Lincoln City, Oregon



ORGANIZATION: City of Lincoln City

JOB TITLE: Explore Lincoln City Marketing Manager

FLSA STATUS: Exempt, 13

UNION: Non-Represented

UPDATED: April 2019

PURPOSE OF POSITION: Develop and support the continuation of existing and introduction of new electronic media marketing and PR techniques to better market Lincoln City as a tourist destination, using cutting edge technology, as well as track and analyze effectiveness of campaigns and other marketing efforts.

The Marketing Manager will function as a project manager and Marketing Manager and assist the Explore Lincoln City Director in developing and executing creative strategies and marketing initiatives including promotions, social media, online advertising, advertising design, email campaigns and more. Manage web site content and design, direct all site maintenance and ensure the site meets the needs of Explore Lincoln City visitors, and the community, and is professional and efficient.

ESSENTIAL DUTIES AND RESPONSIBILITIES include the following as a right-hand to and at the direction of the Explore Lincoln City Director:

SUPERVISION AND DIRECTION OF MARKETING/WEBSITE STAFF:

• Provide first line supervision to employees involved in the marketing, public relations, website and related functions within Explore Lincoln City; including assigning and evaluating work; scheduling long and short-term projects; guiding, mentoring and supervising employees; taking and/or effectively recommending necessary personnel actions; resolve or assisting to resolve employee complaints, interviewing and effectively recommending hiring and termination actions. Ensure productivity, efficiency and quality of work of team.

• Ensure that sufficient tools and training are available for the department. Instruct subordinates in the appropriate use of materials, methods, tools and equipment, including safety measures.

• Participate in the annual budgeting process by providing reports and other operations and maintenance expenditures information to the Department Head. Take accountability for and manage to the departmental budget.

• Provide adherence by division to all City and departmental personnel policies and procedures, applicable employment laws and contractual provisions, purchasing guidelines and overall operations within budgetary restrictions, including reviewing and approving employee payroll in compliance with Union contract and legal requirements.

WEBSITE STRATEGY and PROJECT MANAGEMENT:

• Manage and design Explore Lincoln City’s website, mobile applications, and other electronic media now in existence or which will come into existence, working with the Director and other members of the team on content and strategy.

• Assist with the management of Lincoln City’s website as time is available.

• Create solid website positioning strategy to retain visitors and attract new ones.

• Establish and execute strategies to build brand, generate leads and capture user data.

• Continuously evolve website as a destination for visitors to learn, interact, and communicate with Explore Lincoln City and the community.

• Develop a good understanding of our demographic, their profiles and why they visit. Carry out an online web/media strategy targeting current market sectors and to develop new sectors, e.g. Gen X and Millennials.

• Use interactive multimedia to build awareness and generate demand. Develop and implement methods for audiences to interact with our brand online.

• Make functional and design recommendations for site and execute them where possible – work with outside agencies for programming, content development and design if needed.

• Insure that all designs are user-centric for a clear and logical self-service experience for customers.

• Manage internal and external marketing and website analytics, converting and presenting data as actionable information.

• Manage the calendar of visitor events and the calendar of community events.

MARKETING

• Use Internet-based technologies like blogs, Facebook, email marketing and multimedia to communicate with and receive feedback from visitors and perspective visitors.

• Assist in the development of video and television commercials.

• Manage integrated online marketing programs to generate demand using email, banner ads, search marketing, landing pages and other innovative web tools.

• Utilize search including SEO to develop awareness and generate qualified website traffic.

• Lead search strategy and search analytics.

• Lead direct email marketing. Track, analyze and make changes based upon metrics.

• Establish and maintain an effective online social media strategy.

• Stay current with social media and other electronic marketing trends and recommend and incorporate into strategy as appropriate to improve visitor/media experience, as well as marketing efficiency.

• Use of social media as a communications channel with visitors.

• Manage content on social media sites, keeping content current, appropriate, and accessible.

• Develop viral online marketing campaigns.

• Assist in developing marketing strategies and overall media plan

• Manage and execute media plan including public relations, print advertising strategies, online advertising, social media, consumer promotions, and all other aspects of marketing

• Develop and execute public relations plans and activities, identify media opportunities, manage press release, articles and news distribution

• Cultivate relationships with members of the media (print and online); develop and maintain targeted media contact list

• Provide regular analysis and reports on public relations activities and coverage as well as sales and marketing reports.

• Increase brand awareness by developing and executing targeted marketing programs

ANALYTICS

• Use web analytics to fine-tune and improve site’s performance. Analyze and interpret site traffic and usability to improve visitor experience, convert visitors into customers, maximize ROI of offline and online marketing programs

• Provide dashboards, metrics, and ROI for participation in social media.

• Perform testing to identify problem Web site areas and recommend resolutions.

Drive City owned Vehicles

AUXILIARY JOB FUNCTIONS: Provide assistance to other staff as workload and staffing levels dictate. Must react to change productively and handle other essential tasks as assigned. Maintain proficiency by attending training and meetings, reading materials and meeting with others in areas of responsibility. Maintain work areas in a clean and orderly manner.

JOB QUALIFICATION REQUIREMENTS:

MANDATORY REQUIREMENTS: Four-year degree in marketing, public relations, business or a related field supplemented by additional specialized training in technical marketing and supervision equal to three years of relevant experience or any satisfactory combination of experience and training that demonstrates the knowledge, skills and abilities to perform the above duties. Knowledge of travel trade and market trends, design, media relations, search engine marketing, website, advertising design and social media development and emerging media. Demonstrated excellent written and verbal communication, report writing, interpersonal and relationship management, decision-making, problem-solving, organization, customer service, time management, attention to detail, accuracy and project management. Strong critical thinking and analytical skills necessary to closely monitor website marketing issues and find solutions. Experience working with interactive marketing agencies or web design companies required. Familiarity with search engine marketing, search engine optimization and Web technology. Strong creative aesthetic and presentation skills. Ability to work in team environment in a leadership capacity.

SPECIAL REQUIREMENTS/LICENSES: Oregon Driver’s License with good driving history.

DESIRED SKILLS & EXPERIENCE: Strong working knowledge of databases, list management and leads. Ability to communicate with technical staff to efficiently solve problems. Previous supervisory skills in a marketing and/or union environment. Track record in integrated social media marketing including blogs, blog relations, Facebook, Google analytics, mobile applications and similar media skills. PhotoShop, InDesign, Illustrator, Dremaweaver, Wordpress, HTML and CSS.

PHYSICAL DEMANDS OF POSITION: While performing the duties of this position, the employee is frequently required to sit, stand, communicate, reach and manipulate objects, tools or controls. Duties require visual acuity and depth perception due to computer work.

Duties involve moving materials weighing up to 30 pounds. Manual dexterity and coordination are required over 50% of the work period while operating standard office equipment such as computer keyboard and telephone as well as performing other duties related to planning and hosting events.

WORKING CONDITIONS: Usual office working conditions. The noise level in the work area is typical of most office environments with telephones, personal interruptions and background noises. Work is also subject to public scrutiny and comment which must be managed professionally and graciously.

SUPERVISORY RESPONSIBILITIES: Supervision of two FTE.

SUPERVISION RECEIVED: Works under the general supervision of the Explore Lincoln City Director.

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