Marketing - VBgov.com · The Marketing Manager determines the overall strategy for the integrated marketing ... focusing on tourism ... in the areas of marketing, advertising, communication,

Marketing Manager

The Marketing Manager determines the overall strategy for the integrated marketing communications campaigns designed to drive revenue for and participation in Parks & Recreation’s multi-faceted products, programs, and facilities. The Marketing Manager will directly supervise a 6-person team that includes those with expertise in and responsibility for web and email strategy and design, media buying, ad planning, graphic and digital design, video editing, social media, public relations, and strategic analysis. The team utilizes relevant technologies including Wrike, Google AdWords, Google Analytics, Emma, Adobe Creative Suite, and Premiere. The team focuses on digital advertising, marketing, and communications; therefore, the candidate should have extensive knowledge of current marketing technologies and online marketing strategies. Supervision responsibilities include hiring, training, performance evaluations, coaching, and disciplinary actions.

The Marketing team provides insight and recommendations for all other units in the department, and then develops and executes all marketing initiatives and campaigns. In addition, the Marketing team is responsible for overseeing the customer experience and program evaluation survey program, creating performance measures, and assisting the other units in optimizing revenue and pricing strategies. Those units include Recreation Centers, Out-of-School Time Programs, Sports Management, Therapeutic Recreation, Inclusion Services, Parks & Natural Areas, Fitness & Athletics, Aquatics, Special Events, Youth Opportunities Office, as well as Landscape Management and Planning, Design & Development. The volume of projects is extensive and the pace is fast. In addition, this position manages the Department’s internal communications including a blog and communication pieces. Specifically, the position leads the following:

Strategic Planning: Develop advertising and marketing strategies to ensure all business goals and objectives are reached

» Oversee development and execution of long- and short-term marketing plans and campaigns; oversee branding initiatives

» Track campaign results, sales, and customer retention to determine when to evolve the strategy

» Prepare marketing budgets and oversee vendor contracts

» Give presentations and recommendations to leadership team when needed

Brand Strategy: Work closely with creative, digital, public relations, and analytics teams to align the branding and design with the marketing strategy

» Analyze market research statistics to gain insight into customers’ buying motives and preferences as a basis for advertising strategy.

» Track trending information as it relates to products and target demographics

» Define new and existing target markets » Work with Analyst to develop research that focuses on consumer psychology and behavior, brand-sales history, competitive sales and customer information, and consumer demographics.

» Focus strategic and creative thinking on the consumer, to understand how consumers respond to marketing strategies

» Work with creative team to “break out” into new ways of communicating about products and services

» Work with team to develop plan of action for approaching marketing communication challenges.

Media Planning: Manage the strategy to select the media that provide the best coverage of the campaign target market for the lowest cost; base decisions on readership or audience data for digital display advertising, social advertising, radio, and television as well as more traditional media platforms including print.

revenue reSource: Work with divisions and units to develop sales strategies and facilitate sponsorships.

SPonSorShiP tracking: Tracks and reports departmental sponsorships.

criSiS Strategy: Work with City Communications Director, PR Manager, leadership team and City leaders to manage crisis situations and issues.

PartnerShiP Marketing: Work with PR Manager to determine partner opportunities and appropriate campaigns.

virginia Beach ParkS & recreation Foundation liaiSon: Work with the Board members of the nonprofit Foundation to create greater awareness for the organization that benefits the department through donations and resources; grow their reach; and develop a strategy focused on increasing giving and donations.

internal coMMunication: Assist City and Department Leadership with internal communication and the dissemination of important and critical information.

