Experience Columbia SC is in search of a Director of Marketing to develop, implement, and manage marketing projects and programs that promote the Columbia area to visitors enhancing positive economic impact on the region. Candidates should have experience in website management, digital strategy, content marketing, social media marketing, community relations, advertising, and brand management. Excellent written and verbal communication skills are required. Experience in destination marketing or a similar field is preferred. Candidates must have a passion for the Columbia SC region or a strong desire to learn about our region to provide travel inspiration to potential visitors.
Essential Functions/Responsibilities:
Website Management, Design, Strategy & Database
Manage ECSC websites, including experiencecolumbiasc.com, columbiascsports.com and columbiaconventioncenter.com as well as coolpasstickets.com and culturepasstickets.com.
Manage website content, including 1200+ listings and events with support from the Partnership Manager and other designated staff.
Manage website redesigns (reevaluated every 2-4 years), upgrades, and enhancements of websites and databases.
Serve as primary database and website administrator, with support from individual departments such as partnership, sales and visitors center.
Create and edit website pages and content through a CMS (content management system) for each organization.
Develop and manage project-specific websites for major community events.
Coordinate with ECSC executive director and partnership manager on enhancements of CRM and partner extranet.
Train staff in using and maintaining CRM and CMS as needed.
Lead monthly calls with database and web teams.
Serve as primary manager of web-related projects and systems, such as online advertising sales and an online booking engine.
Social Media, Search Engine Optimization (SEO), & Visual Assets
Develop and maintain strong web presence through SEO, SEM, and other strategies.
Monitor and report website traffic and flow through Google Analytics, adjusting website content and marketing accordingly. Present web analytics to the ECSC Board, funding partners, and executive staff.
Maintain a strong social media and web presence through social websites such as Facebook, Twitter, YouTube, blogs, LinkedIn, Instagram, and other relevant tools as applicable to goals. Supplement with paid promotions as needed.
Monitor social media trends and manage communities accordingly.
Serve as primary editor and manager of three ECSC blogs: Leisure Blog, Sports Blog and Convention Center Blog. Assign to staff contributors or coordinate with vendors as needed.
Oversee video production and photography projects such as promotional videos, television commercials and photo shoots in conjunction with marketing team, relevant departments and vendors.
Manage digital asset libraries. Update professional media library, review photo and video requests through digital asset management system.
Manage employee headshot process and ensure photography coverage for any in-house requests.
Community Relations
Network with community partners at designated functions and through one-on-one meetings as necessary.
Oversee management of partner listings, calendar of events, photography and logos on CVB website in conjunction with Partnership Manager and Visitors Center to ensure information is current.
Work closely with area partners to coordinate online promotions for notable events and help determine appropriate marketing outlets per promotion.
Develop website or microsite content and design for significant events.
Responsible for coordination and implementation of partner enhancements for Destination Marketing Fee participants, including, but not limited to design of online banner advertising, enhanced listings, and special promotions. Coordinate information and specifications through Partnership Manager.
Manage ambassador program by working with marketing team to select four locals to serve as ambassadors for ECSC marketing needs. Coordinates with ambassadors on schedules, quarterly dinners and marketing needs. Provides resources and materials for ambassadors to promote Columbia SC on their platforms. Works with Content Specialist and vendors to produce photography, video and website resources for ECSC ambassador promotions.
Presentations, Publications, Promotional Items & Advertising
Create and execute presentations for community and internal meetings as needed.
Serve as administrator over CVB sales bid book design and content. Work with ECSC Executive Director to identify and develop content for sales proposals.
Oversee production of promotional items with assistance from Graphic Design Specialist.
Assist VP Marketing & Communications with online and print ad approval and placement as needed. Responsible for online placement and design in certain instances, such as Facebook advertising.
Oversee design of direct mail pieces, flyers, and posters to enhance sales efforts for tradeshows and other events as requested.
Email Marketing
Work with Director of Communications to develop and send monthly community email newsletter to community partners.
Develop and create HTML emails for partner-specific promotions, events, and leisure or meetings email marketing campaigns.
Generate consumer email leads through marketing and advertising. Maintain consumer/visitor database of contacts, managing database cleanse in preparation to relaunch of email marketing campaigns targeting leisure travelers. Keep up-to-date on email marketing compliance laws and best practices and see that ECSC’s communication methods are compliant.
Create email lists and reports that exist in database. Provide instructions to appropriate staff members on list creation for consumer or partner emails as needed.
Analyze email marketing results used to re-tool future emails.
Send partner communications for upcoming meetings and announcements.
Manage survey creation and distribution through Cvent. Train sales staff responsible for online survey event evaluation, distribution, and reporting as needed.
Skills:
Problem Solving – Identifies and resolves problems in a timely manner; Gathers and analyzes information skillfully; develops alternative solutions; works well in group problem solving.
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.
Visionary Leadership – Displays passion and optimism; Inspires respect and trust; mobilizes others to fulfill the vision; Provides vision and inspiration to peers and subordinates.
Change Management – Develops workable implementation plans; Communicates changes effectively; Builds commitment and overcomes resistance; Prepares and supports those affected by change; Monitors transition and evaluates results.
Delegation – Delegates work assignments; Matches the responsibility to the person; Gives authority to work independently; Sets expectations and monitors delegated activities; Provides recognition for results.
Ethics - Treats people with respect; Keeps commitments; inspires the trust of others; Works with integrity and ethically; Upholds organizational values.
Judgment – Displays willingness to make decisions; Exhibits sound and accurate judgment; Supports and explains reasoning for decisions; Includes appropriate people in decision-making process; Makes timely decisions.
Leadership – Exhibits confidence in self and others; Inspires and motivates others to perform well; effectively influences actions and opinions of others; Accepts feedback from others; Gives appropriate recognition to others.
Education/Qualifications Required:
Bachelor’s degree required, preferably in the area of marketing, communications, or related field.
Experience and thorough knowledge of website management, website anayltics and reporting, social media strategy and community management, brand management, online advertising placement, HTML, and search engine optimization (SEO) are required.
Knowledge of paid search engine marketing (SEM), email marketing, design experience using Adobe Illustrator, InDesign, Photoshop and Flash are preferred.
Minimum of two or three years of tourism marketing experience preferred.
Strong written and verbal communication skills are required.
DISCLAIMER
This job description indicates the general nature and level of work expected of the incumbent. It is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities required of the incumbent. Incumbent may be asked to perform other duties as required and the responsibilities of the position may change.