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Class Title of Each Position Reporting to Directly to This Position
• TDC Program Manager
• Facility Rentals & Events Coordinator
Role and Responsibilities
The Executive Director is responsible for overall administration of all functions of the TDC, including administration, advertising and marketing, public relations, operations and visitor center management, event coordination and management, and all other functions performed through or on behalf of the TDC. These responsibilities include, but are not limited to: budget preparation, marketing plan development and implementation, visitor center staffing, TDC administration, acting as the spokesperson and media representative for the TDC, appearing before the Jackson County Board of County Commissioners on behalf of the TDC, working with professional and volunteer organizations and committees, and serving as contract monitor for grants awarded by the TDC or contracts entered into by the TDC.
Essential Job Functions
GENERAL & ADMINISTRATIVE SCOPE OF DUTIES:
· Prepares and submits for approval an annual operating budget and business plan encompassing all activities and
operations of the TDC
· Develops and implements the TDC’s marketing, advertising, and public relations plan, including specific promotional
strategies and plans to pull traffic off I-10 and other transportation arteries into Jackson County
· Manages day-to-day TDC and visitor center operations, including visitor center weekday and weekend staffing, and
establishment of appropriate operating and staffing procedures
· Insures all tourist inquiries are responded to appropriately in a timely manner to insure visitors and guests have the
highest quality experience possible
· Administers the TDC grant application and administration process
· Acts as secretary to the TDC by preparing the agenda, sending legal notices of meetings, insuring accurate
documentation of the minutes of TDC meetings, and submitting recommendations and documentation to the Jackson County Board of County Commissioners as required
· Serves as primary liaison between the TDC, the Jackson County Board of County Commissioners, and VISIT FLORIDA.
· Ensures all actions of the TDC and its staff are in compliance with Florida statutes, county ordinances, and TDC
policies and guidelines
· Maintains good working relationships with VISIT FLORIDA (the State’s tourism agency), other TDCs and CVBs
(Convention and Visitor Bureaus), the Jackson County Economic Development Council, municipalities in Jackson County, and local civic clubs/organizations
· Works closely with local accommodations and other tourism related businesses to increase the effectiveness of all
tourism development activities
· Conducts appropriate market research and keeps the TDC apprised of tourism trends
· Collaborates with tourism agencies in neighboring counties to develop and implement regional initiatives.
· Serves as Film Liason for Jackson County insuring proper communication with appropriate personnel on all projects
and building good rapport with departments and staff County-wide.
ADVERTISING, MARKETING, AND PUBLIC RELATIONS SCOPE OF DUTIES:
The TDC Executive Director is responsible for all aspects of advertising, marketing, and public relations, including but not limited to advertising agency selection and coordination, image and message development, materials production, media buying, and press relations. Develops, implements, and manages the TDC’s communications with the public, press, media, tourism industry, government entities, municipalities, and civic/community organizations.
· Serves as official press spokesperson and public information officer for the TDC
· Secures publicity about Jackson County tourism assets in regional, national, and international media outlets through effective public relations initiatives
· Develops a comprehensive advertising and marketing plan that addresses the goals of the TDC and achieves optimum efficiency and effectiveness within the budget available
· Develops, produces, and distributes marketing materials, including advertising and publicity programs, publications, and exhibits
· Attends trade and consumer trade shows to promote the County’s tourism industry as a representative. Develops and coordinates familiarization tours for media and potential clients.
· Responsible for image and message development, including selection of key story points and creative image concepts
· Serves as primary point of contact with all advertising media to secure maximum exposure and effectiveness from promotional campaigns. Responsible for coordinating media schedules and ad placement
· Works with webmaster to continuously improve the content and effectiveness of the website. Incorporates and increases the use of social media and email marketing to increase reach to targeted audiences
· Educates the local community about the importance of tourism by interacting with and speaking at civic and social clubs and organizations, issuing press releases, and nurturing relationships with local media partners
EVENT SCOPE OF DUTIES:
The TDC Executive Director is responsible for working with event planners to insure events funded by the TDC achieve the desired goals.
· Review all TDC grant requests for Events to insure compliance with guidelines
· Provides event planners with assistance in developing an effective marketing plan for their events, and serves as an
advisor and marketing resource to increase effectiveness and results
· Administer event funding process in accordance with TDC guidelines and direction
· Monitor events for effectiveness by implementation of appropriate survey instruments, visitor data capture, and
personal observation
· Collaborate with neighboring TDCs in the development of successful regional events and the creation of joint
promotional initiatives
OPERATIONS SCOPE OF DUTIES:
The TDC Executive Director manages the Visitor Information Center and its staff, promotes the Visitors Center as an information resource center, provides continuous availability of visitor information materials, and insures that all visitors have a superior experience with their encounters at the Visitor Center.
