Digital Marketing Manager

VISIT Milwaukee

Mission:

VISIT Milwaukee is a community asset that enhances the prosperity and public image of Milwaukee as a tourist destination by developing strategic partnerships, driving economic impact, and delivering indispensable expertise to the hospitality industry and municipalities.

Overview:

The Greater Milwaukee Convention and Visitors Bureau, D.B.A. VISIT Milwaukee, is a private, non-profit corporation formed in 1967. As the main destination marketing organization (DMO) for the greater Milwaukee area, our primary goal is representing and promoting Greater Milwaukee as a premier destination for major conventions, corporate meetings, group tours, and business and leisure travelers. Our goal of increasing visitor and meeting generated revenue is achieved through sophisticated and integrated sales, services, marketing, and public relations programs geared to local, regional, national and international target markets. Through this process, VISIT Milwaukee is able to reach new and existing markets to increase visitors and economic impact to Greater Milwaukee.

https://www.visitmilwaukee.org/about-us/contact-us/job-openings/

Position Details

Digital Marketing Manager
Job
Full-time
10/6/2021
Southeast Wisconsin
Milwaukee, WI

The digital marketing manager is responsible for the strategy of the company’s online communications, including development, implementation, and quality assurance on all digital systems. Project work to include: web site development and creative, site architecture, SEO, usability, online analytics, and the integration of digital into multi-channel marketing campaigns. The digital marketing manager is responsible for coordinating day-to-day activities in digital marketing, collaborating with key department staff and third-party partners and vendors.

ESSENTIAL DUTIES AND RESPONSIBILITIES:

  • Implement the assigned programs and digital projects, and oversee digital project management including establishing project goals, timelines, and implementation. 
  • Ensure enhanced and improved online user experience via all digital marketing channels: websites, microsites, landing pages, mobile and social media, based on research, industry trends, analytics, and best practices. 
  • Design, develop, update, and improve web pages across all VISIT Milwaukee web properties using CMS systems, HTML/CSS, and other technologies. 
  • Monitor company websites to ensure content remains relevant and engaging; identifies missing or outdated information and areas of improvement. 
  • Identifies and recommends changes to the website in order to best represent the destination brand. 
  • Ensure all digital advertising programs are implemented on VISIT Milwaukee channels, and assists in online ad trafficking, reporting and analysis, including proof of performance results. 
  • Manage digital marketing relationship with external partners, including VISIT Milwaukee’s advertising agency of record, CRM database provider, third party vendors, and other stakeholders as needed. 
  • Manage digital strategy and oversee VISIT Milwaukee’s agency of record in execution of the day-to-day operation of Google PPC media buy. Responsible for ongoing analysis and optimization of campaigns to ensure goals are met. 
  • Oversee ongoing implementation and improvements to SEO strategy (organic search) and ensure consistency and adherence across all VISIT Milwaukee online channels. Works with content producers to align content with SEO strategy. 
  • Working with VISIT Milwaukee’s agency or record, manage ongoing web maintenance and website improvements based on feedback, analytics, and needs of the organization. 
  • Manage and oversee email communication platform, oversee execution, creation and deployment of company newsletters, and work with other departments to streamline production and distribution of VISIT Milwaukee’s email communications, including maintaining schedule for email communications sent from VISIT Milwaukee. Oversee marketing coordinators work in formatting and distribute email communications. Report on open rates and determine ways to optimize for performance. 
  • Stay apprised of policy updates and ensure that our internal practices current expectations of data and privacy laws. Establish process for data integrity, data collection, and database management. Conduct regular data audits to align with GDPR, CASL, Privacy, and PII related laws. 
  • Provide reports pertinent to industry metrics, including monitoring digital activity via Google Analytics and other marketing tracking tools. Collaborate cross-functionally to educate staff on digital trends and opportunities and to ensure digital marketing requirements are being met. 

OTHER RESPONSIBILITIES:

  • Oversee and manage the marketing coordinator.
  • Administer annual performance reviews for direct reports. 
  • Conduct presentations on behalf of the marketing department. 
  • Represent VISIT Milwaukee in the community by helping to staff VISIT Milwaukee sponsorship tables, booth activations at festivals and events, and more. 
  • Attend meetings, conferences and tradeshows as needed. May require long distance travel.
  • Assist with other projects as assigned.

Required education and experience:

  • Bachelor’s degree from an accredited institution with an emphasis in marketing or related field, or equivalent education and experience. 
  • Minimum five to eight years of demonstrated experience in digital marketing development and management required. 
  • Experience with marketing/advertising agencies, campaigns, websites, and databases.
  • Agency or marketing department experience desired. Previous experience within the tourism and/or hospitality industry preferred. 

Required skills, knowledge and abilities:

  • Demonstrated understanding of marketing and branding concepts. Ability to identify and understand internal and external consumer/audience voice and business needs. 
  • Knowledge and experience with HTML & CSS. Working knowledge of PHP, JavaScript, MySQL a plus. 
  • Understanding of GDPR, CASL, database management, and data integrity. 
  • Strong knowledge of web analytics tools (Omniture, Google Analytics, etc.) with the ability to interpret metrics and offer actionable recommendations. 
  • Experience working with digital media disciplines (Display, Mobile, Video) Understanding and working knowledge of PPC/SEM strategy, optimization, and management principles.
  • Experience working with digital advertising or marketing agencies. 
  • Possess knowledge of and experience with writing technical specifications and detailed business requirement documentation to outline digital protocol and rules of websites. 
  • Must be highly proficient in MS Office Suite and familiar with Adobe solutions; sound understanding of Internet technologies with a proficiency in the use of web, e-mail and FTP clients. 
  • Strong commitment to diversity and inclusivity in the workplace. 
  • Ability to present to diverse audiences, specifically, racially, ethnically, and socioeconomically diverse communities. 
  • Possess a strong attention to detail, ability to foresee needs and resolve obstacles. 
  • Must demonstrate strategic thinking and creative skills, as well as a proven track record of innovation. 
  • Must possess a team orientation and proven ability to work collaboratively.

Physical Requirements:

  • Ability to sit at desk, operate computer keyboard and view computer screen for six to eight hours per day. 
  • Must be able to hear and converse via telephone and in person. May be required to stoop, bend or reach above the shoulders. 
  • May be required to lift boxes and small equipment up to 50 pounds in weight. 
  • Travel in personal automobile may be required for business; occasional air travel may be required. 

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