Title: Director of Marketing,
Monterey County Convention and Visitors Bureau
Location: Monterey, California
The Director of Marketing will:
- Lead overall development and execution of the annual marketing plan and budget to be synergistically created and executed with separate Communications, Sales and Membership plans.
- Lead quantifiably successful demand-generating initiatives in the following areas:
- Internet Marketing. Including search engine marketing, email marketing, banner and rich media advertising, pay per click and pay per action campaigns. All such programs must benefit from constant testing, review and optimization. All new opportunities for such marketing including video, mobile, and other platforms must be evaluated in timely fashion for potential fit with the CVB’s strategies. Detailed reporting will be required on each program. Working relationships with OTA’s is especially helpful. Ability to demonstrate return on investment for programs and make appropriate adjustments
- Database Development. Including all potential paid and unpaid channels to increase the CVB’s electronic and other databases. Generation of successful database programs, including mail and email providing clear return on investment.
- Development and Application of Research. Create actionable strategies including fielding and evaluation of advertising pre testing, user profile research, qualitative research and continuous review of secondary research sources
- Paid Media and Agency Management. Particularly with advertising and interactive agencies, to ensure on target work within agreed budgets, timetables and effective on-brand creative.
- Resource Allocation. Optimum impact including high level understanding of paid media strategies, barter and value added negotiations
- Niche Traveler Marketing. Development of secondary/enthusiast markets such as food and wine, bed and breakfasts, adventure, golf, heritage travel, etc.
- Peer Collaboration. With other marketing disciplines including public relations, web site development, sales, publications, etc.
- Product Development. Such as hotel/attraction packages, special experience packages and air/hotel packages that can be promoted through OTAs and the Bureaus own channels. Requires working with CVB membership to craft alliances and special funding.
- Generation of Member Coop Programs
- Multiple Annual Promotions. Such as sweepstakes and internet programs that promote various aspects of the destination and attract involvement of members and media partners
- Development of Marketing Alliances. With appropriate brands such as credit card companies, media outlets and members who need and can fund larger involvements with the CVB.
The Marketing Director position requires the following qualifications:
- At least 5 years of continuously expanding marketing responsibilities
- A Bachelors or Masters degree in Marketing or a related field from an accredited university
- Significant experience with all primary marketing disciplines with internet marketing being of special importance
- Involvement with, preferably direct management of, an advertising agency and evaluation of paid media plans
- Experience with fielding research and applying findings
- Development of promotional programs
- Experience as a strong, persuasive presenter
- Successful experience managing employees, outside resources, budgets and schedules
The ideal candidate will have experience in a significant marketing position inside a Convention and Visitors Bureau, other major travel related company, internet marketing supplier or advertising agency. She/he would have experience managing budgets in excess of $2 million and will have been responsible for the full spectrum of marketing activities from research to market planning to execution and evaluation. The ideal candidate will have direct experience evaluating complex media plans and agency proposals and either evaluating or themselves developing complex internet marketing programs. This candidate will be an excellent manager of inside and outside resources, have a solid knowledge of how to achieve synergy with other disciplines including PR and Sales, and be highly focused on quantitatively verifiable results. The Marketing Director must be comfortable and effective in working with stakeholders, boards, committees and government officials to ensure an open exchange of ideas and the necessary levels of consensus and support. The position requires effective and persuasive presentation capabilities.
Salary: commensurate with experience
Relocation: negotiable
Reports to: TBD Commensurate with Experience
The Monterey County Convention and Visitors Bureau is the centralized destination marketing organization promoting Monterey, Carmel, Pebble Beach, Big Sur and other communities and attractions within Monterey County. The Bureau’s mission is to grow the County’s $2 billion tourism industry by pursuing both leisure and group meetings sales and marketing programs. Monterey County welcomes approximately 8 million visitors per year.
