Tourism Marketing Director

Lead Louisiana’s domestic and international tourism sales and marketing strategy for the Louisiana Office of Tourism.

Responsibilities

• Direct and manage the Louisiana Office of Tourism’s domestic and international sales managers.
• Originate, direct, and oversee implementation of a comprehensive national and international program to recruit new business to Louisiana.
• Lead market development activities within the Marketing Division, including:
  • International Trade
  • National Development
  • Heritage Tourism Development
  • Meetings/Conventions
  • Multi-Cultural Development and Marketing
• Develop Marketing Division budget requests; prepare working budgets after annual budget allocation.
• Directly supervise the Domestic Sales Manager and International Sales Manager.
• Plan, direct, and implement national and international market development initiatives.
• Organize and participate in trade missions and direct sales calls with senior departmental leadership and industry leaders.
• Participate in negotiations with businesses seeking to do business in Louisiana, including:
  • Expansion of direct air flights
  • Cruise line partnerships
  • Tour operators and wholesalers
• Analyze travel and tourism marketing trends; modify programs to reflect changes and re-focus promotional campaigns.
• Track and monitor domestic and international marketing efforts to determine effectiveness.
• Determine primary and secondary domestic and international markets.
• Develop and implement positioning strategies to brand Louisiana as a travel destination and increase state business.
• Coordinate research projects that support advertising and promotion, including:
  • Market research studies
  • Advertising effectiveness studies
  • Consumer advertising effectiveness studies
  • Post advertising tracking surveys
  • Econometrics analysis of Louisiana Office of Tourism advertising and promotion campaigns
• Monitor industry analysis and economic impact of travel on Louisiana, including monthly lodging reports and evaluation of Louisiana Welcome Centers to optimize advertising and promotion.
• Serve as a senior adviser to the Assistant Secretary for the Louisiana Office of Tourism.
• Act as a travel and tourism liaison between the Office of Tourism and industry stakeholders across Louisiana.
• Perform other duties as assigned.

Requirements

• Seven years of experience in tourism, marketing, public relations, or administrative services; or
• Six years of full-time experience in any field plus four years in tourism, marketing, public relations, or administrative services; or
• A bachelor’s degree plus four years in tourism, marketing, public relations, or administrative services; or
• An advanced degree plus three years in tourism, marketing, public relations, or administrative services.
• Experience substitution: 30 semester hours from an accredited college or university = 1 year of experience toward the six years of full-time work in any field; maximum substitution allowed is 120 semester hours (up to 4 years).
• History of supervisory roles preferred.
• Ability to work a flexible schedule.
• Well versed in international and domestic trade and consumer shows, international markets, trade contacts, and other relevant information.

Job Details

• Location: Capitol Annex, Baton Rouge, LA (onsite).
• Appointment type: Full-time.
• Work schedule: Reports in-office.
• Schedule flexibility: May be required to work evenings, weekends, holidays, and/or overtime.
• Travel: May be required to travel.
• Filling the position: Promotion of a current permanent employee of the Department of Culture, Recreation and Tourism or the Office of the Lieutenant Governor serving in a classified position.

About the Office of Tourism

• Vision: market and promote the brand of Feed Your Soul, showcasing Louisiana as a travel destination; increase revenue generated by the tourism industry; contribute to tourism economic impact across all 64 parishes.
• Partners with tourism professionals and public/private industry stakeholders to extend and enhance efforts to reach domestic and international consumers and travel trade.

How to Apply

• No Civil Service test score required for this vacancy.
• Complete an electronic application using the Apply link.
• Check application status to understand your position in the recruitment process.
• Include information supporting eligibility in the application, including detailed experience/education; resumes will not be accepted in lieu of completed education and experience sections.
• Applications may be rejected if incomplete.

Contact

• Katelyn Wale
• Department of Culture, Recreation & Tourism
• 1051 North 3rd Street, Baton Rouge, LA 70802
• Fax: 225-342-7928
• Email: [email protected]

Job specifications: Official job specifications for this role, as defined by State Civil Service, are available via the link provided in the posting.