International Marketing Manager

JOB DESCRIPTION

Position Summary

The International Marketing Manager will lead select international teams and priority initiatives to promote California as a leisure travel destination across the globe. Through global marketing expertise, research, analytical skills, and leadership capabilities, this position will drive strategy and internal collaboration across all key marketing disciplines. This role entails serving as an expert in select international markets, understanding the culture, nuances, and audiences to shape effective and impactful marketing programming across multiple countries. Responsibilities of this dynamic, high-visibility role will include domestic and international travel for marketing programs, speaking engagements, and industry relations.

Responsibilities will include synthesizing data, forming market strategy, overseeing tactics and integrating with other teams, leading sales missions and other events, and leading communication with the industry. This position will travel domestically and internationally for marketing programs, speaking engagements, and industry relations.

Ultimately, the International Marketing Manager is an ambassador for all things California tourism on a global stage. They help drive demand for the California experience among international travelers by spotlighting what sets the Golden State apart through marketing communications reaching consumers, travel professionals, media, and influencers.

Specific Responsibilities Include:

• Develop annual marketing plans for Visit California’s priority global markets.
• Manage select in-market agencies executing localized B2C and B2B marketing programs targeting consumers, travel trade, and media.
• Oversee management of key trade shows, sales missions, and other in-market events, and attend on behalf of Visit California as required.
• Collaborate with the Paid (Advertising), Owned (Content), and Social teams on global content development, digital marketing activations, and tech platforms, providing in-market teams with direction and best practices.
• Work with the Research team to prioritize international investments, and create ROI metrics for all global marketing programs.
• Manage marketing contracts and budgets, including authorizing and tracking expenditures, reviewing invoices, and monthly reporting.
• Communicate with California industry partners through regular touchpoints, including committee meetings, webinars, in-person meetings, and individual partnership discussions.

AREAS OF RESPONSIBILITY

Key Duties & Responsibilities:

• 50% Develop and manage day-to-day execution of integrated global marketing plans, working directly with in-market agencies and staff across all disciplines to foster maximum impact and efficiencies.
• 20% Manage program contracts and budgets.
• 15% Travel for events, programs, and industry meetings.
• 10% Develop reporting and industry communications specific to the international program of work, and contribute to committee meeting reports and presentations.
• 5% Other duties as assigned by supervisor.

Supervisory Responsibility: No

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:

• Experience developing and executing integrated marketing programs across multiple disciplines within an organization.
• Demonstrated agency and/or vendor management experience.
• Experience creating measurable program KPIs, monitoring and analyzing results, communicating marketing successes, and making recommendations for optimization.
• Strong project management capabilities, juggling several programs and stakeholders at once.
• Develop effective communications plans and briefing documents, and set timelines with achievable milestones.
• Strong written and verbal communication skills, including creating and delivering professional presentations for public speaking engagements.
• Demonstrated experience with budget management of large-scale marketing campaigns.
• Experience with event organization and onsite execution.
• Experience managing collaborative marketing programs with multiple stakeholders.
• Experience using data and tech platforms, including web content management tools, Google Analytics, and other data analytics or tech platforms.
• A knack for processing research, analytics, and strategy.
• Ability to build consensus and collaborate with an inclusive spirit.
• Strong organizational and interpersonal skills and the ability to work within a fast-paced environment.
• Ability to handle multiple tasks, field last-minute requests, and meet deadlines.
• Travel industry experience is a plus but optional if the candidate has a strong enough integrated marketing background.
• Education equivalent to a bachelor’s degree or higher (in marketing, communications, advertising, recreation, tourism, or related fields is a plus).
• International language skills are a plus.
• International travel will be required.