Employment
Director of Marketing and Communications
Date position open: April 21, 2008
Reports to: CEO
Position Summary
This is advanced professional and supervisory work with responsibility for comprehensive marketing plan development and implementation and public relations program creation and execution.
The work involves managing the Marketing and Public Relations Department, including planning and implementing marketing strategies to promote the city as a convention and visitor destination. The work includes market plan and public relations program development analysis and coordination, including the management of related staff. The work is performed under the general supervision of the CEO of the Convention and Visitors Bureau.
ESSENTIAL FUNCTIONS:
- Manages the Marketing Department including the development and implementation of comprehensive marketing goals and strategies to promote the city as a convention and visitor destination; directs work assignment, training and evaluation of employees involved in marketing activities; coordinates with outside agencies in creating a synergistic marketing plan complementing a wide range of city events, activities, attractions and amenities.
- Develops long and short range marketing plans and strategies to encourage selection of Norfolk as a meeting and travel destination; seeks input from representatives of the hospitality industry and other organizations regarding specific needs and requirements; utilizes information from various sources to formulate and revise marketing and advertising programs to maintain or increase market share; conveys information on program goals to industry representatives.
- Oversees the research, analysis and monitoring of psycho-graphic and demographic factors to ensure effective marketing efforts; modifies programs, as needed, to maintain or increase market share and to address changing conditions; evaluates reaction to marketing and advertising programs to determine effectiveness; monitors periodic marketing and advertising statistical and status reports.
- Plans advertising and promotional campaigns and activities; works with external and internal agencies and groups to develop and coordinate campaigns.
- Represents the organization at various meetings and other forums; makes presentations regarding marketing and advertising programs to gain support for proposed programs.
- Initiates and coordinates regional marketing efforts with other cities in the region in an effort to maximize exposure and create regional awareness and visitation to the region as well as to Norfolk.
- Facilitates and/or participates in meetings of hospitality industry groups including restaurants, attractions, hotels, events and business associations related to the hospitality industry in an effort to keep industry members apprised of bureau activities and to garner support for programs and cooperative efforts.
- Manages the brand image campaign as it relates to promotions, advertising and merchandising. Protect the integrity of the campaign by monitoring the use of the trademark and slogan-mark by outside agencies and city departments.
- Develops, recommends and administers marketing, public relations and advertising budgets; authorizes purchases and expenditures; assists with employee selection and training; assigns work and monitors employee performance.
- Oversees and directs the creation and production of all collateral materials to create a cohesively designed campaign integrating all bureau materials related to the convention, group travel, media and leisure markets
- Acts as a primary spokesperson for the bureau in media interviews, presentations and other situations as the needs arise.
- Plans and develops customized communications strategies and programs to create and maintain a favorable public image and to convey information regarding organizational point of view, programs, services and accomplishments to citizen groups, business concerns an other interests; conveys information on a local, regional, national and international basis.
- Develops favorable professional relationships with reporters, writers and other media representatives to foster credible news coverage; oversees the development of media information and collateral (releases, video, photography, etc.) distributed to all segments of the media.
- Oversees the arrangement and production of all public events designed to meet the organization’s objectives; to promote goodwill and awareness of Norfolk as a convention and tourism destination.
- Assumes PR responsibilities of the CEO in his absence.
- Projects a positive image of the Norfolk Convention and Visitors Bureau and displays a positive attitude in all internal and external communications.
Requirements of Work
Training and Experience:
Graduation from an accredited four-year college or university with a bachelor’s degree with major course work in communications, journalism, marketing, advertising or a related field and five years or responsible experience in public relations, marketing and advertising of consumer or client goods or services, preferably in the travel or hospitality industries; or any equivalent combination of training and experience which would provide the following knowledge, abilities and skills:- Thorough knowledge of the principles and techniques of marketing consumer goods and services.
- Thorough knowledge of advertising principles and techniques associated with consumer marketing.
- Thorough knowledge of demographic, psycho-graphic and socioeconomic factors and economic trends impacting marketing strategy development and implementation.
- Thorough knowledge of effective public relations practices, methods and techniques.
- Thorough knowledge and mastery of effective communications methods and techniques.
- Thorough knowledge of the principles and procedures of journalism, promotional writing and the presentation of information through the public news media and in group settings.
- Considerable knowledge of agencies, groups and other resources dealing with marketing and promotional efforts for area attractions, facilities, amenities and services.
- Considerable knowledge of appropriate means for compiling analyzing and reporting data impacting program, planning and implementation.
- Ability to prepare and implement marketing, public relations and advertising plans and strategies.
- Ability to work effectively with various groups and individuals to identify needs, to gain support for programs and to coordinate efforts.
- Oversees collation by staff of editorial materials for all in-house publications, with responsibility for final approval of all NCVB publications.
- Oversee website press releases and events. Ability to communicate effectively, both orally and in writing; ability to make speeches and represent the organization before the media and various public group settings.
Necessary Special Qualifications
- Valid driver’s license.
The list of job elements, responsibilities, skills, duties, requirements, or considerations is not exhaustive, but is merely the most accurate list of the current job.
This job description is not an employment contract or agreement. Management reserves the right to revise this job description or require that other task be performed when the circumstances of the job change at any time without notice.
Norfolk Convention and Visitors Bureau is an Equal Employment Opportunity Employer and is a Drug-Free workplace.
