The Chief Marketing Officer (CMO) will provide the expertise, leadership and vision necessary to oversee all marketing efforts for the organization. Works with members of the Board of Directors, city officials, Maryland State Department of Business and Economic Development (DBED) – Office of Tourism Development, other statewide and national industry organizations, and members of Visit Baltimore to develop and uphold Baltimore’s tourism brand and develop marketing strategies and obtain input and feedback on programs to promote Baltimore as a destination for conventions and meetings and leisure visitors. The CMO works closely with the President and CEO and other members of the Executive team relative to organization-wide issues, culture and operations.
The CMO reports directly to the President and CEO and serves as a member of the Senior Leadership team.
Essential Duties and Responsibilities:
Develop overall strategies for domestic and international marketing initiatives targeting leisure visitors, meeting professionals and travel trade and meeting attendees that align with the objectives and goals of the organization;
Develop brand strategies and guidelines for implementation;
Oversee all marketing and communications efforts, including advertising, public relations, social media, digital and video assets, direct mail, Visit Baltimore publications, and other materials targeting leisure travelers, meeting professionals, tour operators, and niche audiences;
Collaborate with the research team, as it relates to Leisure Marketing, to identify key visitor trends, measure tourism performance, and conduct ad-hoc market research that align with current or future leisure marketing strategies;
Maintain relationships with industry partners, inside and outside of Baltimore; communicating to key influencers both in and out of the hospitality industry about tourism programs and research;
Hold memberships in key industry organizations, such as US Travel, the Maryland Association of Destination Marketing Organizations and Destinations International;
Serve as the liaison to the Board’s Marketing and Communications Committee and the Cultural Tourism Advisory Committee;
Submit reports as requested by the President and CEO or Board of Directors;
Serve on external boards and committees and serve as spokesperson when needed;
Represent the President and CEO at meetings and events as requested;
Provide departmental and organizational leadership through the training, managing and evaluating of assigned personnel;
Forecast, implement and monitor the marketing team’s operating budget.
Assist with special projects and other duties as required.
MBA (preferred) in marketing, communications or related field and 10+ years’ experience in a senior level marketing role, preferably in a tourism related industry;
Ability to successfully work with government agencies, Board of Directors, vendors and other external stakeholders in meeting organizational objectives;
Proven background in developing and executing marketing plans that include both offline channels (brand development, PR, TV, radio, print, etc.) and online channels (SEM, SEO, mobile, social media, content, etc.)
Demonstrated ability to effectively lead and manage teams, and foster a positive, success-oriented environment within the organization;
Proficiency in market research and data analysis processes;
Experience in tracking, reporting, and analyzing web analytics and PPC campaigns;
Excellent interpersonal, written and verbal communication skills, and public speaking skills;
Proficient in MS Office and business software (e.g. CRM)
Ability to seamlessly adapt to changing business needs and tourism industry trends.
About Visit Baltimore
Visit Baltimore, a nonprofit 501c6, is the official sales and marketing organization that generates economic benefits for stakeholders through the attraction of convention, group and leisure visitors.