The Los Angeles Tourism & Convention Board is recognized as the city’s official tourism marketing organization. The bureau is about to embark on a complete web revamp of www.discoverLosAngeles.com, and is seeking a digital marketing professional who has at least three years experience with SEO/PPC strategy and execution, e-Commerce, e-Communications, mobile platforms and analytic tools. The ideal candidate will develop and execute digital strategies to maximize LA Tourism’s efforts to build brand equity, effectively position Los Angeles in the consumer, trade and meetings markets, as well as engage and inspire the bureau’s key audiences.
Job Responsibilities:
- Researches and implements SEO best practices inclusive of keyword building and backwards links
- Implements and manages PPC campaigns on behalf of the bureau in promoting Los Angeles with the objective of driving referrals to key stakeholders such as hotels
- Assists in the management of the bureau’s website migration to ensure web traffic remains intact with the objective of growth
- Manages the bureau’s distribution of mass and targeted e-Communications and applies best practices to improve opens and click through rates
- Creates and manages reporting to analyze and improve digital performance
- Evaluates existing digital channels, creates plan for improvements and implements changes in collaboration with various departments involved in the website migration
- Develops, executes and refines digital marketing strategies and tactics for all areas of the organization to support LA Tourism's mission and strategic objectives
- Manages the bureau’s digital contest/sweepstakes
- Researches and analyzes competitive digital activity, conducts surveys to better understand audience needs and generates concepts to improve the user experience and maximize revenue
- Researches and identifies relevant new technologies and digital marketing strategies to improve LA Tourism's marketing efforts
- Reports to the Director of Digital Marketing
- Bachelor's degree, preferably in digital media, marketing, communications or a related field
- 3-5 years experience in $300k+/year PPC campaigns, marketing/communications, digital media, online communications, web management or a related field
- Proven expertise with Google Analytics and other measurement tools such as Omniture and Radian 6
- Strong knowledge of online communications strategies and tactics, usability standards, branding and latest digital technologies, tools and best practices
- Excellent writing and editing skills and the ability to write for a variety of audiences in a variety of formats
- Proven strategic planning and analytical skills
- Experience with market research, development and execution of strategic online communications plans and integrated e-marketing initiatives
- Experience in tracking and analyzing data and trends
- Knowledge of content management systems, HTML, Microsoft Office applications, mobile platforms, and graphic design applications including Adobe Creative Suite products
- Strong project management skills
The mission of the Los Angeles Tourism & Convention Board is to advance the prosperity of LA's visitor economy and the livelihoods that depend on it. This is achieved by sales and marketing to the principle segments of both the domestic and international travel trade and consumer.
In particular, LA Tourism represents the LA destination to the meetings and convention industry nationwide; the international travel trade and traveler; the cruise passenger and cruise lines; the domestic leisure traveler; as well as the worldwide travel media.
LA Tourism is a private, nonprofit 501(c)(6) business association contracted by the City of Los Angeles. It is staffed by 75 employees. With headquarters in Los Angeles, LA Tourism has sales representation throughout the United States. LA Tourism also maintains international marketing offices in alliance with Los Angeles World Airports (LAWA) in Tokyo, London and Beijing. Though not part of city government, LA Tourism is recognized as the city’s official tourism marketing organization.
Salary: $65,000-$75,000
Benefits: 401K/403B, Dental, Health
Job Duration: Full Time
Experience Level: 3-5 years
Please submit your resume to Antoinette Lara, hr@lainc.us.
