Job Requirements

• Strategic planning. Leads development of all consumer marketing plans and related financial outlooks in a strategic, comprehensive, collaborative and timely manner, involving other WTA program areas that are impacted by and assist with delivery of marketing activities that align back to the corporate and marketing strategy
• Budget management. Leads preparing and presenting annual marketing plan and budget. Analyzes and measures progress against plan, providing relevant information and communications to the Executive Director and board of directors on a regular basis as required.
• Brand management. Ensures integrity and protection of the Washington destination brand and WTA brand. Serves as lead destination brand ambassador
• Program performance. Develops, evaluates, and ensures the effective implementation and ongoing performance of consumer and media strategies in order to increase visitation to Washington, thereby maximizing tourism visitation and revenues. Ensures that program target markets and performance measures reflect overall organizational and program strategies.
• Marketing campaigns. Leads development and implementation of consumer campaigns, manages their performance and evaluates and reports their success; devises consumer media strategies and delivery with a focus on transitioning from traditional to digital media
• Partnerships and cooperative marketing. Develops and maintains collaborative and cooperative working relationships with state, national and international tourism stakeholders. Develops cooperative marketing programs and opportunities of value to state industry partners. Assists industry partners in developing and enhancing their own marketing efforts through education, data, consultation and other appropriate techniques.
• Research and reporting. Leads development and reporting of consumer research and analytics.
• Agency management. Manages contracted agencies including, but not limited to, advertising agency, in-state marketing agency, freelance photographers and videographers, and content writers. Develops RFPs and leads or advises selection process of outside vendors. Ensures contractors are performing as contracted
• Demonstrates support of the WTA’s mission, vision and values. In all personal actions, supports and complies with the organization’s policies and procedures, performance standards and code of ethics. Serves on Boards, task forces and committees as requested.
• Performs other accountabilities as assigned

Qualifications

• Degree or diploma in marketing or business, or an equivalent combination of education and experience
• Proven experience developing and delivering destination marketing strategies, and developing, executing and performance in managing consumer campaigns
• Seven years’ experience in consumer marketing with an emphasis on destination marketing
• Strong knowledge of Washington State and its tourism industry
• Oversight and accountability of managing large, complex budgets
• Proven experience developing and managing staff or contracted labor and demonstrated responsibility for the allocation of human resources

Competencies

Leadership. Inspires, motivates and sets clear intentions and/or expectations for subordinates, clients, partners and other key stakeholders in order to ensure organizational, industry or program success. Thought leadership on industry topics, trendspotting, research and data gathering and presentation.

Strategic Orientation. Ability to understand, align and apply organizational and industry visions and related implementation, to construct appropriate and effective strategic plans and thinking, effectively conveying and leading stakeholders

Flexibility. Ability to work and thrive in a dynamic “start-up” environment; must be a self-starter an have an open mindset to embrace organizational development change while exercising flexibility, team work and a degree of ambiguity and shared responsibilities.

Results Orientation. Elevates work and service standards in and outside the organization, striving for improvement; commitment to stated goals and objectives; regularly reports and interprets results for internal and external stakeholders Relationship Focus. Understands the importance of partnerships, co-ops and coalition in destination marketing and actively fosters mutually productive relationships and programs.

Management of Organizational and Human Resources. Understand and effectively manage staff, contracted labor, partnerships, materials, assets and budgets, as demonstrated through measurement, planning and control of resources to maximize results.

Computer Skills. Must be computer literate with basic level skills in using Internet, MS Outlook, Word, Excel and PowerPoint.

Language Skills. Ability to read, analyze, and interpret general business periodicals, professional journals, technical procedures, or governmental regulations. Ability to write reports, business correspondence and procedure manuals. Ability to effectively present information and respond to questions from groups of managers, clients, customers and the general public.

Mathematical Skills. Ability to add, subtract, multiply, and divide in all units of measure, using whole numbers, common fractions, and decimals. Ability to compute rate, ratio, and percent and to draw and interpret bar graphs.

Reasoning Ability. Ability to solve practical problems and deal with a variety of concrete variables in situations where only limited standardization exists. Ability to interpret a variety of instructions furnished in written, oral, diagram, or schedule form.

Physical Demands. While performing the duties of this job, the employee is regularly required to sit; use hands to finger, handle, or feel objects, tools, or controls; reach with hands and arms; and talk or hear. The employee is occasionally required to stand and walk.

Work environment. Must have ability and facilities to work remotely full time, as well as attend in-person meetings and events and travel as required.

The above is intended to describe the general content of and requirements for the performance of this job. It is not to be construed as an exhaustive statement of duties, responsibilities or requirements and does not imply a contract.