The Manager, International Marketing works with the Associate Director, Marketing to implement advertising and marketing plans related to international tourism. This person develops the annual strategies for international target markets with the VP Tourism and Visitor Services, SVP of Marketing and Communications, Director, Tourism Sales and Associate Director, Marketing, and coordinates the application of these strategies. This position manages the fulfillment of all Destination DC creative needs for international tourism and works with the web/content team to develop special assets or projects related to these audiences.
This position is required by the Marketing & Communications department of Destination DC to help reach its goals and to fulfill its mission as the destination marketing organization for the nation’s capital.
Essential Duties and Responsibilities (include the following, but are not limited to):
Works with the Associate Director of Marketing and the Director of Tourism Sales to develop a high-level marketing strategy for international target markets and audiences as previously defined by the Tourism team. Markets include but are not limited to China, UK, India and Australia. Includes working with organizations outside of Destination DC (i.e. international representatives, Brand USA, media outlets) as needed to ensure high-level marketing strategy is implemented correctly across each organization.
Has an understanding of Destination DC’s domestic media campaigns and available creative assets and is able to recommend these as appropriate for use in international target markets. Acts as a liaison between the tourism and marketing teams to ensure fulfillment of the creative assets. Ensures that each team has what is required to keep projects moving forward, including project information, creative and copy direction, priorities, deadlines and submission directives.
Is willing to travel a small amount for the purposes of work. Travel will be domestic only and is required to attend international travel industry conferences and meetings.
Is the keeper of photo and video assets for international use. Manages photo and video requests for international use and is able to recommend creative assets to international agency representation and vendors for each market as required. Has an understanding the usage rights associated with each asset.
Works to identify new consumer-facing opportunities with Brand USA and takes advantage of marketing opportunities in target markets. Ensures the tourism team is taking full advantage of products Brand USA is offering.
Works with the web/content team on projects to ensure the Groups Page on www.washington.org is regularly updated with relevant content and imagery. Requests that content pieces are added when needed and coordinates the creative and copy development as required.
Ensures that all international content hosted off of www.washington.org is maintained and updated regularly. This includes content related to promotions, tour operator sites, advertorial/advertising content, international professional groups (IGLTA), etc. Ensures quality control and that brand standards are met.
Works with the Social Media Specialist to develop high-level strategy and assists in executing a plan to develop content for international agency representatives and group social media accounts (note: does not include WeChat or Weibo)
Works to develop and support special tourism programming, such as Travel Professionals Month and the annual Global Marketplace event. Acts as the liaison between the tourism and marketing teams to ensure collateral is developed and delivered for each program.
When available, reviews cooperative advertising opportunities (pay-to-play) that also generate advertorial opportunities for Washington, DC and makes recommendations on which pitches to pursue.
Understands and is comfortable working in all aspects of Destination DC’s CRM program, SimpleView.
Assists with departmental projects, including tracking advertising value for internal and stakeholder needs, writing content related to international promotions, building presentations related to international paid advertising, updating website pages, working at off-site promotional events, etc.
Delivers quality service to internal and external customers.
Experience, Competencies & Education
Four-year degree from an academic institution in public relations, marketing, journalism or communications preferred.
Minimum 3 years of experience working in marketing and/or advertising.
Deadline oriented individual.
Excellent oral and written skills including a command of English grammar, usage and vocabulary.
Excellent organizational skills.
Strong attention to detail and proofreading.
Strong proficiency and working knowledge of Microsoft Access, Excel, Power Point and Word.
Travel/Hospitality Industry experience or knowledge a plus.
Ability to work as a team as well as independently.
Relies on experience and judgment to plan and accomplish goals.
Additional Salary Information: With Excellent benefits and flexible workplace.
About Destination DC
Destination DC is a private, non-profit corporation with a membership of 875+ businesses and organizations that support the DC travel and tourism sector. A contracting arm of Events DC, the organization is funded by a percentage of DC’s hotel occupancy tax, along with membership dues and co-operative marketing fees.Formerly known as the Washington, DC Convention & Tourism Corporation (WCTC), the organization was renamed in 2008 to reflect the organization’s increased emphasis on the city’s unique assets. WCTC was established by business and community leaders in April 2001 by merging the Washington, DC Convention and Visitors Association and the DC Committee to Promote Washington. The Washington, DC Convention and Visitors Association was founded in 1931 to promote convention and leisure travel to the nation’s capital.Destination DC is an Equal Opportunity Employer.