Vice President of Marketing | Destination Niagara USA

Destination Niagara USA

Niagara Falls, New York, POSITION SUMMARY
The Vice President of Marketing leads all of Destination Niagara USA’s (DNUSA) marketing, communications and research functions in order to increase visibility and recognition of Niagara Falls USA and Niagara County and its assets as a leisure and convention destination.
Marketing/Research                                                                                                   80%

Build, develop, lead, assess performance and manage a marketing and communications team capable of carrying out the necessary and expected marketing strategies and goals.
Develop and achieve measurable goals and performance indicators to support the marketing plan.
Develop and implement the annual marketing plan across all marketing channels of digital advertising and promotion, public relations, market insight, collateral materials, website development, and social media.
Continue to implement a brand strategy for Niagara Falls USA and ensure consistency throughout the organization and destination.
Direct development of all marketing initiatives, including advertising and promotional campaigns, and other special projects designed to generate leisure visitor and/or convention attendee room nights.
Negotiate contracts and subsequently manage outside agency (ies) used for advertising, marketing, photography, videography, graphic design, and/or public relations efforts for DNUSA.
Identify market opportunities and develop short and long-term marketing strategies with the objective of attracting overnight business.
Work with the Director of Marketing on the development and production, of any and all collateral materials including, but not limited to, the Niagara Falls USA Travel Guide, Destination Planner, annual report, maps, etc.
Develop and oversee digital online marketing initiatives and strategies with outside digital agency including social media strategies, and establish tangible tracking/reporting tools, analytics.
Works with collateral and digital advertising sales person to leverage resources and increase advertising sales revenue while maintaining consumer objectives.
Work with Director of Marketing on the development, continued innovation, and content maintenance of Niagara Falls USA website.
Work with the Chief Operating Officer to develop and implement strategies for all communications efforts positioning the organization and its reputation, relevance and value within the community (elected officials, citizens, constituents) as the official DMO/TPA for Niagara Falls, NY and Niagara County.
Identify research gaps and implement programs that fulfill specific needs as they arise.
Identify and monitor macro tourism trends to recommend new ideas and approaches of attracting new visitation to Niagara Falls USA.
Maintains statistics and data on ROI of all marketing and public relations programs for regular reporting and analysis of marketing plan and associated activities and programs.
Maintain industry and organizational economic impact models, statistics, and research.
Develop and manage strategic partnerships, sponsorships, alliances and cooperative campaigns.
Monitor and evaluate competitors’ approach to marketing and trends in tourism to continually bring new marketing ideas to DNUSA.

Administrative/ Other Tasks                                                                                   20%

Develop annual budget to support and achieve annual marketing plan. Adhere to approved budget and report on variances.
Direct the hiring, training and performance management of marketing staff to meet overall results.
Prepare annual goals for marketing staff tied to strategic and marketing initiatives.
Ensure all staff are performing at expected levels of performance and provided with mentoring and resources necessary to optimize performance.
Serve as member of Senior Management team.


Minimum ten (10) plus years of related marketing experience preferably in a hospitality/tourism environment.
Demonstrated responsibility in managing a team of employees including performance evaluations and goal setting.
DMO/CVB experience preferred.
Possesses thorough understanding of planning and performance management principles and able to lead others in transforming vision into action that can be measured and evaluated.
Proficient in ability to analyze and interpret market research.
Ability to conduct critical analysis, draw conclusions and make recommendations about tourism trends.
Proficient skills in strategic planning, marketing, business and market development, market research, analysis, planning and promotions/advertising.
Excellent written and oral communication and organizational skills with ability to produce compelling presentation materials of all types.
Experience in budgeting and fiscal management.
Experience in overseeing the development of websites.
Proficient in online marketing strategies and initiatives.
Demonstrated ability to think creatively and innovatively.
Ability to communicate to a diverse range of audiences.
Proficient in all office suite applications.
Willing and able to travel outside of the region using all modes of transportation including use of personal vehicle.
Must have valid passport/enhanced driver’s license.
Strong problem solver, shows initiative.
Team player, collaborative in style of work.
Positive, diplomatic, professional attitude.
Strong attention to detail and follow-through.
Proven effective leadership skills.

Bachelor’s degree in related field and minimum ten (10) years of marketing and advertising experience in similar or related field, DMO/CVB experience preferred. Prior management experience is required. Should demonstrate experience in innovative use of promotional tactics, marketing media including digital, as well as effectively managing the process of creating and producing a variety of marketing programs, campaigns, materials and promotions. Experience in research, strategy, creativity, collaboration and project management skills that produced tangible results is required.  
Sitting, standing, stooping, bending, standard lifting, carrying, repetitive movements due primarily to computer work.  All of the ergonomic requirements must be performed without significant risk of injury to oneself or others, or otherwise demonstrate or explain how one can perform essential functions listed above.