Content Manager

JOB DESCRIPTION

Position Summary

Visit California’s Owned Content program is leading in the destination marketing space and has seen consistent investment during the past ten years. As such, the Content Manager is a critical member of the Owned Channel Marketing team and works closely with the Brand and International Marketing teams.

This position oversees key distribution components within Visit California’s Owned Media network: global e-mail marketing, podcast, and print publications. This position is responsible for a key part of Visit California’s business – the creation, management, and development of advertising opportunities that are found on those core components of the owned channel, as well as Visit California’s global suite of websites. This role will be responsible for the strategy and dynamic growth of Visit California’s global consumer email program and will also lead the consumer data acquisition strategy. They will manage its implementation and subsequent segmentation buildout.

This manager will work closely with Visit California’s content agency of record and will oversee the editorial activity for Visit California’s consumer print program, consisting of: the California Visitor’s Guide, the International Visitor’s Guides, and Road Trips Guide. They will also develop the editorial calendar and will manage the creation and distribution of the California Now Podcast.

In all things, this manager will be expected to utilize data to make optimizations and strategic recommendations for areas of growth. A main focus across all distribution channels will be audience growth and management of consumer data to effectively target market consumers and increase repeat visitation.

Finally, as new editorial and revenue opportunities arise, the Content Manager will be responsible for their evaluation, providing insight to the Director of Content Marketing and VP of Marketing on their place in the overall marketing mix.

Specific Responsibilities Include:

• Manage the overall strategy and content execution across the distribution channels: printed publications, e-mail marketing segments, and podcast/audio platforms.
• Work closely with the members of the Content team to deliver distribution channel performance metrics for internal and external stakeholders.
• Collaborate across internal disciplines and external agencies to ensure distribution channels support organization wide campaigns and initiatives.
• Define the content strategy for key deliverables and be responsible for their international distribution.
• Execute audience acquisition strategies across channels and manage consumer data for target and personalization marketing efforts.
• Strategize with external content agency (DotDash Meredith) and team of editors on content selection, review and publication of content through digital and print channels.
• Facilitate efficient flow of content for the distribution channels, ensuring that content from print publications is leveraged in a digital environment.
• Adapt global editorial calendar for execution in publication, e-mail marketing, and podcast channels.
• Review all distribution channel content for sensitivity and adherence to brand positioning, regional, and pillar coverage.
• Work closely with global content leads and translation vendor to ensure appropriate level of localization and translations for printed guides and e-mail marketing segments.
• Manage custom content and contributions from third party and co-op digital or print partnerships.
• Manage distribution channel contracts and budget lines.

AREAS OF RESPONSIBILITY

Key Duties & Responsibilities:

• 30% Manage and utilize consumer data and insights to continually optimize the global e-newsletter program. Be responsible for growth of the audience segments, adherence to the development process, review of all content, performance metrics, and distribution globally.
• 20% Work closely with the content agency to strategize Visit California’s audio strategy and in particular, the California Now Podcast and microcasts. Continually look for ways to expand Visit California’s audio strategy and content throughout the owned channels.
• 20% Work closely with the content agency to manage Visit California’s print publications program to ensure quality branded content that aligns to Visit California’s stated goals. Manage the distribution of the publication, including management of consumer data from webforms, utilizing consumer insights to help inform program decisions.
• 10% Review and evaluate new content partnerships and opportunities as they become available. Work with internal and external stakeholders to ensure fit and provide guidance to wider Visit California Content team on their efficacy.
• 10% Monitor, track, and provide regular insights on all distribution channel performance.
• 5% Manage distribution channel contracts and provide regular reporting on budget line items.
• 5% Other duties as assigned by supervisor.

Supervisory Responsibility: Some

QUALIFICATIONS / EXPERIENCE

Essential Qualifications:

To perform this job successfully, an individual must be able to perform each key duty satisfactorily and demonstrate the following:

• Minimum of six years of professional experience – tourism experience a plus.
• Education equivalent to Bachelor’s Degree or higher; marketing, tourism, or related field a plus.
• Strong experience in, and knowledge of, consumer data management, audience segmentation, acquisition, and growth strategies.
• Experience in e-newsletter program management; global e-mail management preferred.
• Experience managing audio content, podcast hosting platforms, and voice strategies.
• Experience managing large-scale publication programs; translation experience a plus.
• Strong organizational skills; ability to handle multiple tasks, meet deadlines, and manage priorities.
• Strong written and verbal communication skills and ability to effectively build rapport with diverse global team.
• Budget and project management experience.
• Experience working in a global environment.
• Ability to work in a fast-paced environment.
• Some travel may be required.