AS THIS IS A FULLY ONSITE POSITION, YOU MUST CURRENTLY LIVE IN THE NAPA VALLEY OR WITHIN A SHORT (50 MILES OR LESS) COMMUTE TO DOWNTOWN NAPA TO BE CONSIDERED FOR THIS ROLE.
About the Role:
The Director of Marketing will lead the overall content strategy and develop plans for paid advertising, website, social media, and promotions for the leisure, group, and travel industry in the Napa Valley. You will create effective and innovative strategies for paid, owned, and earned media, as well as direct channels to build and enhance brand awareness and reputation. You will be a hands-on working member of the marketing team with a collaborative multifunctional approach, characterized by an eager willingness to identify, accept, and exceed challenges. You will lead and grow a talented team of marketing professionals in a way that builds consensus, highlights and develops expertise and inspires greatness all-around. Success in this role hinges not only on work product and process, but also successful and positive relationship development both inside and outside the organization.
What You’ll Be Doing:
- Maintain and continuously improve brand positioning and identity.
- Serve as effective and appropriate spokesperson and ambassador for Napa Valley and the organization.
- Keep abreast of consumer, marketing, and Destination Management Organization trends and best practices.
- Review, measure and assess existing marketing initiatives and activities.
- Support internal departments with campaigns and materials.
- Oversee execution of brand advertising paid media plan and production to ensure consistency and adherence to brand vision.
- Lead brand initiatives and extensions and pull brand identity standards through all touchpoints.
- Ensure strategies and brand voice carry through all department messaging and materials.
- Lead VNV’s efforts via “owned” digital marketing platforms - website, social media, content (blog)
- Manage day-to-day agency relationships, project priorities, media execution, and drive paid performance metrics and reporting.
- Coordinate brand asset production, oversee advertising video and photo shoots, print and digital collateral, annual plans, and other executions for internal departments and partners.
- Develop and monitor KPI’s to evaluate ROI; track and communicate results on a regular basis to stakeholders.
- Lead consumer insights, research and data curation to hone visitor profile and economic impact of tourism economy. Provide tourism industry insights to VNV partner base and stakeholders.
- Analyze and review current tourism trends and statistical data of all market segments.
- Form and leverage strategic alliances and key partnerships for market intelligence and organizational strength.
- Act as liaison and marketing contact for local jurisdiction Tourism Improvement Districts (TIDs), VNV Board, and marketing committee; to ensure alignment in priorities. Present marketing activities to promote collaboration and support local initiatives. Develop agendas and content to compel engagement.
- Create and foster relationships with other marketing professionals and stakeholders throughout the valley; get buy-in and cohesiveness in approach and messaging.
- Develop an astute awareness of VNV and the tourism industry’s larger role in the Napa Valley, including community and stakeholder viewpoints.
- Exhibit leadership by creating internal consensus, external buy in, and rapport.
- Create and manage the overall marketing budget, including billing and compliance.
- Inspire, develop and mentor department staff, providing performance feedback, and employee engagement.
What We’re Looking For (Skills and Qualifications):
- Bachelors degree required. MBA preferred.
- 10+ years of experience in marketing leadership with a proven track record of success in tourism marketing.
- Thorough knowledge of the travel industry, online channels of distribution, and digital tools/strategies to effectively target key markets with measurable results.
- Experience working on behalf of the collective; DMO or Association experience preferred.
- Flexibility to break previous habits and work processes and pivot constantly.
- Type A with a willingness to work hard and exceed expectations.
- Ability to effectively manage-up without an ego.
- Willingness and ability to follow standard practices for trade associations, with an understanding that all outgoing content and communications must receive CEO approval.
- Strong editing skills.
- Proven expertise in creating and executing strategic plans.
- A willingness to apply personal strengths to projects beyond finite areas of responsibility.
- Proven track record of building successful relationships with internal stakeholders and external partner organizations.
- Demonstrated history in developing and managing successful B2B relationships.
- Proven success in developing teams.
- Creative, organized and detail oriented.
- A self-starter with the ability to multitask.
- Demonstrated excellent prioritization, time management and project management skills.
- Connect and inspire people to drive effective teamwork, communication, collaboration and commitment across multiple groups with competing priorities.
- Political astuteness. Act as brand ambassador with all touch points throughout the community and beyond.
- Superb judgment and emotional intelligence.
- Technically savvy with string depth of experience with Microsoft Suite, Adobe Suite, and other marketing related tools.
- Meticulous attention to detail.
- Attitude. Positive, can-do, level-headed professional who’s not a stress-case. This is a service and support function and you must be of the type who not only understands what that means but enjoys working in that type of a role.
- Excellent, accurate and professional written & verbal communication.
About Visit Napa Valley:
Visit Napa Valley is dedicated to promoting and enhancing the Napa Valley as a world-class destination for visitors. We are a small, close-knit team that values hard work, collaboration, creativity, and excellence in everything we do. Our CEO, Linsey Gallagher, leads with a vision that inspires and challenges us to continuously strive for greatness, even amidst adversity. Join us in making a difference and being part of a dynamic organization in the heart of wine country.
