Sr. Director of Marketing – Domestic Tourism
Statement of Duties
The Sr. Director of Domestic Tourism Marketing plays a strategic leadership role in advancing Rhode Island’s domestic tourism growth by shaping, executing, and continuously optimizing integrated marketing strategies. Working closely with the Chief Marketing Officer, this role translates statewide brand positioning into high-impact tourism campaigns that drive visitation, economic impact, and long-term brand equity.
Position Functions
The essential functions and duties listed below are intended only as illustration of the various types of work that may be performed. The omission of specific statements of duties does not exclude them from the position if work is similar, or related or a logical assignment to the position.
Essential Functions
Strategy & Planning
- Partner with the CMO to develop, refine, and execute the domestic tourism marketing strategy in alignment with Rhode Island Commerce’s broader brand and economic development goals.
- Leverage market research, visitor insights, and performance data to inform strategy, prioritize investments, and optimize campaigns.
- Lead annual tourism marketing planning, including objectives, budgets, timelines, and success metrics.
Campaign & Brand Leadership
- Direct integrated domestic tourism campaigns across paid, owned, and earned channels, ensuring clear brand positioning, compelling storytelling, and consistent messaging.
- Provide strategic oversight of tourism PR, social media (influencer partnerships), digital advertising, and content development to maximize reach and engagement.
- Oversee the tourism website as a core brand platform, ensuring content, UX, and performance align with visitor needs and strategic goals.
Performance & Optimization
- Establish and monitor KPIs to evaluate campaign effectiveness, visitor engagement, and return on marketing investment.
- Use performance insights to recommend adjustments to media mix, messaging, and creative execution throughout the campaign lifecycle.
Partnership & Stakeholder Leadership
- Serve as a strategic liaison to Rhode Island’s tourism regions, airport, major attractions, and hospitality partners, aligning local efforts with statewide priorities.
- Lead the strategic vision and activation of Rhode Island’s presence at signature events, including the Big E, to reinforce brand awareness and visitation intent.
Operations & Team Leadership
- Provide leadership and direction to tourism marketing staff, fostering a culture of collaboration, accountability, and innovation.
- Oversee vendor and agency relationships, procurement processes, and budget management to ensure efficient, high-quality execution.
- Ensure strong cross-functional coordination with communications, brand, and business development teams.
Key Competencies
- Strategic Thinking & Insight: Synthesizes data, trends, and market dynamics into clear marketing strategies.
- Brand Stewardship: Champions consistent, compelling brand storytelling across all tourism touchpoints.
- Integrated Marketing Leadership: Orchestrates campaigns across channels and partners for maximum impact.
- Performance Orientation: Uses metrics and insights to drive continuous improvement.
- Collaborative Leadership: Builds alignment across teams, partners, and stakeholders.
- Passion: Exhibits dynamism, excitement, and a positive can-do attitude.
Professional Qualification
- A bachelor’s degree in marketing, hospitality, or a relevant field is preferred.
- At least 5-7 of substantive professional experience in brand marketing, integrated marketing, advertising, or related field.
- Ability to recognize fresh approaches to marketing, work independently and manage multiple projects.
- Strong understanding of digital, content, PR, and performance marketing.
- Proven ability to translate insights into strategic decisions.
- Exceptional written and verbal communication skills.
- Experience managing teams, agencies, and complex stakeholder relationships
Supervisory Responsibilities
Responsible for the overall direction, coordination, and evaluation. Carries out supervisory responsibilities in accordance with the organization's policies and applicable laws. Responsibilities include training employees; planning, assigning, and directing work; appraising performance; rewarding and disciplining employees; addressing complaints and resolving problems.
Classification
Regular Full Time – 37.5 Hours per Week Salary / Exempt
Reports to
Chief Marketing Officer
The Rhode Island Commerce Corporation (the ‘Corporation’) is an Equal Opportunity Employer. The Corporation does not discriminate on the basis of race, religion, color, sex, gender identity, sexual orientation, age, non-disqualifying physical or mental disability, national origin, veteran status or any other basis covered by applicable law. All employment is decided on the basis of qualifications, merit, and business need. The Corporation will not tolerate discrimination or harassment based on any of these characteristics.