MARKETING, COMMUNICATIONS AND DEVELOPMENT position will design and execute strategic marketing plans to position the Lake Geneva area, Wisconsin through a multitude of mediums and communication channels. This position is responsible for identifying opportunities, developing short and long-term strategies and leading multiple internal and external marketing coordinators and vendors to market the Lake Geneva area, domestically and around the world.
The MARKETING, COMMUNICATIONS AND DEVELOPMENT DIRECTOR manages and supervises staff, budgets, research and the comprehensive workplan primarily focused on generating leisure visitors and group travel expenditures. The position is responsible for researching and pursuing opportunities for new tourism amenities and assets.
The position develops, maintains and analyzes marketing partnerships, vendors and suppliers that support the VISIT Lake Geneva strategic objectives as outlined in the bi-annual marketing plan created by this position. It ensures the strongest return on investment for the Lake Geneva area tourism industry measured by primary research and gathering secondary research to demonstrate results.
The leadership and strategy for this position includes the following areas of focus under direction of the President and CEO:
Branding: Application and evolution of Lake Geneva area brand strategy ensuring all brand assets and market segments are consistent in look, feel and voice both internally and externally. Leads relationships with all outside vendors and suppliers to advance a unified and collaborative brand strategy.
Advertising and Public Relations (Paid and Owned): Develops campaigns to convey the exceptional Lake Geneva area travel experiences that differentiate the brand from the competition by functioning around an integrated strategy.
Digital and Content: Guide the organizations content and online initiatives: SEO, key words, websites, e-communications, travel guides, social media, photography and video to support strategic goals.
Research Insights: Establish key analytics and metrics by which to judge success. Organize research initiatives and suppliers to provide marketing intelligence and insight to inform Lake Geneva area strategies. It positions the area as a must-experience destination and measures the impacts of visitor spending on the economy.
Events, Partnerships and Promotions: Oversee staff who develop events, promotions and marketing partnerships that align and enhance the Lake Geneva area brand. Leverage all assets of the Lake Geneva area and work collaboratively with other hospitality and tourism organizations as appropriate.
Research opportunities that would bring additional tourism amenities, events and assets to the area. Perform necessary due-diligence to determine return on investment and feasibility.
This position is officed in Lake Geneva, WI. Some travel is required. This position will require evening and weekend work.
Develop, execute and measure a comprehensive marketing and communications plan under a consistent brand strategy. (40%)
A1. Facilitate and coordinate development of the annual organization -wide strategic marketing and communications plan in collaboration with internal teams under the oversight of the CEO.
A2. Monitor the Lake Geneva area brand strategy for consistency and effectiveness across all channels of communication, market segments and events. Ensure consistent communication to and execution from all suppliers and vendors who work on the brand.
A3. Select vendors and contractors best suited for work on the Lake Geneva area brand following standard contractual oversight protocol and direction from the CEO. Train and maintain accountability for all projects and workplans.
A4. Measure the performance of the marketing and communications plan with pre-determined metrics and report on the accomplishments in a variety of channels including to media, industry, stakeholders and Board of Directors. Report regularly to CEO.
Manage and execute paid marketing and event campaigns and generate earned media. Ensure collaboration between internal staff and external vendors. Supervise staff and vendors. (35%)
B1. Develop, and execute all paid strategies including traditional and digital media utilizing emerging technology, trends and applications. Monitor and direct corrections as necessary to maximize budgets and impacts.
B2. Manage earned media strategies including traditional and digital media utilizing emerging technology, trends and applications. Monitor and direct corrections as necessary to maximize budgets and impacts.
B3. Provide oversight for event promotions that align with the campaigns to extend reach and partnerships. Monitor and direct corrections as necessary to maximize budgets and impacts.
B4. Set and monitor marketing and communications budget under the direction of the CEO. Analyze expenditures for appropriate timing, approvals and payments ensuring compliance with all guidelines.
B5. Provide leadership to ensure integration among all aspects of programs and assets.
B6. Lead, train and evaluate outside vendors.
B7. Supervise staff and provide daily direction, set and monitor goals and accomplish regular performance evaluations.
Track and explore new tourism development opportunities and assets that attract additional visitor travel expenditures to the area . (15%)
C1. Research opportunities to bring new events to the Lake Geneva area. Write and administer grants to assist with funding.
C2. Identify visitor trends in the hospitality industry and generate relationships with private businesses who may be interested in locating in the Lake Geneva area.
Other duties as assigned by the CEO. (10%)
D1. Represent the organization at industry, board, and community functions.
D2. Conduct internal and external training sessions.
D3. Present industry leadership consortiums to advise the region on marketing strategies.
D4. Work collaboratively with Walworth County Tourism organization and other existing organizations.
D5. Stay abreast of current trends and changes within the hospitality and tourism industry.
Knowledge, Skills and Abilities:
Polished communicator with excellent presentation and interpersonal skills.
Skill in building relationships and networking with a diverse population of organizations, associations and interest groups.
An education featuring a four-year degree or higher with marketing, advertising, or business focus (preferred not required).
5 years of progressively responsible leadership positions in marketing, advertising or communications with demonstrated supervisory experience.
Thorough knowledge of wide-range of media, both traditional and digital.
Experience in developing and writing strategic plans and reports.
Complex project management experience including working with project briefs and timelines.
Knowledge in budget development, monitoring and reporting.
Ability to evaluate creative and written materials and provide clear and succinct feedback.
Ability to work in a professional environment with established goals and metrics for success.
Additional Salary Information: Up to $60,000 commensurate with experience.
About VISIT Lake Geneva
VISIT Lake Geneva the premiere source for local information, bringing together businesses and community members in a united effort to promote Lake Geneva as a year-round destination for leisure, meetings and group travel, building the local economy, supporting the lakes area community, and improving quality of life for residents.
Vacation: 5 Days after 6 months
10 Days after 1 year anniversary
15 days after 3rd anniversary
Sick Days: You will be allowed 6 sick days per year.
Paid Holidays: 10 Paid holidays per year.
Health Insurance Coverage: Visit Lake Geneva pays 75% of the premium for employee only based on company plan.
Dental Coverage: Visit Lake Geneva pays 100% of Dental Insurance for employee only