Marketing Manager

about the City of Virginia BeachVirginia Beach is situated in southeastern Virginia where the Atlantic Ocean meets the Chesapeake Bay. The city encompasses 310 square miles with 38 miles of shoreline. It is the most populous city in Virginia; the city population is approximately 450,980 and continues to grow. Its crime rates are among the lowest in the nation for a city of its size, and its schools rank among the highest in the state. Virginia Beach is a major resort city with a diverse economy focusing on tourism, agriculture, business and industries, retail and wholesale trade, and the military. The City’s natural and cultural amenities offer a high quality of life for its residents and visitors.

about Virginia Beach Parks & recreationVirginia Beach Parks & Recreation was established in 1956 by the Princess Anne County Board of Supervisors, and has a rich history of successful and innovative programs and facilities. The Department is accredited by the Commission for Accreditation for Parks and Recreation Agencies (CAPRA), an affiliate of the National Recreation and Park Association. A variety of quality, diverse recreational programs and facilities are offered year-round. For a full understanding of the department’s offerings, please visit VBgov.com/parks

Virginia Beach Parks & Recreation manages 293 city park sites, more than 7,000 acres of parks and natural areas, seven community recreation centers, and the Princess Anne Athletic Complex. Each of the recreation centers center’s amenities includes cutting-edge fitness equipment, an indoor pool, a double gymnasium, as well as youth/adult programs areas. We offer year-round recreational opportunities that include aquatic, fitness and outdoor programs, therapeutic recreation programs, inclusion services, community events, and youth and adult sports leagues.

Parks & Recreation is the largest childcare provider in the city, operating before and after school programs, early childhood programs, and day camps when school is out of session. Parks & Recreation also provides landscape management and maintenance for municipal buildings, public schools, park sites, and designated roadways. High-profile park sites include Mount Trashmore, Little Island, Red Wing, Bayville Farms, and Munden Point.

Other attractions include a fishing pier; three dog parks; three skate parks; public tennis courts; city athletic fields; pickleball and racquetball courts; disc golf courses; various canoe/kayak launches; and a 50-slip marina on the Lynnhaven Inlet.

Responsibilities include planning, organizing and evaluating all activities, functions, resources and and supervision of personnel in the Marketing & Resource Development Bureau.

critical eleMentS and PerForMance StandardS

» Directs and evaluates advertising, branding, marketing, public relations and promotion plans

» Develops and presents information and reports relevant to community, leadership and departmental staff

» Successfully implements an inclusive internal communications program

» Works with and supports the City Manager’s Communication Network on important initiatives, reports, public meetings, and miscellaneous public relation’s initiatives

» Ensures internal communication is clear, concise, and reaches all team members

» Meets regularly with operating units to assess program demands and needs, evaluate current programs, and recommend best usage of resources

» Tracks and develops potential target markets

» Monitors issues and provides advice to leadership and staff

» Provides marketing expertise for strategic planning initiatives

» Prepares bureau budget to insure sufficient funds are provided to accomplish department goals.

» Represents department at events, meetings and public forums as needed

» Ensures information provided is effective, timely, and results-oriented

» Effectively supervises, organizes, and directs the work of marketing bureau

» Competently makes decisions regarding program and service offerings

» Successfully partners with businesses, organizations, and other city agencies

Virginia Beach Parks & Recreation is accredited through CAPRA, the certifying agency for the National

Recreation and Park Association

Marketing Manager

QUALIFICATIONS AND CRITERIAThe successful candidate will have a proven track record of visionary leadership and exceptional skills in the areas of marketing, advertising, communication, strategic leadership, long-range planning, and budgeting. This position makes informed decisions based on insight and intelligence using data and analytics, and serves as a data resource for the department. A successful candidate will display energy, enthusiasm, stamina, commitment to the community, inclusive approaches in working with citizens and capability of working in a fast-paced environment. The ideal candidate will have a minimum combination of education and experience equivalent to 10 years, including at least 3 years at the program management or administrator level. A Master’s degree is preferred.

PreFerenceS• A Master’s degree in advertising, marketing or communications.• Professional development certifications with AMA, IAB, or other organizations specifically focused

on advertising and marketing.

Salary and BeneFitSSalary range is $61,256.00 - $94,036.80. Full benefits package includes health and dental insurance, Virginia Retirement System pension plan, and paid time off.

aPPlication ProceSSInterested applicants should apply online at www.VBgovcareers.com by no later than 12 midnight on Sunday, October 15, 2017. Equal Opportunity Employer.