Marketing Director

Dedicated to the positioning, branding and promoting of San Luis Obispo County as a choice destination for regional, national, and global visitors

Visit San Luis Obispo County (VSLOC) is looking for a talented management professional to lead an exceptional marketing team. The Marketing Director is responsible for advertising, promotions, creative, media buying, events and partnerships, along with managing a team that includes digital and web development, SEO, SEM, social media and the website booking engine; all in a fabulous vacation destination. The Marketing Director is the primary management contact for our marketing partners and an expert in destination marketing, including extensive knowledge of the local region and the county’s assets. The qualified candidate brings strong marketing, branding and creative skills and high-touch customer service experience, along with a desire to mentor, coach and train

Manage, mentor and coach marketing team. Specifically,

• Meet and exceed marketing goals
• Provide planning and leadership to the Marketing Department by ensuring that the appropriate structures, systems, competencies, values and measurements are developed and established in order to meet and exceed the marketing plan
• Demonstrate and communicate a thorough knowledge of product information: marketing initiatives, market research, brand strategy, media, challenges and opportunities (industry and competitive) that will influence the brand
• Oversee development of creative materials, advertisements, media buying, promotions, website, booking engine, SEO, SEM, CRM and social media systems and solutions
• Ensure all brand messaging is consistent, nurturing and enriching all external perceptions of the organization and growing San Luis Obispo County market share
• Assist in developing the annual marketing plan for the organization; for branding, strategic market planning, market research programs and control of the marketing budget. Set specific, measurable goals based on the plan. Measure and modify the goals based upon changing conditions. Report out monthly or as needed
• Direct, manage, support and provide strong leadership to the agency(ies)
• Work in partnership with agency(ies) to identify potential new opportunities and develop plans and action steps to be instituted, managed and measured
• Prepare new product/partnership marketing plans for product/partnership introductions in cooperation with senior management, Communications and Travel Trade
• Clearly set expectations for all direct reports. Evaluate performance based upon expectations providing regular coaching and feedback
• Conduct timely performance appraisals of all direct reports to encourage, motivate and improve staff production and ensure consistency
• Develop and lead a marketing team that will cultivate and execute new concepts, business models, channels and partnerships to position organization as an innovative leader in the tourism industry
• Analyze market trends and recommend changes to strategies based on analysis and feedback. Take calculated risks based on data-driven analytics
• Have daily, in-person interactions with members of marketing staff to provide direction, mentor and coach to ensure that marketing goals are achieved
• Research and approve marketing related charges for accounting
• Prepare and present reports
• Exhibit a thorough knowledge of processes and ensure compliance with all standard policies and procedures

Recruit and train new employees. This includes:

• Actively network to seek out new talent and add strength to the organization
• Screen, interview and assist in selecting qualified candidates
• Manage and implement the on-boarding process for new marketing staff
• Facilitate, manage and track on-going training

Operational duties include:

• Develop valued relationships with partners based on broad knowledge of marketing, advertising and creative principles and insights
• Successfully collaborate with all agencies, departments, management and partners
• Engage and collaborate with other organizations
• Approve timecards and bi-monthly payroll
• Assist with technical issues as they pertain to marketing related systems
• Implement and communicate marketing projects and programs as required
• Communicate appropriate issues, competitive information, etc., up to management, travel trade and communications
• Assist leadership team with implementation of new projects and facilitate additional responsibilities as requested

• 7+ years professional experience in marketing and management (ideally in the tourism or hospitality industry)
• Exceptional interpersonal communication, relationship building and customer service skills
• Significant relationships/contacts with local, regional, national and international marketing organizations (including those in the tourism industry)
• Broad usage and understanding of marketing platforms
• Strong knowledge of local market and its assets § Ability to manage multiple projects and team member and resolve conflict effectively § Problem solving skills and ability to propose and direct successful solutions
• Strong communication skills (oral and written) and exceptional presentations skills -Ability to multi-task and to pivot quickly in a rapidly changing environment
• Microsoft Office skills
• Four-Year Related Degree (or equivalent experience)