Director of Marketing and Communications

Date Opened: Thursday, April 17, 2025 12:00 AM

Close Date: Friday, April 25, 2025 12:00 AM

Department: Charlotte Area Transit System Department

Marketing

Salary: $114,225.74 - $142,782.18 Commensurate with Experience

SUMMARY

The Director of Marketing and Communications leads and manages CATS' public relations, advertising, marketing, community relations, public outreach, and promotional activities. This is accomplished by planning, coordinating and overseeing the implementation of multi-media advertising campaigns, promotions, special events and public information programs; negotiating and purchasing media advertisements; overseeing the design and development of print materials and publications; overseeing the development and maintenance of the CATS website, web-based media and social media programs; writing news releases, articles and other print materials; conducting market research; organizing special events and outreach activities; manage all media relations and communications; represent the CATS as primary spokesperson; attend external events and activities; conducting presentations to internal and external audiences; advising and providing recommendations to Executive Leadership Team and Metropolitan Transit Commission (MTC) as they relate to CATS media and public information strategies.

Major Duties and Responsibilities:

• Develop and execute high-performing marketing and communications plans to achieve higher transit ridership levels.
• Lead and empower a high-performing, innovative marketing and communications team, ensuring alignment with CATS's broader vision and strategic goals.
• Directs and sets departmental communication, media plans, marketing plans, and procedures to goals and objectives to ensure goal achievement.
• Directs the development and implementation of agency-wide marketing and communications programs designed to communicate CATS services, expand ridership, and create and maintain a favorable understanding of public transportation and community-wide awareness of transit issues.  Develops, shapes, and disseminates the agency’s messages to various audiences using different approaches.
• Identify challenges and emerging issues the organization faces, working with the leadership team and staff to recognize internal and external marketing and communications opportunities and solutions, and define and execute appropriate strategies to support them.
• Provides leadership to the Marketing and Communications department; selects, trains, motivates, and directs department personnel; evaluates and reviews work for acceptability, and conformance with department standards; conducts performance evaluations; works with employees on performance issues provides constructive feedback on performance and behaviors; implements discipline and termination procedures; responds to staff questions and concerns.
• Develops, directs, and oversees the implementation of strategies, goals, objectives, policies, procedures, and work standards for the department.
• Directs, develops and coordinates the overall work plan of the department; contributes to the department’s service quality through the development and implementation of policies and procedures to meet legal requirements, organizational needs and strategic objectives; continuously monitors and evaluates the efficiency, and effectiveness of service delivery methods and procedures; assesses and monitors the distribution of work, support systems, and internal reporting relationships; identifies opportunities for improvement; directs the implementation of change.
• Manages, develops, and administers the department's annual budget; directs the forecast of additional funds needed for initiatives, projects, staffing, equipment, materials, and supplies; directs the monitoring of, and approves expenditures; directs and implements adjustments, as needed.
• Oversees the planning, development, and implementation of marketing and communications, community engagement, and public involvement strategies for planning and capital projects.  Ensures compliance with government standards under the ADA and Title VI for Limited English Proficiency.
• Engages customers by directing the development and execution of sound marketing, communications, and customer service strategies based on market and consumer research.
• Ensures consistency and clarity of external communications messaging across CATS channels and platforms, partnering with key stakeholders to develop marketing, communication, and customer service plans
• Ensures that the brand identity, messaging, marketing, and communications strategy are incorporated through all CATS assets and channels and develops compelling brand strategies that support the CATS goals and objectives.
• Directs the development and implementation of the CATS social media strategy and expands social media followers through organic and curated content to increase engagement and relationship-building
• Directs efforts to maximize CATS' external revenue streams through the management of external advertising revenue, fare and ticket sales, and ridership-building programs.
• Develops and directs the coordination of promotional sponsorship and partnership opportunities with private entities and other public agencies, as approved by Executive Leadership.
• Works closely with CATS management staff regarding developing and implementing long- and short-term strategies for delivering effective marketing and communications programs for CATS.
• Manages the selection of services of outside consultants, advertising agencies, photographers, videographers, printers, and other freelancers; coordinates work contracted with these consultants and ensures quality service.
• Coordinate and disseminate CATS safety messages to local, state, and federal governments, as well as the general public, in accordance with the Public Transportation Agency Safety Plan (PTASP).
• Builds internal relationships to serve departmental needs, ensuring a cohesive approach to communicating CATS-wide initiatives and accomplishments.  For example:
  • Collaborates with Planning to understand how quarterly service changes are created to develop and lead robust marketing communications campaigns to inform passengers via digital channels and community meetings.
  • Collaborates with IT to communicate internal priorities, understand the interconnection of available technologies in transit, and continuously improve the digital experience.
  • Collaborates with HR and Operations on workforce communications and recruitment advertising.

• Represents department programs and activities with the MTC, other departments, elected officials, and outside agencies; coordinates assigned activities with those of other departments and outside agencies and organizations as needed.
• Develops and/or oversees the development of complex written reports, printed materials, and multi-media presentations intended to market and promote the services of CATS.
• Stays abreast of changing procedures, innovations, and emerging technologies pertaining to marketing and communications; communicates business implications and potential impact to all key stakeholders, including executive management, other CATS staff, the MTC, and various public and private entities.
• Prepares and delivers presentations to diverse audiences, including CATS staff, the public, the MTC, other elected officials, and local and state agencies.
• Performs related duties as required.

