Adventure Cycling Association seeks an experienced, creative and well-organized individual to fill a critical leadership role in the organization as our Chief Marketing Officer. We seek a person who is passionate about active travel and cycling, and will work with our talented team to boost Adventure Cycling’s brand visibility as well as increase membership and sales of the programs, services, and products we offer.
The successful candidate will be an outstanding leader and manager who brings out the best in people and will direct the messaging and look of the largest and perhaps most beloved cycling membership group in North America. The candidate will have significant previous experience and success in managing multiple staff and substantial budgets, and will have orchestrated and implemented long-term and short-term marketing, media or sales campaigns for brands, causes, services and/or products. The candidate’s ability to bring humor and good spirits to the job and nurture and grow our highly collaborative team environment is important. Of course, attention will be paid to the candidate’s enthusiasm for bicycling, bike travel and the outdoors. The position is based at Adventure Cycling’s headquarters in beautiful and bike-friendly Missoula, Montana.
The Chief Marketing Officer (CMO) will manage the largest department at Adventure Cycling, with up to 11 full-time staff. In a nutshell, the department inspires and empowers people to travel by bicycle through outstanding communications and design work. The Marketing and Communications (M&C) Department covers five essential areas: publications, e-communications, media, marketing, and outreach/events. Specific outputs include our: popular magazine (Adventure Cyclist); tours and sales catalogs and other print marketing materials; digital content and design through our websites, blog, social media, e-newsletters and e-mail blasts; news and feature stories prepared for or pitched to traditional and online media outlets, bloggers, industry partners and thought-leaders; advertising and other paid marketing materials; and grassroots events and local gatherings of members, cycling enthusiasts and others with an interest in bicycle travel. The CMO will directly supervise up to four staff and will be a member of our leadership team, which works with the Executive Director and Board of Directors to set and achieve Adventure Cycling’s strategic and annual objectives.
Duties and Responsibilities
Brand management: Work with staff, especially in the M&C Department, to develop and infuse our brand (look, voice, values, feel) into our communications, services and products.
Strategic and annual planning: Establish strategic and annual work plan goals and metrics for the M&C Department. Collaborate with other departments to meet their media, design and marketing needs.
Department management: Supervise up to four directors with responsibility for major areas within the M&C Department. All our work is conceived, produced and published by our in-house team: Adventure Cyclist magazine; print design and communications; digital communications and traditional media; and marketing partnerships and outreach. Ensure that each director sets and delivers on clear annual objectives and metrics tied to strategic plan goals. Mentor directors in how they guide and grow their direct reports.
Budget preparation and management: With M&C staff and in collaboration with other organization leaders, prepare the M&C Department’s annual budget, including revenue (primarily advertising and other business support) and expenses. Combined revenue in this department is currently more than $450,000 annually. Combined expenses are more than $1.3 million.
Marketing and messaging: Serve as the lead strategist for messaging and marketing themes. Collaborate in developing effective messages and campaigns for the organization but also for specific program, service and product types.
Analytics and lessons learned: Lead the development of marketing’s analytical plan. Publish a management dashboard of key metrics. Train and empower team to analyze and assess in-market performance of communications, promotional and advertising programs and tactics, and recommend and make course corrections.
Media: Work with the Communications Director and others to develop earned+paid media mix, identifying opportunities across all media channels, including print, digital, social, television, radio and events. Also provide guidance and input on content development and management on critically important social media channels, such as Facebook, Twitter, and Instagram.
Outreach and storytelling: Serve periodically as a spokesperson for the organization, in-person, and at conferences, expos, and trade shows.
Organizational direction and support: Meet and consult with the Executive Director and the leadership team on a regular basis to help address general issues in the organization. Also participate in meetings of the Board of Directors and other relevant meetings related to the broader organization.
Knowledge, Skills, and Abilities
Interpersonal: Excellent interpersonal skills, with ability to communicate clearly with staff, volunteers, members, and external contacts and partners. Ability to identify and foster each team member’s personal connection and contributions to Adventure Cycling.
Staff management: Proven experience in effectively managing, coaching and growing the skills and output of multiple staff. Ability to motivate staff to do their best work for the organization in a timely manner. Experience in cross-training existing staff to take on new responsibilities and grow new skills.
Planning and project management: Outstanding skill set and experience in planning, both strategically and tactically.
Marketing Strategy: Demonstrated experience in planning and implementing integrated marketing strategy.
Content development: Skilled at overseeing development of a cross-channel editorial calendar, and creating impactful content which serves our various audiences, leveraging the unique ways they use our different marketing channels.
Digital & Social Marketing: Up-to-speed with current social and online marketing techniques and best practices.
Media: Proven experience working in different types of paid, earned and owned media, including traditional and social media. Ideally will have a strong network of connections, and skilled at negotiating win-win partnerships, including in-kind sharing, that will help expand the reach and impact of the Adventure Cycling message.
Creative: Outstanding ability to oversee the creation of marketing and media campaigns and messages. Strong visual sensibility and ability to guide design team and help designers maximize the message/impact and stay aligned with style guide and brand look and feel.
Collaborative: Clear understanding and solid experience leading and working with teams. Excellent meeting management skills.
Analytical: Thorough knowledge and productive utilization of SEO and web analytics systems, such as Google Analytics.
Technology: Knowledge of OSX Systems and Adobe Creative Cloud. Strong facility with Google docs and basic Microsoft programs such as PowerPoint, Excel and Word. Helpful to be familiar with content management systems and basic HTML, and to understand, learn and adapt to new technology, particularly pertaining to digital programs.
Education and Experience
Bachelor’s degree is required and ideally a master’s degree in marketing, media, public relations or related field. At least 12 years of experience in marketing, media, and public relations in the non-profit, social enterprise or for-profit sectors. As noted above, we seek candidates with significant previous experience and success in managing multiple staff and substantial budgets, and a leader who has orchestrated and implemented long-term and short-term marketing, media or sales campaigns for brands, causes, services and/or products. We would love to find a person for this role who has the commitment to roll up their sleeves and work with the team to brainstorm, execute, analyze and course-correct the day-to-day creation and production of tactics.
Compensation and Workplace
The position is located in Missoula, Montana. Anchored by the University of Montana and nestled in a gorgeous mountain valley along the Clark Fork River, Missoula has been featured on many “best places to live” lists and has a vibrant community life driven by creative people who love to eat, play, live and work in one of the premier towns of the American West. This leadership position will be competitively compensated in the Northern Rockies region. Excellent benefits include paid time off for holidays, vacation and sick leave, an additional fully paid one-week bike vacation, full medical and dental coverage, life insurance and retirement plan. We have a wonderful office in downtown Missoula, with a friendly and committed staff. Adventure Cycling Association is an equal opportunity employer.
Application deadline: The position is open until filled. Please submit application materials as soon as possible as we have just begun to review applicant submissions.
About Adventure Cycling Association
Adventure Cycling's mission is to inspire and empower people to travel by bicycle. Adventure Cycling was founded in 1974 and is the largest bicycling membership organization in North America, with more than 53,000 members. Our work includes producing the best bicycling routes and maps in North America, publishing Adventure Cyclist (one of the top cycling magazines anywhere), managing more than 100 bicycle tours and leadership trainings, and promoting more bike facilities and better bike travel conditions through advocacy at the federal, state and local levels. For more information, go to www.adventurecycling.org.