Director of Digital Marketing

Title: Digital Marketing Director

Classification: Salary, Exempt

Department: Marketing

Reports To: SVP/Chief Marketing Officer

About Visit Dallas:

At Visit Dallas, we do things bigger, bolder and with just the right amount of swagger. We believe that our powerful can-do energy and warm hospitality sets us apart, while empowering others to be their best, boldest and most fearless selves. Recognized by Destinations International with Accreditation for excellence in destination marketing and management performance, our team is made up of dedicated, dynamic professionals who collectively commit to living out our Brand, Vision, Mission and Values.

Our Brand Dallas is more than a city, it's a state of mind - a maverick, can-do spirit expressed through a thriving arts scene, iconic sports culture, creative culinary influence and warm hospitality.

Our Vision To elevate Dallas as a welcoming, must-visit destination.

Our Mission To market Dallas globally to benefit our community and visitors.

We Value Community, Respect, Empowerment, Accountability, Trust, Equitability and Sustainability.

Commitment to Diversity, Equity and Inclusion

At Visit Dallas, our commitment to diversity, equity and inclusion extends to our visitors, citizens, team members, customers, communities, and marketplaces that we serve. We act as a catalyst for change within our organization and industry. Our commitment to leveraging diversity and inclusion to drive business growth is important and necessary for the future of this organization. We market Dallas as the ideal convention, the premier business and leisure destination for all.

Position Summary:

The Digital Marketing Director is an integral member of the Marketing team and oversees the strategy, growth, performance and analysis of Visit Dallas's digital suite of products.

Essential Role and responsibilities:

• Collaborate closely with the CMO to align digital strategies with overall marketing objectives and organizational goals.
• Create, execute and continually optimize the digital experience of Visit Dallas owned channels including the website, content strategies, video production, storytelling, organic and paid social media, email communication and more with a focus on elevating the destination brand.
• Oversee vendor relationships including managing contracts, budget and renewals, ongoing communications and recommending new vendor opportunities.

Additional responsibilities:

CMO and Marketing Department Support

• Work with the CMO to provide strategic insights on market trends and the competitive landscape.
• Contribute to the strategic direction and development of cross-departmental marketing initiatives, ensuring digital integration across all projects.
• Develop KPIs and present results-oriented updates and insights to the Visit Dallas marketing team and key external stakeholders as needed.
• Provide reporting and content for Visit Dallas quarterly reports, City reports, the Annual Report, Annual Business Plan and various board or committee meetings as needed.
• Remain current with the latest marketing trends, technologies, channels, platforms, and solutions, including mobile marketing, social platforms, scripting, privacy and security issues, AR/VR, e-commerce, authorizing tools, and graphic design tools.
• Manage digital marketing budget and vendor relationships, including contracts, renewals, and ongoing communications.
• Lead and manage a team of in-house employees, including a digital marketing manager and social media manager.

Content Marketing Strategy & Development

• Establish a content calendar that aligns with CMO's marketing plan and accounts for seasonal trends, events, and campaigns, ensuring a cohesive and timely release of content.
• Utilize data and analytics to measure the effectiveness of content marketing campaigns and make data-driven recommendations for optimization.
• Oversee website agency of record as well as SEO efforts and performance.
• Lead growth and engagement strategies for all Visit Dallas digital channels.

Industry, Community & Staff Relations

• Provide digital marketing support and direction for various department initiatives and programs.
• Work with the Senior Manager of Membership to determine relevant partner advertising opportunities on the Visit Dallas website, eblasts or newsletters.
• Establish and nurture relationships with industry peers, ensuring Visit Dallas stays at the forefront of industry trends and innovations.
• Represent Visit Dallas at digital marketing and tourism industry conferences, sharing insights and strategies that highlight the organization's digital initiatives.
• Foster a collaborative environment within the department, encouraging knowledge-sharing and skills development among team members.
• Engage with local Dallas community groups, influencers, and partners to strengthen the organization's digital presence and engagement across various demographics.

SUPERVISORY RESPONSIBILITIES

• Manage and lead a team of two in-house team members
• Website Agency including support & development, growth marketing and ROS advertising
• Digital Marketing Budget

Expected Competencies, performance attributes and characteristics:

• The ideal candidate will be a team player can take each project from inception to accurate and timely completion with minimal supervision.
• Dependable, deadline- and people-oriented, creative, and passionate
• Strategic mind with an ability to manage many different projects, and people, at once
• Analytical mindset and strong problem-solving skills, with the ability to think strategically and make data-driven decisions.
• Excellent copywriting and storytelling skills, with the ability to create engaging and compelling content for various digital platforms, including websites, blogs, social media, and email marketing campaigns.
• Familiarity with graphic design principles and basic knowledge of graphic design tools like Adobe Photoshop or Canva to create visually appealing digital assets.
• Exemplary administrative, interpersonal, written, phone and computer/database entry skills.
• Flexibility and superior attention to detail.
• Thorough working knowledge of Dallas and venues is essential.

Desired Education and Experience:

• Bachelor's Degree or equivalent experience in marketing/communications field.
• Familiarity with email marketing platforms, such as Active Campaign, and experience in campaign creation, segmentation, and automation.
• Minimum of ten years' experience preferred, with a minimum of 5 years of experience in digital marketing.
• Required Basic skills in the following software programs: Illustrator, Photoshop, Microsoft Office Suite, DBS & DMS.
• Proficiency in content management systems (CMS) and experience in updating and maintaining website content.
• In-depth knowledge of digital marketing channels, including content marketing, social media, email marketing, search engine marketing (SEM) and search engine optimization (SEO).
• Experience in the hospitality industry, with an advertising agency or destination marketing organization preferred but not required.
• Prior management and communications experience preferred

Work Environment and Physical Demands:

The person in this role will mostly operate in an office environment with frequent and consistent use of a laptop computer, monitor, keyboard, mouse, cell phone and copier. It is largely a sedentary role with extended work time sitting and using computer accessories. There will be occasions working at off-site locations including the convention center and hotels where the environment will vary.

Expected Hours of Work:

This is a full-time position with an expectation of 40 + hours of work each week. The regular office hours are Monday through Friday 8:30am to 5pm. Evening and weekend work and participation in events that occur outside of the regular office hours is expected regularly.

Expected Travel:

The person in this role can expect up to 40% local travel (within the City of Dallas) and may require travel on occasion outside of Dallas and the immediate driving area to attend industry meetings, conferences, and other events or activities.