GENERAL PURPOSE
The candidate performs a variety of complex and high level professional, management and administrative duties related to promoting the Town and region as a tourism destination and developing and overseeing the implementation of sophisticated multi-media marketing campaigns to promote the Town as a premier destination for the leisure traveler. Incumbent performs management functions for the Town Manager and the Lodgers Tax Advisory Board (LTAB), including developing and recommending policy proposals, programs, LTAB agendas, reports and business items; developing, conducting and evaluating tourism and marketing campaigns and ad buys, conducting or planning FAM tours; attending and participating in meetings on behalf of the Town, and completing other promotional and informational related assignments as deemed appropriate.
SUPERVISION RECEIVED
The Marketing and Tourism Director works under the general supervision of the Town Manager, or as assigned by the Town Manager and reports directly to the Town Manager.
SUPERVISION EXERCISEDProvides functional supervision to assigned administrative support staff, volunteers and other staff as may be needed or assigned to the office on either an on-going or a project-by-project basis. Supervises the operation of the Visitor Center and its staff. Serves as staff to and coordinates the functions of the Lodgers Tax Advisory Board and its subcommittees. Serves as the Town’s liaison to, and supervises the work of the Town marketing consultants.
ESSENTIAL FUNCTIONS
(NOTE: The listed duties are illustrative only and are not intended to describe each and every function which may be performed in the job class. The omission of specific statements does not preclude management from assigning specific duties not listed herein if such duties are a logical assignment to the position.)
Serves as primary representative of the Town of Taos for all internal and external activities specific to marketing and tourism.
Has complete oversight and supervisor of the operation, staff and programs of the Taos Visitor Center.
Plans, organizes, and implements a strategic marketing plan to sustain and increase tourism for the year-round Taos, New Mexico market, which may include Town and regional efforts that the Town participates in.
Develops, implements and monitors an integrated multi-media marketing, advertising, and public relations strategy and tactics, identifies target demographics, monitors campaign effectiveness, identifies and monitors competition, and implements adjustments as needed.
Oversees the development, review and distribution/implementation of fulfillment pieces, web site(s), social media, media releases, etc. as they relate to tourism, marketing and events for the Town.
Supervision and administration of all tourism-related vendors and contracts, including drafting, evaluating, and tracking to ensure successful implementation and contract fulfillment. Evaluates contracts annually to determine contract value and return on investment.
Oversight of tourism marketing efforts, including day-to-day management of marketing vendors, regular conference calls/meetings with Town of Taos contracted marketing firm(s), development of the Town of Taos marketing plan in coordination with contracted marketing/advertising firm(s), and long-term strategic plan creation related to tourism marketing.
Develops and manages annual advertising, marketing, and tourism budgets, including the Visitor’s Center; monitors and approves expenditures for all programs, campaigns, media buys and events under the responsibility of or as assigned to the Director. Day-to-day budget supervision to ensure Town of Taos marketing and tourism efforts operate within designated budget(s).
Management of annual visitor survey process, including scope development, RFP administration in coordination with the Town of Taos Procurement and Finance Department, oversight of survey execution, and all follow-up reporting and activities.
Leadership of regular meetings with Town of Taos and region lodgers and tourism partners. Maintain a positive working relationship with area hotel managers, regional and state tourism development and marketing representatives, including, where appropriate, those from the Enchanted Circle region, and other key tourism partners.
Prepares and presents written and oral presentations for Town of Taos Council. Prepares and submits to the Town Manager monthly departmental reports on the performance of the department and effectiveness of various department campaigns and initiatives, industry performance data, etc. Monitors, reviews, and reports on all marketing and tourism activity to Town Manager, LTAB, Marketing Committee, and other key stakeholder groups.
Represents Town of Taos Marketing and Tourism Department at annual conferences, trade shows and speaking engagements within the State of New Mexico (out-of-state travel is not common). Develops and expands relationships with community partners in order to promote and enhance tourism opportunities throughout the region.
Supports and coordinates joint projects, programs, and initiatives with Taos MainStreet, Taos Arts Council, Taos Gallery Association, NM Tourism Department, Enchanted Circle Marketing Group, music and event promoters, as needed.
Obtains and tracks tourism-related statistics, such as occupancy, web hits, readership, unique visits, event attendance, Lodgers Tax collections, etc. and prepares and circulates monthly, quarterly and annual reports identifying tourism sector performance, trends, marketing and event ROI.
Develops and maintains appropriate local, regional and national media connections and develops and maintains industry and governmental networking, communication and cooperation.
Coordinates Town marketing efforts with existing community organizations for such traditional annual anchor tourism events as the Pow Wow, The Paseo, Fiestas, Big Barn Dance, Taos Vortex, etc.
Represents the Town in cooperative national, state, regional and industry promotional efforts.
Develops and maintains a positive relationship with tourism industry businesses in the Town and region individually and collectively, such as hotels, ski resorts, outdoor adventure providers, bed and breakfasts, museums and galleries, wineries and breweries, restaurants, transit providers, travel agencies, tour operators.
May assist the Town Special Events department in marketing/promoting Town or Town co-sponsored events.
Supervises and maintains the department’s web page on the Town website and for Taos.org (the Town’s centralized marketing and tourism webpage). Supervises the contracts and staffing required for the development, maintenance and operation of Taos.org, including associated participation and advertising agreements, contracts, revenue, expenses and performance.
