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Company Name : Franklin County, VA
Location : Franklin County, VA
Position : Director of Tourism and Marketing
Job Description : Franklin County, Virginia is currently accepting applications for the position of Director of Tourism and Marketing. This growing community, known for its scenic beauty and exceptional outdoor recreational opportunities, is nestled between Philpott and Smith Mountain Lakes along the Blue Ridge Mountains, and located approximately 10 miles south of Roanoke, VA. This department head level position is tasked with expanding the County’s tourism efforts and will serve as the brand manager for the County as a whole. Responsibilities and expectations include: develops & implements strategies, programs, & events that result in increases in transient, meals, & sales tax revenues, as well as the location of new residents to the area; develops advertising and marketing campaigns; facilitates positive media coverage of the County and its assets; develops partnerships amongst various citizen, hoteliers, businesses, & governmental groups; develops, enhances and maintains tourism office website and social media channels; serves as liaison to local, regional, state, and national tourism organizations, chambers of commerce, CVBs, welcome centers, etc; generates and maintains active marketing presence among travel industry publications and associations; develops positive relationships with trip planners and professional tour operators; performs traditional duties of a department head including budgeting and reporting; and various other duties as required to achieve the most benefit to the public from invested tax dollars.Education equivalent to a Bachelor’s Degree from an accredited college or university with major work in tourism, public relations, special events, business, marketing, recreation, public administration, hotel, restaurant and hospitality management or related field required. Minimum of two years professional experience with organized tourism, special events, local government, or equivalent highly desirable.Salary DOQ/E (+) Excellent Benefits. An application and complete job description may be obtained at the Franklin County Government Center, 1255 Franklin Street, Suite #111, Rocky Mount, VA 24151 or apply online. Application review will begin March 16, 2022. Position Open Until Filled. AA/EOEGeneral DefinitionPerforms complex professional and administrative work in planning, organizing, and managing the County’s tourism development and marketing services. This position functions as a Department Head in the County’s organizational structure. The Director develops and implements strategies and programs that increase the awareness of Franklin County’s culture, attractions, history, recreational amenities, sports, arts, and special events that result in increases in transient, meals, and sales tax revenues, as well as the location of new population to the area. This position manages the day-to-day operations of the County’s Tourism office as well as the County’s overall placemaking marketing efforts.Organizational RelationshipThe position is classified as a Department Head in the County’s organizational structure. Work is performed under general supervision of the Assistant County Administrator or designee. Supervision of contractors, administrative support staff, and volunteers may be required.Typical TasksIdentifies and promotes existing County attractions and facilitiesAssists the private and public sector with the development or redevelopment of new tourism-oriented County attractions and facilitiesPrimary promoter of Franklin County tourism to increase tourist visitation and stimulate visitor-related economic development, including but not limited to: preparing and executing regional, national, and international marketing plans; preparing and distributing County information to media, tour operators, and travel agents; and creation and placement of marketing pieces in various outletsDesigns, develops and conducts familiarization tours of Franklin County for media, event planners, tour operators and travel agentsCreates and maintains Franklin County print and digital marketing tools (maps, welcome guides, etc)Oversees development and maintenance of the County’s tourism website and keeps other tourism-related electronic media current with up-to-date Franklin County informationOversees County’s tourism Social Media platformsMarkets the County primarily to attract visitors to the County but in ways that also encourage residents and businesses to migrate to the areaDevelops Franklin County’s attractiveness as a film making location and works extensively with the Virginia Film OfficeMaintains national, regional, state, and local profile in travel industry through associations, committees and marketing cooperatives serving Franklin CountyAttends meetings, seminars, conventions, and workshops to further knowledge, stay informed of the changes in the tourism industry, and exchange informationPromotes special events in Franklin County that attract tourists and seeks to assist in the marketing of events that can attract population and businesses to the communityMaintains listing of and helps promote Franklin County events and facilities on Virginia.org and other platformsSupports the growth and continued expansion of local events by providing expertise, time, and guidance to private and public event managers in a limited mannerPrepares and advocates for annual budget requests to Franklin County Administration and Board of SupervisorsPrepares