Marketing Director

Experience Columbus

The Marketing Director is responsible for developing, implementing and maintaining marketing strategies and activities in direct support of the convention sales and services efforts of Experience Columbus. Also responsible for directing the day-to-day activities of the Marketing Manager.

Major Responsibilities:

Provide marketing strategy, management, support and materials for convention sales

  • Develop distinctive, authentic messaging to support convention-specific sales targets
  • Expand and develop marketing platforms to support the Columbus Collaborative in promoting, selling and booking groups into the Greater Columbus Convention Center
  • Promote the expanded and renovated Greater Columbus Convention Center in collaboration with the Franklin County Convention Facilities Authority and SMG
  • Create all marketing materials in support of convention sales production goals including but not limited to print and digital ads, bid books, sales presentations, maps, collateral, sell sheets, invitations, emails and videos
  • Work collaboratively with the sales team, provide pre-, during and post-event marketing materials to support tradeshows, sales calls, site inspections, client events and other sales activities
  • Work collaboratively and proactively with sales management to prepare budgets for each project, obtain appropriate approvals, communicate changes and facilitate invoicing
  • Directly responsible for managing the convention advertising budget – maintain co-op ad program with SMG; work with ad agency on media plan, placement, trafficking and reporting; process all invoices; provide monthly budget management and forecasting
  • Takes full ownership of the process to have marketing materials produced by marketing agency, in-house graphic designer or outside vendors
  • Provide tracking and analytics mechanisms to measure success of tactics
  • Actively collaborates with PR Manager on convention trade specific opportunities
  • Oversee strategy for Experience Columbus' Meeting Planner site, including ensuring data is up-to-date and working collaboratively with PR Manager to fulfill content needs

 Provide marketing strategy, management, support and materials for Make It Columbus

  • Lead aggressive marketing efforts to drive awareness of this locally focused sales initiative
  • Develop compelling marketing messages to encourage local influencers to bring meetings, conventions and tradeshows to Columbus
  • Oversee content strategy, including regularly capturing and publishing testimonials
  • Develop additional marketing collateral, emails, e-newsletters, presentations and support as needed in collaboration with convention sales team

 Direct the day-to-day activities of the Marketing Manager

  • Delegate and direct appropriate marketing duties in support of convention sales including maps, emails, e-newsletters, updates to invitations, presentations, sell sheets, etc.
  • Oversee marketing materials developed to support convention services for convention groups to attract and service delegates
  • Oversee marketing materials developed to support membership
  • Oversee marketing materials developed to support Experience Dedicated Destination and Certified Tourism Ambassador programs
  • Approve budgets for projects, obtain appropriate approvals, communicate changes and facilitate invoicing

Provide marketing strategy, management, support and materials for the 2019 ASAE Annual Meeting & Exposition

  • Write and implement an innovative, aggressive marketing and communications plan to promote Columbus as the host destination for 2018 (Chicago) with associated budget and production timeline
  • Write and implement an innovative, aggressive marketing and communications plan to capitalize on ASAE in Columbus in 2019 with associated budget and production timeline
  • Participate in and lead where appropriate all ASAE planning meetings
  • Present on ASAE opportunities to community leaders across the city
  • Build and lead a community-based marketing committee in support of ASAE initiatives
  • Develop and lead all marketing and promotional resources, tools, materials, presentations, collateral, videos, websites, social presence, etc. to ensure a record number of attendees at ASAE 2019 in Columbus
  • Regularly track and report analytics to measure success of tactics

 Other Responsibilities

  • Manage the productivity of marketing plans and projects
  • Monitor, review and report on all marketing activity and results
  • Attend all meetings of the Experience Columbus sales department, hospitality community, Columbus Collaborative, CFA board, customer advisory council, and other sales and services meetings, as appropriate
  • Build solid, collaborative relationships with internal teams and external partners, including marketing services firm, SMG, CFA, Short North, Arena District, and others directly involved in the convention district
  • Attend Experience Columbus department head meetings and member functions
  • Represent Experience Columbus at community meetings, functions and events; consider joining community marketing committees as appropriate and time allows

 Education and Experience

  • A four-year degree from an accredited college or university in marketing, communications, public relations or related field required
  • Marketing management experience of five to ten years also is required; hospitality industry expertise a plus
  • The organization requires all employees to obtain and maintain their Certified Tourism Ambassador™ (CTA) designation

  Competencies and Skills

  • A leader who is a strategic thinker and planner; able to build relationships, direct teams and work collaboratively to arrive at solutions
  • Ability to research, write and edit copy/content at a senior level; must adhere to AP Style; is a skilled storyteller who can translate sales’ needs into marketing solutions (samples required)
  • Is a self-reliant, top-notch project manager able to plan production timelines and corresponding budgets; must work within the RedBooth project management system provided
  • Has a demonstrated understanding of production; can develop project timelines and budgets and seamlessly steward projects from idea through to final delivery (samples required)
  • Has an exceptional attention to detail and set an extremely high standard of quality in their work
  • Expresses an eagerness to work collaboratively with others, actively leads and participates in brainstorming activities to derive creative solutions, has ideas, is innovative and creative, has a willing to try new things, to learn and grow
  • Is highly organized with exceptional time management skills; can effectively handle multiple priorities and projects; exhibits flexibility with changing priorities
  • Demonstrates a proven record of accomplishment in leading marketing programs
  • Is responsive, provides timely follow up, communicates effectively
  • Has well established systems for stress management and understand self-regulation to maintain composure and maturity in high-pressure situations
  • Has a thorough working knowledge of Microsoft Office products and the internet; graphic design skills a plus

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