POSITION: Digital Marketing Manager
SUPPORTED BY: Creative Director
POSITION SUMMARY:
The Digital Marketing Manager will work to grow the Visit Mobile digital presence focusing on engaging and retaining visitors and potential visitors. The position supports the organization’s role of destination marketing by developing and managing its Customer Relationship Management (CRM) system; developing and modifying the database structure and content to maximize the efficiency and effectiveness of the organization; developing and managing its website page structure including special landing pages and micro-sites; working with Visit Mobile’s creative brand manager to increase the effectiveness of the website user experience; and managing online advertising and email marketing implementation.
This role works across internal teams, external agencies, and vendors to identify the capabilities and technology that will best deliver the destination message to target audiences while increasing the brand authority within the digital ecosystem to keep Visit Mobile and Coastal Alabama at the forefront of business and leisure travelers through usability, discoverability, destination appeal, and monetization initiatives.
This position will also ensure the Visit Mobile brand and message is visually consistent and clearly communicated to visitors, the travel industry, partners, and the community.
RESPONSIBILITIES:
CRM
- Act as the organization’s primary internal expert on the CRM system
- Constantly evolve and develop the CRM structure in appropriate modules to maximize its effectiveness for team members
- Monitor CRM data entry by team members for best practices and coach accordingly
- Make recommendations to the executive team regarding needed enhancements to the Simpleview suite of subscribed products
CMS
- Engage prospective first-time visitors and re-energize past travelers through website design and content
- Coordinate SEO marketing and content strategy and implementation for web optimization
- Enforce high-quality standards on imagery and video to create the narrative for the destination
- Partner with Creative Director, Director of Marketing and Communications, Partnership, and Sales & MarComm teams to optimize website content, edit existing page structures and create new pages within the website to meet the content needs that are defined by team members
- Track and monitor the evolution of search interest, algorithm changes, and user behavior shifts.
- Stay up-to-date on best practices to increase the effectiveness of each page, maximizing metrics by researching and recommending “best-in-class” standards to establish Mobile.org as a leading online destination website.
Technology Integrations
- Oversee integrated technologies to ensure performance measurements and connectivity are working properly and maximizing said technology intent (current systems include but are not limited to the Visit Mobile Dashboard tool, BookDirect/JackRabbit, DTN, ActOn, Crowdriff UGC, Google, and others)
- Manages email marketing lists, distribution of emails, and the measurement of efforts
- Seek new technologies and resources to maximize the understanding of current and potential visitors
- Work in conjunction with industry partners, as well as sales and MarComm teams to provide information to third-party websites
Digital Advertising
- Work closely with the Visit Mobile Executive Team (Senior VP, MarComm, VP of Sales) to maximize digital marketing initiatives for Visit Mobile baseline funding, the Mobile Area Lodging Association marketing funding, and additional funding as it is available (example: ARP grant funding)
- Recommend paid digital media strategy to deliver department goals, optimize cross-platform efficiencies, and provide reporting to internal teams
- Execute paid digital media buys, market segmentation (both leisure and sales), reporting, services, and maintenance
- Work closely with the sales team to maximize room night potential as requested
Other Duties & Responsibilities
- Maintain clear communications with other departments to create an effective team
- Document processes and procedures of the position
- Develop and produce regular reports to keep team members updated on destination offerings and contacts as well as system management reports
- Maintain performance metrics relative to goals and analyze data for making decisions
- Participate in appropriate local, state, and national organizations, growing existing and fostering new partnerships; as well as pursuing professional development opportunities.
- Assume additional responsibilities as assigned.
The above is intended to describe the general content for the performance of this position. It is not to be construed as an exhaustive statement of responsibilities and duties. The above are just a guide and are not necessarily the only initiatives this position will be involved in. This person may also be asked to participate in other special projects or community outreach and events. This person may be requested/required to participate in projects determined by the Creative Director and/or other organization leaders and teammates. Nothing in the job description restricts management’s rights to assign or reassign duties and responsibilities to this job at any time.
DESIRED SKILLS / EXPERIENCES / QUALIFICATIONS:
- Exceptional writing, editing, and proofreading skills with attention to detail and personality
- Ability to work independently as well as with team members
- Strong sense of time management with the ability to take initiative, work well under pressure, and meet deadlines
- Strong customer service skills and the ability to communicate politely and effectively
- Strong understanding of current digital marketing concepts, strategies, best practices, and trends; with an interest to implement new ideas and stay up to date with relevant information
- Demonstrated experience as a power user of back-end online technology
- Basic knowledge of database structure
- Demonstrated experience working in a team environment with other specialized team members completing projects and achieving desired results
- A process enthusiast who understands cause and effect and can communicate complex details of databases and online experiences in a way a non-marketing professional can understand
- The ability to practice patience and persistence for partners while maintaining high expectations for one’s own performance.
- Participate in professional and/or civic organizations to enhance networking opportunities as approved by the team lead
- Experience with the Simpleview branded Customer Relationship Management or any Content Management System (CMS) product is preferred.
REQUIREMENTS:
- Bachelor’s degree in Marketing, Communications, or related field preferred
- Minimum of 4 years of experience in digital marketing or related areas
- Ability to prioritize, multi-task, and problem-solve simultaneous projects with multiple deadlines
- Copywriting, verbal communication, and project management skills required
- Strong attention to detail
- Advanced knowledge of the Gulf Coast hospitality industry, with an emphasis on partners’ products and services.
- Ability to understand basic industry terms and trends in marketing, communications, and digital marketing initiatives
- Organized, self-starter with good time management skills
- Flexibility to carry out responsibilities on evenings or weekends, and to travel as needed
HOW TO APPLY:
- Please send your cover letter and resume to Oliver Dorgan, Creative Director (odorgan@mobile.org) and Jay Garraway, VP of Administration (jgarraway@mobile.org).
Visit Mobile
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