and submits tourism-related grant applications and then manages all aspects of grant-related projects and reportingResponsible for managing the County’s annual tourism and marketing department budgetWorks in close collaboration with area Chambers of Commerce to support the development of tourism-related activities in conjunction with local tourism-related businessesRepresents Franklin County on and works in close collaboration with Franklin County’s two towns, the Virginia Tourism Corporation, and regional DMOs such as Visit Virginia’s Blue Ridge, Friends of Southwest Virginia, Blue Ridge Travel Association, and numerous other tourism-related entitiesCreates, distributes, reviews, and/or analyzes market studies, surveys, reader inquiry cards, and website analyticsManages and executes the annual Franklin County Agricultural FairManages fulfillment program for visitor inquiriesWorks closely with other County Economic Development staff as part of the overall economic development missionCreates, edits, and distributes County’s New/Prospective Resident packageIdentifies trends and practices to develop new marketing initiativesActively seeks prominent media placement for tourism and special event activities in Franklin County and works closely with other DMOs and their Marketing/Tourism projects to avoid duplication and build relationshipsWorks with other departments, governments, non-profits, businesses, civic organizations, sports organizations and others to enhance tourism in Franklin CountyAttends trade shows, conventions, and conferences in Virginia and other states to promote Franklin County as a tourism destination and to bid for related tourism events (e.g. youth sports tournaments, festivals, competitive sporting events)Prepares pre and after action reports associated with events, strategies and programsMaintains listing of and markets traditional and non-traditional lodging options within the CountyWorks with local, state, and national media regarding tourism-related County newsCreates the County’s annual report promoting/marketing the County’s successesResponsible for creating and marketing the County’s overall “brand” to attract new residents and businesses to the areaServes as the County’s overall brand marketerOther duties as assignedEssential Knowledge, Skills and AbilitiesExtensive knowledge of the principles, materials and requirements of a variety of tourism development and limited special events activities; thorough knowledge of tourism marketing principles; general knowledge of the philosophy and objectives of tourism development; ability to develop advertising and marketing campaigns; ability to adhere to program standards and objectives outlined, and to lead volunteers and partner groups in tourism activities; ability to develop and recruit partners; ability to attract positive media coverage of the County and its assets; ability to develop partnerships amongst various citizen and governmental groups; ability to meet and deal tactfully with the public; ability to organize and meet reporting requirements for complex activities; ability to utilize office software and email including web site maintenance. Must know how to work with hoteliers and attractions to increase tourism activity and increase the flow of revenue into the County.Training, Education and ExperienceEducation equivalent to a Bachelor’s Degree from an accredited college or university with major work in tourism, public relations, special events, business, marketing, recreation, public administration, hotel, restaurant and hospitality management or related field required. Minimum of two years professional experience with organized tourism, special events, local government, or equivalent highly desirable. Regular contact is made with outside organizations and other internal organizational units.Special Requirements and Related ObligationsThe successful applicant will possess and maintain a valid Virginia Motor Vehicle Operator’s License. Applicants must be proficient in Microsoft Office packages Note: Applicant must have and maintain a driving record acceptable to Franklin County and its insurance carrier(s). Will work on weekends. A non-traditional work schedule, including nights, weekends, and overnight travel, is the accepted norm. Performs other related duties as required. Frequent direct contact with the media, tourists, and special events participants. Frequent and regular contacts made at all levels of county staff and the public, possibly requiring use of alternative approaches to influence outcome. Communication is generally cooperative, and requires diplomacy, persuasion, and tact.Physical DemandsInvolves frequent walking, driving to observe and manage various programs and activities. Requires use of computers and motor vehicle operation. Requires physical tasks including bending, stooping, crawling, lifting, and carrying items weighing 15 to 50 pounds.Work EnvironmentOffice work is generally conducted indoors. Special events and field work will be held outdoors in all weather conditions. Extensive regional travel is required. Fieldwork requires spatial interpretation, judging heights, distances, slopes, and the like.Americans with Disabilities Act ComplianceFranklin County is an Equal Opportunity Employer. In compliance with the Americans with Disabilities Act, Franklin County will provide reasonable accommodations to qualified individuals with disabilities. Prospective and current employees are encouraged to discuss ADA accommodations with the employer.Job Type: Full-time
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