The Director of Brand Marketing is responsible for the development, implementation and execution of consumer-facing campaigns—most notably, the creation and placement of advertising and the development of content in support of Visit Baltimore’s mission, vision and current strategic priorities. Under the direction of the CMO and working collaboratively with other departments, agencies and the marketing and communications teams, the Director will lead annual and seasonal media planning as well as the development and execution of strategically sound and data-informed creative campaigns and content marketing initiatives, ensuring ROI, message consistency and adherence to brand standards. The Director will supervise Visit Baltimore’s social media manager and publications manager, as well as a marketing manager responsible for project tracking. The Director maintains relationships with member hotels, attractions, restaurants, and other key partners while cultivating partnerships that maximize budget and align with Visit Baltimore’s objective to promote tourism and engage in smart ways with new and existing audiences.
The ideal candidate embraces the opportunity to create powerful campaigns and scroll-stopping content from ideation to execution. S/he is curious and up-to-date on marketing and content trends. S/he has proven experience directing integrated national campaigns for major brands, possesses a refined creative eye, and boasts expert-level knowledge of social media, branding and digital marketing best practices. At heart, s/he is a storyteller who cares about understanding audiences and what compels them.
We’re looking for candidates who are highly personable, always accountable and intentionally collaborative—with the proven ability to thrive in a matrixed organization that fosters a fast-paced, results-based work environment.
Essential Duties and Responsibilities:
Develops, implements and executes, from concept to roll out, all leisure campaigns, programs and promotions, including but not limited to target markets such as general leisure, seasonal, special events, multicultural, LGBT and international.
Supervises the output of Visit Baltimore’s social media manager, ensuring that all content produced is consistent, qualitatively excellent, and considerate of the latest platform algorithms. Mentors and directs the social media manager, outlining and monitoring quarterly and annual performance goals.
In conjunction with the CMO, supervises the product output of Visit Baltimore’s publications manager, ensuring that all content produced is consistent, qualitatively excellent, and considerate of the latest best practices. Mentors the publications manager and direct her day-to-day operations, outlining and monitoring quarterly and annual performance goals.
Supervises the daily output of Visit Baltimore’s marketing manager, ensuring that all projects are tracked and produced on time, within budget and in line with KPIs and goals. Mentors and directs the marketing manager, outlining and monitoring quarterly and annual performance goals.
Works within budget; reviews and approves agency invoices, tracking expenditures against planned annual budget. Leads marketing department’s quarterly tracking session to assess campaign output against spend.
Develops and implements promotions and experiential pop-ups at targeted events.
Provides strategically sound direction to advertising agencies, ensuring that realistic KPIs have been set and monitored for campaigns.
Directs the creation of monthly status reports on campaigns, and lead status calls with agency partners.
Acts as the member liaison for co-op opportunities.
Directs and/or manages the solicitation of members for various marketing promotions.
Serves as liaison to LGBT Tourism Advisory Committee and Multicultural Advisory Committee; chairs meetings as required.
Provides updates and reports to senior management at team meetings, board meetings or other convenings.
Provides leadership and management aligned with organizational mission and core values.
Represents Visit Baltimore at community related functions and meetings at the request of the Chief Marketing Officer, provides recommendations as to further action necessary. Serves as the primary point of contact for grant applications.
Complies with organizational policies and procedures; and performs other duties as assigned by the Chief Marketing Officer.
A minimum of seven years of relevant marketing experience in a fast-paced, consumer-driven company, or at a consumer-focused agency; DMO and/or travel and tourism experience preferred but not mandatory.
Prior experience managing and directing integrated campaigns with national and/or international reach.
Proven experience leading projects staffed by decentralized groups and teams, with the ability to collaborate effectively, whether virtually or in real life.
Confidence presenting ideas to and/or brainstorming with all levels within an organization.
Expert-level writing and speaking abilities; refined editing skills and knowledge of AP Style preferred.
Personal and professional experience using social media to enhance daily life.
Solid creative judgment and a drive to stay current with the latest tools, technologies and trends.
Proven experience managing vendor relationships, directing advertising promotions and designing and implementing marketing programs.
Must be able to successfully manage and mentor individuals and teams while juggling multiple projects and a range of priorities.
Robust passion for travel and tourism and a commitment to promoting the best Baltimore offers.
About Visit Baltimore
Visit Baltimore generates economic benefits for Baltimore City through the attraction of convention, group and leisure visitors, and works to provide a positive experience for all guests.
Visit Baltimore is the official destination marketing organization (DMO) for Baltimore. Established in 1982, we are a 501(c)(6) not-for-profit corporation.