Senior Manager, Destination Marketing

Summary

Description

POSITION DESCRIPTION:
 

The CTO Senior Manager, Destination Marketing serves the state and works collaboratively to lead the CTO’s multi-million-dollar brand, promoting Colorado as a premier travel destination. Reporting to the Deputy Director of Marketing, the Senior Manager, Destination Marketing oversees the execution of all programs and assets created in conjunction with CTO industry partners. This position works closely with DMOs, promotional partners, industry associations, agency partners and other CTO departments in executing co-branded marketing and promotional campaigns, events and assets. This role also helps lead creative strategy and manage execution of all Destination Stewardship initiatives, including the Do Colorado Right Campaign and DMO takedowns, the annual Governor’s Conference (Gov Con), marketing matching grants, America 250 – Colorado 150 and more.   

Destination Stewardship Responsibilities:

• Under direction of the Deputy Director of Marketing, manages the strategic and creative asset development for all CTO marketing programs executed in conjunction with the Destination Stewardship department and the Colorado Destination Stewardship Strategic Plan, including the Do Colorado Right campaign. Assets include deliverables such as campaign guidelines, banner ads, videos, articles on Colorado.com, digital tools, social media assets, industry toolkits, events and other marketing collateral.

• Collaborates with state agencies (CDOT, Colorado Dept. of Agriculture, Colorado Search and Rescue, etc.) and other partners and in conjunction with Destination Stewardship marketing responsibilities.

• Helps manage other Destination Stewardship or DMO centric campaigns created for visitors, residents and/or industry partners, including the Value of Tourism,

• Workforce, Colorado Concierge, the Colorado Tourism Leadership Journey and more.

• Collaborates with the Director of Grants and Funding to approve all co-branded creative collateral funded through the CTO’s annual Marketing Matching Grant programs. Serves on Marketing Matching Grant review committees.

• Collaborates with the Destination Development department on all DMO-related marketing work, including all DMO co-branded creative or strategic work.

DMO & Partner Marketing Responsibilities

• Leads the CTO’s seasonal paid media and social cooperative (co-op) marketing programs executed in conjunction with industry partners. Process includes working with lead agencies to oversee program offerings; guiding creative positioning/concept for advertising, reviewing copy and visual selection of imagery, tracking program successes, identifying opportunities and making adjustments/refinements as needed. Co-op programs include niche marketing opportunities, including diversity and responsible/sustainable travel messaging.

• Manages relationships with Destination Colorado and Tour Colorado. This includes reviewing and approving co-branded assets developed to support and promote Colorado as a superior destination for group business, including meetings and conferences as well as domestic tours. 

• Maintains partner portal, driving partner engagement and updating and evolving contents as needed.

• Manages creative development required for CTO sponsorships and collaborations with other state agencies, including the Colorado State Fair, and special events such as America 250 – Colorado 150.

• Oversees creative development of annual Colorado Governor’s Tourism Conference thematic and event assets, including website, presentation template and videos. Serves on GovCon content committee and oversees marketing submissions from agency partners. Reviews and helps select annual award recipients. 

  Contributes to the editing of all CTO publications including the Official State Vacation Guide and Love, Colorado seasonal magazine, providing input into the cover, contents, articles and photography through the lens of stewardship. 

• Assists in the development of an annual marketing plan. This includes working with CTO’s Deputy Director, marketing team, destination stewardship team and contracted agencies to develop holistic co-branded programs and promotions that ladder back to CTO marketing goals, strategies and objectives as well as overall CTO and OEDIT goals.

• Is a steward of the CTO Brand Guidelines, ensuring executional excellence of the brand any time it is utilized by partners. Updates the CTO Brand Guidelines as needed, specifically as it pertains to co-branded assets.

• In conjunction with the Senior Brand Manager, develops strategy and oversees creative execution of all co-branded logos, email templates, co-branded presentations and other creative assets as needed.

• Attends weekly agency status meetings for creative agency, strategy/media agency, and web/content agency. Builds positive working relationships with agency vendors.

Program Management and Other Responsibilities

• Attends/represents the CTO at relevant industry events, conferences and stakeholder meetings, including bi-monthly Board of Directors meetings and bi-monthly industry Marketing Committee meetings. Presents as needed.

• Attends meetings with industry partners, including regional tourism conferences, as needed.

• Provides updates to the CTO’s weekly cabinet report for the Governor, which is presented by the OEDIT Executive Director, relating to program and partner marketing.

• Stays current on marketing best practices and industry trends, which may require attending educational conferences or training.

• Oversees annual competitive promotional audit, identifying implications and opportunities for the CTO brand.

• Manages junior marketing staff members, including overseeing work load, mentoring professional development and writing bi-annual reviews. 

• Attends OEDIT status meetings and weekly CTO team meetings.

• Reviews and approves expenses relating to program marketing.

• Assists with other CTO responsibilities, as needed.