Digital Marketing Manager
Professional Profile
A seasoned manager with more than a decade of experience in digital marketing. Areas of expertise and knowledge include digital trends, emerging technologies, social media platforms, search engine optimization, data analytics, and the San Diego destination. Resourceful, flexible and well-respected team member and supervisor with a strong work ethic who is eager to learn.
Professional Experience
Digital Manager
San Diego Tourism Authority | March 2021-Present
- Lead and mentor two full-time staff; Social Media Coordinator and Content Editor.
- Provide editorial direction for owned B2C digital platforms including content planning, development and execution for website, email and social media.
- Partner with marketing leadership team to set data-driven strategic marketing goals, ensure message alignment across owned channels and communicate the value of tourism to a diverse group of stakeholders.
- Define, analyze, interpret and report on annual goal of 25 million audience engagements.
- Manage $100,000 Facebook and Instagram amplification budget and program of work to extend the reach and increase the engagement of SDTA’s owned audiences, look-alike audiences and potential travelers.
- Develop new private source revenue opportunities via SDTA’s owned channels.
- Manage domestic social media agency and other third-party relationships from initial program of work negotiations through implementation of contracts.
Social Media Manager
San Diego Tourism Authority | 2016-2021
- Supervised full-time Marketing Services Coordinator.
- Directed international agencies in China, Mexico, and Japan on B2C content for Weibo, WeChat, Yzihibo, Facebook and Instagram.
- Led the development of a WeChat microsite with localized content to inspire and inform Chinese travelers on the breadth and depth of San Diego travel options.
- Managed event planning to produce SDTA’s quarterly social media workshops.
- Collaborated with Director of Communications to determine editorial direction of owned channels based on social trends, traffic analytics and brand research.
Interactive Editor
San Diego Tourism Authority | 2011-2016
- Planned, calendared and executed SDTA’s B2C social media initiatives.
- Served as community manager to 500,000+ followers across all owned channels.
- Managed third-party social media agency on regional content development, sweepstakes, Facebook Live broadcasts and other programs of work as needed.
- Implemented best search engine optimization practices on website and blog content.
Education and Social Media Coordinator
San Diego Air & Space Museum | 2006-2011
- Created first cultural institution Twitter account (@SDASM) in Balboa Park in 2008.
- Established and managed the museum’s social media program of work.
- Designed, wrote and executed the Education Departments email program.
- Developed advertising campaigns utilizing social media outlets for special exhibitions and events resulting in increased attendance.
- Served as on-camera Museum representative for local media outlets.
Skills
- Proficient in social media publishing platforms (Sprout Social and Spredfast), CMS platforms (Sitecore and Wordpress), and email platforms (MAPP and ExactTarget).
- Adept at Google Analytics, Tableau, Facebook Insights and Twitter Stats
- Competent in HTML and CSS coding, WordPress deployment, and domain registration
- Proficient with Microsoft Office 365 and Google Workspace
Committees and Memberships
- Visit California - Content and Digital Committee Member
- Social Media Examiner - Social Media Marketing Society Member
Education
- Master of Arts in History, University of San Diego - January 2012
- Bachelor of Arts in History, San Diego State University - May 2006
