In accordance with Visit Anchorage's mission, this position works under the direct supervision of the President & CEO to manage the development and implementation of communications programs that promote Anchorage and the tourism industry to local, national, and international audiences.
Leadership Requirements
As a member of the Visit Anchorage Leadership Team, you must model the following traits in every aspect of your job performance and professional conduct.
· Foster and maintain open communication and collaboration with Leadership Team members. This means taking a positive, proactive approach to finding mutually acceptable solutions and being open to new ideas, creativity, and change. Actively engage in the exchange of ideas and maintain constructive relationships with all Leadership Team members.
· Lead by example. This means fostering the professional growth and development of your staff and serving as an example of appropriate and ethical conduct to our members, staff, and the public.
· Maintain a high standard of professional ethics and conduct at all times. This means you are expected to adhere to Visit Anchorage policies while performing your job and acting as an ambassador.
· Treat all ACVB staff, Board of Directors, members, and volunteers with dignity and respect.
· Support and uphold the policies, procedures, and Bureau business plan as directed by the President & CEO and Board of Directors. This means “walking the talk” and serving as a model of Visit Anchorage’s way of doing business.
· All business decisions, professional dealings, and activities will be conducted with the best interests of Visit Anchorage in mind and not based on individual or departmental interests. This includes interactions with staff, Leadership Team members, and members and promoting a positive image and success as a whole in all your work-related activities.
Responsibilities
· Collaborates with the Leadership Team to create and implement highly effective commerce and marketing programs, including aspects of PR, advertising, website, and publications.
· Develop strategic marketing and communications plans based on research and board direction.
· Maintains crisis communications plan and liaisons with Anchorage Emergency Operations Center.
· Supervises the writing and production of the Official Guide to Anchorage, Local Flavor! Official Restaurant and Entertainment Guide, Anchorage Meeting Planner Guide, membership newsletter, and other high-profile print or online publications.
· Oversees Visit Anchorage’s fulfillment plan outside distribution of the Official Guide to Anchorage.
· Oversees all aspects of Visit Anchorage’s website, Internet, and e-marketing marketing programs and publications.
· Oversees a variety of graphics and public relations projects under a variety of deadlines.
· Supervises art/photography selected for publications and multi-media assets.
· Directs a pro-active outreach program to travel editors and writers to promote Anchorage.
· Manages local/regional media relations program.
· Develops and fosters relationships with tourism-related associations and organizations, including the Alaska Travel Industry Association, the Alaska Division of Tourism, the CVBs across Alaska, the U.S. Travel Association, etc.
· Manages instate, national, and international advertising highlighting Anchorage as a must-see visitor destination.
· Supervises, trains, and delegates to Communications Department staff; responsible for leadership, reviews, and other administrative details necessary for effective management.
· Works with the President and Controller to develop and manage the Communications department budget.
· Conducts special projects as assigned by the President/CEO and Board.
· Manages Big Wild LifeTM brand management.
· Presents to the Board of Directors, members, and other stakeholders.
· Serves as spokesperson when the President & CEO are unavailable.
Qualifications
· Four-year degree in communications or related field and at least five years of senior-level communications experience in tourism or equivalent combination of education and experience; Alaska experience preferred.
· Demonstrated strategic thinking and research-based planning experience.
· Knowledge of consumer marketing, e-commerce, wholesale packaging, and database management as applied to market development.
· Proven sales skills, customer service skills, and thorough knowledge of the travel industry.
· Proven leadership skills and the ability to motivate and supervise subordinates.
· Requires flexibility to manage the complex coordination of multiple department and Bureau projects.
· Excellent oral communication skills to speak one-on-one or to groups, staff, vendors, printers, members, the Board of Directors, and the media.
· Ability to present Anchorage destination product information clearly, confidently, and with enthusiasm, determining audience level (staff, trade, consumer, member).
· Exceptional writing skills, both creative and technical, including the ability to compose, edit, and proofread publications, business correspondence, and reports.
· Ability to exercise creative judgment under pressure.
· Demonstrates a high level of attention to detail.
· Proficient decision-making, conflict-resolution, and creative problem-solving skills.
· Ability to travel extensively.
· Proven experience in highly detailed reporting.
· Complex people interaction and sales/marketing skills to book business, including direct, indirect, and telemarketing, as well as proven supervisory skills.
· Analytical ability necessary to use bureau destination software and create and review complex spreadsheets, dashboards, and reports.
· Ability to manage multiple projects, to work independently, and to use time effectively.
· Flexible and able to work unusual hours as needed for special projects, journalist assistance, crises, etc.
· Experience in the development and implementation of marketing budgets and business plans.
· Experience in successful collaboration with other departments to create an integrated approach to destination marketing and promotion.
· Proven ability to develop and utilize e-marketing and/or Web-based tourism marketing programs resulting in increased market share and penetration and/or creation of new market niches.
· Experience participating in and designing research projects; analyzing trends in the group, international, and consumer markets and utilizing information in meeting marketing objectives; utilizing market research to develop relationships with existing and potential members to promote Anchorage as a visitor destination.
· Proven experience in maintaining ongoing positive interaction with the local government, including being actively involved in city development discussions; ensuring Bureau positions on tourism are recognized; experience in networking on behalf of the President & CEO with the destination’s civic, corporate, and educational leadership.
· Extensive knowledge and experience in destination wholesale packaging and promotion.
