Digital Marketing Manager job – City of Grapevine, TX – Grapevine, TX


The Digital Marketing Manager is responsible for the successful management of digital strategy in Grapevine’s destination marketing efforts. The role requires an innovator, a trendsetter, a progressive thinker who can connect digital, social media and Search Engine Optimization (SEO) components to Grapevine’s strategies. This person plans and executes these initiatives including search, email marketing, text marketing, mobile marketing, social and online advertising campaigns and website development that insures SEO optimization.

This position reports to the Director of Marketing and works closely with the other CVB Division Directors to develop and maintain all content on all digital platforms. Typical duties include:

1. Responsible for maintaining a robust, interactive website that engages visitors and
achieves agreed performance goals;

2. Responsible for website content development and maintenance using a content
management system. Website content includes text, photos, events, video, mapping,
itineraries, graphics, etc.;

3. Responsible for planning, implementation and measurement of email marketing and text
marketing communications targeting opt-in subscriber databases;

4. Working with the Communications Manager to determine and direct social media strategy
in all targeted marketing areas;

5. Responsible for planning, implementation and measurement of search engine marketing
initiatives including search engine optimization for organic search and pay-per-click
advertising campaigns;

6. Establish and oversee electronic communication to industry partners to build interest and
support for marketing programs;

7. Work with the Creative Marketing Manager to manage and expand Grapevine’s visual
assets and develop a system for collecting, cataloging and sharing assets;

8. Responsible for maintenance, training for CVB staff, updates and research for new
modules related to tailored Customer Relationship Management tool;

9. Responsible for planning, implementation and measurement of all mobile marketing
strategies, including mobile site and mobile applications;

10. Responsible for planning, creating, implementing and maintaining a variety of microsites
that are separate from the main website;

11. On a monthly basis, reviews all digital activity, advertising campaigns and strategies and
produces a report reflecting the activity;

12. Reviews the web sites of other destination marketing organizations, hotels and
attractions to insure the CVB web site is always on the leading edge;

13. Maintains and administers all legal Internet domains and security certificates owned by
the CVB;

14. Insures that all Internet standards are met and that the CVB does not intentionally violate
any standards that would place the domain in jeopardy; and

15. Performs others duties as may be assigned or requested.

SKILLS, KNOWLEDGE, AND ABILITY

  • Bachelor’s degree in Marketing, Communications, Information Technology or a

comparable field from an accredited college or university;

  • Minimum four years experience in electronic marketing and management, preferably in

destination management. Experience to include Content Management System (CMS),
Customer Relationship Management (CRM), SEO/SEM best practices, SEO/SEM
bidding strategies, blogs, social media and web analytics tools such as Google Analytics;

  • Detail oriented with Microsoft Office (Word, Excel, PowerPoint and Access) computer

skills ;

  • Practical experience with mobile site development, mobile applications development,

online communities, Rich Site Summary (RSS) feeds, rich media, user-generated content
and graphic design for the web such as Adobe Creative Suite and Flash;

  • Excellent writing and editing skills for online channels;
  • Knowledge of Associated Press (AP) Style Guide, specifically for online channels;
  • Enthusiasm for web, social media and marketing trends;
  • Strong project management and time management skills;
  • Ability to manage and complete multiple simultaneous projects;
  • Dynamic personality with the ability to shift modes of operation seamlessly;
  • Ability to work irregular hours and schedules;
  • Ability to analyze data to assess performance and ROI;
  • Experience with FTP sites and transferring of files and assets through such systems;
  • Experience in HTML or JAVA or Java script programming;
  • Experience with open-source content management frameworks or systems such as

WordPress, Drupal or Joomla;

  • Technical certificates and certifications are a plus; and
  • Must pass a criminal background check, and have a valid Texas driver’s license with an

acceptable driving record as defined by City Policy.



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