The Social Media & Tourism Marketing Manager is responsible for developing and executing marketing strategies that enhance Lancaster’s reputation as a premier destination. This role will promote City events, local businesses, and attractions through social media, digital marketing, and traditional media, increasing visitor engagement and economic growth.
The Manager will create and manage tourism-focused content, maintain the City’s tourism-related social media presence, oversee website and digital platforms, track performance metrics, and support special events. This position requires strong storytelling skills, creativity, and data-driven marketing strategies to position Lancaster as a vibrant place to visit and explore.
This position reports to the Bureau Chief of Tourism & Promotions and requires the ability to work flexible hours, including periodic evenings, weekends, and holidays.
- Develop engaging and visually appealing social media content (photos, videos, posts, reels).
- Write compelling captions, stories, and tourism-related copy to align with Lancaster’s brand voice.
- Maintain and update social media accounts (Facebook, Instagram, TikTok, Twitter, LinkedIn).
- Monitor and respond to comments, messages, and inquiries to engage with potential visitors and locals.
- Capture and edit photography and videography for promotional use.
- Develop and execute integrated marketing campaigns to promote tourism, events, and businesses.
- Implement paid digital advertising strategies to expand reach and engagement.
- Collaborate with local businesses, attractions, and tourism partners to enhance marketing efforts.
- Assist in the creation of print and digital advertisements, brochures, and promotional materials.
- Coordinate seasonal and thematic tourism promotions to increase visitor interest.
- Build relationships with local businesses, cultural organizations, and tourism stakeholders to amplify promotional efforts.
- Attend and represent Lancaster at networking events, trade shows, and industry conferences.
- Develop partnerships with state and regional tourism agencies to enhance city-wide promotions.
- Support tourism-related events through on-site marketing, promotions, and content creation.
- Maintain and update tourism-related websites to ensure accurate and timely information.
- Manage and improve content on Lancaster tourism apps and event listings.
- Integrate social media feeds and digital campaigns across platforms.
- Ensure all digital content is accessible, engaging, and aligned with branding.
- Monitor and report on social media engagement, marketing ROI, and tourism trends.
- Track visitor statistics, campaign performance, and online interactions to optimize future marketing strategies.
- Conduct surveys and audience research to identify opportunities for engagement.
- Provide monthly reports on marketing performance and recommendations for growth.Education, Training and Experience
- Bachelor’s degree in Marketing, Communications, Public Relations, Digital Media, or a related field (or equivalent experience).
- 2-4 years of experience in tourism marketing, social media management, digital marketing, or public relations.
Licenses and Certificates
- Valid driver’s license required
Environmental Conditions
- Ability to lift and carry materials up to 10 pounds occasionally.
- Work requires sitting, standing, kneeling, and repetitive motions.
- Visual acuity is needed for computer work, photography, and content creation.
- The ability to work flexible hours, including evenings, weekends, and holidays as needed for events and promotions.
Safety Equipment Used or Needed
Comments
- This description was prepared to indicate the kinds of activities and levels of work difficulty required of positions in this class. It is not intended as a complete list of specific duties and responsibilities.
- Follows safe practices in the performance of the position duties.
- Strong understanding of social media best practices, digital marketing strategies, and content creation.
- Experience in developing marketing campaigns and managing brand identity.
- Knowledge of event promotion, tourism marketing, and local economic development.
- Proficiency in graphic design, photography, and video production tools (e.g., Adobe Creative Suite, Canva, etc.).
- Strong writing skills with the ability to craft engaging marketing copy.
- Experience with paid social media advertising and digital analytics.
- Knowledge of Lancaster’s tourism landscape, local attractions, and community events.
- Ability to use website content management systems (CMS) and email marketing tools.
- Understanding of SEO, website analytics, and tourism data analysis.
- Excellent communication and public speaking skills.
- Ability to work independently and in a team environment.
- Strong organizational and project management abilities.
- Creative problem-solving and strategic thinking skills.
