Vice President of Marketing and Communications

The VP of Marketing and Communications is highly experienced in marketing and destinations management with extensive knowledge in strategic planning, managing, directing, and successfully executing results-oriented programs. The position is responsible for strategy development, operational management, and overall leadership of marketing, communications and digital departments for VISIT Milwaukee. The VP of Marketing and Communications directs, manages, and develops creative marketing and public relations strategies and campaigns to expand VISIT Milwaukee’s audiences and maximize revenue. Responsible for maintaining strategic partnerships to promote the values and mission of VISIT Milwaukee and position the organization as a community asset and leader of the local tourism & hospitality economy. Responsible for identifying marketing opportunities and developing short and long-term strategies with objective of attracting overnight business in the meetings/convention and leisure markets. Supervise internal team and agency of record in execution and implementation of campaigns and tactical plans. As a member of the executive leadership team, the role shapes the organizational profile, builds and protects brand identity, and drives the generation of revenue through successful marketing for the organization.

Essential Duties and Responsibilities:

Marketing Strategy & Branding:

• Establish a strong brand for VISIT Milwaukee and Milwaukee and communicate it creatively and uniquely to competitively position the city. Ensure brand, voice, and tone are consistent throughout all marketing and communications strategies and tactics. 
• Design and coordinate multi-dimensional promotion campaigns targeted at meetings planners and event organizations as well as leisure visitors to drive room night revenue to the Greater Milwaukee area and directly support our hotel partners. 
• Utilize in-house, industry and paid research to monitor industry data and trends. Analyze results to make recommendations and to capitalize on market opportunities. 
• Provide support and guidance to the senior creative manager in overseeing creative direction, project coordination, media buys, video production, collateral development, and account management/invoicing. 
• Tasked with compiling and presenting reports and presentations on marketing programs/campaign performance and results. 
• Develops an excellent relationship with key strategic partners.
• Supervise the VISIT Milwaukee Marketing Committee and leverage the advisory committee to gain insights into our marketing efforts and build strong collaborations and partnerships amongst the top tourism attractions and hospitality businesses. 

Communications:

• Oversight of the director of communications in developing strategic planning and assist with identifying goals for media exposure and earned media impressions to ensure strong positioning for VISIT Milwaukee and Milwaukee. 
• Serve as official VISIT Milwaukee spokesperson with media or other audience as requested by the President & CEO and director of communications. 
• Participation in communication and public relations activities as needed, including but not limited to assisting with hosting travel writers, speaking with media, and reviewing pitch decks, story pitches and press releases. 
• Work alongside the internal team to continuously develop VISIT Milwaukee’s unique and compelling voice, which also aids in building awareness, uniqueness, relevance, esteem, and reputation, among target markets/audiences. 

Digital:

• Oversight the digital manager’s work of developing a progressive and innovative digital strategy in coordination with agency of record, utilizing emerging technology, trends, and applications. 
• Evaluate online marketing performance and use digital solutions to build the awareness of the business/brand to spread virally. Ensure web presence is best-in-class and meeting the needs of our core audiences (meeting planners, visitors, partners, media, and local community). 
• Support the digital department in ongoing design, content, and architecture of organization websites. Work with website developers and internal team to create a comprehensive digital and website strategy. 

Other Responsibilities:

• Serve on the senior leadership team, and provide executive-level leadership for organization at the direction and guidance of the President & CEO. 
• Facilitate and coordinate the annual organization-wide strategic plan in collaboration with senior leadership. 
• Oversee RFP and selection process for new vendor relationships related to the marketing, communications, and digital functions, and assist department leaders in contract negotiations and onboarding new service providers. 
• 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, communications, business or a related field, or equivalent relevant education and experience. 
• Minimum 10-15 years of related experience in a marketing management position, including integrated marketing strategies and supervisory experience. 
• Experience with marketing agencies, graphic and website design, printers and related marketing/advertising vendors. Hospitality or tourism industry experience a plus. 
• DMO experience preferred.

Required skills, knowledge and abilities:

• Possess broad, seasoned knowledge and expertise in strategic planning, marketing, advertising, communications and public relations, partner sales and relations, finance (from a budgetary and planning perspective) and a thorough understanding of destination marketing, tourism and hospitality and the convention industries. 
• Demonstrated a keen understanding of market dynamics and an ability to translate them into actionable strategies and marketing programs that aid in the achievement of the business’s overall objectives. 
• Leader with creative and analytical capabilities. Proven track record of creative and innovative thinking and execution. 
• Ability to communicate clearly and convincingly to media outlet personnel, market influencers, external partners, and build strong and meaningful relationships on behalf of the organization. 
• Strong commitment to diversity and inclusivity in the workplace.
• Ability to present to diverse audiences, specifically, racially, ethnically, and socioeconomically diverse communities. 
• Advanced marketing technology knowledge, including integrated digital marketing strategies. Capable of communicating technical messages in a simple, clear, unambiguous, relatable, and digestible manner to varying audiences. 
• Demonstrated ability in planning, execution, and measurement of integrated marketing and communications strategies and tactics to meet results. 
• Excellent communication skills and demonstrated effective presentation skills. 
• Ability to develop and write effective proposals, reports, grant requests and business correspondence. 
• Ability to develop effective relationships internally within the business as well as externally. 
• Understanding of media relations and best practices of earned media strategies, media relations, and crisis communications, preferably within the non-profit or hospitality industry. 
• Highly proficient in MS Word, PowerPoint, and MS Excel, which are necessary for the creation of verbally and visually engaging marketing materials, reports, and presentations. Comfortable and familiar using CMS software and CRM databases systems. 
• Ability to travel by air and personal vehicle. Must possess a valid driver’s license. 
• Must be able to work nights and occasional weekends as required. 

Physical Requirements:

• Ability to sit or stand 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 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. 
• Must be able to stand and/or walk for extended periods of time