Director of Marketing - Cook County Visitors Bureau

The Director of Marketing is responsible for directing the Bureau's marketing efforts to position Cook County and our marketing alliance of LTTA, Lutsen Mountains, Grand Marais, Gunflint Trail and Grand Portage as an event and leisure destination. This position sets strategic direction for the organization's website, visitor information services, publications and public/media relations efforts. The Director of Marketing will develop and direct the annual marketing plan, including strategies for each organization, fund development, brand development and media planning. The marketing plan will be designed to support achievement of CCVB room night and revenue goals.

Supervisor: Executive Director
Direct Reports: Marketing Coordinator, Public Relations Agency, Graphic Design/Advertising Agency and other contracted services as needed.

Responsibilities*

  • Ensure all marketing communications are integrated and strategic, support CCEVB marketing plan objectives, create brand position, adhere to brand standards and an effective expenditures of resources
  • Develop objectives and research-based strategies for marketing Cook County.
  • Develop research-based strategies for partner development marketing and sponsorship programs and opportunities
  • Direct development of marketing initiatives, including promotional campaigns, advertising, and other special projects designed to generate leisure room nights sold in Cook County
  • Identify and cultivate collaborative relationships in marketing and advertising with industry partners and funding sources
  • Direct the development and production of marketing/communications materials, including but not limited to Visitor Guides, E-newsletters, Maps, Activity Guides and Advertising Collateral for Print, Broadcast, Online, Outdoor and Direct Marketing projects.
  • Direct development, continued innovation and content maintenance of the CCEVB website and social media network.
  • Direct all organization PR strategies and activities
  • Provide marketing skills and expertise to the CCVB by building, developing, leading and managing a marketing team capable of carrying out the necessary and expected marketing strategies and goals
  • Maintain accurate statistics and data on ROI of marketing programs and efforts, for regular reporting and analysis of marketing plan and associated activities and programs
  • Cultivate and maintain an extensive knowledge of all CCVB functions, initiatives and activities
  • Closely monitor industry trends and local issues impacting CCVB's organization and destination marketing work

*The above 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.

Marketing Director Job Duties

  • Provide marketing support and direction for all Bureau initiatives and programs.
  • Perform other duties as assigned by the Executive Director of Board of Directors

Industry Relations/Memberships

  • Periodic opportunities to participate in professional societies and activities related to hospitality and DMO industry in general and the marketing profession in particular.
  • Network with other industry professionals to learn of new and unique ideas for organization and destination marketing.

Knowledge and Education Required

  • In-depth knowledge of marketing foundations and principles
  • Bachelor's degree in marketing, journalism or related field
  • Extensive knowledge of all aspects of advertising, graphics/print/print production, e-marketing and journalism
  • Knowledge, skill and proven ability to manage strategic media and public relations
  • Knowledge and understanding of the hospitality community, tourist attractions and business in Cook County preferred
  • Knowledge of grant/funding resource and opportunities preferred

Skills Required

  • Proficient in ability to analyze and interpret market research
  • Proficient skills in strategic planning, marketing, business and market development, market research, analysis, planning and promotions/advertising
  • Proficient skills in media analysis
  • Proficient writing, copy editing and proofreading skills
  • Proficiency with Microsoft Office suite
  • Strong interpersonal skills to effectively cultivate relationships with stakeholders and constituents
  • Proficient in public speaking and presentations

Abilities and Experience Required

  • Proven, recent experience (min. 5- 7 years) in marketing leadership positions
  • Proven, recent experience (min. 3-5 years) in project and budget management and personnel supervisory positions
  • Experience (min. 2-3 years) in media planning and buying
  • Experience (min. 2-3 years) in public relations
  • Cook County is characterized by seasonal business with a strong connection to natural resources including summer recreation and relaxation, fall foliage and winter snowsports. Experience with destination marketing in community with similar characteristics desired.
  • Broad functional experience in areas of strategic planning and marketing, business and market development, market research, planning, analysis and promotions/advertising
  • Experience and success in developing compelling written, oral and visual media presentation materials
  • Grant writing experience preferred
  • Ability to assess marketing opportunities and develop strategic plans to reach targeted audiences
  • Experience and knowledge of web site development and management
  • 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 abilities
  • 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 and outside contractors
  • Build annual department goals as well as individual performance plans and goals for department personnel
  • Establish priorities for CCVB 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)

Physical Demands

While performing the duties of this job, the employee is required to sit at a desk and computer for long periods of time, is occasionally required to stand; use hands to finger, handle or feel; reach with hands and arms; stoop, kneel, crouch and/or crawl. May be requested to lift materials of up to 35 lbs. Specific vision abilities required include reading computer screen and written documents; close vision, color vision and ability to adjust focus. Communicate via verbal, audible and written means.

Work Environment

Majority of duties will be performed in and from the office of the CCVB in Grand Marais, Minnesota during regular business hours. Some travel and work off site will be required, as well as occasional work on weekends and/or holidays.

Time Commitment

A minimum average time commitment of 45 hours is anticipated to be required to fulfill the duties required of this position.

Reasonable Accommodation

It is the policy of the CCVB to provide reasonable accommodations to qualified individuals with a disability who are applicants for employment or employees to perform the essential functions of the job.
The CCVB is an Equal Opportunity Employer.

Position will remain open until the right candidate is found

Cover letter and resume should be sent to:

Sally Nankivell
Executive Director
Cook County Visitors Bureau
PO Box 1330
Grand Marais, MN 55604

Sally@VisitCookCounty.com