Director, Trade Marketing

WHO WE ARE

Lindblad Expeditions is a true pioneer in Expedition Travel. From taking the first citizen explorers to Antarctica in 1966, opening the Galapagos and Easter Island to tourism in 1967, leading the first tourist expedition through the Northwest Passage in 1984, and launching our innovative partnership with National Geographic in 2004, we're now taking almost 30,000 guests a year to some of the world’s most remote and pristine locations on our fleet of 21 ships, and are committed to ensuring our guests experience the “Exhilaration of Discovery”.

POSITION OVERVIEW

The Director of Trade Marketing is responsible for spearheading and overseeing all marketing, advertising, and communication initiatives targeting key segments within the travel industry, including travel consortia, travel agencies, wholesalers, charters, groups, and frontline travel advisors. This role plays a pivotal part in driving the company's growth by developing and implementing comprehensive, data-driven marketing strategies that accelerate customer acquisition, enhance customer retention, and drive revenue growth. 

The Director will work in close collaboration with cross-functional leaders and strategic partners to ensure alignment with overarching business objectives and maintain a cohesive brand experience. The ideal candidate will possess substantial experience in travel industry marketing, with a strong preference for expedition cruise industry experience. Additionally, they will cultivate and maintain strong partnerships with other teams across the organization to foster a collaborative and successful work environment. 

This position demands a self-motivated individual with exceptional communication skills, both written and verbal, and proven experience in managing and leading a team. The successful candidate must possess excellent organizational and project management skills, coupled with the ability to thrive and adapt with the highest level of efficiency in a dynamic, fast-paced environment. 

• Drive Travel Industry Sales: Strategically leverage Direct to Consumer (D2C) marketing strategies and campaigns to stimulate and drive sales and revenue within the travel industry.
• Support Travel Industry Sales Team: Actively support the travel industry sales team by leveraging consumer marketing campaigns to develop targeted trade marketing plans that reinforce and promote Lindblad’s leadership position in the expedition travel sector.
• Maintain Brand Consistency: Ensure that all sales communications adhere to Lindblad’s established brand standards and brand pillars, maintaining a consistent and impactful brand identity.
• Manage Trade Advertising: Oversee and manage the Trade Advertising media plan and budget, ensuring optimal resource allocation and maximizing return on investment.
• Develop Creative Briefs: Prepare comprehensive and compelling written creative briefs for all marketing initiatives directed towards the travel trade channel.
• Engage the Travel Trade Channel: Proactively engage the travel trade channel by developing innovative marketing initiatives that will further captivate and involve travel advisors and their consumers, including those in international markets.
• Manage Marketing Initiatives: Oversee and manage all planned marketing initiatives for consortia partnerships and preferred travel agency partnerships.
• Ensure Timely Communication: Collaborate effectively with sales, marketing, and the digital web team to execute timely and relevant communications.
• Produce Marketing Materials: Work closely with the creative team to produce high-quality print and digital materials for trade marketing, trade conferences, and trade partner events.
• Partner with Public Relations: Establish a strong partnership with the Public Relations team on all trade media releases, ensuring consistent messaging and maximizing media exposure.
• Execute Weekly Communications: Create and execute weekly communications to the travel trade, providing product updates, special offers, and other relevant information.
• Monitor Work Progress: Diligently monitor work progress to ensure that advertising, emails, co-op mail, and other trade initiatives adhere to the established sales communications schedule.
• Oversee Content and Training: Oversee content development and maintenance for the travel agency training platform and travel agency website. Additionally, lead, coordinate, and assist in the production of webinar presentations for the travel industry.
• Measure and Report on Marketing Effectiveness: Regularly measure and report on the effectiveness of marketing spend, identifying key performance indicators (KPIs) and producing a weekly scorecard for senior leadership to track progress and results.
• Lead Tactical Efforts: Spearhead tactical efforts across various channels, working closely with creative teams and channel owners to plan annual, quarterly, and monthly editorial, social, and direct mail calendars.
• Foster a High-Performing Team Culture: Cultivate and maintain a high-performing team culture that inspires and motivates team members to achieve exceptional results.

