Performance Marketing Manager

Under the direction of the Chief Marketing Officer, the performance marketing manager will lead all performance marketing and data analytic for the organization, including leadership of the internal Visit Milwaukee Marketing Data Committee. The Performance Marketing Manager is responsible for developing, executing, and optimizing our marketing strategies to drive growth, acquire new visitors, and increase conversions. You will work closely with cross-functional teams, including creative, communications, sales, and external agency/vendor partners, to create and manage data-driven campaigns and reporting that achieve our business objectives.

ESSENTIAL DUTIES AND RESPONSIBILITIES:

• Continuously evaluate available data to analyze key performance indicators (KPIs) to assess the effectiveness and appeal of Visit Milwaukee marketing materials and utilize findings for adjustments and content creation. 
• Marketing lead for all external research and internal performance analytics reports, including monthly, quarterly, and yearly reporting. 
• Serve as the primary point of contact for Senior Leadership for visitor, product channel and marketing analytics and insights and provide deep analytical expertise as it relates visitors, prospects, markets, and channels. 
• Continuously reviews and optimizes campaigns based on performance data, adjusting strategies, targeting, and ad creatives for improved results with internal teams and agency partners. 

Campaign & Data Management

• Strategically craft and oversee acquisition campaigns tailored to the travel and tourism industry across diverse digital channels, including social media, SEM, and display advertising. 
• Ensure campaigns are designed to not only drive revenue but also to promote destination experiences and maximize Return on Investment (ROI) through meticulous planning and execution. 
• Utilize quantitative analysis to enhance campaign effectiveness, leveraging insights to promote destination attractions and experiences while maximizing ROI. 

Effective Communication and Reporting

• Develop and maintain reporting dashboards tailored to the unique needs of the travel and tourism sector, simplifying complex analyses for effective communication. 
• Cover aspects such as marketing planning, budgeting, ROI analysis, and Key 
• Ensure marketing efforts remain dynamic and responsive to market dynamics through collaboration, promoting the allure and uniqueness of travel destinations. 
• Effectively manage and execute monthly, quarterly and yearly reporting documents to effectively tell the story of marketing initiatives and traveler data. 
• Stay abreast of emerging KPIs crucial for performance management and optimization within the travel and tourism landscape. 
• Drive measurable improvements in ROI and reduce Cost Per Acquisition (CPA) across all marketing channels, with a focus on promoting tourism destinations. 

OTHER RESPONSIBILITIES:

• Research and provide recommendations on AI practices for Visit Milwaukee 
• Serve as Visit Milwaukee liaison at industry meetings and events. 
• Be a visible presence in the community to aid in the development of new partnerships between businesses, community organizations and Visit Milwaukee. 
• Train and coach industry partners to manage their CRM data; encourage them to update listings and events consistently. 
• Share and disseminate information at internal and external committee meetings like Unique Unites, IDEA, and Marketing committees. 
• 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.

REQUIREMENTS/QUALIFICATIONS:

• 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 three 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. 
• Understanding and working knowledge of PPC/SEM strategy, optimization, and management principles. 
• Experience working with digital advertising or marketing agencies. 
• Demonstrate deep understanding of platforms like Google Ads and Facebook Ads to maximize visibility and conversions specific to travel and tourism marketing. 
• Manage marketing and data tools, including Tourism Economics, Zartico, and Simpleview integrations (Destination Travel Network, Book Direct, True Omni) 
• Understand and utilize website CRM and CMS systems. 
• Proficiency in Conversion Rate Optimization (CRO) practices tailored to the travel and tourism industry to convert traffic into bookings and visits, maximizing tourism revenue. 
• Effective budget management, allocating funds optimally within the context of travel and tourism marketing
• Experience in budget management and ROI analysis. 
• Must be highly proficient in MS Office Suite and familiar with Adobe solutions
• Strong commitment to diversity and inclusivity in the workplace. 
• Ability to present to diverse audiences, specifically, racially, ethnically, and socioeconomically diverse communities. 
• Ability to work occasional nights and weekends. Travel in personal automobile and airplane will be required for company business. 

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 fifty pounds in weight. 
• Travel in personal automobile may be required for business; occasional air travel may be required.