Strategic Marketing Manager

SUMMARY

The Strategic Marketing Manager (SMM) serves as a key architect of Destination El Paso’s (DEP) marketing intelligence, supporting the organization’s dual mission as both the region’s destination marketing authority and the operator of city-owned venues and attractions. This role drives insight-based strategy across DEP’s three primary units:
Visit El Paso, El Paso Live, and El Paso Water Parks. By blending analytics, media strategy, and market research, the SMM deepens Destination El Paso’s understanding of audience behavior, event performance, and visitation trends. Working closely with internal teams, agency partners, and data vendors, the SMM ensures DEP’s marketing ecosystem remains agile, competitive, and aligned with the evolving needs of both tourism and venue operations.

• 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…