Wilmington and Beaches & Visitors Bureau
Wilmington, North Carolina, Primary Scope
The Director of Marketing & Advertising’s principal role is to assist in developing and executing comprehensive marketing campaigns to increase visitation to Wilmington, NC and its three island beaches: Carolina, Kure and Wrightsville.
Assists Executive Vice President of Marketing and Strategy in planning, coordinating and implementing strategic marketing plans for Wilmington and Island Beaches
Assists EVP of Marketing and Strategy in executing advertising in a variety of channels designated as specific lead on paid social, PPC, digital marketing, influencer marketing media plans, and in developing content for Visit NC cooperative advertising programs (featured events, social media programs, destination listings on Visit NC)
Acts as traffic manager on agency deliverables
Oversees website, Visitors Guide and Mobile Trip Guide advertising managed through third-party vendors
Manages and understands paid social media campaigns; staying on top of the latest trends and changes
Oversees social media agency of record; responsible for executing social media plans by directing creation of and monitoring social content; ensures best practices are followed and applied to emerging social formats
Strategizes and manages the execution of content related to paid and local influencer campaigns and tactics
Proofs social media content created by agency of record and Social Media & Content Manager
Content Marketing & Publications:
Oversees content agency of record, content partnerships, strategies and tactics and manages editorial calendar, blog content, email marketing engagement and subscriber retention strategies while understanding the positioning, needs and interests of leisure, meetings and sports audiences.
Collaborates with marketing team to create effective content to align with targeted marketing campaigns
Website duties include overseeing development and implementation of new page design and content per strategic direction
Oversees third party content direction (Trip Advisor, etc.)
Oversees production and content development of printed leisure publications (Visitors Guides, guide map, etc.) and meetings/sports publications in partnership with EVP of Marketing & Strategy.
Ensures agency services are conducted and executed within approved budgets
Provides marketing support where applicable to other CVB departments
Knowledge, Skills and Abilities
An understanding of principles, practices and techniques of marketing and advertising in the travel and tourism industry
Experience in managing outside agencies
Creative vision and initiative in identifying new, innovative approaches to content creation, email marketing and social media strategies
Excellent writing, copy editing and proofreading skills, particularly understanding and managing effective brand voice for various audiences and channels
Working knowledge of and demonstrated skill in using office technology, CMS and CRM (Simpleview experience preferred), email/automation platforms, Microsoft Office Suite, Adobe Suite, Google Analytics, Meta Reporting Dashboards and Sprout Social (preferred)
Skill in strategic thinking and the ability to provide recommendations to management
Ability to manage multiple projects concurrently and be a self-starter in a fast-paced environment
Ability to use sound judgment in all aspects of work and in resolving problems
Ability to develop and maintain effective working relationships with travel industry organizations, constituents and personnel, superiors, peers, employees and the public
Education and Experience
Graduation from a four-year college or university with BA/BS degree in marketing, advertising, or related field with five years of experience in destination marketing, travel and tourism industry preferred and/or related marketing as a consideration, and online medium, including social media.