Director of Marketing & PR

Position Summary:

This position is primarily responsible for managing Explore Boone’s paid and organic social media and digital content across multiple platforms. This person is responsible for expanding our social media reach, engagement and influence with the goal of converting viewers into visitors and fans of the Boone area.

Reports to: Executive Director

Essential Functions/Typical Tasks:

• Manage an overarching social media strategy for Explore Boone that includes promotional strategies, engagement strategies, content strategies, and tracking methods across multiple social platforms including, but not limited to Facebook, Instagram, YouTube, and Tik Tok.
• Prepare an annual social media plan and monthly social media content spreadsheets.
• Analyze, evaluate and recommend, if appropriate, new social media platforms that meets our target audience and can enhance our brand.
• Write, create and edit original content for all social channels.
• Actively monitor our online reputation with regards to social and digital content. This includes answering social and online questions, monitoring comments, responding to comments, and hiding or deleting comments when appropriate.
• Monitor social media trends, including social media tools, channels and algorithmic changes, etc. Report on best practices for social media and digital content campaigns, including how to best measure the impact of those campaigns.
• Maintain regular communication with our Ad Agency including reviewing and approving paid social and digital content. Work with our agency to ensure consistent destination and brand messaging across all social and digital content. Maintain regular communication with our PR Agency to oversee all PR campaigns and activities.
• Develop strong relationships with our area tourism partners and encourage them to share our posts and allow us to share their posts across multiple platforms.
• Develop short term and long-term content management strategies to increase visitation, lodging stays, and attraction visits.
• Write, edit and distribute press releases and blog posts.
• Assist in the development of new website content and imagery. Edit and refresh current website content as needed.
• Manage, assist in and oversee the development of annual PR & Marketing Plans and make recommendations as needed.
• Assist with editing and proofreading of various print and digital content including e-newsletters, website content, the annual visitors guide and other collateral.
• Manage and update photo and video assets.
• Research and maintain a strong working knowledge of our tourism inventory and activities available to visitors including attractions, lodging, outfitters, restaurants and other tourism related businesses.
• Manage media requests including requests for comments, imagery, or interviews with TDA staff and board.
• Identify and qualify potential travel writers, bloggers, and influencers. Work with other staff and tourism partners to put together FAM tours and/or media itineraries for visiting journalists.
• Review and analyze all social and digital content campaigns for effectiveness. Compile activity and performance reports on an annual and monthly basis as requested by the Executive Director or board.  
• Prepare and present a monthly PR & Social Media Report.
• Represent Explore Boone at various events, consumer shows, PR pitches and media events as requested by the Executive Director.
• Other duties as may be assigned by the Executive Director.

Requirements:

Requires general knowledge of the Boone, NC area and the tourism related offerings of the area. Knowledge of general office practices and procedures; the ability to work independently and also take direction from others is also essential.

Proficiency with Microsoft Office Suite including Word, Excel, PowerPoint and Google G-Suite products. Knowledge of database, CRM and CMS management systems is a strong plus. Requires in-depth knowledge of social media platforms, content marketing, advertising and public relations.

Requires excellent interpersonal skills and the ability to communicate effectively both orally and in writing with visitors, tourism partners, elected officials, board members, etc. Knowledge of online editing tools, as well as, design tools and software is a strong plus. Willingness to travel for industry conferences, workshops and seminars. Ability to work flexible hours including some nights and weekends is also required in this position. Ability to lift up to 35 pounds.

Education:

A Bachelor’s Degree, preferably in marketing, communications or hospitality management, plus at least 3 years of social media and/or marketing work experience is preferred. Knowledge of and prior work in the tourism and/or hospitality field is a strong plus.

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