How To Be A Senior Director Of Marketing At Visit Konkville

Transcription

1 Job Title: Senior Director of Marketing Department: Marketing Reports To: President FLSA: Professional Exemption Job Summary Responsible for planning, development and implementation of all of the organization s marketing strategies, marketing communications, and public relations activities, both external and internal. Oversees development and implementation of support materials and services for sales, services, operations, visitor services, marketing and communications departments. Directs the efforts of the marketing personnel and coordinates at the strategic and tactical levels with the other functions of the Organization. In addition, the Senior Director will be responsible for developing and monitoring measurable, annual department goals, while performing quarterly and yearly performance evaluations of department personnel. Essential Duties and Responsibilities (Other duties as assigned) Marketing, communications and public relations 1. Responsible for creating, implementing and measuring the success of a comprehensive marketing, communications and public relations program that will enhance Visit Knoxville s image and position within the marketplace and the general public, and facilitate internal and external communications. 2. Responsible for positioning Visit Knoxville marketing efforts to promote Knoxville as a convention, event, and leisure destination. 3. Maintain the ongoing development of Visit Knoxville as the City of Knoxville s (COK) and Knox County s official destination brand manager and marketing agency. Develop and implement strategies for positioning the organization and its reputation, relevance and value within the community (elected officials and citizens) as the official destination management organization for Knoxville via a complete communication plan. 4. Ensure articulation of Visit Knoxville s desired image and position, assure consistent communication of image and position throughout the organization, and to both internal and external constituencies.

2 5. Responsible for editorial direction, design, production and distribution of all the organization s publications. 6. Act as Visit Knoxville s representative with the media, coordinating media interest in Visit Knoxville and ensure regular contact with target media and appropriate response to media requests. 7. Coordinate the appearance of all Visit Knoxville s print and electronic materials such as letterhead, use of logo, brochures, etc. 8. Ensure that Visit Knoxville regularly conducts relevant market research and coordinate and oversee this activity. Monitor trends. 9. Leads projects as assigned, such as cause-related marketing and special events. 10. Develop strategies in conjunction with the Visit Knoxville Sales Department for marketing and promoting Knoxville as a convention and event destination to state, regional, national meeting and event planners, as well as marketing a message to local planners in Knoxville to meet in Knoxville. 11. Direct the development, production and re-production of convention, leisure, sports and organizations marketing/communications materials, including but not limited to: Official Visitor Guide Media, Sports, Reunion and Knoxville Convention Center solicitation materials. Annual Year in Review E-Newsletters Pad Maps (Visitor Maps) Marketing Plan Sales Promotional and Bid enhancement pieces and giveaways Television and radio plans and placement (local, regional and national promotions) Official photo and video library 12. Develop research based strategies for partner development marketing and sponsorship programs and opportunities in conjunction with the President. 13. Maintain accurate statistics and data on ROI of marketing programs and efforts for regular reporting and analysis of marketing plan and associated activities and programs. 14. Closely monitor industry trends and local issues impacting Visit Knoxville s organization and destination marketing work in conjunction with the President. 15. Responsible for all scripts that accompany productions.

3 16. Oversees ceremonies, press conferences, and other events or special projects. Planning and budgeting 1. Responsible for the achievement of marketing/communications/public relations mission, goals and financial objectives. Ensure that evaluation systems are in place related to these goals and objectives and report progress to the President. 2. Develop short- and long-term plans and budgets for the marketing/communications/ public relations program and its activities, monitor progress, assure adherence and evaluate performance. 3. Recommend short- and long-term marketing and communications goals and objectives to the President. 4. Develop, implement and monitor systems and procedures necessary to the smooth operation of the marketing/communications/public relations function. 5. Keep informed of developments in the fields of marketing, communications and public relations, not-for-profit management and governance, to help Visit Knoxville operate with initiative and innovation. 6. Develop and direct the annual marketing plan that includes branding direction for Visit Knoxville s publications, website, placement schedule, public/media relations (TV, Newspaper, and Radio), online, social and all marketing efforts. 7. Advises Visit Knoxville officials on proper public relation interview techniques before media contact. 8. Initiates, develops, and maintains local, national, and international media and public contacts for disseminating Visit Knoxville information. 9. Serves as the Visit Knoxville spokesperson in crisis situations. 10. Arranges interviews for and regularly briefs Visit Knoxville officials on sensitive and/or controversial issues; recommends public relations course of action in crisis and in routine public relations situations. 11. Frequently acts as Visit Knoxville s spokesperson, representing Visit Knoxville s officials at community meetings, media interviews, Visit Knoxville meetings, and at local, state and national governmental functions. 12. Identifies potential public relations problems and advises Visit Knoxville officials of appropriate preventative actions.

