New Job Senior Executive Officer In Minnesota

Working Title: Deputy Director of Destination Marketing
Job Class: Senior Executive Officer
Agency: Explore Minnesota Tourism

• Who May Apply: Open to all qualified job seekers
• Date Posted: 04/28/2023
• Closing Date: 05/19/2023
• Hiring Agency/Seniority Unit: Explore Minnesota Tourism / St Paul, Mn / Explore MN Tourism - Managers
• Division/Unit: Explore Minnesota Tourism / Tourism Executive Marketing Team
• Work Shift/Work Hours: Day Shift
• Days of Work: Monday - Friday
• Travel Required: YES - 15%
• Salary Range: $42.34 - $60.78 / hourly; $88,405 - $126,908 / annually
• Classified Status: Unclassified
• Bargaining Unit/Union: 220 - Manager/Unrep
• FLSA Status: Exempt - Executive
• Telework Eligible: Yes/Hybrid
• Designated in Connect 700 Program for Applicants with Disabilities: No

Make a difference in the lives of Minnesotans.

The work you’ll do is more than just a job. Join the talented, engaged and inclusive workforce dedicated to creating a better Minnesota.

Job Summary

This position is responsible for designing and implementing strategic programs and policies for marketing, digital strategy, research, and communications. It creates and directs strategies to integrate consumer-facing campaign marketing with digital marketing, website technology, communications, media, public relations, research, and data acquisition. Along with the Executive Director and Deputy Director of Destination Development, the position will state office-wide integrated marketing strategy that is measurable, actionable, and relevant to support the vision and mission of Explore Minnesota.

The position leads the office's creative direction and overall branding and messaging for events and sponsored marketing opportunities. It manages partnerships to respond quickly and effectively to new opportunities in tourism trends and consumer demand. This position also develops programs and provides policy analysis for the agency's legislative relations efforts, serving as a liaison for partnerships with state and national organizations and departments.

The position oversees strategic oversight of and direction to the advertising, public/media relations website vendor contracts.

In collaboration with the leadership team, the position sets strategic priorities, develops annual initiatives, and budgets, and provides strategic insight for destination development as needed. It ensures full integration and cooperation across the agency, working closely with the Deputy Director of Destination Development and Executive Director.

Examples of responsibilities include:

• Develop and guide integrated marketing, digital, communication and media relations strategies to increase visitor volume and sales tax revenue for Minnesota.
• Set and refine strategy based on data, analytics, and feedback from staff and stakeholders. Direct execution of high-impact, creative campaigns across marketing channels.
• Collaborate with the Deputy Director of Destination Development and Executive Director to implement the Explore Minnesota Strategic Plan.
• Design a strategy to leverage public/private partnerships for seasonal/annual campaigns.
• Strategize with team leads to ensure effective and efficient execution of marketing and communications goals.

Minimum Qualifications

• At least five (5) years of advanced professional experience* overseeing integrated marketing strategies, campaign development and execution, collateral design and content development for public facing diverse external and internal audiences.

• A Master’s Degree in marketing, communications, public relations, business, public administration, public policy, or a closely related discipline will substitute for 18 months of experience.

or

A Bachelor’s degree in marketing, communications, public relations, business, public administration, public policy, or a closely related discipline will substitute for 1 year of experience.

• Ability to communicate effectively with and to individuals with a wide range of backgrounds, who do not share your same culture, ethnicity, language, or other common experiences ensuring that marketing and communications represent an open and welcoming experience in Minnesota.
• Experience in forming and leading cross-functional collaborative teams utilizing a honed, results-driven multi-channel, integrated marketing approach (examples required on application).
• Excellent interpersonal and communication skills both oral and written, sufficient to interact with all levels of employees, articulate issues concisely and effectively, lead a core department within the office and communicate complicated information effectively to a variety of audiences.
• Human relation and conflict resolution skills to establish and sustain effective working relationships with colleagues, managers, staff, legislators, and others sufficient to ensure that the needs and operations of EMT and the Destination Marketing unit are understood.
• Knowledge of engaging local communities and organizations to develop messaging and marketing campaigns that promote geographic, cultural and/or experiential equity.
• Skilled in successfully managing customer journeys through the marketing funnel.

Experience stated above must include examples of:

Leadership: Demonstrated skills and experience to successfully lead and manage major marketing initiatives in the areas of equity, diversity and inclusion; ability to plan, organize, prioritize, coordinate, and implement program objectives; and proven ability to think strategically and creatively around Equity, Diversity & Inclusion initiatives.

