Director of Director of Tourism Marketing & Public Relations
SALARY RANGE: $115,000 to $135,000
REPORTS TO: Chief Executive Officer
About North Lake Tahoe Resort Association
The North Lake Tahoe Resort Association | Chamber | CVB has supported small businesses and major resorts for over 65 years, enhancing the vibrant North Tahoe business community. The Resort Association combines Chamber of Commerce with Destination Marketing and Stewardship services to assist local businesses and residents while also connecting community leaders. Funded by a newly formed Tourism Business Improvement District in contract with Placer County, the team advocates for projects that support a thriving local community and encourage responsible travel and environmental stewardship, mid-week and shoulder season visitation, transportation and housing solutions, and visitor services. Learn more at NLTRA.org
Role Profile
Through a central theme of promoting the North Lake Tahoe region as a diverse, exciting four-season destination, the Director Tourism Marketing & Public Relations will have the goal of increasing overnight visitation to lodging businesses, visits to restaurants, retail, and recreational activities, especially during mid-week and non-peak seasons. These efforts will increase tourism in identified need periods, length of stay, economic vitality, and community stability. In support of NLTRA’s stewardship goals this role will also support other NLTRA verticals and community stewardship efforts by developing and leveraging compelling promotional communications and platforms that shape our visitor base, and influence how our visitors and community engage with the destination and each other.
Competencies
• Requires strong strategic thinking related to marketing, sales, social media, PR, and media relations
• Requires demonstrated strength in engaging a diverse stakeholder group and in community consensus-building and leadership
• Has strong understanding of the use of data and analytics to shape strategic direction
• Requires strong project and personnel management skills
• Requires strong verbal and written communication skills
• Requires 4-year degree in related field
• Requires previous oversight of marketing & communications teams
Core Responsibilities & Duties
• Develop, execute, and analyze a comprehensive marketing plan including but not limited to brand, advertising, rich content, social media, blog, newsletter, website, and promotional programs to maximize exposure and awareness of North Lake Tahoe as a premier mountain resort destination.
• Participates in, manages, and oversees industry member-based committees such as but not limited to the Tourism Development and In Market Tourism development committees
• Leads and develops strategies and spend in marketing, public relations, and sales functions of the North Lake Tahoe Marketing Co-op
• Leads development of paid advertising efforts that include, but are not limited to: print ads in magazines and newspapers, social media and online digital ads, billboards, video, television ads, and radio ads targeted at potential visitors to drive tourism and commerce
• Tracks and analyzes results and KPIs, informing the strategic direction and effectiveness of marketing and promotional work
• Prepares detailed project descriptions, prepares RFPs, selects consultants, negotiates and manages contracts, and performs budget and payment scrutiny
• Attends trade shows, meetings, industry conferences, and events to promote North Lake Tahoe
• Manages departmental budget and is responsible for adhering to budget compliance standards related to TBID requirements
• Administration and operation of the marketing, promotions, media relations, and sales programs:
o Oversees utilization of social media channels and partners’ social media to increase awareness and engagement with assessed businesses
o Oversees promotion of special events in coordination with Director of Chamber and Community Relations to expand the diversity of activities and encourage off peak and longer destination visitation
o Oversee day to day management of advertising, creative and digital agencies to ensure cohesive and results driven marketing campaigns
o Oversees the preparation and production of collateral and promotional materials such as brochures, flyers, and maps
o Oversees coordination of media relations and communications via press releases, announcements, media placements, and social sharing to drive regional tourism and commerce
o Works with ICVBVA to coordinate familiarization tours with travel trade, media, and influencers
• Provide marketing materials for travel trade to increase destination awareness and product offerings, highlighting North Lake Tahoe on an international scale
• Provides marketing materials support for tradeshows, sales missions, FAMs, business development, corporate/leisure/meetings and conferences and group business
• As a member of the NLTRA Senior Leadership Team, works with senior leadership team to develop and lead team culture and implementation of cross functional goals and supporting initiatives
• Ensures that diversity, equity, and inclusion are a part of the organization’s culture
• Prepares and presents written progress reports to CEO and NLTRA Board, and other stakeholder committees as assigned
• Performs other duties as assigned or requested
Supervisory Responsibilities
• Supervises Marketing Manager
• Supervises Sales Specialist
• Responsible for mentorship and professional growth of direct reports
• Performs quarterly progress checks for direct reports, with a focus on development of skills and capabilities
To apply, please submit your resume and cover letter to DeWitt Van Siclen, Dewitt@GoTahoeNorth.com
