the Ladders
Director of Marketing and Communications
the Ladders, Lake Junaluska, NC
Job Details
Job Location
Lake Junaluska Assembly Inc - Lake Junaluska, NC
Position Type
Full Time
Education Level
4 Year Degree
Travel Percentage
None
Job Shift
Day
Job Category
Admin - Clerical
Description
LJA Mission Statement:
The mission of Lake Junaluska is to be a place of Christian hospitality where lives are transformed through renewal of soul, mind and body.
Located in the Smoky Mountains of Western North Carolina, Lake Junaluska is a conference and retreat center that hosts over 50,000 overnight guests annually. We have over 400 lodging rooms, a campground, and meeting space for up to 2,000 people. All of our facilities are located on a scenic 1,200-acre campus that boasts panoramic views, abundant recreation opportunities, and a 200-acre lake. Our market ranges from youth groups to affluent leisure guests primarily from the Southeastern U.S.
Position Summary:
The primary purpose of this position is the strategic direction and implementation of marketing programs, both short- and long-term, to increase group and leisure business, market awareness, revenue growth, and the expansion of Lake Junaluska products and/or services. This position will work closely with the Director of Advancement, Director of Revenue, Director of Sales, Executive Director and members of the Lake Junaluska Leadership Team. The role consists of working directly with department managers to provide marketing direction, coaching and to assist in implementing the management and creation of websites, content, online marketing, social media and offline marketing channels.
The Director of Marketing and Communications will direct, manage, and assist with the development and creation of new online marketing programs, specifically managing a large portion of SEO, content-related initiatives, and programs. The Director of Marketing and Communications will coordinate with outside digital agencies, contract employees, and Lake Junaluska staff to ensure all objectives are achieved and revenue is maximized. The ideal candidate is energetic and passionate about all facets of marketing.
Instructions for Completion of Application:
A resume and a cover letter are required for this application to be considered complete. For technical issues with applications or attachments, email [redacted].
Essential Functions:
Qualifications
Knowledge, Skills and Abilities
Job Location
Lake Junaluska Assembly Inc - Lake Junaluska, NC
Position Type
Full Time
Education Level
4 Year Degree
Travel Percentage
None
Job Shift
Day
Job Category
Admin - Clerical
Description
LJA Mission Statement:
The mission of Lake Junaluska is to be a place of Christian hospitality where lives are transformed through renewal of soul, mind and body.
Located in the Smoky Mountains of Western North Carolina, Lake Junaluska is a conference and retreat center that hosts over 50,000 overnight guests annually. We have over 400 lodging rooms, a campground, and meeting space for up to 2,000 people. All of our facilities are located on a scenic 1,200-acre campus that boasts panoramic views, abundant recreation opportunities, and a 200-acre lake. Our market ranges from youth groups to affluent leisure guests primarily from the Southeastern U.S.
Position Summary:
The primary purpose of this position is the strategic direction and implementation of marketing programs, both short- and long-term, to increase group and leisure business, market awareness, revenue growth, and the expansion of Lake Junaluska products and/or services. This position will work closely with the Director of Advancement, Director of Revenue, Director of Sales, Executive Director and members of the Lake Junaluska Leadership Team. The role consists of working directly with department managers to provide marketing direction, coaching and to assist in implementing the management and creation of websites, content, online marketing, social media and offline marketing channels.
The Director of Marketing and Communications will direct, manage, and assist with the development and creation of new online marketing programs, specifically managing a large portion of SEO, content-related initiatives, and programs. The Director of Marketing and Communications will coordinate with outside digital agencies, contract employees, and Lake Junaluska staff to ensure all objectives are achieved and revenue is maximized. The ideal candidate is energetic and passionate about all facets of marketing.
Instructions for Completion of Application:
A resume and a cover letter are required for this application to be considered complete. For technical issues with applications or attachments, email [redacted].
Essential Functions:
- Online Content / Optimization / Maintenance
- Manage online presence with an emphasis on creating unique and engaging content.
- Coordinate work with a website technician and host on technical Lake Junaluska website updates.
- Work with departments, contract employees and agencies to ensure that Lake Junaluska websites have up-to-date, accurate information and are optimized using current best practices for SEO.
- Direct, manage, or assist in all areas related to online/digital marketing, including website development and online marketing.
- Conduct and track ongoing email marketing campaigns.
- Utilize current reporting from reservations or sales systems and Google Analytics to drive improved content and marketing initiatives and decisions.
- Recommend changes and new reporting based on changes in technology, CMS or other areas in conjunction with changing business needs.
- Manage paid Lake Junaluska listings on external websites.
- Review external websites that publish Lake Junaluska information and coordinate or assist with requests to update content when needed.
- Must possess excellent hospitality skills and a strong desire to foster an attitude of Christian hospitality to "exceed guest expectations".
- Comply with all safety policies, practices and procedures and report any unsafe activities or conditions immediately to supervisor or the Human Resources department.
