Strategic Marketing Manager

ESSENTIAL DUTIES AND RESPONSIBILITIES Data Integration & Analysis

• Collect and synthesize data from agency partners, Datafy (visitation insights platform), and other performance analytics platforms to create a unified marketing performance view for all DEP units.
• Integrate geolocation, credit card, digital media, and audience engagement data to map visitor behavior and campaign influence.
• Conduct quarterly deep‑dive market analyses for at least three priority markets, distinguishing Leisure and Convention segments.
• Maintain an active understanding of market trends, competitive activity, and audience shifts.

• Develop quarterly performance reports that distill multi‑source data into clear insights, trends, and strategic implications.
• Build detailed audience profiles per DEP unit to identify high‑value behaviors, channel performance, and engagement opportunities.
• Provide timely, on‑demand data support for leadership inquiries, presentations, and strategic planning.
• Supply DEP leadership and stakeholders with actionable intelligence that guides decision‑making.

• Translate insights into targeted, actionable marketing strategies tailored to specific markets and audience segments.
• Ensure recommendations align with historical performance and existing campaigns to maximize efficiency and avoid message duplication.
• Identify high‑opportunity markets and recommend activation concepts.
• Support collaborative planning with agencies to refine media mix modeling, creative direction, and campaign timing.

• Serve as DEP’s primary Datafy liaison; meet regularly to evaluate visitation trends, platform updates, and optimization opportunities.
• Produce four supplemental insights reports annually (e.g., event impact, point‑of‑interest performance, seasonal patterns).
• Deliver ad‑hoc reporting to internal teams summarizing findings and recommended next steps.
• Integrate Datafy visitation patterns into agency planning, campaign refinements, and long‑range strategy.

• Optimize marketing plans and budgets based on audience insights and best‑fit media channels.
• Support the Director of Marketing & Communications in identifying target audiences and crafting comprehensive media strategies.
• Review, negotiate, and evaluate media buys, ensuring strong ROI and alignment with DEP priorities.
• Supervise media placement for local and out‑of‑market campaigns across digital, broadcast, print, and social channels.
• Oversee campaign implementation and track performance for final settlement and reporting.
• Lead and support the Strategic Marketing team, providing guidance, setting priorities, and ensuring alignment with organizational goals.
• Oversee all event marketing initiatives, including campaign planning, creative development, on‑site promotions, and post‑event settlements.
• Monitor the full marketing billing process, ensuring accuracy in budgeting, invoicing, vendor payments, and financial tracking across all campaigns.

• Develop and implement digital strategies that drive web traffic, engagement, conversions, and other KPIs for Visit El Paso, El Paso Live, and El Paso Water Parks.
• Stay ahead of emerging digital tools, technologies, and consumer trends to keep DEP’s marketing efforts competitive.
• Evaluate customer journeys across digital and physical touchpoints to improve engagement and conversion.

• Partner with the Marketing Design Manager and creative team to develop multi‑channel creative assets.
• Support enhancement of DEP’s photo/video library with data‑driven content direction.
• Collaborate with agencies, vendors, and cross‑departmental teams to ensure alignment, consistency, and innovation.

• Bachelor’s degree in Marketing, Communications, Business, Data Analytics, or related field.
• Minimum 2 years of marketing analytics or data‑driven marketing experience; 3 years media buying preferred.
• Strong analytical mindset with experience interpreting complex datasets and translating findings into strategies.
• Proficiency with data visualization tools, analytics dashboards, and…