This individual will lead the Petoskey Area Visitors Bureau’s efforts to increase consumer awareness, opinion, and consideration of the Petoskey Area as a year-round, overnight destination by developing and implementing its annual marketing and communications strategy. They will collaborate closely with the Executive Director to establish this strategy and provide leadership to the bureau staff and marketing partners on the execution of this plan.
Development of the Annual Marketing & Communications Plan which clearly outlines the key objectives, strategies, and tactics across all paid, earned, shared, and owned media channels.
Manage, track, and reconcile the Marketing & Communications Budget in collaboration with the Executive Director. This includes overseeing agency service agreements, paid media invoices, merchandising materials, and co-op budgets.
Function as the day-to-day contact with our marketing agency partner on the development of all creative assets, paid media plans, and campaign analytics. This also includes any projects associated with the development of the overall brand.
Support the bureaus’ communication and public relations efforts, including the development of virtual press kits and occasionally hosting inbound journalists, FAM tours, and influencers.
Provide leadership and guidance to the Social Media & Content Manager regarding strategy development and overall integration of owned and shared media channels, including website, email, social, and content.
Partner with the Group Sales Director on the development of targeted marketing or communications campaigns and the creation/production of sales materials.
Refine the Bureau’s merchandising materials plan, which will include the creation, production, and distribution of materials (travel guides/activity brochures/maps).
Coordinate all bureau Marketing Committee meetings and provide regular campaign reporting to the Board of Directors at monthly/annual meetings.
Collaborate with all state/regional tourism organizations, including Michigan Economic Development Corporation (Pure Michigan), Michigan Association of Convention & Visitors Bureaus, Western Michigan Tourism Association, and regional CVBs.
Work together with the Executive Director on the implication of various research projects and the analysis of guest data.
To perform this job successfully, an individual must be able to perform each duty satisfactorily. The requirements listed below are representative of the knowledge, skills, and/or the ability require. Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions
Required: Bachelor’s Degree in Marketing, Communications, and/or Journalism
Required: 10+ Years of Related / Relevant Experience in Travel / Tourism
The Petoskey Area Visitors Bureau is the principal destination marketing/management organization for our region, including the communities of Petoskey, Harbor Springs, Boyne City, Bay Harbor, Alanson, and Bay View. The bureau is a non-profit organization that is funded entirely by monthly room assessment contributions from professional lodging member businesses (i.e., hotels, motels, resorts, and rental management companies). The Petoskey area is a unique resort region in northern Michigan and continues to attract summer “resorters” as well as general visitors because it has preserved both the physical and emotional qualities of the region. The communities have also transformed strategic areas of the natural environment into first-class, four-season recreation areas with an emphasis on golf and skiing.
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