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Marketing Manager- Inn at Bay Harbor

Petoskey, MI

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OverviewnFull-time, year-round position in the marketing department at Inn at Bay Harbor. Marketing Manager develops and implements social media plans that support the unique brands while actively engaging consumers and driving revenue across all segments of the resort. Also responsible for creating email marketing campaigns to generate revenue, performing database queries, and analyzing analytics and data to inform decisions, updating resort websites, creating blog content, and overseeing printing of in-house collateral and signage. nResponsibilitiesnPrimary Responsibilities (including but not limited to):nn Creates email templates and assets using Adobe Dreamweaver and Photoshopn Drives the creation of effective and dynamic email campaignsn Authors email marketing campaign messages that are on brand and meet the objectives of the campaign, e.g. increase revenue, reservations, attendance, etc.n Support the implementation of new automated email initiativesn Creates and implements email content calendars and timelinesn Ensures marketing content is clearly conveyed to audiences and is in adherence to the resortu2019s brand voice and guidelinesn Proofreads content for clarity, grammar and spellingn Responsible for multi-device (desktop, mobile, tablet) and email application (Gmail, Outlook) testingn Maintains up-to-date email reporting and statisticsn Provides quality assurance email testing of all campaigns, including URL testing, creative and content approvalsn Understands and adheres to best practices in relation to landing pages, call to actions (CTA), and conversion rate optimization (CRO).n Recommends improvements related to messaging, targeting, and segmentation based on datan Ability and understanding in building out customer segmentsn Ability to create drip and nurture campaignsn Capacity to analyze campaign performance and data analytics and make astute changes based on resultsn Monitors campaigns post-deployment to validate completion and effectivenessn Create, edit, and publish content to social media regularlyn Participate in social media planning and buyingn Social measurement; metrics, tracking, and reporting n Use web analytics to maximize social traffic to home website   n Cultivate the online relationship with our customers and ensure all consumer comments/requests on social channels are responded to/handled in a timely mannern Serve as the social media expert for the company; research and share key trends and emerging channelsn Assist creating scripts, shot lists and creative vision of video edits and photo shoots based on campaign objectivesn Shoot photo and video images of resort and activities for use in social media and other resort marketing content. Assemble raw material into a finished product that meets objectives. n Responsible for working with the Print Shop on fulfillment of resort wide requests for collateral, including welcome tri-folds, restaurant and spa menus, etc. n Creates, edits, and publishes regular web content on,, and the Innu2019s site n Creates regular blog content that is on brand, utilizing keywords to ensure SEO optimization and promoting the services and activities that are available on-property and locally that will assist in extending the resortu2019s communications and marketing reachn Serves as the primary resort representative at limited outside events such as trade shows, sponsored events, and community eventn Assists the Director of Marketing with day-to-day operations as needed n Performs all other duties as assigned within the scope of workn Responsibilities include a flexible schedule working evenings and weekends as neededn  nnQualificationsnJob Qualifications & Desired Skillsnn Bacheloru2019s degree in Marketing, Advertising, or related fieldn Demonstrable experience designing and developing email campaignn Experience with of HTML/CSS (Adobe Dreamweaver) and responsive designn Excellent design (Adobe Photoshop, Adobe Illustrator) problem solving skillsn Experience with major ESP providers - IBM Watson a plusn Experience with Adobe Creative Suite, Web Content Management systems, Microsoft Office, and blogging platformsn Experience creating database queries and defining new audience typesn Experience with email marketing reputation and list hygiene tools - Litmus a plus. n Good understanding of database concepts and segmentationn Detail oriented, organized, and able to manage multiple projects, plans, and deliverablesn Ability to work independently n Superior writing and editing skills with proven ability to create unique and compelling copy.n Proven photography and videography experiencen Knowledgeable of social media platforms and social analyticsn Superior writing and editing skills with a proven ability to create unique and compelling copyn Understanding of SEO, content categorization and structure, content development, distribution and measurementn Preference for resort experience or having worked in the hospitality industryn Ability to work flexible schedule, including weekends, and able travel to conferences, sponsored events, etc. as needednn 

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