Job Description

Job Description:

Position Overview
The Director of Marketing & PR directs the Temecula Valley Winegrowers Association's (TVWA) marketing and public relations efforts to position the Temecula Valley as a premier wine destination. Responsible for contributing to successfully operating and developing the organization’s marketing strategic plan and goals. Duties include developing and implementing policies and procedures relating to the marketing and PR of the wine region. Responsible for producing regular reports on the plan’s progress to the Executive Director, the TVWA Board of Directors, and stakeholders.
The Director of Marketing & PR participates in developing TVWA priorities and objectives and managing and implementing all Temecula Wines brand advertising, marketing, and PR strategies to attract and increase mid-week business, promoting destination awareness and brand recognition. The position reports to the Executive Director.
Essential Job Functions
•  Manage the advertising and PR consultant agency relationships.
•  Evaluate and negotiate contracts with agencies, consultants, vendors, and publishers.
•  Manage the Marketing Committee and monthly meetings.
•  Coordinate with the Marketing Committee to develop and execute a comprehensive marketing plan with targeted strategies and tactics to drive revenue and performance in all areas, including accountability and ROI. Implement the strategic marketing and PR plans defined by TVWA and set and administer the budget.
•  Identify and leverage trends, market research, and data analytics to develop new short-term and long-term market strategies to attract year-round mid-week visitation.
•  Oversee all agency media placement recommendations, manage advertising budget, and negotiate media buys through agency direction.
•  Develop and maintain comprehensive research metrics designed to track return on investment in all market segments.
•  Develop KPIs and present program and campaign results to the Board of Directors monthly and to stakeholders every quarter.
•  Ensure consistent Temecula Wines brand presence is maintained in all TVWA materials and web initiatives.
•  Oversee the website to maintain current technologies, ensure functionality, and maximize the benefit to potential visitors, the wine tourism industry, and the community through revision and innovation on the website and social media, effective search engine optimization, effective content management, and a thorough analysis of the website, blog, and social media.
•  Write content for TVWA email newsletters and blogs.
•  Acts as one of the key spokespersons for TVWA.
•  Establishment of a distinctive identity in the marketplace as a desirable wine country destination while positioning it to compete for market share with other highly recognized wine destinations.
•  Responsibility for managing the Temecula Wines brand.
•  Responsibility for the creative image, web presence and related promotional tools necessary for a dynamic and diverse wine destination.
•  Responsible for the ongoing marketing and presence of all online marketing and sales channels.
•  Responsibility for creating and managing promotions and advertising campaigns.
•  Working with the PR consultant and agency, create public relations plans and FAM tours designed to generate business.
•  Work collaboratively with other TVWA team members to ensure the achievement of all TVWA goals.
•  Work closely with Visit Temecula Valley’s Chief Marketing Officer and Director of Public Relations on region-wide tourism objectives.
•  Serve as advisor to the Executive Director, Board of Directors, and the Marketing committee.
•  Perform any other appropriate duties as assigned by the Executive Director and/or Board of Directors.
Position Requirements
•  Education & Experience
o Bachelor’s degree with academic coursework in marketing or other closely related fields of study; and/or a range of 7-10 years related experience and/or training in tourism promotion, related advertising, and public relations, marketing, travel industry trade groups, the hospitality sector, the beverage sector or non-profit; and/or equivalent combination of education and experience.
Skills & Knowledge
•  Strategically driven, goal-oriented planner who can develop objectives with action steps and implement the plan.
•  Skilled visionary and communicator to build meaningful relationships with winery business owners, the Board of Directors, staff, and community partners.
•  Effectively plan for the future of the organization’s marketing & PR and prepare detailed developmental plans to forecast and prepare for future years.
•  Must possess excellent verbal and written communication skills, including public speaking.
•  Excellent organizational and multi-tasking skills.
•  Able to exercise sound judgment and diplomacy in the best interest of the TVWA.
•  Ability to work under stressful conditions and balance multiple commitments simultaneously.
•  Independent and proficient level use of:
o CRM Systems (Customer Relationship Management/Web-based database programs) and CMS Platforms (Content Management Systems)
o SEO
o Microsoft Office Applications
o Word Press
o Adobe Acrobat Writer and Reader
o Thorough understanding of Social Media technology (Facebook, Instagram, Pinterest)
o Internet/Email access and utilization
Physical/Sensory/Cognitive Requirements to Perform Essential Job Functions
•  Cognitive and reasoning ability to compare and analyze data and trend research.
•  Conceptual ability to develop creative programs and products.
•  Ability to work a flexible schedule, including nights, weekends, and occasional overnight travel.
•  Able to work in a remote office environment.
•  Able to sit at a desk for 6-8 hours per day, if required
•  Able to stand for long periods, as necessary, at special events.
•  Able to operate a computer keyboard and view computer screen for 7-8 hours daily, if required.
•  Able to hear and converse via telephone and in person

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