Digital Brand Manager

Are you a communications professional with a knack for digital marketing? Finger Lakes Wine Country Tourism Marketing Association (FLWC) is seeking a Digital Brand Manager to help bring the newly refreshed Finger Lakes Wine Country brand to life. 

FLWC is a not-for-profit organization that promotes the tourism assets and experiences together with the sense of place and quality of life of a five-county region in New York State that includes Chemung, Schuyler, Steuben, Tioga and Yates counties.  The organization's purpose is to "Establish Finger Lakes Wine Country as the Top-of-Mind Brand."

Reporting to the President, Finger Lakes Wine Country’s Digital Brand Manager will be a core member of the FLWC team and bring strong talents as a strategic marketer, creative thinker, digital champion, and brand storyteller.  Driving website traffic and growing digital engagement through website and email, the Digital Brand Manager will manage these digital marketing channels in an effort to increase awareness, strengthen reputation, and boost visibility of Finger Lakes Wine Country across a wide spectrum of audiences, including current visitors, aspirational visitors, residents, business, and community leaders.  

The Digital Brand Manager will drive FLWC’s digital marketing growth through the continued development of the online brand identity including the website and email marketing while assisting with digital advertising, specialty campaigns, and social media strategy and integration. The Digital Brand Manager will manage the industry and consumer email communications, lead generation and nurturing, development of marketing automation, and SEO.

The ideal Digital Brand Manager candidate will have a digital marketing background with a solid understanding of marketing strategies and tactics in today’s digitally driven world. For this position, the ideal candidate should be creative and comfortable working with a small team in a fast-paced, high energy environment that places value on differentiating strategies, collaboration, ethics, trust, and superb outcomes, all within a fun, tight-knit environment.

The Digital Brand Manager will:

  • Collaborate with a creative team of staff and contract marketing specialists in creating valuable and engaging content for our channels that attracts our target audiences
  • Own the voice and execution of key consumer and industry digital communication channels to ensure positive consistency of our brand and to ensure compliance with brand standards with the goal to improve brand recognition and reputation, focusing on our specific target audiences
  • Execute FLWC’s web marketing strategy by managing website content, functionality, SEO, lead forms, plug-ins, and other channel tactics, with the goal of increasing traffic and engagement
  • Manage databases of contacts (consumer and industry), business listings, events, etc.
  • Monitor website performance for continuous optimization
  • Build out, design (images, video and text), and execute email marketing campaigns
  • Manage digital assets, including photo and video libraries
  • Produce monthly and annual reports for digital marketing asset performance for staff leadership, Board of Directors, and investors
  • Assist with digital paid advertising program to drive website visitation, online engagement, and lead form completions
  • Identify and evaluate new digital technologies to keep FLWC at the forefront of change
  • Contribute to the seasonal strategy development process for the overall campaigns
  • Collaborate with the rest of the team in coordinating marketing events, trade shows, networking and sponsorships to increase our brand awareness
  • Implement lead generation strategies related to shows and events, email campaigns, and other customer interaction opportunities
  • Assist with additional marketing and communication strategies as needed to ensure the optimum performance of the brand

The ideal candidate will have:

  • Bachelor’s degree or higher, preferably in Marketing, Communications, Information Technology, Computer Science, Travel & Tourism, or a related field, required
  • 2-4 years of experience in digital marketing for brands or businesses, or in an advertising agency, marketing firm, public relations firm, or internal communications/marketing department
  • Passion for digital media and active desire to expand understanding and use of emerging media
  • Experience in planning, executing, and optimizing digital marketing campaigns across web and email
  • Experience using CRM & CMS systems, Google Analytics, and demonstrable experience with SEO/SEM
  • Experience with email marketing platforms (Constant Contact, Mail Chimp, etc.)
  • Working knowledge of HTML, CSS, and JavaScript development and constraints 
  • Strong computer experience, including knowledge of Microsoft Office (Word, Excel, Outlook, PowerPoint
  • Excellent writing, editing (images/video/text), presentation, and communication skills, including ability to think on one's feet and respond in clear, credible, and concise terms
  • Experience in graphic design software and tools (Adobe InDesign, Adobe Photoshop, Adobe Acrobat, Adobe Illustrator, etc.) a plus
  • Demonstrated ability to work independently and collaboratively, make decisions, and balance multiple projects
  • Positive attitude, creativity, adaptability, and strong relationship building and collaboration skills
  • Efficient, well organized, and highly self-motivated; accurate and detail-oriented with well-developed priority planning skills

Additional information:

Pay Range: Commensurate with experience

Salary and a full range of benefits (medical, dental, 401(k), vacation, etc.) will be detailed with finalists.

HOURS: Exempt, Full-Time, 40 hours per week, Monday-Friday, 9:00 a.m. to 5:00 p.m.

Note: As a member of our exempt work force, there could be occasions when a commitment beyond the normal workweek may be required. Minimal travel possible; less than 10%.

Finger Lakes Wine Country Tourism Marketing Association, Inc. is an equal opportunity employer and does not discriminate on the basis of age, race, color, creed, gender, sexual orientation, or handicapping conditions (or any other protected status) in its employment practices.

Application Instructions:

Interested candidates should email their resume, cover letter with salary requirements, and three references to  No phone calls.

Deadline for applications: December 1, 2019