Director of Marketing


Madison, WI
Direct Hire - Full Time
First Shift
bh_2223
Competitive
Marketing
4/6/2017
Summary
The Greater Madison Convention & Visitors Bureau has retained The QTI Group to conduct the search for its new Director of Marketing. The Director of Marketing will be responsible for directing the Bureau’s marketing efforts to position Madison and the environs as a convention, event and leisure destination and the GMCVB as the area’s official Destination Manager and Leader. The Director of Marketing will develop and direct the annual marketing plan, including marketing strategies for the organization, partnership, fund development, convention, and leisure travel. The marketing plan will be designed to support achievement of GMCVB, and Spirit of Greater Madison and internal and external room night and facility space sales and revenue goals. The Director of Marketing will provide oversight and supervision of the Madison Area Sports Commission marketing initiatives.

Responsibilities:

Marketing Leadership
  • Ensure all marketing communications are integrated and strategic, support GMCVB marketing plan objectives, reflect brand position and platform, adhere to brand standards and are effective expenditures of resources
  • Develop objectives and research-based strategies for marketing the Madison area as a convention and event destination to state, regional and national meeting and event planners and ‘Bring Your Meeting Home’ locals
  • Develop strategic marketing plan and execute marketing initiatives, including promotional campaigns, advertising, and other special projects designed to generate convention & event attendee room nights sold in the Madison area
  • Collaborate with Director of PR/Communications to plan, concept, execute and measure development of original content in support of Content Strategy
  • Provide strategic input to and oversight of leisure marketing initiatives. Provide marketing insight and direction to the Marketing Coordinator, Organization Events Manager, Senior Sports Marketing Manager, Digital Marketing Specialist, and Graphic Designers
  • Identify and cultivate collaborative relationships in marketing and advertising, with industry partners and funding sources
  • Direct the development and production of convention, leisure, sports and organizational marketing/communications materials
  • Support the development of other organization communication vehicles including but not limited to the Official Madison Area Visitors Guide, economic impact report, and Visitor Map
  • Direct development, continued innovation and content maintenance of the GMCVB website
  • Provide marketing skills and expertise to the GMCVB by building, developing, leading and managing a marketing team capable of carrying out the necessary and expected marketing strategies and goals
  • Ensures the organization maintains accurate statistics and data on ROI of marketing programs and efforts, for regular reporting and analysis of marketing plan and associated activities and programs
Marketing Execution
Meeting and Convention Sales
  • Analyze customer data, competitive set and industry research to develop target market profiles, identify opportunities to engage specific markets and identify obstacles
  • Create and execute effective marketing strategies based on research that meet or exceed business goals for convention sales and room nights
  • Plan and execute all convention sales marketing programs (i.e. collateral materials, advertising, e-newsletters, and PowerPoint presentations), analyze results to develop future programs
Convention Services
  • Analyze competitive set and convention service outcomes to identify obstacles and opportunities to serve meeting planners and meeting and convention attendees
  • Create and execute effective marketing strategies that meet or exceed business goals for convention services
  • Plan and execute all convention services marketing initiatives, (i.e. collateral materials, trade show banners/signage, pre-promotional videos/presentations, gift and logoed merchandise), analyze results to inform future program development
Partnership & Fund Development
  • Analyze peer organization partnership marketing materials, marketing opportunities and key partnership benefits. Identify opportunities for GMCVB
  • Create and execute marketing strategies to address the obstacles in reaching development goals and execute all marketing initiatives in support of fund development for GMCVB, Spirit of Madison (collateral materials, e-newsletters, e-mail marketing programs, etc.)
Digital Marketing
  • Manage and direct relationships with web, e-newsletter, app, online booking engine and digital visitor guide vendors
  • Analyze web and new media needs.
  • Oversee relationship with digital advertising vendor
  • Develop and enhance web and new media programs
Organizational Marketing
  • Oversee creation and execution of organizational events, including but not limited to Annual Event, Meet & Greet events
  • Concept and execute annual National Travel & Tourism Week campaign
Other Responsibilities
  • Operate under all established GMCVB policies, procedures and values
  • Cultivate and maintain an extensive knowledge of all GMCVB functions, initiatives and activities
  • Closely monitor industry trends and local issues impacting GMCVB’s organization and destination marketing work
  • Perform other duties as assigned by the Executive Vice President
Industry Relations/Memberships
  • Fully participate in professional societies and activities related to the marketing profession. Regularly participate and attend GMCVB and industry meetings, functions, etc
  • Pursue pertinent professional development opportunities provided within GMCVB budget
  • Network with other CVB professionals to learn of new and unique ideas for organization and destination marketing

Qualifications:

Knowledge and education required
  • In-depth knowledge of marketing foundations and principles
  • Bachelor’s Degree in marketing, or related field
  • Proven, recent experience (min. 5-7 yrs.) in marketing leadership positions
  • Broad functional experience in areas of marketing, market development, market research, planning, analysis and promotions/advertising
  • Extensive knowledge of all aspects of advertising, graphics/print/print production, digital marketing
  • Experience and success in developing compelling written, oral and visual media presentation materials
  • Experience in a membership-based organization and or experience with co-branding preferred
  • Experience and knowledge of web site development and management
  • Knowledge and understanding of the hospitality community, tourist attractions and business in Madison, Dane County and the region preferred
  • Knowledge of grant/funding resource and opportunities preferred
Skills and Abilities Required
  • Proficient in ability to analyze and interpret market research
  • Strong analytical and interpersonal skills
  • Proficient skills in marketing, market development, market research, analysis, planning and promotions/advertising
  • Proficient copy writing, copy editing and proofreading skills required. Grant writing a plus.
  • Proficiency with Microsoft Office suite
  • Familiarity with ACE project and CRM software a plus
  • Strong interpersonal skills to effectively cultivate relationships with stakeholders and constituents
  • Exceptional communication skills (listening, verbal and written)
  • Ability to assess marketing opportunities and develop strategic plans to reach targeted audiences
  • Ability to organize, plan and prioritize workload involving multiple projects at one time
  • Ability to think creatively and innovatively
  • Ability to communicate effectively to a diverse range of audiences
  • Strong ability to lead, develop and streamline processes required to manage multiple projects and tasks
  • Strategic, critical thinking and problem solving
  • Strong ability to work independently and as part of a team
  • Ability to read, analyze, and interpret general business periodicals, professional journals, financial reports and budgets
Accountability
  • Lead, motivate, train, direct and supervise department personnel
  • Perform periodic and annual reviews of all department personnel
  • Pursue pertinent professional development opportunities within the GMCVB budget
  • Build annual department goals as well as individual performance plans and goals for department personnel
  • Establish priorities for GMCVB marketing budget and body of work based on organizational priorities and goals and are effective expenditures of resources
  • Develop and manage the Marketing Department personnel and budget (includes all aspects of organization and destination marketing)




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