- Perform other duties and responsibilities as assigned and required.
- Oversee, plan content and coach on channels including Facebook, Instagram, LinkedIn and others as needed.
- Set ambitious growth and engagement goals on all platforms.
- Continually manage social media accounts, including Facebook, Instagram, LinkedIn and YouTube, ensuring images, video and text are consistent with the brand identity and positioning.
- Research and stay abreast of emerging trends in social media.
- Monitor online brand reputation through social media listening and assist with management responses where needed for online review websites, including Google, Tripadvisor and Yelp.
- Utilize current reporting from agencies, Google Analytics, and social networks to drive improved content and social marketing initiatives and decisions.
- Recommend changes and new reporting based on changes in technology, social networks, or other areas in conjunction with changing business needs.
- Direct and manage Public Relations initiatives with the support of internal staff, agencies, or contract employees.
- Oversee Lake Junaluska news releases and assist with community announcements.
- Serve as a media liaison.
- Serve on the crisis communications team and assist with crisis communications.
- Utilize current reporting from agencies and third-party sources to drive improved content, PR initiatives, and decisions.
- Work with departments and outside vendors to create professional and well-branded documents, promotional publications and signage.
- Serve as an editorial director of publications including Discover Lake Junaluska magazine and visitor guide.
- Direct, manage or assist in the development of creative materials, online and offline, to support both corporate and advancement goals.
- Manage media, including photography and video, with the support of internal staff, agencies, or contract employees.
- Maintain an up-to-date and well-organized media library for corporate and property use and requests.
- Manage promotional packages/campaigns, including requesting creative, drafting the communication plan, and sending a marketing recap once completed.
- Use project management software to build projects, assign tasks and monitor progress on marketing initiatives and projects to completion.
- Manage the budget and process department revenue and payments.
- Plan and place paid advertisements, digital and print.
- Apply for grant funding for tourism-related marketing initiatives and oversee requests for payment and follow-up reports.
- Prepare marketing department reports.
- Supervise 2 or more marketing professionals; to include scheduling, timecard approvals, effectively managing overtime and staff training/development efforts.
- Interview, hire and train a qualified and effective marketing team.
- Delegate and/or coordinate complicated tasks with appropriate staffing levels and direction.
- Position requires an encouraging, positive attitude and ability to effectively manage staff, motivate them and assign duties.
- Responsible for ensuring marketing personnel are appropriately trained and certified in all relevant areas of their position.
Qualifications
Knowledge, Skills and Abilities
- A combination of education and experience equivalent to a bachelor's degree and a minimum of 2 years related experience and training.
- Must have excellent organization and written communication skills, with the ability to quickly create marketing information. Ability to develop and implement plans independently based on broad-based organizational objectives.
- Should be highly motivated, team-oriented and able to manage full time staff, contract employees, interns and volunteers.
- Ability to interact with a wide range of people in varied situations.
- Knowledge and experience with Microsoft Office, HTML, Windows and Mac OS are crucial.
- Knowledge of the beliefs, structure and programs of The United Methodist Church and have a commitment to the Christian faith.
- Hospitality industry experience is highly desired.
- Current search engine optimization (SEO) strategies
- Google Analytics
- Use of content management systems (CMSs)
- Writing content for online and print channels
- Administrative knowledge of social media sites, including Facebook, Instagram, LinkedIn and YouTube
- Adobe Creative Suite including Photoshop, Illustrator, and Acrobat
- Microsoft Excel, Word, Publisher, and PowerPoint
- Google Workspace
- Asana/Project Management Software
- Constant Contact/Email Software
- WordPress/Content Management Systems
- Be punctual to work and other related functions; perform well in a team environment; complete work in a timely, accurate, and thorough manner; be conscientious about assignments and be able to prioritize daily tasks and events.
- Must be a team player and cooperate with all staff.
- Ability to receive guidance with respect to general objectives; in the majority of tasks and projects assigned, occasionally determine methods, work sequence, scheduling and how to achieve objectives of assignments; operate within specific policy guidelines.
- Able to work independently but operate within department policy guidelines using independent judgment.
- Strive for quality in all tasks and/or duties.
- Participate in proactive team efforts to achieve departmental and company goals.
- Provide leadership to others through example and sharing of knowledge/skill.
- Light to moderate physical activity performing non-strenuous administrative type work.
- Well-lighted, heated and/or air-conditioned indoor office setting with adequate ventilation, with quiet to moderate noise.
- Physical demands: able to lift up to 25 pounds, manual dexterity sufficient to reach/handle items
- Climb, balance, stoop, kneel; frequently moves about, able to stand, walk, and sit for extended periods
- At times, be outdoors in all weather conditions.
- Vision: must be able to see close, have good color vision to perform daily duties.
- Hours: 8:00 a.m. to 5:00 p.m. Monday through Friday, nights, weekend, holiday, OT, as needed. Occasional overnight travel.