Summary: The Marketing and Data Strategy Manager analyzes and executes Visit Grand Junction’s marketing through advertising technologies and multi-channel platforms. The manager is a motivated self-starter with a passion for leveraging data, progressive marketing tools, and analytics to support travel and tourism in the Grand Junction area. This position reports to the Visit Grand Junction Director.
Essential Duties & Responsibilities: • Manage & execute data-driven branding, marketing, advertising and technology strategies: o Develops, creates, and implements annual data-driven marketing, media, and ad-tech strategies and plans for local (in-market), regional, national, and international visitor markets in earned, owned, and paid media. o Leads and manages marketing vendor relationships and creative agency partners. o Plans and manages budgets and keeps accurate accounting records. o Leverages data to provide analysis and insights on marketing performance, makes recommendations and adjusts as needed. o Maintains and stays up to date on the latest ad-tech, AI & BI tools and trends. o Monitors metrics and collaborates with the marketing team to analyze the business impact of the marketing and data strategy and helps implement optimization recommendations. o Organizes annual stakeholder meeting. o Develops Annual Report and Marketing Plan. o Keeps abreast of Colorado Tourism Office, US Travel Association, Brand USA, and other Colorado DMO marketing research and initiatives.
Paid Media/Advertising: o Works with marketing team and contractors to develop, implement, monitor, and evolve creative and advertising campaigns utilizing ad tech tools, data collection and analysis. o Ensures agencies are referencing available data and adjusting campaigns accordingly on a regular basis.
Earned Media/PR: o Plans and hosts media/influencer visits, including international and domestic group media FAM trips, working with local tourism partners. o Works with marketing team and contractors to develop, execute, and assess public relations and influencer programs, media campaigns, PR plans, pitch calendars, and other media relations activities. o Writes & distributes press releases for events and organizational milestones. o Updates and maintains crisis communications plan. o Develops and maintains relationships with local and regional media and PR contacts. o Maintains database (CRM) of media contacts, writers, editors and influencers.
Owned Media: o Works with department team and contractors to formulate, assess and evolve content strategies, production, and calendars. o Oversees the creation, acquisition, and production of creative assets. o Works with content production team members and contractors to manage a strategic content calendar. o Ensures proper tracking, data collection, and ROI reporting for content programs. o Assists with managing website, social media, email marketing, SEO, CMS, and CRM contractors/services.
• Integration and consistency with marketing programs: o Works closely with staff and local tourism partners to ensure integrated branding, campaigns, communication and messaging.
• International: o Develops annual international travel trade sales and marketing programs. o Assists with planning, scheduling, and hosting international travel trade FAMS. o Seeks out, assesses, and books opportunities for international marketing and consumer communication, including contractors for writing/developing content and collateral.
• Grant Management: o Writes, executes and tracks grant applications, awards, and programs.
Knowledge, Skills & Abilities: o Must be data-oriented with a passion for innovative applications. o Knowledge of and experience in business intelligence, data analysis and visualization. o Knowledge of and ability to use ad-tech and other marketing related software platforms. o Strong analytical skills with experience in translating data into insights. o Proficiency with data visualization tools and capabilities, such as Tableau or Power BI. o Excellent written and verbal communication skills with expertise in press writing and press relations. o Proficient in Microsoft Office (Outlook, Excel, Word, PowerPoint). o Experience with photo and video design software. Acrobat Pro, Adobe Creative Suite – Photoshop, Illustrator, InDesign preferred. o Expertise in Google Analytics and ability to integrate findings. o Self-starter, highly motivated, able to shift directions quickly when priorities change, while implementing innovative solutions in a timely manner. o Must have a life-long learning drive. o Great interpersonal skills and professional demeanor. o Proficiency in social media marketing, promotions, communications, analysis & functionality. o Experience with digital communications and content strategy. Must be proficient with engaging and leading multiple projects simultaneously with excellent follow-through, and keen attention to detail. o Experience with Customer Relationship Management (CRM) and Content Management Software (CMS) platforms. o Strong sense of ownership and accountability. o Foster a departmental culture of innovation, collaboration, data-driven results and accountability. o Travel to tradeshows, media events, and conferences are required. o Must be available evenings, weekends and holidays as needed.
Education and Experience: o Bachelor’s degree or at least 2 years innovative marketing and advertising technology experience. Experience working for a destination marketing organization preferred.
This job description is intended to describe the general content of and major responsibilities for performance of the position. It is not intended to be an exhaustive statement of job duties and requirements. Other duties as assigned.
Internal Number: 201900569
About Visit Grand Junction, City of Grand Junction
Grand Junction, the western gateway to the Rocky Mountains of Colorado, is located at the junction of the Gunnison and Colorado Rivers, between Salt Lake City and Denver on Interstate 70. A city of 60,000, Grand Junction is the regional center for Colorado's Western Slope and Eastern Utah and serves as the county seat for Mesa County. The county is comprised of several small suburb towns, both rural and urban, that in combination with Grand Junction itself make a total population of over 150,000 in the valley. At an altitude of 4,586 feet, warm summers and moderate spring, fall and winter seasons allow for incredible year-round outdoor recreation opportunities. Surrounded by an abundance of public lands, Grand Junction is also a mecca for world-class mountain biking, hiking, camping, hunting, fishing, rafting, skiing, golfing, rock-climbing, dirt bike and ATV riding. Among Grand Junction's spectacular red cliffs and winding canyons are the 11,000-foot Grand Mesa and the breathtaking 7,000-foot Colorado National Monument. Other attractions include three national scenic byways, extensive public art displays, museums, and a vibrant downtown featuring creative culinary options, shop...ping, Two Rivers Convention Center and the Avalon Theatre. Grand Junction is known as Colorado's Wine Country featuring 23 wineries nearby and hosts community and cultural events throughout the year that include the Junior College Baseball World Series and Grand Junction Symphony.