Brand and Marketing Director

Position: Brand and Marketing Director

Summary

The Brand and Marketing Director is responsible for ensuring the integrity of the VisitBN brand through internal and external communications; developing strategies for enhancing the brand through data collection and analysis, community collaborations and outreach, placemaking, and development; and integrating economic, environmental, social, and cultural considerations to guide sustainable tourism growth and development.

This role involves developing and implementing brand plans and ensures that brand efforts align with VisitBN's goals, and drives brand awareness, visitor/customer loyalty, and growth through effective brand positioning, marketing, and communication. The Brand and Marketing Director is a key leadership position for VisitBN.

Supervision

The Brand and Marketing Director reports directly to the President and CEO. This position may hire, supervise, and evaluate staff.

Qualifications Required

• Bachelor's Degree required from a credited university or college
• Minimum of ten years of experience in marketing, advertising, communications or a related field
• Excellent personal communication skills, both written and verbal
• Demonstrated ability to coordinate branding efforts across all mediums
• Demonstrated ability to facilitate results through integrated marketing plans
• Demonstrated ability to build meaningful community partnerships

Qualifications Preferred

• Understanding of data collection and analysis across multiple platforms
• Graphic design

• Demonstrated ability to work as a team member
• Supervisory experience leading a team toward common goals

Essential Position Functions - Branding and Communications

• Develop and oversee the overall brand strategy for VisitBN and ensure proper utilization by all staff across all communications.
• Create opportunities to showcase the VisitBN brand in the community through various placemaking efforts.
• Coordinate with key stakeholders like the City of Bloomington and Town of Normal to communicate the VisitBN brand and how it can be leveraged to complement their existing efforts.

• Organize and structure visitbn.org and oversee updates with the Digital Marketing Manager. Ensure website meets objectives and track analytics to determine the effectiveness of the site. Manage SEO performance with the Digital Marketing Manager.

• Develop and coordinate design and copy needs for VisitBN publications.
• Coordinate statewide collaborative initiatives with Enjoy Illinois and other destination marketing organizations in the State of Illinois, particularly along Route 66 and Interstate 74.
• Develop marketing and communication efforts align with goals outlined in the current strategic plan.
• Develop quarterly and annual reports highlighting staff projects, major events, testimonials, and statistics relevant to VisitBN's economic impact.

Essential Position Functions - Marketing and Communications

• Create, implement, and evaluate the ongoing integrated marketing plan annually that meets VisitBN's strategic goals.
• Compile annual marketing budget.
• Research, develop, and execute advertising opportunities through local, state, nationwide, and international media. Evaluate the ROI of all promotions.
• Coordinate with the sales team and other staff to identify and create marketing opportunities for sports events, meetings & conferences, group travel, film, and other emerging markets.
• Proactively develops and manages visual asset needs for future campaigns, including photography and videography.
• Earned media: Create and distribute news releases, fast facts, and media advisories.
• Paid media: Coordinate communication activities such as newspaper articles/columns, radio/TV spots, direct electronic or postal mail, and identify other media opportunities which will increase public awareness of community resources, activities, and the role of VisitBN in serving the community.

Essential Position Functions - Community Engagement and Outreach

• Identify and execute local and regional opportunities to promote VisitBN's efforts, such as local festivals, events, and pop-ups.
• Develop and maintain relationships with area businesses and event planners to actively promote through VisitBN channels.
• Collaborate with organizations in the greater Bloomington-Normal area to further showcase our area as a destination to live, work, and visit; including placemaking and developing programs that integrate new residents into the community as well as crisis communications as they are needed.
• Utilize visitor data platforms to evaluate trends in spending and behavior and report to local municipalities, sectors, and businesses on how to incorporate data into economic development and marketing efforts.

• Coordinates speaking opportunities which will increase public awareness of community resources, activities, and the role of VisitBN in serving the community.
• Develop tourism industry partnerships to support/retain events, collaborate on programs/initiatives, and assist with covering advertising expenses.

Essential Position Functions - General

• Stay updated with industry best practices, emerging trends and evolving content formats to enhance content marketing initiatives continually.
• Lead inter-department brainstorming for project management and marketing needs.
• Work with vendors on bids, contracts, timelines, and execution of projects.
• Maintain good team working relationships with staff.
• Perform other duties as required to support overall goals of VisitBN.

Psychological Considerations

• Must be able to interact with everyone who enters the VisitBN offices to resolve problems fairly and with judgment aligned with the mission of VisitBN.
• Must be able to organize, plan, and implement multiple projects simultaneously and complete by their respective deadlines.
• Must be able to be a self-starter who can work with little supervision.

Physiological Considerations

• Must be able to endure rigorous schedules during peak programming seasons.
• Must be able to work some evenings and weekends.
• Must be able to lift supplies and equipment (approximately up to 50 pounds) when needed.

Environmental Considerations

• Ability to be exposed to all weather conditions including rain, wind, snow, and extreme temperatures.
• Must have reliable transportation.
• Must be able to act safely and always follow safety regulations.