Executive Vice President of Marketing and Strategy
General Statement of Duties
Responsible for establishing the Bureau’s overall marketing goals and for supervising all projects undertaken to achieve those goals. Serves as the #2 position of the Bureau and in the absence of the President/CEO.
Distinguishing Features of the Class
An employee in this class is responsible for developing various marketing programs and supervising implementation. The Vice President of Marketing & Strategy must have the ability to translate consumer trends and competitive activity into a distinct marketing direction and brand position for the destination and Bureau. The employee will manage the production of fiscal year marketing plans for Wilmington and the unincorporated parts of the county, the Wilmington Convention Center, and the three beach communities while also developing the specific marketing sections within these plans. Extensive knowledge of several specified trades is important as this person will oversee fiscal year media planning and placement, advertising creative development, website content management, social media channels, collateral development (publications, etc.), printing, photography, video and research initiatives. The employee supervises three employees and coordinates services with other staff and operations, including the Director of Web Services.
Work requires leadership skills, use of sound professional judgment and initiative, as well as tact and diplomacy in the performance of duties. Public contact is extensive and includes a variety of local businesses, associations, colleges, vendors and committees. Work is performed under the general supervision of the President/CEO and is evaluated through approval of ads, media schedules, publications, etc., conferences, review of work progress, quality of final work or projects produced, inquiries generated and website activity.
Duties and Responsibilities
Essential Duties and Tasks
- Develops creative marketing plans with strategies for Wilmington and the unincorporated parts of the county, the Wilmington Convention Center, and the three beach communities (Carolina Beach, Kure Beach, Wrightsville Beach).
- Plans, researches and prepares FY budgets required to support marketing programs; ensures marketing services conducted within approved budgets.
- Evaluates and interprets research and inquiry data for use in marketing planning.
- Identifies marketing opportunities and program enhancements on-going; provides consultation and recommendations to the President/CEO.
- Facilitates three municipality Marketing Advisory Committees and their respective meetings and serves as primary contact person for these committees.
- For those assignments deemed the responsibility of the Bureau, the Vice President of Marketing and Strategy supervises marketing activities in promotion of the Wilmington Convention Center.
- Oversees outside marketing agencies in the strategic planning, design and placement of advertising; collaborates on ad concepts for groups, leisure and media target markets; proof final creative of all ads in cooperation with the Director of Marketing.
- Provides on-going direction to Director of Marketing with regard to the daily activity of outside marketing agencies responsible for media placements, trafficking of materials and creative approvals.
- Working with outside vendors as appropriate, supervises on-going development of the main destination and beach tourism websites, develops creative strategies and approaches on website design and content, supervises updating of CMS.
- Provides strategic direction and oversees the Bureau’s social media efforts (for Wilmington and Beaches and the three separate beach municipalities.)
- Supervises production and printing of the Visitors Guide, and Meeting Planner Guide working with Director of Marketing, ad sales representatives, advertising agency and printer; guides sales representative in solicitation of prospective ad purchasers; evaluate the current year’s guide and make process recommendations for enhanced production in subsequent years.
- Determines photography and video needed to support branding and marketing efforts.
- Supervises three full staff; participates in recruitment and selection; trains and ensures proper training; counsels, motivates and evaluates department staff performance; takes disciplinary action and recommends dismissal.
Additional Job Duties
- Performs miscellaneous projects as assigned by the President/CEO.
- Participates as a team member to assist in any function and activity to meet and exceed the Bureau’s goals and objectives defined in the Bureau’s Marketing Plan and Program of Work.
- Attends regional industry conferences and participates in local and regional travel and tourism related organizations, such as Visit NC and NCTIA; serves on organization sub-committees as appropriate, provided involvement is not in conflict with Bureau activities.
- Composes correspondence, presentations, solicitation materials and marketing related reports.
Recruitment and Selection Guidelines
Knowledge, Skills and Abilities
- Thorough knowledge of principles, practices and techniques of marketing and advertising in the travel and tourism industry.
- Thorough knowledge of digital methods, processes and procedures for development and production of a variety of publications, related printed materials, websites, photographic and broadcast materials.
- Considerable knowledge of the Bureau’s goals, objectives and activities, area attractions and other marketable tourist attractions.
- Working knowledge of operating a public authority including financial, public information, open meetings, etc guidelines and requirements.
- Working knowledge of modern and effective leadership and management principles, practices, methods, techniques and demonstrated skills in supervising personnel including counseling, motivating and communicating effectively.
- Working knowledge of and demonstrated skill in using computers, internet technology, desktop publishing, Microsoft Office and database management systems
- Skill in developing marketing strategies and providing consultation to management.
- Ability to use sound judgment in all aspects of work.
- Ability to function effectively as a team member in meeting the goals and objectives of the Bureau.
- Ability to communicate effectively in oral and written forms.
- Ability to be a self-starter, to take initiative and generate creative ideas, publications and products and to select and supervise ad agency talent.
- Ability to organize and gain input from a variety of sources, such as, Bureau managers, marketing advisory committees and travel industry partners.
- Ability to develop and maintain effective working relationships with travel industry organizations, constituents and personnel, superiors, peers, employees and the public.
- Willingness to work varied schedules including weekends and evenings.
Physical Requirements
- Must be able to physically perform the basic life operational functions: climbing, balancing, stooping, kneeling, reaching, walking, pushing, pulling, lifting, fingering, grasping, talking, hearing and repetitive motions.
- Must be able to perform medium work exerting up to 100 pounds of force occasionally, and/or up to 20 pounds of force frequently, and/or up to 20 pounds of force constantly to move objects.
- Must possess visual acuity to work with data and figures and transcribe, to operate a computer, to read extensively, to use measuring devices, and to determine the accuracy, neatness and thoroughness of work assigned.
Desirable Education and Experience
A minimum of a four-year degree from a college or university, and considerable experience (10 years or more) in the travel and tourism industry, including some supervisory experience, or equivalent combination of education and experience.