Program Management: Experience analyzing public policy and operational programs to identify institutional barriers. Experience designing, planning and implementing organizational diversity and inclusion change initiatives.

Communications/Human Relations: Superior oral and written skills to successfully interact, engage, and cultivate strong relationships and establish effective partnerships with the Governor’s Office, agency executive leaders, external stakeholders, legislators and staff, community groups and advocacy organizations; ability to influence leaders and decision makers; presentation and communication skills to discuss technical topics to non-technical audiences such as agency managers, legislators and members of the public; and understanding of relationships to drive effective collaboration with peers and stakeholders.

Organizational Skills: Ability to manage several concurrent projects that might involve coordinating the work of multiple state agencies; program and project management skills with a demonstrated ability to multi-task in a fast-paced environment.

Computer skills: Proficiency in the use of word processing, presentation, and spreadsheet software such as Word, PowerPoint, and Excel.

Preferred Qualifications

• A Master’s degree or qualified certifications in Marketing, Communications, Project Management, Business or other closely related field.

• Leadership experience in administering, delivering and reporting on multiple marketing, communication, media relations and digital campaigns simultaneously.

• Experience developing strategic plans, supporting organization strategic plans and guiding team(s) to implement strategic initiatives.

• Ability to lead vendors on creative and strategic direction.

• Understanding of marketing tactics used to attract visitors or customers to a destination.

Additional Requirements

This position requires successful completion of the following:

Resumes of all applicants to this posting will be evaluated against the Minimum Qualifications stated above. If your skills match the required skills for this position, the department may contact you. Employee reference checks will be conducted on all finalists. This may include a review of documentation related to job performance and education. It includes contact with the applicant's current and/or former employers.

A Criminal Background Check will be conducted on all finalists for this position. A criminal conviction will not automatically remove you from consideration for employment.

When the position requires travel and the applicant drives a state owned or leased vehicle, a driver's license record check will be conducted.

Must be legally authorized to work in country of employment without sponsorship for employment visa status (e.g., H1B status).

How to Apply

Select “Apply for Job” at the top of this page. If you have questions about applying for jobs, contact the job information line at 651-259-3637 or email [email protected]. For additional information about the application process, go to http://www.mn.gov/careers.

If you have questions about the position, contact Stacey Phillips at [email protected].

To learn more about us visit our website: https://www.exploreminnesota.com/

Why Work for Us

Diverse Workforce

We are committed to continually developing a workforce that reflects the diversity of our state and the populations we serve. The varied experiences and perspectives of employees strengthen the work we do together and our ability to best serve the people of Minnesota.

A recent engagement survey of State of Minnesota employees found:

• 95% of employees understand how their work helps achieve their agency’s mission
• 91% of employees feel trusted to do their jobs
• 88% of employees feel equipped to look at situations from other cultural perspectives when doing their job
• 87% of employees report flexibility in their work schedule

Comprehensive Benefits

Our benefits aim to balance four key elements that make life and work meaningful: health and wellness, financial well-being, professional development, and work/life harmony. As an employee, your benefits may include:

• Public pension plan
• Training and professional development
• Paid vacation and sick leave
• 11 paid holidays each year
• Paid parental leave
• Low-cost medical and dental coverage
• Prescription drug coverage
• Vision coverage
• Wellness programs and resources
• Employer paid life insurance
• Short-term and long-term disability
• Health care spending and savings accounts
• Dependent care spending account
• Tax-deferred compensation
• Employee Assistance Program (EAP)
• Tuition reimbursement
• Federal Public Service Student Loan Forgiveness Program

Programs, resources and benefits eligibility varies based on type of employment, agency, funding availability, union/collective bargaining agreement, location, and length of service with the State of Minnesota.

AN EQUAL OPPORTUNITY EMPLOYER

Minnesota state agencies are equal opportunity, affirmative action, and veteran-friendly employers. The State of Minnesota recognizes that a diverse workforce is essential and strongly encourages qualified women, minorities, individuals with disabilities, and veterans to apply.

We will make reasonable accommodations to all qualified applicants with disabilities. If you are an individual with a disability who needs assistance or cannot access the online job application system, please contact the job information line at 651-259-3637 or email [email protected] and indicate what assistance is needed.