This is promotion and public relations work at an experienced level. This manager initiates their own daily assignments, follows through on matters, and uses independent judgment and training to take appropriate actions to deal with standard recurring situations. Work involves planning and coordinating tourist attractions to market the County. Implements marketing programs designed to increase the economic impact of tourism to the County. It involves developing, promoting, organizing and coordinating events and activities in support of such efforts. Also collaborates with southern Maryland region to market the entire region and promotion of southern Maryland.
ESSENTIAL JOB FUNCTIONS:
Develops, researches and implements a five year tourism strategic plan for the County, coordinating with other county offices, towns, local and regional organizations and programs, neighboring counties, and the State Office of Tourism Development to achieve an increase in the economic impact of visitors to the county. The strategic plan should reflect and be consistent with the adopted Goals and Objectives of the Board of County Commissioners. Develops and implements an annual tourism marketing plan for the county with measurable goals and objectives and specific strategies related to target markets, communication tactics, positioning and branding. The marketing plan should include a budget and annual evaluation of the success of the plan (e.g., ROI, changes in visitor expenditures, website inquiries, inquiry fulfillments, tax revenue generated, visitor volume, etc.). Functions related to the annual marketing plan include: placement of print media to increase the awareness of Charles County as a destination for the leisure travel market; placement of print media to focus on the business travel market and in particular, the conventions and meeting market; selection of media buys and the general design and coordination of promotional materials. Serves as liaison to private industry, government agencies and other organizations on tourism matters; provides local businesses with information of cooperative marketing opportunities. Facilitates creation of special events designed to attract visitors; maintains contact with area attractions and tourist/visitor services. Coordinates programs and activities with other tourism organizations and associations such as Maryland Office of Tourism Development, Maryland Tourism Council, Maryland Restaurant Association, Maryland Association of Destination Marketing Organizations, Southern Maryland Travel & Tourism Advisory Committee and the Southern Maryland Heritage Area Consortium. Attends and participates in meetings, seminars and associations such as, Southern Maryland Heritage Area Consortium, the Chesapeake Gateways Network, and Maryland Tourism Council. Creates, maintains and/or analyzes quantitative economic impact figures. Responds to inquiries regarding travel and relocation information; participates in regional and national travel shows. Prepares and administers department budget, tracks expenditures and prepares annual and monthly report of activities. Maintains contact with local, state and federal legislators regarding tourism legislation. Other Duties Performs related work as required.
QUALIFICATIONS, KNOWLEDGE, SKILLS, AND ABILITIES:
Knowledge, Skills, and Abilities (These are pre-employment KSAs that apply only to Essential Job Functions.)
– Concepts and practices of economic development as applied to the development and promotion of tourism. Tourism and marketing networks, media and advertising. Professional product design and copy development. Graphics/computer/IT programs and presentations.
– Plan and coordinate efforts to market area tourist attractions and to promote, organize and coordinate events and activities in support of such efforts. Establish and maintain effective cooperative working relationships with county businesses and tourism related organizations. Research, develop and recommend tourism sites and destinations with appropriate funding needs and sources identified. Work with diverse groups, competing priorities, and achieve consensus and support for governing body initiatives. Leverage budget two to three times through partnerships, grants, coop ads, sponsorships, and earned media. Communicate effectively, orally and in writing.
Required Qualifications (Note: Any acceptable combination of education, training and experience that provides the above knowledge, abilities and skills may be substituted on a full-time year for year basis.)
Training and/or Education Bachelor's degree in marketing or related field required, Master's Degree in related field preferred.
Five years experience working with a Destination Marketing Organization (DMO).
Licenses or Certificates
Valid driver's license.
The work is mostly sedentary with periods of light physical activity, and is performed in office surroundings. Typical positions require workers to walk or stand for long periods; lift and carry up to 50 pounds; climb stairs, bend, reach, hold, grasp and turn objects; and use fingers to operate computer or typewriter keyboards. The work requires the ability to speak normally and to use normal or aided vision and hearing.
Employee is subject to work beyond normal scheduled work hours. Employee is required to travel 20 - 25 days per calendar year.
Reports to Director of Recreation, Parks, & Tourism Supervises Tourism Marketing Coordinator Tour Specialist Part Time Staff Grade 17