CRM and Website Specialist

Position: CRM and Website Specialist

Employment Status: Exempt/full-time/salary

Reports to: Chief Marketing Officer

Supports the organization’s destination marketing role by overseeing the Customer Relationship Management (CRM) and Content Management System (CMS). Maximizes the organization’s efficiency and effectiveness in establishing and stewarding relationships with tourism businesses. Manages and optimizes website content and structure to ensure internal and external users have optimal experiences.

Salary Range: $45,600 to $53,100

Responsibilities

• Customer Relations Management (CRM) and Content Management System (CMS) – 70%
  • Act as the internal expert on the CRM and CMS, coaching team members on best practices to ensure clean, usable data; develop and produce regular reports to keep team members updated.
  • Oversee the CMS to enable the creation, publishing, and optimization of digital content.
  • Develop and maintain CRM data entry standards to ensure seamless integration with website content.
  • Implement content provided by the organization’s marketing communications team to ensure the destination’s website is up to date, optimizing the end-users’ experience. Edit existing page structures and create new pages to meet changing content needs.
  • Train and coach industry partners on how to manage their CRM data using the extranet; encourage them to update listings and events consistently, ensuring the destination website’s accuracy.
  • Stay current on best practices to enhance website’s effectiveness; provide recommendations to the executive team for CRM and CMS enhancements.
  • Interface with the destination’s website provider and SEO analyst to ensure content is updated and easily accessible by the end user.
• Digital Marketing Assistance – 20%
  • Email marketing
    • Implement content provided by the marketing and communications team for monthly consumer and partner newsletters.
    • Implement data maintenance practices to segment contacts to optimize open and click-through rates and minimize bounce rates.
    • Stay up to date with email marketing best practices, finding ways to nurture leads, drive conversions, and strengthen customer relationships.
  • Work with vendors to manage online advertising campaigns, including pay-per-click (PPC) advertising, display advertising, and retargeting campaigns to maximize reach, conversions, and return on investment (ROI).
  • Work in conjunction with partners and Senior Marketing Manager to provide and update destination information for third party websites.
• Other – 10%
  • Be a visible presence in the community to aid in the development of new partnerships between businesses, community organizations and SoIN Tourism.
  • Adapt and document evolving processes and procedures for the position, ensuring agility and responsiveness to changes.
  • Maintain clear communications with other staff members to create an effective team.
  • Maintain performance metrics relative to goals and analyze data for decision-making.
  • Work with the data team to monitor and analyze key performance indicators (KPIs) to assess the effectiveness of digital marketing initiatives.
  • Attend industry meetings and provide updates to meeting attendees where appropriate.
  • Participate in appropriate local, state, and national organizations, to grow existing and foster new partnerships; pursue professional development opportunities.

Desired Skills and Experience:

• A process enthusiast who understands cause and effect and can communicate complex details of databases and online experiences to people with a variety of skill levels.
• Proficiency in Microsoft Office Suite, CRM management and CMS coordination, with a focus on strategy development and execution.
• Demonstrated experience as a power-user of back-end online technology.
• Demonstrated experience working in a environment with other specialized team members completing projects and achieving desired results.
• Knowledge of database management principles relating to marketing tools and strategies, including SEO, social media, email marketing, and content marketing.
• Detail oriented with a strong focus on accuracy and quality of work.
• Demonstrated ability to quickly learn new systems and processes, particularly in adapting to different CRM platforms like Simpleview.
• Ability to independently identify issues and develop solutions before seeking assistance.
• Proven track record of meeting deadlines and managing multiple projects simultaneously.
• The ability to practice patience and persistence with partners while maintaining high expectations for one’s own performance.

• Ability to work independently and as part of a team in a multi-faceted environment.

The above is intended to describe the general content for the performance of this position. It is not to be construed as an exhaustive statement of responsibilities and duties.