Director of Destination Brand Marketing, Finger Lakes Visitor Connection


Canandaigua, New York

Date Posted

Nov 11, 2021

Company Overview

Finger Lakes Visitors Connection is a 501c3 not-for-profit organization, with its principle funding coming through Ontario County and its mission to grow Ontario County through positive economic development initiatives.

We are a small team of about 7 people and partner with our neighboring counties and local chambers and BIDs to promote tourism to the county. When you join FLVC you are joining the third oldest and third largest Finger Lakes tourism promotion agency in the region. You will be working with passionate industry partners within Ontario County, the Finger Lakes Region and all over the world. Your work will contribute to the positioning of Ontario County's tourism industry as a major contributor to developing the destination organization of the future. Our roles are as curators of our destination, adopters of business intelligence, catalysts for economic development, activists in placemaking in our communities and collaborators within our strategic networks.

Finger Lakes Visitors Connection's home base is at 19 Susan B. Anthony Lane in Canandaigua, NY. The leadership promotes “workplace locational fluidity" with an eye on the benefits and team strength which result from being together at “home base."

  • Team members have the opportunity to travel locally, regionally and multi-state and enjoy local experiences as you promote our destination
  • Hybrid and remote work options are available.
  • For the Director of Destination Brand Marketing, residency in Ontario County is preferred.

You will be part of a team that is dedicated to curating, distinguishing, and developing Ontario County's destination brand – inspiring travel and creating economic vitality for our stakeholders and quality of life benefits for our residents. We are

  • Passionate for the Finger Lakes - and Ontario County in particular.
  • Love the travel and hospitality industry
  • Have a grounded focus on accessibility, sustainability, diversity, and equity.
  • Friendly and Fun; Laidback and professional, and genuine.

Job Description / Responsibilites

As Director of Destination Brand Marketing for Visit Finger Lakes, you will set and execute the marketing strategy, brand integration, and content development for Ontario County in New York's Finger Lakes. FLVC's new marketing leader will be well-versed in the strategic priorities of the organization, uses relevant tourism data and consumer sentiment index data to achieve long-term growth strategies. You are a self-declared data geek!

You have a keen sense for identifying the nuances of the marketing environment and initiating competitive strategies that respond to today's 'always on' consumers. You have a marketing superpower to see around corners that competitors don't see and unlock the value and opportunities that are there to be seized upon. You are an agile, entrepreneurial, strategic marketing leader.

You are passionate about the Finger Lakes; and an engaged participant in our communities. Community relationships, stakeholder engagement, data driven decision making and strong communication skills are your fortes.

What you'll do:

  • Lead the development of the marketing plan, based on trends, data and key learnings.
  • Provide ongoing insight and implementation of technology trends as they relate to destination websites, online marketing, social media, and content delivery.
  • Plan, articulate, execute and monitor B2B, B2C, B2-residents components of market and communications strategy.
  • Develop strategic partnerships and alliances with other NYS DMO's for marketing co-ops, itinerary development, promotions, and familiarization tours.
  • Develop corporate publications such as the annual report and business plans, speech writing and Executive Office communications, government, partner, and media relations.
  • Continually audit and adjust our destination's owned assets and promotional website(s), social media to ensure all are solid extensions of Ontario County - brand and are optimized for navigation and information for all audiences.
  • Develop a media relations strategy, leveraging existing media relationships and cultivating new contacts and engaging FLVC team members as advocates, hosts, and experts.

Supervisory Responsibilities, Professional Development, and Advancement

  • The Director of Destination Brand Marketing supervises marketing team members, content development staff and creative services vendors who are all chipping in to achieve our goals.
  • This position reports to the President and CEO with an opportunity to advance in leadership.
  • Annual professional development opportunities on a wide spectrum of timely topics are continually offered. The organization values education, networking, and professional associations.
  • Community connections are important here. You will be another team member who will represent FLVC at various local, state, and national organizations.
  • Flexible benefits package – developed with your life-stage needs in mind.


Minimum Qualifications:

  • Bachelor's degree in Business, English, communication, hospitality or related field; Masters or equivalent is a plus.
  • A minimum of five years of experience as a respected leader in strategic marketing and communications, multi-channel content creation (publishing or journalism) or media relations - in tourism or hospitality industry preferred.

Contact Information

Each qualified candidate is invited to submit a resume and a cover letter explaining why they would be an excellent fit for this position. Samples of any of the items mentioned here are welcome.

Finger Lakes Visitors Connection is committed to providing equal employment opportunities. We believe a diverse team brings a wider range of personal and professional experiences and perspectives. If you meet these requirements and are ready to embark on an exciting career opportunity, we'd like to hear from you!

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