Marketing Manager

Summary of Duties: Under general supervision of the Assistant Director of CVB, Marketing Manager leads the marketing, analytics, and communications efforts for Visit the Woodlands. The position oversees the development and delivery of a fully integrated marketing strategy for the CVB, by managing the day-to-day operations of the Marketing division and staff. Operational areas include digital content creation, creative design, photography, and social media efforts, ensuring all initiatives are consistent with brand standards and executive direction. The Marketing Manager is passionate about the travel industry and has excellent knowledge of all things marketing and analytics. By collaborating closely with the Sales Manager this position aligns marketing and sales activities that drive visitation and economic impact. Leveraging our brand as the guiding principle, this position works to create compelling, creative, and innovative messaging to drive interest and visitation to The Woodlands.  

Essential Duties and Responsibilities: 

• Assist the President and Assistant Director in developing and executing the annual marketing and communications plan. 

• Lead all efforts related to CVB domestic and international marketing plans and strategies, which include leadership and oversight of advertising campaigns, communication strategies, public relations, creative direction/production of print and digital media, website development, and collateral materials.  

• Manage agency of record in all paid media opportunities and marketing efforts. 

• Manage, supervise, and coordinate the activities and operations of the marketing team.  

• Establish, maintain, and disseminate relevant analytics to measure the organization’s effectiveness in achieving its mission and to guide broader organizational strategies.  

• Develop KPIs, produce reports, and closely track effectiveness of all marketing department activities. Activities include but are not limited to project management status reports, agency and team productivity, and KPIs for paid advertising, search marketing, email programs, social media, marketing analytics, campaign performance, and website performance.  

• Present results-oriented advertising updates to the CVB staff, Board of Directors, city leadership, and Marketing Committee. 

• Develop and drive an annual marketing plan to include the management of a yearly budget for advertising and promotions, digital marketing, social media marketing, public relations, asset development, collateral materials, and other marketing initiatives.  

• Plan, organize, and implement studies to determine the ROI and evaluate the effectiveness of the CVB marketing plan.  

• Closely oversee the creation and approval of marketing materials, advertisements, and promotional content ensuring brand consistency, ensuring all programming and deliverables are executed according to the plan and delivered with a high standard of excellence and professionalism.  

• Act as a liaison to vendors, contractors, and partners, coordinating marketing efforts and brand consistency across all channels.  

• Coordinate all digital marketing and website content updates in collaboration with internal staff and vendors. 

• Oversee the development of market research, focus groups, and other qualitative research provided through third-party data intelligence vendors.  

• Establish priorities and objectives for the brand’s advertising efforts and develop and implement methodologies to continually evaluate program effectiveness.  

• Act as a key liaison between the CVB marketing department, city leadership, and the Marketing Committee.  

• Participate in and present at scheduled board meetings, reporting on marketing initiatives, and analyzing the effectiveness of the organization’s marketing efforts.  

• Assist the Assistant Director of CVB in developing scope of work requests for proposals, and bids as needed.  

• Produce monthly and quarterly reports and presentations on behalf of the entire organization. 

• Responsible for reporting and ROI measurement. Use data to help VTW make informed advertising decisions such as when and how to target customers.  

• Collaborate with our leadership team to determine what advertising efforts are needed to support other departments within the organization.  

• Liaison with our Director of Sales to support meetings initiatives and our Executive Director to support international markets, local awareness campaigns and advocacy efforts. 

• Create printed materials on behalf of the entire organization.  

• Liaison with staff and local vendors to capture fresh photography and videos of The Woodlands throughout the year. Regularly assist with the coordination of photography, video production, and destination marketing assets. 

• Ensure marketing programs comply with Township policies, procedures, and brand standards. 

• Represent Visit The Woodlands on the national, state and local level including speaking at Texas Association of Convention & Visitors Bureaus (TACVB) conference, sitting on the Destinations International Marketing Task Force, participating in the advisory group for Simpleview CMS beta team, being a Leadership Montgomery County (LMC) alumnus. 

• Perform all other duties as assigned.   

Supervisory Responsibilities: Work requires supervising and monitoring performance for three full-time employees including the Marketing Specialist, Content Coordinator, and Marketing Project Coordinator. This requires providing input on hiring/disciplinary actions and work objectives/effectiveness, performance evaluations, and realigning work as needed. 

In addition, the Marketing Manager is responsible for supervising and managing external agencies and vendors hired on a contract basis to fulfill marketing projects and initiatives, as well as providing project-based oversight of the Tourism Coordinator, as assigned. 

Work performed by those being supervised is semi-complex.  

Minimum Qualifications: To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. 

Education: Bachelor's Degree (B. A.) from a four-year college or university in Marketing, Communications, Public Relations, or related field. Master’s degree preferred.  

Experience: Five (5) years’ related experience and/or training, especially in Destination Marketing. 

• Experience in tourism, destination marketing, or hospitality industry preferred. 

• Proficiency with digital marketing platforms, analytics tools, and content management systems (e.g., Simpleview CMS/CRM, Google Analytics 4). 

• Strong writing, editing, and communication skills with attention. 

Licenses and Certifications:  

• Must possess a Texas driver’s license within the first ninety (90) days of employment and meet the driver safety policy requirements. 

• Tourism, marketing, or communications related certification is a plus.  

Computer Skills: To perform this job successfully, an individual should have some general knowledge of the Adobe Suite, including:  

• Photoshop 

• Illustrator 

• InDesign 

• Acrobat 

In addition, an individual should be proficient in: 

• Microsoft Office 

• Online trends and technology, including Google Analytics and Search Engine Optimization (SEO) 

• Social media platforms including Facebook, Instagram, Twitter, YouTube, Pinterest and others. 

• Simpleview Customer Relationship Management (CRM) or other CRM database system 

• Simpleview Content Management System (CMS) or other CMS platform 

• Constant Contact or other email marketing service 

• Meltwater, Muck Rack, Cision, other marketing monitoring software 

Competency: To perform the job successfully, an individual should demonstrate the following competencies: 

• Oral Communication - Speaks clearly and persuasively in positive or negative situations, listens and gets clarification. Responds well to questions and demonstrates group presentation skills, Participates in meetings. 

• Written Communication – Writes clearly and informatively. Edits work for spelling and grammar. Varies writing style to meet needs; Presents numerical data effectively; Able to read and interpret written information.  

The Woodlands Township is an Equal Opportunity Employer and values diversity at all levels of its workforce.

Salary : $83,673