Performance Marketing Manager

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Performance Marketing Manager

The Performance Marketing Manager is responsible for developing, executing, and optimizing our marketing strategies to drive growth, acquire new visitors, and increase conversions. You will work closely with cross-functional teams, including creative, communications, sales, and external agency/vendor partners, to create and manage data-driven campaigns and reporting that achieve our business objectives.
ESSENTIAL DUTIES AND RESPONSIBILITIES:
Under the direction of the Chief Marketing Officer, you will lead all Performance Marketing and Data Analytics for the organization, including leadership of the internal Visit Milwaukee Marketing Data Committee.
Continuously evaluate available data to analyze key performance indicators (KPIs) to assess the effectiveness and appeal of Visit Milwaukee marketing materials and utilize findings for adjustments and content creation.
Marketing lead for all external research and internal performance analytics reports, including monthly, quarterly, and yearly reporting.
Serve as the primary point of contact for Senior Leadership for visitor, product channel and marketing analytics and insights and provide deep analytical expertise as it relates visitors, prospects, markets, and channels.
Continuously reviews and optimizes campaigns based on performance data, adjusting strategies, targeting, and ad creatives for improved results with internal teams and agency partners.
Campaign & Data Management
Strategically craft and oversee acquisition campaigns tailored to the travel and tourism industry across diverse digital channels, including social media, SEM, and display advertising.
Ensure campaigns are designed to not only drive revenue but also to promote destination experiences and maximize Return on Investment (ROI) through meticulous planning and execution.
Continuously analyze and optimize campaign performance using data-driven insights specific to the travel and tourism sector.
Utilize quantitative analysis to enhance campaign effectiveness, leveraging insights to promote destination attractions and experiences while maximizing ROI.
Identify and swiftly resolve marketing performance issues using analytical tools such as Google Analytics, with a focus on promoting tourism destinations.
Conduct root cause analysis to ensure seamless and efficient campaign operations, maintaining the allure and appeal of travel experiences.
Effective Communication and Reporting
Develop and maintain reporting dashboards tailored to the unique needs of the travel and tourism sector, simplifying complex analyses for effective communication.
Cover aspects such as marketing planning, budgeting, ROI analysis, and Key
Foster close collaboration with creative and marketing teams to test strategies that showcase destination offerings and foster visitor engagement.
Ensure marketing efforts remain dynamic and responsive to market dynamics through collaboration, promoting the allure and uniqueness of travel destinations.
Effectively manage and execute monthly, quarterly and yearly reporting documents to effectively tell the story of marketing initiatives and traveler data.
Stay abreast of emerging KPIs crucial for performance management and optimization within the travel and tourism landscape.
Fine-tune strategies and campaigns based on insightful KPIs to achieve objectives centered around promoting tourism destinations and experiences.
Drive measurable improvements in ROI and reduce Cost Per Acquisition (CPA) across all marketing channels, with a focus on promoting tourism destinations.
OTHER RESPONSIBILITIES:
Research and provide recommendations on AI practices for Visit Milwaukee
Serve as Visit Milwaukee liaison at industry meetings and events.
Participate in appropriate local, state, and national organizations, growing existing and new partnerships and pursuing professional development opportunities.
Be a visible presence in the community to aid in the development of new partnerships between businesses, community organizations and Visit Milwaukee.
Train and coach industry partners to manage their CRM data; encourage them to update listings and events consistently.
Share and disseminate information at internal and external committee meetings like Unique Unites, IDEA, and Marketing committees.
Conduct presentations on behalf of the marketing department.
Represent VISIT Milwaukee in the community by helping to staff VISIT Milwaukee sponsorship tables, booth activations at festivals and events, and more.
Attend meetings, conferences and tradeshows as needed. May require long distance travel.
Assist with other projects as assigned.
Requirements

REQUIREMENTS/QUALIFICATIONS:
Required education and experience :
Bachelor’s degree from an accredited institution with an emphasis in marketing or related field, or equivalent education and experience.
Minimum three years of demonstrated experience in digital marketing development and management required.
Experience with marketing/advertising agencies, campaigns, websites, and databases.
Agency or marketing department experience desired. Previous experience within the tourism and/or hospitality industry preferred.
Required skills, knowledge, and abilities:
Demonstrated understanding of marketing and branding concepts. Ability to identify and understand internal and external consumer/audience voice and business needs.
Strong knowledge of web analytics tools with the ability to interpret metrics and offer actionable recommendations.
Understanding of SEO principles as they relate to content creation best practices, website structure and inbound marketing.
Experience working with digital media disciplines (Display, Mobile, Video)
Understanding and working knowledge of PPC/SEM strategy, optimization, and management principles.
Experience working with digital advertising or marketing agencies.
Excel in data-driven decision-making tailored to the travel and tourism sector, distinguishing effective strategies that resonate with travelers.
Demonstrate deep understanding of platforms like Google Ads and Facebook Ads to maximize visibility and conversions specific to travel and tourism marketing.
Manage marketing and data tools, including Tourism Economics, Zartico, and Simpleview integrations (Destination Travel Network, Book Direct, True Omni)
Understand and utilize website CRM and CMS systems.
Apply SEO and SEM expertise to ensure destination content and ads are discoverable in organic search results, promoting tourism experiences effectively.
Proficiency in Conversion Rate Optimization (CRO) practices tailored to the travel and tourism industry to convert traffic into bookings and visits, maximizing tourism revenue.
Effective budget management, allocating funds optimally within the context of travel and tourism marketing, achieving high returns with cost efficiency to promote destination experiences effectively.
Strong knowledge of digital marketing concepts, tools, and strategies, including SEO, social media marketing, email marketing, content marketing, and online advertising.
Experience in budget management and ROI analysis.
Must be highly proficient in MS Office Suite and familiar with Adobe solutions; sound understanding of Internet technologies with a proficiency in the use of web, e-mail, and FTP clients.
Strong commitment to diversity and inclusivity in the workplace.
Ability to present to diverse audiences, specifically, racially, ethnically, and socioeconomically diverse communities.
Demonstrated ability to manage, organize, coordinate, and prioritize assignments under tight deadlines.
Possess a strong attention to detail, ability to foresee needs and resolve obstacles.
Must demonstrate strategic thinking and creative skills, as well as a proven record of innovation.
Must possess a team orientation and ability to work collaboratively.
Ability to work occasional nights and weekends. Travel in personal automobile and airplane will be required for company business.
Physical Requirements:
Ability to sit at desk, operate computer keyboard and view computer screen for six to eight hours per day.
Must be able to hear and converse via telephone and in person.
May be required to stoop, bend, or reach above the shoulders.
May be required to lift boxes and small equipment up to fifty pounds in weight.
Travel in personal automobile may be required for business; occasional air travel may be required.
NOTE:

This job description is not intended to be all-inclusive. Employee may perform other related duties as negotiated to meet the ongoing needs of the organization.
No phone calls please. Due to the high volume of applications received, we are not able to contact all applicants.
VISIT Milwaukee is an equal-opportunity employer.

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