and B2B marketing campaigns in owned, paid and 3rd party partner channels.
- As steward of the brand, lead Brand and Creative team to consistently and efficiently execute on creative that support company-wide initiatives, ensuring consistency across all marketing channels and touchpoints.
- Manage creative and advertising agency relationships, budgets and performance.
- Conduct thorough market research to understand consumer behavior, identify target segments, and analyze competitors' activities and trends.
- Develop and implement strategies to attract new customers and generate leads, leveraging various marketing channels like digital marketing, social media, and content marketing.
- Develop and lead comprehensive public relations strategies that enhance corporate reputation, manage crisis communications, and position company leadership as industry thought leaders.
- Oversee media relations and stakeholder communications, while building strategic partnerships with key industry influencers, analysts, and media outlets.
- Lead narrative development for major corporate initiatives, product launches, and company milestones, ensuring consistent messaging that supports business objectives and strengthens brand credibility across all external communications channels.
- Manage the marketing budget, allocate resources effectively, and optimize marketing spend to maximize return on investment (ROI).
- Lead, mentor, and inspire a high-performing marketing team, fostering a culture of creativity, innovation, and collaboration.
- Monitor and evaluate the effectiveness of marketing campaigns, track key performance indicators (KPIs), and report results to senior leadership.
- Collaborate with other teams, such as sales and partnerships, product strategy, revenue management and finance, to ensure seamless integration and alignment of marketing efforts with business objectives.
Requirements
- Bachelor's degree in marketing, business administration, or a related field; MBA preferred
- 15 years of data-driven progressive marketing experience, including a proven track record of developing and executing successful marketing strategies in senior leadership roles
- Deep expertise in integrated marketing strategy, brand management, and customer journey optimization
- Expert-level proficiency in marketing analytics platforms, statistical analysis, and translating complex data into strategic business recommendations and actionable insights
- Experience managing multi-million-dollar marketing budgets and demonstrating clear ROI
Nice-to-haves
- Proven ability to drive growth and brand awareness
- Strong strategic thinking and analytical skills
- Expertise in digital marketing, CRM software, marketing automation, and analytics tools
- Customer-focused, data-driven, results-oriented
- Adobe marketing stack experience a plus but not required
- Brand and agency experience on client-side
- Proven track record of building and scaling marketing teams and driving significant revenue growth
- Ability to collaborate effectively with cross-functional teams and external partners
- Strong quantitative, analytical skills with attention to detail and accuracy and ability to make data-driven decisions
- Excellent communication and presentation skills with ability to influence C-level stakeholders
- Knowledge of transportation, hospitality, or travel industry dynamics preferred
Benefits
- Competitive compensation and benefits package