4 13. Manages the public relations budget by writing the narrative, projecting costs, determining necessary adjustments and reviewing expenditures. Organizational strategy 1. Help make sure that Visit Knoxville s philosophy, mission and vision are pertinent and practiced throughout the organization. 2. Develop and coordinate means to seek regular input from tourism stakeholders regarding the quality of programs and services and Visit Knoxville s relevance. 3. Help formulate and administer policies to ensure the integrity of Visit Knoxville. 4. Act as an internal consultant to bring attention and solutions to Visit Knoxville s priorities. Managing 1. The position will be responsible for hiring, training and supervising a marketing department staff of 3-5 people. 2. Provide marketing, communications, and public relations skills and expertise to Visit Knoxville by building, developing, leading and managing a marketing team capable of carrying out the necessary and expected marketing strategies and goals. 3. Maintain a climate that attracts, retains and motivates top quality personnel. 4. Recruit, train, appraise, supervise, support, develop, promote and guide qualified personnel. 5. Ensure effective management within the marketing, communications and public relations function, with provision for succession. 6. Design, support and oversee cross-functional teams throughout the organization. Minimum Qualifications Required: To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. Education and/or Experience: Bachelor's Degree in Marketing or related field OR seven years of marketing, communications, public relations and/or sales experience, preferably in the tourism

5 industry but not required. Additional consideration for journalism, communications, and/or public relations experience please include this information. Computer Skills: To perform this job successfully, an individual should have excellent computer skills to include, but not limited to, knowledge of Contact Management systems; Database software; Project Management software; Spreadsheet software and Word Processing software. Experience with Microsoft Office, Destination 3000, and Vocus products preferred. Language Skills: Ability to read, analyze, and interpret general business periodicals, professional journals, technical procedures, or governmental regulations. Ability to write reports, business correspondence, and procedure manuals. Ability to effectively present information and respond to questions from groups of managers, clients, customers, and the general public. Mathematical Skills: Ability to add, subtract, multiply, and divide in all units of measure, using whole numbers, common fractions, and decimals. Ability to compute rate, ratio, and percent and to draw and interpret bar graphs. Reasoning Ability: Ability to define problems, collect data, establish facts, and draw valid conclusions. Ability to interpret an extensive variety of technical instructions in mathematical or diagram form and deal with several abstract and concrete variables. Physical Demands: The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. While performing the duties of this Job, the employee is regularly required to use hands and talk or hear. The employee is frequently required to stand; walk; sit; reach with hands and arms; climb or balance and stoop. The employee must occasionally lift and/or move up to 10 pounds. Specific vision abilities required by this job include close vision. Competencies: To perform the job successfully, an individual should demonstrate the following competencies: Problem Solving - Identifies and resolves problems in a timely manner; Gathers and analyzes information skillfully; Develops alternative solutions; Works well in group problem solving situations; Uses reason even when dealing with emotional topics. Project Management - Develops project plans; Coordinates projects; Communicates changes and progress; Completes projects on time and budget; Manages project team activities. Able to coordinate multiple tasks and meet deadlines. Must be detail oriented. Customer Service - Manages difficult or emotional customer situations; Responds promptly to customer needs; Solicits customer feedback to improve service; Responds to requests for service and assistance; Meets commitments.

6 Interpersonal Skills - Focuses on solving conflict, not blaming; Maintains confidentiality; Listens to others without interrupting; Keeps emotions under control; Remains open to others' ideas and tries new things. Oral Communication - Speaks clearly and persuasively in positive or negative situations; Listens and gets clarification; Responds well to questions; Demonstrates group presentation skills; Participates in meetings. Written Communication - Writes clearly and informatively; Edits work for spelling and grammar; Varies writing style to meet needs; Presents numerical data effectively; Able to read and interpret written information. Teamwork - Balances team and individual responsibilities; Exhibits objectivity and openness to others' views; Gives and welcomes feedback; Contributes to building a positive team spirit; Puts success of team above own interests; Able to build morale and group commitments to goals and objectives; Supports everyone's efforts to succeed. Cost Consciousness - Works within approved budget; Develops and implements cost saving measures; Contributes to profits and revenue; Conserves organizational resources. Ethics - Treats people with respect; Keeps commitments; Inspires the trust of others; Works with integrity and ethically; Upholds organizational values. Organizational Support - Follows policies and procedures; Completes administrative tasks correctly and on time; Supports organization's goals and values; Benefits organization through outside activities; Supports affirmative action and respects diversity. Planning/Organizing - Prioritizes and plans work activities; Uses time efficiently; Plans for additional resources; Sets goals and objectives; Organizes or schedules other people and their tasks; Develops realistic action plans. Professionalism - Approaches others in a tactful manner; Reacts well under pressure; Treats others with respect and consideration regardless of their status or position; Accepts responsibility for own actions; Follows through on commitments. Adaptability - Adapts to changes in the work environment; Manages competing demands; Changes approach or method to best fit the situation; Able to deal with frequent change, delays, or unexpected events. Innovation - Displays original thinking and creativity; Meets challenges with resourcefulness; Generates suggestions for improving work; Develops innovative approaches and ideas; Presents ideas and information in a manner that gets others' attention.

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