DISTINGUISHING FEATURES OF THE CLASS
The Social Media & Marketing Manager is responsible for planning, developing, implementing, managing and evaluating social media, digital marketing, content development, advertising and destination marketing initiatives for the Convention & Visitors Bureau. The position promotes the City of Harlingen as a leisure, sports, meetings, events and group-tourism destination and develops marketing programs designed to increase destination awareness, visitation, overnight stays and tourism-related economic activity. Exercise considerable, independent judgment and initiative in developing marketing campaigns, managing digital platforms, creating content, coordinating advertising, monitoring performance and representing Visit Harlingen through digital and community-facing communications. Work closely with tourism partners, City departments, hotels, restaurants, attractions, event organizers, businesses, media representatives and marketing vendors. Duties are performed under the general direction of the Convention & Visitors Bureau Director.
ESSENTIAL DUTIES AND RESPONSIBILITIES
This list is not intended to be construed as an exhaustive list of all functions, responsibilities, skills, and abilities. Additional functions and requirements may be assigned by supervisors as deemed appropriate.
- Develops and implements strategic marketing initiatives that promote Harlingen as a tourism and visitor destination.
- Assists the CVB Director in developing annual marketing strategies, campaigns and promotional priorities.
- Develops campaigns showcasing Harlingen attractions, events, festivals, sports, birding, historic and cultural resources, downtown, restaurants, shopping, hotels, outdoor recreation and other visitor experiences.
- Manages Visit Harlingen social media platforms, including Facebook, Instagram, TikTok, YouTube and other appropriate platforms.
- Develops and maintains social media content calendars and creates original copy, photography, video, reels, stories, graphics and other digital content.
- Monitors social media comments, messages, reviews, mentions and visitor interactions and responds professionally.
- Plans, coordinates, implements and monitors digital advertising campaigns, including paid social media, search, display and video advertising.
- Develops campaign objectives, target audiences, messaging, creative concepts, schedules and performance measures.
- Coordinates with advertising agencies, media representatives, digital platforms and outside vendors.
- Monitors advertising expenditures and evaluates campaign results to improve effectiveness and return on investment.
- Manages and maintains Visit Harlingen website content and ensures event, attraction and destination information remains accurate and current.
- Assists with search engine optimization, online visibility strategies and website analytics.
- Develops original photography and video content for Visit Harlingen marketing purposes and covers tourism events, attractions, businesses and destination experiences.
- Produces short-form video and other visual content for social media, websites, advertising, presentations and promotional campaigns.
- Develops written content, captions, promotional copy, articles, newsletters and other destination-marketing materials.
- Develops and implements promotional campaigns for CVB-sponsored and CVB-supported events and programs.
- Coordinates event promotion through social media, websites, email marketing, advertising, media outreach, printed materials and tourism partners.
- Attends CVB events and activities to provide on-site marketing and social media support.
- Develops and maintains effective working relationships with hotels, restaurants, attractions, retailers, museums, event organizers, sports organizations, meeting facilities and other tourism stakeholders.
- Coordinates promotional opportunities with tourism partners and maintains current partner information and promotional materials.
- Assists the CVB Director with tourism-related press releases, media alerts, pitches, talking points and other communications.
- Assists with media visits, press trips, familiarization tours, interviews, photography opportunities and influencer visits.
- Develops and coordinates production of brochures, rack cards, flyers, posters, advertisements, presentations, digital graphics, signage and promotional items.
- Ensures marketing materials follow approved Visit Harlingen and City branding.
- Establishes and monitors measurable objectives for social media and marketing campaigns.
- Tracks social media engagement, audience growth, reach, impressions, website referrals, advertising performance and other relevant metrics.
- Prepares monthly, quarterly and annual marketing performance reports.
- Assists with measuring the return on investment of tourism marketing initiatives.
- Assists with development and management of assigned marketing budgets and monitors related expenditures.
- Obtains quotes and coordinates with vendors as directed and maintains documentation related to purchases, contracts, invoices and marketing services.
- Supports CVB Advisory Board, Hotelier, stakeholder and other tourism-related meetings and presentations as assigned.
- Represents Visit Harlingen and the City of Harlingen in a professional manner.
- Maintains regular and prompt attendance; physically present to work.
- Performs other duties as assigned, including evenings and weekends for events.
ADDITIONAL REQUIREMENTS
- Fluent in Spanish preferred.
- Able to work evenings, weekends and holidays as required.
- Ability to attend tourism events, conferences, trade shows and promotional activities outside normal business hours.
- Ability to travel locally and occasionally outside the area for tourism-related activities.
- SUPERVISION RECEIVED & EXERCISED
- Works under the general direction of the Convention & Visitors Bureau Director.
- Exercises independent judgment in developing and implementing assigned marketing initiatives within established City and CVB policies.
- Coordinates with vendors, advertising representatives, media partners and tourism stakeholders as necessary to accomplish assigned projects.
QUALIFICATION GUIDELINES
Knowledge of:
- Destination marketing and tourism promotion principles and practices.
- Social media marketing and digital communications.
- Digital advertising, audience targeting, SEO and SEM.
- Public relations, media relations and event promotion.
- Photography, videography, graphic design and video editing.
- Website content management and digital analytics.
- Adobe Creative Cloud, Canva or comparable creative applications.
- Marketing principles, techniques and objectives.
- Advertising agencies, publications and media outlets.
- Microsoft Office and commonly used business software.
Ability to:
- Exercise independent judgment and initiative in developing and implementing marketing strategies.
- Develop compelling content for multiple audiences and communication platforms.
- Analyze marketing performance and make informed recommendations.
- Work cooperatively with City employees, tourism partners, businesses, media and community organizations.
- Work independently within established procedures and policies.
- Proof work for quality and accuracy.
- Manage multiple projects and deadlines.
- Represent the City and Visit Harlingen professionally.
- Travel for conferences, trade shows, professional training and tourism activities.
Education & Experience:
- Bachelor's Degree from a four-year college or university in Marketing, Communications, Public Relations, Journalism, Advertising, Tourism, Hospitality, Business Administration or a related field required.
- Two (2) years of progressively responsible experience in marketing, social media, communications, public relations, tourism marketing, advertising, digital media, event marketing or a related field preferred.
- Municipal, convention and visitors bureau, destination marketing organization or tourism experience preferred.
Licenses, Certificates & Registrations:
- Valid Texas Driver's License.
PHYSICAL REQUIREMENTS
The employee is regularly required to sit; use hands and fingers; bend or stoop; and coordinate the movement of more than one limb simultaneously. The employee must occasionally lift and/or move up to 40 pounds. Specific vision abilities required by this job include close vision and color vision.
WORKING CONDITIONS
The work environment is primarily an office setting with regular work at indoor and outdoor tourism events and community activities. The employee may work outdoors in varying weather conditions. The noise level in the work environment is usually moderate. Evening, weekend and holiday work may be required.
SAFETY SENSITIVITY
This position is not classified as a safety-sensitive position.