Minimum Qualifications:

• A combination of education and/or experience that provides the required knowledge, skills, and abilities to perform the position's essential functions. CATS reserves the right to determine the equivalences of education and experience.
• Formal Education/ Experience: Bachelor's degree or equivalent in Business Administration, Journalism, Communications, Marketing or a closely related field with 5yrs or relevant work experience in marketing, public relations, journalism, communications, community relations or a closely related field, including three (3) years of supervisory experience OR Master’s level degree with three (3) years of relevant work experience.

Other Requirements:

• Supervision: Work involves problem-solving and mediating highly conflicting, unexpected, and unusual problems involving multiple groups.  Applies broad management responsibility for a large program or set of related functions.  Provides direct and indirect supervision to lower-level personnel.
• Human Collaboration Skills: Recommendations regarding policy development and implementation are made and/or recommended.  Evaluates customer satisfaction, develops cooperative associations, and continuously utilizes resources to improve customer satisfaction.
• Freedom to Act: The employee normally performs the duty assignment according to his or her own judgment, requesting supervisory assistance only when necessary. Special projects are managed with little oversight, and assignments may be reviewed upon completion. Performance reviewed periodically
• Technical Skills: Advanced: This work requires advanced skills and knowledge in approaches and systems, which affect the design and implementation of major programs and/or processes organization-wide. Independent judgment and decision-making abilities are necessary to apply technical skills effectively.
• Budget Responsibility: Position has major fiscal responsibility.  Is responsible for department-wide financial decisions. Ensures that appropriate linkages exist between budget requests and departmental goals and objectives.  Monitors budget plan and adjusts as necessary.
• Writing: Advanced - Ability to write editorials, journals, speeches, manuals, or critiques. 

Knowledge:

• Local organizations, community groups, and governing bodies.
• Methods and techniques of marketing and public relations.
• Production methods for printed materials
• Awareness of the District's programs and operations
• Business correspondence, media communication, and report writing.
• Methods and techniques of effective presentation development and delivery.
• Marketing and public relations concepts and theories.
• Community demographics.
• Methods and techniques of conducting comprehensive and targeted marketing and public relations campaigns.
• Highly advanced business correspondence, media communication, and report writing techniques.
• Budget and contract preparation and administration.

Abilities:

• Ability to respond to the news media accurately, appropriately, and promptly, often within tight deadlines and at times, without direction
• Effectively represent CATS at community and media events.
• Write and edit news releases, pamphlets, and reports.
• Work in stressful and fast-paced environments, managing and/or performing several tasks simultaneously.
• Establish and maintain good working relationships with internal staff, external agencies, community groups, and the general public.
• Direct and implement a comprehensive marketing and public relations program that meets CATS' goals and objectives.
• Prepare and present news and media information.
• Direct the work of consultant resources and administer contracts to ensure compliance with CATS expectations.
• Prepare and administer budget proposals.
• Review goals and objectives; revise budget to conform to goals and objectives.
• Monitor progress and adjust schedule, activities, and resources.
• Solicit and select consultant professional services.
• Mediate contract issues, questions, and problems.
• Compose policy-related issue papers and memos.
• Communicate District policy changes to employees and the public.
• Work independently and meet deadlines.
• Effectively represent CATS in all interactions with the public.
• Prepare and administer budgets, monitor progress, and review goals and objectives.
• Manage the procurement process.
• Able to work long and/or non-traditional hours.

CONDITIONS OF EMPLOYMENT

The City’s Background Check Policy requires background checks to be conducted on final internal or external candidate(s) applying for any position with the City of Charlotte. The type of information that will be collected as part of a background check includes, but is not limited to: reference checks, social security verification, education verification, criminal conviction record check, and, if applicable, a credit history check, sex offender registry and motor vehicle records check.

Background checks must be in compliance with all federal and state statutes, such as the Fair Credit Reporting Act (FCRA). The checks must be consistent with the guidelines set forth by these laws requiring organizations to obtain a candidate’s written authorization before obtaining a criminal background report, motor vehicle records check or credit report; and to properly store and dispose of information derived from such reports.

Final candidates must pass a pre-employment drug-screening test and physical examination. During the selection process, candidates may be asked to take a skills test, and/or participate in other assessments.

The City of Charlotte is an Equal Opportunity Employer.

HOW TO APPLY

Apply online.

Federal law requires employers to provide reasonable accommodations to qualified individuals with disabilities. Please tell us if you require a reasonable accommodation to apply for a job.

You are welcome to visit the City of Charlotte Human Resources Department lobby where we have workstations available. Our office is located at 700 East 4th Street, Suite 200, Charlotte, NC 28202. Our hours are Monday through Friday, 8 a.m. to 5 p.m. (EST), excluding official City holidays.

For questions about your application or the hiring process, please email Careers@ci.charlotte.nc.us.

The City of Charlotte is committed to making the job application process accessible to all. Upon request, auxiliary aids, written materials in alternate formats, language access, and other reasonable accommodations or modification will be provided. To make a request, please email HRADAAdministration@charlottenc.gov, call 704-962-6168, or visit us in person at 700 4th St., Charlotte, NC 28202.

BENEFITS

The City of Charlotte provides a comprehensive benefits package to all employees.

Click here to learn more about the City of Charlotte’s benefits.

The City of Charlotte is a drug and alcohol-free workplace.