This position is responsible for designing and implementing strategic programs and policies for marketing, digital strategy, research, and communications. It creates and directs strategies to integrate consumer-facing campaign marketing with digital marketing, website technology, communications, media, public relations, research, and data acquisition. Along with the Executive Director and Deputy Director of Destination Development, the position will state office-wide integrated marketing strategy that is measurable, actionable, and relevant to support the vision and mission of Explore Minnesota.

The position leads the office's creative direction and overall branding and messaging for events and sponsored marketing opportunities. It manages partnerships to respond quickly and effectively to new opportunities in tourism trends and consumer demand. This position also develops programs and provides policy analysis for the agency's legislative relations efforts, serving as a liaison for partnerships with state and national organizations and departments.

The position oversees strategic oversight of and direction to the advertising, public/media relations website vendor contracts.

In collaboration with the leadership team, the position sets strategic priorities, develops annual initiatives, and budgets, and provides strategic insight for destination development as needed. It ensures full integration and cooperation across the agency, working closely with the Deputy Director of Destination Development and Executive Director.

Examples of responsibilities include:

• Develop and guide integrated marketing, digital, communication and media relations strategies to increase visitor volume and sales tax revenue for Minnesota.
• Set and refine strategy based on data, analytics, and feedback from staff and stakeholders. Direct execution of high-impact, creative campaigns across marketing channels.
• Collaborate with the Deputy Director of Destination Development and Executive Director to implement the Explore Minnesota Strategic Plan.
• Design a strategy to leverage public/private partnerships for seasonal/annual campaigns.
• Strategize with team leads to ensure effective and efficient execution of marketing and communications goals.

Minimum Qualifications

• At least five (5) years of advanced professional experience* overseeing integrated marketing strategies, campaign development and execution, collateral design and content development for public facing diverse external and internal audiences. 

*A Master’s Degree in marketing, communications, public relations, business, public administration, public policy, or a closely related discipline will substitute for 18 months of experience. 

or

A Bachelor’s degree in marketing, communications, public relations, business, public administration, public policy, or a closely related discipline will substitute for 1 year of experience. 

• Ability to communicate effectively with and to individuals with a wide range of backgrounds, who do not share your same culture, ethnicity, language, or other common experiences ensuring that marketing and communications represent an open and welcoming experience in Minnesota.
• Experience in forming and leading cross-functional collaborative teams utilizing a honed, results-driven multi-channel, integrated marketing approach (examples required on application).
• Excellent interpersonal and communication skills both oral and written, sufficient to interact with all levels of employees, articulate issues concisely and effectively, lead a core department within the office and communicate complicated information effectively to a variety of audiences.
• Human relation and conflict resolution skills to establish and sustain effective working relationships with colleagues, managers, staff, legislators, and others sufficient to ensure that the needs and operations of EMT and the Destination Marketing unit are understood.
• Knowledge of engaging local communities and organizations to develop messaging and marketing campaigns that promote geographic, cultural and/or experiential equity.
• Skilled in successfully managing customer journeys through the marketing funnel.     

Experience stated above must include examples of:

Leadership:  Demonstrated skills and experience to successfully lead and manage major marketing initiatives in the areas of equity, diversity and inclusion; ability to plan, organize, prioritize, coordinate, and implement program objectives; and proven ability to think strategically and creatively around Equity, Diversity & Inclusion initiatives.

Program Management:  Experience analyzing public policy and operational programs to identify institutional barriers. Experience designing, planning and implementing organizational diversity and inclusion change initiatives.

Communications/Human Relations:  Superior oral and written skills to successfully interact, engage, and cultivate strong relationships and establish effective partnerships with the Governor’s Office, agency executive leaders, external stakeholders, legislators and staff, community groups and advocacy organizations;  ability to influence leaders and decision makers; presentation and communication skills to discuss technical topics to non-technical audiences such as agency managers, legislators and members of the public; and understanding of relationships to drive effective collaboration with peers and stakeholders.

Organizational Skills:  Ability to manage several concurrent projects that might involve coordinating the work of multiple state agencies; program and project management skills with a demonstrated ability to multi-task in a fast-paced environment.

Computer skills:  Proficiency in the use of word processing, presentation, and spreadsheet software such as Word, PowerPoint, and Excel.                                                                    

Preferred Qualifications

• A Master’s degree or qualified certifications in Marketing, Communications, Project Management, Business or other closely related field.
• Leadership experience in administering, delivering and reporting on multiple marketing, communication, media relations and digital campaigns simultaneously.
• Experience developing strategic plans, supporting organization strategic plans and guiding team(s) to implement strategic initiatives.
• Ability to lead vendors on creative and strategic direction.
• Understanding of marketing tactics used to attract visitors or customers to a destination.

About Explore Minnesota Tourism

VISION To be a top 10 destination for extraordinary travel in all four seasons. MISSION We support Minnesota's economy and promote sustainable travel by welcoming all to experience our diverse cultures and destinations through innovative marketing, industry partnerships and unique storytelling. POSITION We lead Minnesota's travel industry by collaborating with partners and stakeholders to market our state for the economic benefit of all Minnesotans. VALUES Teamwork. We collaborate, harnessing unique talents and strengths, to share the workload and trust each other to deliver the best results. Creativity. We challenge the status quo, find innovative ways to solve problems and use our talents for the benefit of Minnesota's visitor economy. Agility. We remove roadblocks and respond quickly to new opportunities; we are nimble and dynamic. Inclusivity. We welcome all, respect individuality, treat each other with dignity, and seek to ensure a safe, inclusive and equitable environment at Explore Minnesota STRATEGIC GOALS Grow Minnesota's Visitor Economy Create a Welcoming Experience for All Visitors Maximize Partner and Stakeholder Leadership and Collaboration Foster Destination Stewardship Ensure Organizational Excellence

Connections working at Explore Minnesota Tourism