Incumbent operates personal computer and various software applications, i.e., Microsoft Office and Adobe Creative Suite or other advertising, scheduling and project development, management and tracking software, etc., as needed to establish databases, communication documents, illustrations and publications.
Performs all other duties as required and assigned by the Town Manager.
MINIMUM QUALIFICATIONS
Education and Experience: Graduation from an accredited four-year college or university with a Bachelor’s Degree in marketing or tourism/hospitality or an applicable
field. A Master’s Degree in a related field is desirable, AND Five (5) years of progressively responsible experience in marketing, advertising convention/visitors/tourism bureau, hotel, or hospitality-industry related business and/or related positions of which three (3) years of experience shall be in a government, corporate community, resort or tourism-based community, or as your primary job duty having been responsible for handling assigned accounts for a government or a government funded tourism campaign, preferably as the account principle or project leader for campaign design and implementation; OR Graduation from a state or industry recognized certificate program in tourism, hospitality, public information, marketing, graphic design and layout, journalism, writing, or other applicable technical area, AND Five (5) years of high level professional experience working independently or as the lead person in marketing, advertising, journalism, public relations and/or related positions in designing and implementing marketing, tourism or public relations/information campaigns for a government or government agency, government funded program, or a resort or corporate community. OR An equivalent combination of education and experience that is deemed by the Town to enable the incumbent to perform the required duties at an acceptable level to ensure success.
Knowledge, Skills, and Abilities:
Knowledge of purposes, principles and practices of municipal government, advertising, marketing and public speaking, proposal development, creative writing and presentation skills; organizational politics; negotiation techniques; strong interpersonal group motivation and communication skills; principles of salesmanship; hospitality industry practices.
Skill in the use of office equipment, i.e. personal computer; phone, fax, adding machine, copy machine, scanner, digital camera, etc.; math skills; English and grammar skills. Skill in the art of diplomacy, networking, coalition and consensus building and cooperative problem solving.
Ability to draft and implement policies, ads, marketing campaigns, proposals, reports, documents and agreements; analyze a variety of program issues and problems and make recommendations; communicate effectively verbally and in writing; establish and maintain effective working relationships with professionals, executives (public and private) department heads, co-workers and the public; work independently and deal effectively with stress caused by work load and time deadlines; maintain confidentiality when required; detailed, disciplined, energetic, responsive, proactive self-starter who exercises initiative and independent judgment and is able to act resourcefully under varying conditions; text and email, use social media and operate automobiles.
Additional Requirements:
a. Knowledge of the principles and practices used in selling and marketing a regional, national or international destination. Experience working for or with a destination marketing organization or tourism marketing corporation highly preferred.
b. Excellent oral and written communication, presentation, and customer service skills.
c. Ability to establish and maintain relationships with Taos tourism partners, including attractions, hotels, and restauranteurs.
d. Thorough knowledge of the principles, practices, and procedures of tourism development activities.
e. Thorough knowledge of laws, rules, and regulations applicable to lodgers tax state and local statutes.
f. Thorough knowledge of current developments, and practices related to promotion and advertising, visitor information centers, art and cultural programs, web sites, social media campaigns, outdoor recreation and special events.
g. Good knowledge of grant acquisition and management.
h. Good knowledge of management and administration techniques and practices.
i. Ability to negotiate and manage outside contracts with vendors.
j. Ability to effectively direct the operations of a tourism department activity.
k. Ability to communicate effectively, both verbally and in writing.
l. Ability to establish and maintain effective working relationships.
m. Management and supervisory ability.
n. Financial management skills, to include program and department budget development and monitoring.
o. All employees must attend Town of Taos required meetings.
Special Qualifications:
a. Professional affiliation with and/or certification/licensing by applicable national trade associations is highly desirable as demonstrated measure of professional commitment.
b. Continuing education in the profession through active and regular participation in industry association, governmental or educational institution professional development programs.
c. Must possess and maintain a valid New Mexico driver's license or be able to obtain license within 30 days; also maintain insurability under Town insurance, defensive driver certification every 24 months and a clean driving record throughout employment as a conditional employment.
Ideal Characteristics:
Visionary
Innovative
Self-motivated
Inspired
Outgoing
Creative
Leader
Collaborator
Consensus Builder
Strong communicator
Politically Astute
Open Minded
Strong Interpersonal Skills
Confident
Work Environment:
Incumbent of the position generally performs in a typical office setting with appropriate
climate controls. Tasks require a variety of physical activities, which do not generally
involve muscular strain, such as walking, standing, stooping, sitting, reaching and lifting
up to 25 lbs. Routine speaking, hearing and seeing required in the normal course of
performing the job. Common eye, hand and finger dexterity required to perform some
essential functions. Mental application utilizes memory for details, listening, patience,
verbal instructions, emotional stability, discriminating thinking and creative problem
solving. Frequent travel required in normal course of job performance.
APPLICATION STANDARDS AND REQUIREMENTS- If you feel you meet the minimum qualifications for the position and you have the necessary drive and ambition to be part of the Executive Department for the Town of Taos, please submit a complete Town of Taos employment application to: Town of Taos Human Resources Department, 400 Camino de la Placita, Taos, NM 87571 or via e-mail: employment@taosnm.gov. Your application must be complete, clear, and include the correct job title and announcement number. Applications and any attachments become the official property of the Town of Taos and cannot be returned or reused after being submitted. Applications will be accepted until 5:00 P.M. on the closing date listed above.
Drug Free Workplace
EEO/ADA Compliance
