Class specifications are intended to present a descriptive list of the range of duties performed by employees in the class. Specifications are not intended to reflect all duties performed within the job.
DEFINITION
Develop, communicate, execute, and manage brand and strategic marketing plans and initiatives in addition to all communications and public relations for Visit Grand Junction; oversee all data strategies and analytics, marketing programs, website, social and digital channels; integrate efforts in all brand and marketing campaigns; support destination management through branding, promotion, print, social and digital platforms; analyze marketing analytics and report metrics while implementing and managing actionable insights across all channels and departments; supervise and manage marketing staff; manage request for proposal (RFP) processes, implementation, and agency contracts; and perform a variety of duties relative to assigned areas of responsibility.
JOB CLASSIFICATION
Exempt, Non-Safety Sensitive.
SUPERVISION RECEIVED AND EXERCISED
Receives direction from Visit Grand Junction Director.
Exercises direct supervision over assigned Visit Grand Junction staff.
PRIMARY DUTIES--The following are examples of primary duties assigned to positions in this classification. Other related duties and responsibilities may be assigned.
1. Lead and manage the development and execution of Visit Grand Junction’s marketing strategies for relevant markets based on data insights; oversee and manage website, Search Engine Optimization (SEO) / Search Engine Marketing (SEM), Content Management System (CMS), Customer Relationship Management (CRM), social media, email marketing; manage budgeting and reporting for all marketing programs; analyze and report on programs.
2. Oversee and manage brand content creation for print and digital platforms; conduct data analysis across multiple platforms to measure, inform, and optimize media strategy while maintaining brand voice; gather, fact check, and track details of all content in the brand hierarchy to ensure accuracy and brand consistency across all channels and campaigns.
3. Manage Visit Grand Junction marketing team, and multiple agencies and consultants to develop, implement, monitor, assess, and evolve creative campaigns, media plans and data collection; execute a strategic editorial and content calendar for social media, blogs, website, apps, paid content sponsorships, consumer publications, and eNewsletters; monitor and advise on campaigns including media placement, ad creative, branding, and integration with all forms of media.
4. Conduct analyses to inform and optimize media planning and translate analytical results into strategy while building testing to prove impact of media plants; monitor and manage marketing campaign dashboards and data collection using data visualization software to ensure return on investment (ROI) metrics improve for all marketing initiatives; track ROI of all content and campaigns through extensive data analysis, resulting in measured and improved results to drive visitation and increase lodging and sales tax for City of Grand Junction.
5. Apply data aggregation, descriptive analysis, and data presentation techniques to implement insights into all marketing strategies; collaborate with other Visit Grand Junction staff to ensure data strategies are consistently incorporated into the scope of work and verify outcomes.
6. Manage the Visit Grand Junction Event Partnership Program including strategizing with area event owners and promoters to integrate destination brand within the event under the scope of destination marketing and management; conduct post-event value analysis and ongoing event management and strategy development.
7. Write, submit, track, execute, and manage grant applications, awards, and programs; identify and assess tourism marketing grant opportunities at the state, regional and federal level.
8. Collaborate with marketing team and contractors to develop, execute, and access public relations and influencer programs, campaigns, pitches, and other media relations; serve as spokesperson liaison with media and local tourism partners; coordinate communication; compose press releases and handle media requests; schedule, develop itineraries, and host media/influencer visits; provide interviews and quotes as needed.
9. Oversee the creation, acquisition, and production of creative assets, including images, photos, videos; recruit and schedule models, scout sites, manage location/partner outreach, and shoot schedule; manage contractors and RFP process for creative asset development.
10. Plan, prioritize, assign, supervise and review the work of assigned staff; participate in the selection of assigned staff; provide or coordinate staff training; work with employees to correct deficiencies; implement discipline procedures.
11. Perform other duties of a similar nature or level.
QUALIFICATIONS
Knowledge of:
Principles of supervision and training.
Principles and practices of data analytics.
Current and upcoming marketing trends, patterns, methods, tools, and technology.
Principles of place branding, awareness, and voice.
Principles and practices of media and public relations.
Effective communication and public speaking techniques.
Website, social media and other digital marketing platforms, promotions, communications, analysis, and functionality.
Effective technical and business writing skills.
Principles and applications of creative and graphic design
Proper English usage, spelling, grammar, and punctuation.
Modern office technology and equipment, including computers and related software applications.
Applicable tools and equipment operations.
Applicable Federal, State, and local codes, laws, and regulations.
Ability to:
Lead, direct, and coordinate the work of assigned staff.
Research, analyze, and interpret data and metrics to measure impact and optimize marketing programs.
Build, execute, and scale marketing programs from concept to completion.
Develop concise, comprehensive, and informative marketing and media materials.
Understand place branding, awareness, and voice.
Interact and collaborate effectively with multiple contractors and consultants.
Manage social media and website elements and design.
Deliver results and manage competing priorities in a fast-moving environment.
Write and/or edit written materials for publication.
Apply intellectual curiosity and stay current with the latest marketing trends, consumer behavior, data, tools, and technology.
Respond to requests and inquiries from the general public, media and City employees.
Prepare and conduct presentations.
Work closely with management staff in the development of marketing, data, and communications plans.
Operate and use modern office equipment, including computer and various software applications.
Communicate clearly and concisely, both orally and in writing.
Establish and maintain effective working relationships with those contacted in the course of work.
Experience and Training Guidelines
Minimum Requirements:
Experience:
Three (3) years of increasingly responsible marketing, communications, or public relations experience.
Training:
Bachelor’s degree from an accredited college or university with major course work in business management, marketing, mass communications, public relations, or a related field.
Other combinations of experience and education that meet the minimum requirements may be substituted.
License or Certificate
Possession of, or ability to obtain, a valid Colorado driver’s license.
WORKING CONDITIONS
Environmental Conditions:
The job is performed in the following working environment:
Office environment.
The following condition(s) may be present on an annual basis:
Travel to state and national industry conferences, when applicable.
Physical Conditions:
The job is characterized by:
Sedentary Work: Exerting up to 10 pounds of force occasionally and/or a negligible amount of force frequently or constantly to lift, carry, push, pull or otherwise move objects, including the human body. Sedentary work involves sitting most of the time. Jobs are sedentary if walking and standing are required only occasionally, and all other sedentary criteria are met.
The following physical activities are very or extremely important in accomplishing the job’s purpose and are performed on a daily basis:
While performing the duties of this job, the employee is required to sit for prolonged periods. The employee is regularly required to see, hear, talk, stand, twist and use repetitive motions in the conduct of work. The employee is required to work a variety of hours including evenings and weekends. The employee is also required to perform light lifting.