Vice President, Global Brand Marketing

Opportunity:

 

This newly created position reflects HomeAway’s commitment to defining and leading the vacation rentals category, while building a powerful brand worldwide. Over the next several years, HomeAway has an ambition and the potential to shape and dramatically grow the vacation rentals market in over a dozen countries, and to go from being a collection of web property listing sites to becoming a vibrant, top of mind, trusted brand in the broader vacations industry.

 

This position reports to CMO, along with business leads for the US and Europe, and will work closely with marketing leads for the US and Europe, and general managers across all markets to drive the development of brand strategy, and coordinate planning and execution of brand building initiatives and programs. The VP Global Brand Marketing will be an integral member of the company “brand board�, working closely with the CEO, COO, CMO and the business heads of the US and Europe to create a roadmap for the development of the brand. This role works hand in hand with and complements marketing roles embedded in the businesses, which have responsibility for on-line and direct marketing, messaging and web merchandising at a local level.

 

Direct reports from day one include the Director of Public Relations, Director Global Marketing Research (search underway), and in the future will include the areas of corporate brand architecture and identity, overall brand positioning and oversight of all brand advertising worldwide, and global sponsorships and promotions.

 

Responsibilities:

 

The VP Global Brand Marketing will be responsible for shaping and driving the development of a powerful HomeAway brand among travelers and owners worldwide. Major responsibilities will include:

 Developing brand portfolio strategy, and working with general managers to define and deliver against the positioning of individual websites in each country relative to major horizontal initiatives including HomeAway Traveler, HomeAway Connect and HomeAway Professional.Building a compelling, differentiated position among travelers for the HomeAway brand within the vacation industry, and working with leadership across the company to bring that positioning to life in service and product design and delivery.Creating and facilitating the adoption of brand building frameworks, tools and processes among all the businesses.Identifying brand building agency partners in the areas of advertising and public relations, and working with direct reports and general managers to develop and maximize the effectiveness of those relationships worldwide.Leading and driving consumer insights and marketing research best practice to help transform HomeAway into a customer oriented service company, with a passion and the know how to deliver outstanding levels of satisfaction and loyalty among travelers and owners.Creating a brand building “big ideaâ€� marketing capability within HomeAway, to help focus the marketing organization on cost efficiently growing the vacation rental category and strengthening HomeAway’s position as the market leader.Delivering brand building communication tests and programs, working in partnership with teams in all markets to create fully integrated marketing plans. Building strategy, business cases and initiatives to test and validate the opportunity for off-line marketing support to accelerate growth and deliver attractive payback and ROI.Developing sponsorship, promotional and cause marketing opportunities on a worldwide basis.Providing coaching, training and support to marketing teams in the US, the UK, France and Germany.

Candidate Profile:

 

The VP Global Brand Marketing will be a proven marketer, brand builder and leader, with experience and a strong track record across multiple dimensions:

 

~Global brand building experience, particularly working with the US and Europe.

~Ability to innovate and generate big brand building ideas, starting with small budgets.

~Experience in environments that include significant elements of web and direct marketing.

~Willingness and ability to operate “hands on�, and personally coach and train peers and reports.

~Demonstrated success and comfort working in a fast moving, rapidly evolving entrepreneurial environment.

~Minimum 15 years experience, with at least 10 years working in global organizations.



Company Description:

The HomeAway, Inc. websites connect homeowners and property managers with travelers who seek the space, value and amenities of vacation rental homes as an alternative to hotels. With more than 284,000 global listings across the sites, travelers may easily search for budget to luxury-priced vacation rentals on HomeAway.com, VRBO.com, VacationRentals.com, CyberRentals.com, A1Vacations.com, GreatRentals.com, TripHomes.com, Holiday-Rentals.co.uk, OwnersDirect.co.uk, FeWo-direkt.de and Abritel.fr. The sites also feature Reviews and the HomeAway Rent with Confidence Guarantee™, which help ensure a memorable HomeAway from home® experience. HomeAway is headquartered in Austin, Texas and funded by Austin Ventures, Redpoint Ventures, American Capital, Institutional Venture Partners and Trident Capital.

Location:  Austin, TX. Travel Required.

Contact: Human Resources at jobs@homeaway.com