Editorial Manager

JOB DESCRIPTION

Position Summary

The Editorial Manager plays a pivotal role in driving Visit California's Owned Content program to the forefront of destination marketing. Over the past decade, Visit California’s Owned Channel program has consistently grown, positioning it as a leader in the industry. As a key member of the Consumer Content team, the Content Manager collaborates closely with the Brand and International Marketing teams to ensure alignment with broader organizational goals.

At the heart of this role is the oversight of critical components of Visit California's business. Reporting to the Director of Content Marketing and working closely with the content agency, the Editorial Manager leverages insights to optimize and enhance content delivery, ensuring a seamless and engaging experience for the audience. The role encompasses steering the editorial activity across various consumer distribution channels, such as The Best of California Visitor’s Guide, Social Media Channels, Road Trips Guide, the California Now Podcast, E-mail marketing newsletters, and specialized content partnerships. This position supports the editorial cohesion and alignment of these disparate channels and will support the Owned Channel’s marketing objectives in alignment with Visit California’s goals. 

• Develop and maintain an annual content plan and editorial calendar that aligns with marketing strategies and guides content production across all channels in a coordinated manner.
• Reconcile and coordinate the content needs across written, visual, audio, and video content assets for owned channels to ensure efficiency and impact.
• Manage editorial workflow and provide clear editorial direction to agencies, including tone, style, and messaging, to ensure that all content resonates with the target audience.
• Establish, implement, and maintain an integrated cross-channel content test and learn plans.
• Collaborate with digital and social media teams to optimize content for all owned channels. Provide guidance on voice, tone, and format.
• Monitor organizational research, content performance, engagement metrics, and audience feedback to inform future planning and iterate strategies.
• Track content budgets, negotiate vendor rates, and look for ways to produce content more efficiently.
• Oversee photo, video, and other asset libraries including a consistent tagging methodology across owned channels.
• Foster a collaborative environment between internal teams and agency partners, encouraging idea sharing and creative brainstorming for content improvement.
• Stay informed about industry trends, content marketing strategies, and emerging technologies to continuously innovate and enhance the Visit California content approach.

AREAS OF RESPONSIBILITY

Key Duties & Responsibilities

• 40% Oversee all integrated Owned content initiatives to ensure they are efficient, effective, and align with the content marketing strategy including but not limited to website, email, social media, and printed materials. 
• 20% Manage relationships with Brand team and Agency partners to successfully drive the Owned Initiatives forward.
• 20% Work with the Brand & Media teams, along with Research team, to monitor content performance and joint KPIs, ensuring consistent optimization and integration with owned channels.  
• 10% Support the Owned Content department with budget planning and management, contracts, and authorizations. 
• 10% Other duties as assigned by supervisor. 

QUALIFICATIONS / EXPERIENCE

Essential Qualifications

To perform this job successfully, an individual must be able to perform each key duty satisfactorily, as well as exhibit the following qualifications:

• 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. 
• Excellent project management and organizational abilities. Can maintain a system to ensure content initiatives are documented and delivered on time with clear communication across stakeholder groups.
• Adaptable and agile. Ability to pivot based on new trends, technologies, and consumer behavior.
  Excels working as a key integrator amongst several team players. Works cross-functionally and cross-platform to ensure cohesive messaging. Comfortable and thrives from interfacing with stakeholders. 
• Creative thinker. Generates innovative ideas and concepts. Understands how to tailor content and tone for different audiences and contexts.
• Strong story development and storytelling skills. Ability to ideate clear, compelling, and strategically focused stories. While this role won’t be creating the content, a keen eye for storytelling and developing story ideas is a must.
• Strong presentation and communication skills. Can convey ideas and information effectively to both internal teams and external vendors/partners.
• Proven experience in content oversight, editorial management, or related roles, preferably within the travel, hospitality, or related industries.
• Previous experience and competency with project management, content management, email marketing platforms, and website analytics systems a plus.
• Strong experience in and knowledge of consumer data management, audience segmentation, acquisition, and growth strategies
• 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.