Vice President of Tourism

North Lake Tahoe Resort Association   Tahoe City, CA   Full-time     Finance
Posted on May 26, 2022
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This Executive Team position will Increase tourism in identified need periods, length of stay, economic vitality, and community stability. In support of NLTRA's stewardship goals, it will also mentor and lead direct reports and community stewardship efforts by developing and leveraging compelling promotional communications that shape our visitor base, and influence how our visitors and community engage with the destination and each other. 

Role Profile
Through a central theme of promoting the North Lake Tahoe region as a diverse, exciting four-season destination, the VP of Tourism Development will have the goal of increasing overnight visitation to lodging businesses, visits to restaurants, retail, and recreational activities, especially during mid-week and non-peak seasons. These efforts will increase tourism in identified need periods, length of stay, economic vitality, and community stability. In support of NLTRA’s stewardship goals this role will also support other NLTRA verticals and community stewardship efforts by developing and leveraging compelling promotional communications that shape our visitor base, and influence how our visitors and community engage with the destination and each other.

Competencies

  • Requires strong strategic thinking related to marketing, sales, social media, PR, and media relations
  • Requires demonstrated strength in engaging a diverse stakeholder group and in community consensus-building and leadership
  • Requires strong project and personnel management skills
  • Requires strong verbal and written communication skills
  • Uses change management principles to drive forward momentum in the department
  • Requires 4-year degree in related field
  • Requires previous oversight of sales & marketing teams

 
Core Responsibilities & Duties

  • Leads development of NLTRA Marketing and Sales Plan and sets strategic targets and KPIs to measure success
  • Leads NLTRA’s participation in the North Lake Tahoe Marketing Cooperative to align Marketing and Sales Plan and set strategic targets and KPIs to measure success
  • Partners with state and local organizations to promote the North Lake Tahoe region throughout the United States and the world
  • Leads development of paid advertising efforts that include, but are not limited to: print ads in magazines and newspapers, social media and online digital ads, billboards, video, television ads, and radio ads targeted at potential visitors to drive tourism, commerce, and destination stewardship messaging
  • Works with local and regional special event leaders to identify opportunities to advance event revenue growth and sponsorship sales, marketing and promotional synergies, and operational and event delivery efficiencies that support our business community and imperatives
  • Leads work with travel trade to increase destination awareness and product offerings, highlighting North Lake Tahoe
  • Tracks and analyzes results and KPIs, informing the strategic direction and effectiveness of marketing and promotional work
  • Prepares detailed project descriptions, prepares RFPs, selects consultants, negotiates and manages contracts, and performs budget and payment scrutiny
  • Attends trade shows, meetings, industry conferences, and events to promote North Lake Tahoe
  • Manages departmental budget and is responsible for adhering to budget compliance standards related to TBID requirements
  • Administration and operation of the marketing, promotions, special events, and media relations programs:
    • Oversees utilization of social media channels and partners’ social media to increase channel use and drive content engagement with guests and residents
    • Oversees sponsorship and promotion of special events during non-peak seasons to expand the diversity of activities and encourage longer destination visitation
    • Oversees the preparation and production of collateral and promotional materials such as brochures, flyers, and maps
    • Oversees development of lead generation activities designed to attract tourists and group events
    • Oversees coordination of media relations and communications via press releases, announcements, media placements, and social sharing to drive regional tourism and commerce
    • Oversees coordination of familiarization tours with travel trade, media, and influencers
  • As a member of the NLTRA Senior Leadership Team, assists in developing and leading team culture and implementation of cross functional goals and supporting initiatives
  • Ensures that diversity, equity, and inclusion are a part of the organization’s culture
  • Works closely with other NLTRA department heads to ensure strong and effective communications interdepartmentally
  • Oversees departmental support of Tourism Development Committee and Co-Op Committee
  • Prepares and presents written progress reports to CEO and NLTRA Board
  • Performs other duties as assigned or requested

Supervisory Responsibilities

  • Supervises Tourism Marketing Development and Tourism Sales Development roles
  • Supervises Global Comms & Media Relations contractor
  • Responsible for mentorship and professional growth of direct reports
  • Performs quarterly progress checks for direct reports, with a focus on development of skills and capabilities