Brand & Digital Marketing Manager (BDMM) Position
Brand & Digital Marketing Manager (BDMM) Position
Organization:Visit Granbury Inc.
Location:Granbury, TX
Function Area:Marketing
Report to:CEO
Visit Granbury Inc. (VGI) is the destination marketing organization (DMO) for Granbury, TX. VGI promotes quality visitor experiences that resultin community economic growth with a primary focus to: 1) drive new and/or current visitor demand, 2) enhance the Granbury area experience, and 3) communicate VGI relevancy and viability. VGI works in partnership with tourism industry-related businesses including lodging properties, restaurants, theatre, arts, outdoor pursuits, wineries, and events to create a unified marketing approach that promotes the unique assets of the area.
Visit Granbury Inc. (VGI) is looking for a creative and strategic Brand & Digital Marketing Manager (BDDM) who can turn analytics into insights while smoothly switching gears from task to task.
The BDMM is responsible for identifying market opportunities based on research and analytics and implementing short and long-term marketing strategies including digital and social media, website, e-newsletters/database management and marketing and special promotions.
The BDMM will work closely with our creative agency, media agency, content contractors, website agencies and other related strategic partners while cultivating these relationships on behalf of VGI and ensuring they are working in sync.
Core Responsibilities
Strategic Partner (vendor/agency) Management:
Manage VGI’s relationship with Simpleview, our new website strategic partner, on all aspects of our CRM, development of the new website, and development of all related modules
Coordinate the ongoing maintenance and performance of the current consumer website (Thrive Internet Marketing)
Manage the day-to-day relationships with VGI’s creative and media partners to plan, execute and optimize paid media campaigns
Manage additional content and asset contractors/vendors/strategic partners as necessary
Digital Marketing Management:
Work with the CEO to develop, execute and optimize the overall digital marketing initiatives including
- Content creation/production, visual and video asset development, management, use rights, organization, etc.
- Content delivery, performance tracking, reporting and optimization through multiple channels (website, blog, social media, email marketing, etc.)
- Integrate campaigns, strategies, tactics, assets and performance measures across earned, owned and paid media channels
Utilize strong analytical ability to evaluate end-to-end customer experiences across multiple channels and customer touch points and provide strategic insights for improvement.
Evaluate emerging technologies. Provide thoughtful leadership and perspective for adoption where appropriate, keeping the DMO at the forefront of developments in digital marketing and creative growth strategies.
Brand Management:
In collaboration with VGI strategic partners and senior management, manage the execution of VGI’s brand campaign including:
- Assess, interpret and utilize data and analytics to inform campaign optimization and manage the relationship between paid and owned media
- Evaluate consumer research, market conditions and competitor data to inform campaign strategy, execution and continuous improvement
Creative marketing development, including event marketing support, event research development and evaluation, vendor/production management, fulfillment materials development, etc.
PR/Media:
Work with PR/Media Relations partner on a targeted calendar with outreach to local, regional, and state media outlets to generate earned media coverage that drives demand for the destination
Develops, along with PR/Media Relations partner, a PR plan with earned media equivalents
Coordinates details and hosts media representatives on press visits and site tours as required
Sales:
Liaise with GRCC in marketing the destination to SMERF market segments by coordinating communications materials, potential trade show participation, etc. (this partnership is currently under development)
General
Further develop and coordinate intern program as appropriate
Responsible for planning and budgetary oversight of paid and owned media
Responsible for preparing ongoing reports for CEO and for Board of Directors (weekly and monthly)
Must have exceptional interpersonal communication skills and desire to engage with the local community/stakeholders in order to positively position the VGI organization
Must have strong oral and written communication skills including presentation and public speaking experience
Must be willing to travel occasionally for marketing events, professional development and/or strategic partner collaboration (approximately 3 – 5 trips/year)
Workload often requires 50+ hours/week of work. Compensation package takes this into consideration
Some use of personal vehicle
Ability to lift, push or pull object 25 lbs. or more
Additional projects and tasks as required
Required Skills/Experience
Four-year degree in marketing or related field or equivalent mix of education and experience
Industry credential such as Certified Destination Management Executive (CDME) (Destinations International) or other related hospitality/tourism professional certification preferred (CMP, CTA, CAE, etc.)
Strong analytical skills and data-driven thinking
Knowledge and experience in all aspects of marketing including advertising, public relations, special promotions, research, website development, electronic and database marketing, and direct sales
Strong knowledge of and experience in managing digital marketing channels, including CMS, social media and email marketing, including analytics and optimization
Solid knowledge of website analytics tools and optimization (e.g., Google Analytics, Adara, etc.)
Experience in managing agencies/contractors/strategic partners on long-term basis
Tech savvy with proficiency in current creative/digital software (Adobe Creative Suite, Photoshop) as well as Microsoft Office Suite
Desired Traits/Abilities
Detail-oriented, methodical and extremely organized work style
Professional, adventurous, positive and confident attitude
Talent for tracking, multi-tasking and the ability to react quickly in a rapidly-changing environment
Problem solving skills and ability to propose and direct successful solutions
Ability to work autonomously, yet collaborate with others as needed
Able to resolve routine problems independently and recognize when problems should be referred
Excellent customer service attitude and skills
Personal commitment to excellence, professionalism and creativity
INITIATIVE
Send resume, cover letter, references and approximate salary requirements to: