Senior Manager Marketing

About the Role

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 Manager directly oversees marketing staff and program delivery while establishing the systems, processes, and performance standards necessary to support future organizational scaling.

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 expectations, 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.

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.

Skills

• Strategic Marketing Leadership: Ability to lead both strategy and execution in a dynamic and evolving organizational structure.
• Campaign Architecture and Execution: Ability to design, lead, and deliver integrated marketing campaigns with measurable outcomes.
• Brand Governance and Public Messaging: Ability to maintain consistent, high-quality brand identity across diverse communication channels.
• Organizational Leadership and Scaling: Ability to lead staff directly while building systems for future organizational growth.
• Data-Driven Decision Making: Ability to use performance data and analytics to guide strategy and continuous improvement.
• Collaboration and Stakeholder Engagement: Ability to coordinate effectively across departments and external partners.

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.

Salary: $98,731.00 - $141,926.09 Commensurate with Experience