Vice President of Digital Marketing & Communication

This is an exciting opportunity for an experienced Vice President of Marketing who wants to take the lead in innovative, creative, and collaborative marketing! Join us in driving legendary marketing, brand, and growth strategies!

GENERAL SUMMARY:

Leads the strategic development, planning, coordination, and execution of all activities related to marketing and communications based on industry research and local analysis in coordination with the brand strategy; focused on building overnight visitation and growth of economic impact the Greater Green Bay Convention & Visitors Bureau has on our community.

RESPONSIBILITIES: ESSENTIAL JOB FUNCTIONS:

• Directly responsible for developing and meeting annual budget projections of the marketing department including revenue and expenditures. Recommends the allocation of funding dollars annually for marketing projects based on industry trends, organizational data analytics, and return on investment. 
• Strategic development of media plan, editorial calendar, and public relations as well as advertising purchases, website updates, digital presence, public, and social media efforts in coordination with all organizational divisions. 
• Ensure all elements of the organization are on brand; this includes but is not limited to photography, video, web graphics, content, and collateral. 
• Manage and oversee the execution and creation of marketing and promotional materials including electronic newsletters, online landing pages and banner ads, press releases, presentations, website content, video & photography, and brochures. 
• Analyze and report out all aspects of internal & external databases, advertisements, social media, and email placement, tracking, performance, and ROI.
• Master existing tourism marketing metrics and analytics to develop and discuss strong data-driven recommendations. 
• Evaluate effectiveness of each vendor, contract, and system based on industry benchmarks and reports out to the organization. 
• Supervise ongoing market research and relevant analysis, as it relates to the local tourism economy and national tourism trends. Leverage market research and data analytics to make recommendations and to measure. 
• Research and maintain a strong working knowledge of all marketing trends, tools, and technology that will enhance visibility and image in that medium and communicate findings to personnel. 
• Oversee development, maintenance, and marketing of the destination’s website. Ensure website is a solid extension of the brand image. Monitor website for ease of use and overall usefulness for potential travelers. Provide ongoing insight and awareness of technology trends as they relate to destination websites and online marketing.
• Management of the organization’s social media efforts, with emphasis on engagement, driving website visitation and inspiring interest in the Greater Green Bay area as a destination. 
• Monitor and measure the value of all earned media and sentiment.
• Manage, create copy, develop materials, and oversee all external company communications including but not limited to, the destination guide, e-mail initiatives, marketing and advertising collateral, social media, website functions, etc. 
• Development and implementation of public relations campaigns by issuing news releases; coordination of site visits for travel writers; creating promotional packages; providing regional images for various publications; make presentations highlighting tourism as requested and facilitates media interviews as the company spokesperson when needed. 
• Maintains knowledge of the destination, top visitor markets, and our regional competitors while building relationships with the internal team, agency of record, and external key stakeholders. 
• Attends numerous industry meetings and maintains memberships in industry organizations to further communication and partnerships which bring increased visitor economic impact to the region. 
• Maintains knowledge of current innovations in the field and leads positive change in the organization based on new marketing trends.
• Supervises inhouse creative including but not limited to; annual visitors guide, bid books, web graphics, sales collateral.

KNOWLEDGE, SKILLS AND ABILITIES REQUIRED:

• Bachelor’s degree from an accredited university in a relevant field of study required.
• Minimum seven (7) years of progressive marketing experience required. 
• Minimum five (5) years advanced digital marketing required. 
• Minimum five (5) years supervisory experience are required. 
• Minimum three (3) years of dynamic experience as a public relations spokesperson, effectively representing and promoting an organizations brand. 
• Proven expertise in leading a successful inbound and paid marketing strategy including Google analytics and SEO execution. 
• Proven experience in data intelligence software, content management systems, and customer relationship management systems. 
• Demonstrated design acumen to lead outsourced experts. 
• Copywriting experience required with knowledge of AP style communications. 
• A trustworthy, natural leader and team player that leads by example and loves to empower, inspire, and mentor others to help all rise and perform at their best. 
• Presentation skills. Ability to give persuasive and influential presentations which promote Greater Green Bay to small and large groups of people. 
• Analytical skills necessary to complete annual department Business Plan and Annual Report as well as oversee compilation of monthly reports. 
• Excellent interpersonal skills needed to serve as liaison with area hotel/motel sales directors and general managers, meeting planners, association executives and local hospitality managers/owners. 
• A superb communicator with a strong desire to share and educate stakeholders about the work being done in the marketing department and the value of tourism to our city. 
• An individual with a strong desire to continually learn about and implement new ideas and industry best practice. 
• An individual that is passionate about the travel and tourism industry and brings that enthusiasm and positive attitude to work every day. 
• High-performing, innovative individual who operations with exceptional collaboration.
• Required to follow all safety standards including but not limited to all federal, state, and organizational rules and regulations. 

EQUIPMENT TO BE USED:

• Photography equipment and video gear including digital cameras, lenses, filters, microphones, camcorder, etc. 
• Audio/Visual equipment such as projectors and other presentation/speaker related equipment. 
• Trade show booths, displays and equipment associated with trade shows. 
• Must be able to operate a motor vehicle and have a valid driver’s license.