· Manages all aspects of Visitor Information Center operations and staff
· Responsible for maintaining a professional, business-like atmosphere in the Visitor Center through staff and
volunteers who demonstrate adequate community knowledge, dress appropriately, present a positive attitude, and
exhibit a desire to be of service to the public
· Provides information and materials about Jackson County to all interested parties, guests, and inquiries, whether in
person, by phone, fax, email, or other means of communication
· Insures continuous availability of marketing and information materials for visitors
· Maintains a log and database of all inquiries and visits, capturing as much information about the inquiring party as
possible
• (These essential job functions are not to be construed as a complete statement of all duties performed. Employees will be required to perform other job related duties as required.)
(The above information on this description has been designed to indicate the general nature and level of work performed by employees within this classification. It is not designed to contain or be interpreted as a comprehensive inventory of all duties or requirements of this position.)
Qualifications and Education Requirements
Bachelor’s degree in Marketing, advertising, public relations, tourism, or related field, with a minimum of three (3) years of experience in tourism promotions and special events preferred, including or supplemented by three years supervisory experience. A comparable amount of training and/or experience may be substituted for the minimum qualifications. Must have a valid FL drivers license prior to employment.
Knowledge, Skills, and Abilities
· Exceptional written Demonstrated capability to lead, manage, and influence people, organizations, and work.
· Ability to work in a political environment and recognize/be sensitive to local issues, concerns, and agendas
· Communication skills: Must be able to write fluently and professionally at a level that will withstand widespread
public scrutiny
· Well-developed public speaking and oral communication skills: Must be able to give prepared and impromptu
speeches to audiences large and small, and be able to give effective interviews to representatives of electronic and
print media
· Must have strong organizational skills and possess the capacity to handle multiple activities and responsibilities
concurrently
· Solid creative instincts and knowledge of story structure and image development: Ability to both shape creative
ideas and work with content/creative producers to generate outstanding promotional messages and materials
· Must be computer literate, functional in contemporary electronic communication technologies, and able to manage
the use of those technologies
· Possess the ability to communicate and work with professionals in the advertising, marketing, promotions, and
tourism industry
Additional Requirements
Physical Requirements: Must be physically able to operate a variety of automated office machines including computers, typewriters, copiers, facsimile machines, etc. Must be physically able to operate a motor vehicle in a safe manner. Must be able to exert up to 20 pounds of force occasionally, and/or a negligible amount of force frequently or constantly to lift, carry, push, pull or otherwise move objects. Physical demand requirements are in excess of those for Sedentary Work. Light Work usually requires walking or standing to a significant degree. However, if the use of arm and/or leg controls requires exertion of forces greater than that for Sedentary Work and the worker sits most of the time, the job is rated for Light Work.
ENVIRONMENTAL CONDITIONS:
The employee is required to work inside, outside, and in close contact with others. The noise level in the work environment is usually moderate.
Data Conception: Requires the ability to compare and/or judge the readily observable, functional, structural or compositional characteristic (whether similar to or divergent from obvious standards) of documentation of policies and procedure.
Interpersonal Communication: Requires the ability to speak and/or signal people to convey or exchange information. Includes receiving instructions, assignments and/or directions from superiors.
Language Ability: Requires the ability to read a variety of correspondence, reports, forms, manual, invoices, surveys, etc. Requires the ability to prepare correspondence, reports, forms, meeting minutes, news releases, purchase orders, etc., using prescribed formats and conforming to all rules of punctuation, grammar diction, and style. Requires the ability to speak to people with poise, voice control and confidence.
Intelligence: Requires the ability to apply rational systems to solve practical problems and deal with a variety of concrete variables in situations where only limited standardized exists; to interpret a variety of instructions furnished in written, oral diagrammatic, or schedule form.
Verbal Aptitude: Requires the ability to record and deliver information, to explain procedures, to follow oral and written instructions. Must be able to communicate effectively and efficiently in standard English.
Numerical Aptitude: Requires the ability to utilize mathematical formulas; to add and subtract totals; to multiply and divide; to determine percentages and decimals; to interpret graphs; and to compute discounts, interest, profit and loss, and ratios and proportions.
Form/Spatial Aptitude: Requires the ability to inspect items for proper length, width, and shape.
Motor Coordination: Requires the ability to coordinate hands and eyes rapidly and accurately in using automated office equipment.
Manual Dexterity: Requires the ability to handle a variety of items, office equipment, control knobs, switches, etc. Must have minimal levels of eye/hand/foot coordination.
Color Discrimination: Requires the ability to differentiate between colors and shades of color.
Interpersonal Temperament: Requires the ability to deal with people beyond giving and receiving instructions. Must be adaptable to performing under stress and when confronted with persons acting under stress.
Physical Communication: Requires the ability to talk and/or hear: (talking: expressing ideas by means of spoken words; hearing - perceiving nature of sounds by ear). Must be able to communicate via telephone.
(Reasonable accommodations will be made in accordance with existing ADA requirements for otherwise qualified individuals with a disability.)
This job description is not intended to be and should not be construed as an all-inclusive list of all the responsibilities, skills, or working conditions associated with the position. While it is intended to accurately reflect the position activities and requirements, management reserves the right to modify, add, or remove duties and assign other duties as necessary. This job description does not constitute a written or implied contract of employment.
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