Digital Marketing Specialist

Role Description Overview

The Digital Marketing Specialist leads Visit Rapid City’s online presence, with the goal of building awareness, driving engagement, and bringing more visitors to Rapid City and the Black Hills. This role owns the website, writing and updating content to keep it fresh, accurate, and easy to find. The Digital Marketing Manager also writes blogs and email campaigns that position Rapid City as a bucket list destination. Just as important, this person stays ahead of how travelers use AI to plan trips, making sure our website is easy for AI tools to read and recommend, and managing our AI travel planning tool so it gives visitors helpful, accurate answers.

Key Qualifications

The Digital Marketing Specialist brings a flexible, creative, and entrepreneurial spirit, along with a real passion for VRC’s mission, vision, and values. This person is a strong writer who can turn Rapid City’s people, places, and events into blogs, web pages, and email campaigns that make travelers want to visit. They have a solid understanding of branding, search engine optimization, website management, and analytics, and they’re curious about how AI is changing the way people plan trips, including how to make a website easy for AI tools to read and recommend. Proficiency in Microsoft Office, content management systems, email marketing platforms, CRM software, and Google Analytics are required. The ideal candidate is organized, stays steady under pressure, and knows how to prioritize meeting deadlines and goals. This position is onsite in Rapid City, South Dakota.

Key Responsibilities

Website

• Manage and update visitrapidcity.com, keeping pages, events, and listings fresh, accurate, and easy to navigate
• Write and optimize web content for search, with a focus on helping travelers find Rapid City and the Black Hills
• Keep the website accessible and easy to use for all visitors, including those using screen readers
• Monitor site performance and recommend improvements to the user experience

Blogs and Email

• Write and publish regular blog content that showcases Rapid City’s attractions, events, food, and local stories
• Plan, write, build, and send email campaigns to visitors, meeting planners, and other audiences
• Manage the website, blog, and email content calendar as part of VRC’s shared master content calendar, coordinating with the Social Media & Multimedia Specialist so messaging lines up across channels

AI and Digital Trends

• Make sure the website is structured and written so AI tools like ChatGPT and Google’s AI search can easily read, understand, and recommend Rapid City
• Manage our AI travel planning tool, reviewing its answers, keeping its information current, and flagging issues
• Stay on top of digital and AI trends in travel and bring new ideas to keep Rapid City a best-in-class destination

Campaigns and Reporting

• Plan, launch, and monitor digital campaigns and budget that support the annual marketing plan
• Prepare monthly and quarterly reports on websites, blog, email, and campaign performance, and use the results to make improvements

Writing

• Write copy for social media, printed materials, and brand campaigns, and partner with the Social Media & Multimedia Specialist on website, blog, and email content
• Write in a consistent brand voice across every VRC brand while adapting tone for each audience

Team Support

• Work with the Social Media & Multimedia Specialist to manage VRC’s digital asset library, including policies and procedures for how photos, video, and other assets are used
• Support Visit Rapid City’s public relations efforts and help build FAM trip itineraries

Organizational Values Alignment

The Content Manager is expected to exemplify Visit Rapid City’s organizational values as follows:

• Adjust for Success - Embrace change. Be willing to pivot. Stay fluid. Stretch.
• Best-In-Class - Execute thoughtfully. Hustle. Prioritize to maximize. Grow. Deliver knock-your-socks-off service.
• Lead with Passion and Positivity - Share your passion. Have a ridiculously sunny attitude. Take pride in your work.
• Communicate Relentlessly - Don’t let things fester. Be quick to clarify. Embrace friction. Stay open. Give others the benefit of the doubt.

Role Requirements

Essential job functions required for this role are as follows:

• Ability to communicate effectively and courteously in a professional manner
• Ability to lift and carry objects up to 50 pounds on occasion
• Ability to lift and carry objects up to 30 pounds frequently
• Ability to stand for extended periods of time
• Ability to sit and squat
• Ability to hear and see
• Ability to stay alert at all times
• Ability to drive a car and hold a valid driver’s license
• Ability to be in attendance on a daily basis and to arrive promptly for the start of the work day
• Ability to work flexible hours to adjust schedule to attend evening and weekend events, meetings, and conventions
• Ability to pass a drug test
• Ability to submit to a background/credit check

Job Type: Full-time

Pay: $55,000.00 - $60,000.00 per year

Benefits:

• Dental insurance
• Employee assistance program
• Health insurance
• Health savings account
• Life insurance
• Paid time off
• Retirement plan
• Vision insurance

Work Location: In person

Salary : $55,000 - $60,000