Chief Brand & Communications Officer
The Metro Atlanta Chamber (MAC) serves as a catalyst for a more prosperous and vibrant metro Atlanta. To advance economic growth and improve our quality of place, MAC is focused on starting, growing and recruiting companies to our 29-county region. We’re also focused on growing our innovation economy by promoting and strengthening connections to drive Atlanta’s innovation and entrepreneurial culture. MAC is committed to being an active voice for the business community, serving as an advocate for a competitive business climate, advancing diversity, equity and inclusion as economic imperatives, and telling Atlanta’s story.
About the Brand Communications Team
We are storytellers. The chosen few who jump out of bed each day to show the world that Atlanta is here, now and next. We use data, best practices, creativity, consistency and teamwork to make a difference in the halls at the Metro Atlanta Chamber (MAC), in our community and around the world. We know our audiences and we recognize that new ways to reach and engage them pop up every day. We stay on top of the trends as we work to shape hearts and minds. We help each other; we challenge each other; we encourage each other; we trust each other; we learn from each other; we laugh with each other; we succeed together; we have each other’s backs. We are leaders who care about Atlanta and proudly represent its history, its reputation, its people, its culture, its careers, its impact, its vibe. We think big, but we never forget that details matter. We are a center of excellence for marketing and communications. We drive strategies and results that will blow your mind.
The Chief Brand & Communications Officer reports to the President and CEO of the Metro Atlanta Chamber, Katie Kirkpatrick. This position leads a staff of 10 and serves on the organization’s management committee.
The Chief Brand & Communications Officer is a strategic counselor to MAC’s CEO and senior leadership team who leads a strong group of mid-level and junior-level marketing and communications professionals who are passionate storytellers. This leader is a face and visionary for MAC’s strategic focus on promoting Atlanta, and has visibility that extends across Fortune 1000 CEOs, CMOs and CCOs to civic and nonprofit leaders in the metro Atlanta region – and nationally. Importantly, the leader is responsible for a team that is a center of excellence and “spoke in the wheel” at MAC, driving collaboration and cohesion as we advance our strategic priorities and engage our wide-ranging stakeholders. The leader manages a critical budget area as MAC strategically invests to promote Atlanta.
The leader’s day-to-day responsibilities will find them working in five core areas:
- promoting metro Atlanta as the region of choice for businesses and talent
- protecting metro Atlanta’s brand as issues arise and in times of crisis
- driving MAC’s reputation as an influential institution that is critical for the future of the region
- positioning MAC investors/businesses as critical and engaged members of the community
- driving MAC’s culture and values through impactful internal communications
The leader thrives in a fast-paced environment, recognizes that strong brand-building opportunities can arise at any moment in Atlanta and brings extensive experience in driving data-driven storytelling that resonates with intended audiences, drives awareness and builds reputation.
MAC’s Brand Communications team is currently structured with three sub-teams: Content & Design; Channels & Analytics; PR & Programs.
Content & Design:
The leader will oversee all aspects of content and design, including executive communications, investor communications, internal communications, graphic design and editorial content/storytelling:
- Exec & Investor Comms: Providing strategic planning, guidance and support to build thought leadership across digital and traditional platforms (speeches, video scripts, op-eds, investor communications, etc.). Core topics include economic development, investor news and developments, diversity, equity and inclusion, public policy and leadership. Given MAC’s role in the community, the CEO is an influential figure with a busy calendar of speaking engagements and MAC-driven commitments. The ideal leader will ensure these opportunities are viewed through a strategic lens and leveraged in alignment with MAC’s broader strategic brand and communications approach.
- Internal Comms: Focusing on MAC culture and values and information-sharing to equip colleagues to be ATL brand ambassadors who are highly engaged in their roles at MAC (Daily Download newsletter, DEI/heritage month recognitions, HR communications – new hires, promotion announcements, etc.). The Brand Communications is also a critical partner in our diversity, equity and inclusion efforts and in driving impact through the ATL Action for Racial Equity – both strategic priorities for MAC.
- Graphic Design: Setting the standard for MAC’s visual identity and ATL branding across departments and the region to ensure brand clarity/disciple/visual standards (internal and external) through graphic design and art direction (internal and external) and event planning/coordination.
- Editorial Content: Driving consistent voice, messaging and narrative across MAC’s content channels to complement and enhance the overall ATL brand. Includes various MAC newsletters, messaging materials/QA, press releases and general copywriting and copyediting.
Channels & Analytics
The leader will oversee the team that manages owned and paid media channels for the Metro Atlanta Chamber, ChooseATL and the Atlanta Sports Council. In addition, the team leads marketing and communications measurement and reporting for digital channels, issues, social media listening and consumer insights:
- Owned Channels include websites, Facebook, Instagram, Twitter, LinkedIn, TikTok, e-newsletters (including MAC’s investor newsletter)
- Paid Channels include social advertising, TV/print/radio ads, billboards, paid search, display advertising
- Measurement and reporting includes Google analytics (websites), social followers/reach/engagement, Newsletter open rates, Paid campaigns; sentiment and conversation monitoring and consumer insights tracked and measured through NPS Score, 3rd party research, focus groups/interviews and surveys
PR & Programs
The leader will oversee the team that advances the narrative of metro Atlanta through impactful, opportunistic earned and owned media storytelling and guides ChooseATL, the region’s effort to attract and retain millennial and gen Z talent:
- Earned and owned media storytelling includes proactively pitching media stories highlighting metro Atlanta’s corporate industries and innovation ecosystem success and responding as reactive opportunities arise; and amplifying Atlanta news/MAC investor news, events and notable leaders across owned and paid channels. Strong media relationships and regular outreach to national and local journalists is a must with the goal of producing robust media coverage and positive chatter about the region.
- ChooseATL is focused on building community and strengthening retention/attraction of next-gen talent in the region by delivering diverse, interactive programming relevant to millennials and Gen Z audiences. This team develops strategic partnerships with MAC investors and across the community to create more impactful experiences and grow audience reach; optimizes digital touchpoints to effectively engage audiences over time. Ultimately, ChooseATL is a resource for MAC investors and lifts up Atlanta’s unique value proposition – careers, community and culture – through digital communications/marketing and live or virtual events/activations.
Crisis Communications & Issues Management
In addition to leading the core functions in the Brand Communications team, the leader is expected to be hands on during times of crisis and as issues arise. The ideal candidate will draw from previous experience and exposure to counsel MAC’s CEO and guide MAC’s response and protect reputation. Issue areas include public policy related moments and other general community issues (i.e. crime, infrastructure, etc.). In these moments, the leader is required to think beyond media relations and provide broad counsel that considers MAC’s diverse set of stakeholders and audiences.
Working Across MAC
MAC’s Brand Communications team serves as a full-service, in-house integrated marketing and communications center of excellence that partners with our economic development, public policy, investor relations and sports divisions. Your internal partners include business units that are working to recruit companies from all over the world to Atlanta, advocating for pro-growth legislation and public policies, providing members with networking and development opportunities, and recruiting sporting events to Atlanta. Brand Communications supports their diverse communications and marketing needs while driving strategic impact. Examples include:
- Providing strategic PR counsel on issue campaigns.
- Content and production of our live annual meeting for 1,200 + investors/business leaders.
- Writing and producing the annual report.
- Arranging media interviews and briefings.
- Writing talking points and speeches.
- Website and social media platform oversight.
- Creating one-pagers, fact sheets, as needed.