• 10 + years in a marketing role for highly regarded consumer brands
• Demonstrated excellence in initiating and executing consumer-direct print and digital marketing campaigns with an emphasis on project management
• Proven experience with marketing measurement, analytics, and reporting
• Experience in creating and delivering presentations to senior leadership
• Demonstrated ability to handle multiple tasks, set priorities, and meet strict deadlines
• Experience leading marketing teams in a fast-paced environment; 3-4 years of people leadership experience in a remote and hybrid environment
• Demonstrated commitment to teamwork, with positivity, flexibility, integrity, and a high level of energy
• Outstanding organization, presentation and communication skills while hitting deadlines and driving revenue at a public company, preferred
• Ability to manage negotiations and with executive gravitas
• BA/BS degree in a Marketing or related field, or equivalent experience

• MBA or Master’s Degree in Marketing or related field
• Travel Industry Trade Marketing
• Experience working with the Travel Industry Trade and/ or travel advisors
• Demonstrated experience with Salesforce as it relates to marketing
• Experience with Hub Spot and / or Hive
• Prior Disney relationship management experience
• Prior Disney Signature Experiences and National Geographic Expeditions or similar

OUR BENEFITS

• Travel benefits for employees and their family 

• Health insurance including Medical, Dental, Vision  

• 401(k) plan with employer match  

• Long-Term Disability, Life & AD&D Insurance

• Flexible Spending Account (FSA) to be used for out-of-pocket medical and dependent care  

• Pre-Tax Commuter Benefit  

• 7-8 Paid Holidays

• 2-3 Floating Holiday Options (pro-rated per start date)

• Up to 15 days of vacation (pro-rated per anniversary year)

• Parental Leave

• Sick/personal days per city & state ordinance

• Pet Insurance discount

COMMUNICATION SKILLS 

Using the English language, this person must have the ability to read, write, and comprehend policies, legal guidelines, correspondence, and memos.   Must also possess the ability to effectively communicate--both in writing and orally--with a professional demeanor. 

PHYSICAL DEMANDS 

While performing the duties of this job, the employee is frequently required to sit, talk and hear.  The employee will also be required to write and type.  The employee is occasionally required to stand, walk, and reach with hands and arms.  

COMPENSATION STATEMENT

Lindblad Expeditions determines the pay for positions using local, national, and industry-specific survey data. We evaluate external equity and the cost of labor/prevailing wage index in the relative marketplace for jobs directly comparable to jobs within our company. Our posted salary range is based on national data and may be refined for a candidate's region/town/cost of living.

For new hires, we strive to make competitive offers allowing the new employee room for future growth. Salaries will be based on the applicant’s location, level of experience, education, and specialized knowledge and skills. An employee/candidate with a stronger skill set will receive higher pay.

EQUAL OPPORTUNITY EMPLOYER STATEMENT

At Lindblad Expeditions, we simply could not do our work without the diverse kaleidoscope of humanity that creates and delivers our remarkable offerings across the planet. As a Company that respects and celebrates the inherent diversity in the places we explore, we recognize the need to mirror that same diversity and all the interconnected perspectives within our organization. We are committed to building a community of different genders, races, ages, sexual orientations, chosen identities, and countries of origin where every person brings their whole self to work and whose skills, talents, and abilities are valued. We believe we can explore further and in a more meaningful way by actively creating a more diverse and inclusive organization where everyone feels they belong.

Lindblad Expeditions is an equal opportunity employer. Individuals seeking employment at Lindblad Expeditions are considered without regard to race, sex, color, religion, national origin, age, disability, genetics, marital status, pregnancy, unemployment status, sexual orientation, citizenship status, or veteran status.