Are you a visionary marketing leader ready to make an impact? We are seeking a dynamic marketing professional for the position of Chief Marketing Officer to steer the Branson brand to new heights!
Overview: This incumbent is responsible for the development of the marketing strategies, providing direction and oversight for the overall brand positioning, messaging, and marketing tactics to fulfill our mission. The CMO is responsible for managing and maximizing ROI through strategic revenue generation opportunities to enable the organization to reinvest dollars to promote Branson as an attractive visitor’s destination. The CMO leads all aspects of marketing tactics, including media relations, Public Relations efforts, advertising, integrated marketing, social media, digital and content strategy, partnerships, and advocacy programs for the Branson/Lakes Area Chamber of Commerce (Chamber) and Convention & Visitors Bureau (CVB) and the Taney County Partnership (TCP). The incumbent must be politically savvy and have a proven track record in working with industry partners to consistently increase the overall number of visitors and revenues and work closely with the Chief Sales Officer to ensure cohesive and collaborative sales marketing strategy to increase meetings and conventions, sports and leisure group market share.
Core Responsibilities
· Develop and implement annual marketing plans and detailed budgets for the plan which includes strategies for branding, advertising, eCommerce initiatives, website/mobile development, public relations, media relations, publications, social media, special events, partnership initiatives, and program design.
· Fosters and maintains relationships with local, regional and national media outlets and community partners to position Branson as an attractive visitor’s destination.
· Supervise and direct the activities of the marketing, national/international public relations, and digital marketing departments.
· Assists in the development and execution of the organization’s strategic plan.
· Plan and oversee production of organizations sales materials that support the sales efforts of the destination, Chamber and TCP in a cost-effective manner.
· Acts as a liaison to other organizations that have a direct impact on tourism.
· Analysis of visitors’ data, which provides valuable information regarding the success of our marketing plans, as well as pertinent information to our member businesses.
· Supervise the activities of staff, especially direct reports. Performing annual staff reviews, providing leadership and motivation for staff.
· Participate as a key member of the leadership team in the development and implementation of the organizational policies, practices, and procedures and overall management and administration of the business.
· Maintain awareness of market opportunities, and research and analyze current trends and climates that affect the industry, Interface with significant stakeholders and plan dedicated and cooperative marketing strategies. Develop concepts, themes and ideas for campaigns. Communicate strategies for stakeholders and other departments to ensure integration and cooperative efforts.
· Develop, execute and present (annually and as requested i.e., monthly or quarterly to alderman, tax boards and various committees) marketing strategies that maximize return on investment (as measured by increases in visitation and other KPIs as dictated per funding contracts).
· Negotiate and manage contracts with advertising, marketing and media agencies, international contractors, and other contract vendors. Negotiate large volume purchases for blocks of space or increments of service. Develop resale methodologies to enable partners to share in agency services at reduced prices.
· Evaluate performance and provide counseling and coaching to employees. Initiate personnel actions, such as promotions, transfers, terminations, or disciplinary measures.
· Maintain safe work area and comply with safety procedures and equipment operating rules keeping work areas in a clean and orderly condition.
· Participate in any variety of meetings and work groups to integrate activities, communicate issues, obtain approvals, resolve problems, and maintain specified level of knowledge pertaining to new developments, requirements, and policies.
· Out of town travel is required.
· Perform other related duties as assigned.
Key Credentials:
• 8 – 10+ years of tenured experience in Strategic Marketing Management, Project Management, Destination Marketing and/or Communications experience (industry experience a plus).
• Bachelor’s degree in Marketing, Business or Tourism, or equivalent professional industry experience.
• Prior experience servicing as an executive level marketing leader in the Travel and Tourism industry, preferred.
• Comprehensive experience with, and demonstrated success in, dynamic team leadership.
• Track record of innovation and success in tourism, digital marketing and content, creative, editorial advertising, promotions and/or sales, ideally in a relevant industry segment.
• Experience in leveraging emerging trends/technology, crafting effective digital strategies, and architecting an engaging user experience online and within social media platforms.
• Ability to create innovative strategies, partnerships, and programs beyond existing models.
• Strong interpersonal skills, presence, and ability to effectively build strong productive relationships both internally and externally.
• Excellent verbal and written communication skills, with emphasis on presentation and strategic planning skills.
• Proven ability to lead, engage and collaborate with individuals across various disciplines, cultures, and backgrounds to achieve shared goals, in a team environment.
• Demonstrated ability to conceptualize new projects from concept to implementation and utilizing outside suppliers to develop professional, first-rate publications, newsletters, publicity, and website. • Comprehensive knowledge and demonstrated success in direct sales and marketing management and executive administration.
• Ability to create innovative strategies, partnerships, and programs without existing models.
• Proven ability to formulate and execute results utilizing strong analytical, critical decision making and strategic planning skills.
• Experience reporting to a Board of Directors, and a diverse set of stakeholders in the public and private sectors.
• Consumer understanding, insights, target audience definition:
o Data analysis – Market trends, competitive landscape, social media listening, research studies, available statistics, economic impact of marketing efforts, upside opportunities to define focus areas and drive results. Relentless focus on KPIs and ROI.
o Branding – Ability to define unique, compelling, and differentiating consumer proposition based on consumer and market understanding that unifies all marketing efforts behind a Big Idea (campaign) for the Destination.
o Ability to identify and lead agencies to deliver Best in Class creative and media plans.
o Effective use of new media – Search engine optimization, social media, digital, website, promotional, sales segmented/targeted media based on consumer profiles profiles/segmentation.
