Manager, Integrated Trade Marketing

WHO WE ARE

Lindblad Expeditions is a true pioneer in Expedition Travel. From taking the first citizen explorers to Antarctica in 1966, opening the Galapagos and Easter Island to tourism in 1967, leading the first tourist expedition through the Northwest Passage in 1984, and launching our innovative partnership with National Geographic in 2004, we're now taking almost 30,000 guests a year to some of the world’s most remote and pristine locations on our fleet of 21 ships, and are committed to ensuring our guests experience the “Exhilaration of Discovery”.

ROLE OVERVIEW

The Manager of Integrated Trade Marketing is responsible for driving multi-channel trade marketing initiatives that promote B2B online sales, advisor leads, marketing return on investment, and successful integrated campaigns across B2B channels. This position will focus on developing and delivering compelling and engaging digital content that effectively reaches the advisor audience, drives online sales and portal registrations, and generates growth in the advisor audience. This manager will develop a deep understanding of the travel advisor audience and their needs, and will use this knowledge to create targeted and effective marketing campaigns.

Reporting to the Director of Trade Marketing, the Manager of Integrated Trade Marketing will understand the ecosystem of digital marketing channels and successfully leverage their experience in media buying and campaign execution. They will understand the goals of each trade marketing channel, including digital advertising, affinity groups, and charters, and collaborate closely with key stakeholders across the organization, including product marketing, sales, and analytics, to ensure that trade marketing initiatives are aligned with overall business objectives.

RESPONSIBILITIES & TASKS

• Multi-Channel Digital Marketing Campaign Development & Execution: Spearhead the creation and implementation of comprehensive digital marketing campaigns spanning various channels (email, social media, display advertising, etc.) to boost both online sales and trade revenue. Collaborate closely with trade marketing, product marketing, and external advertising partners to align campaign strategies and objectives. Oversee all aspects of campaign development, including strategy formulation, budget management, creative asset development, and performance tracking.
• Groups & Charter Sales Marketing Strategy Development & Execution: Devise and implement targeted marketing strategies to drive revenue growth within the Groups & Charter Sales segment. Identify and segment key customer groups, craft tailored marketing messages and offers, and manage promotional campaigns to maximize conversion rates.
• Trade Advertisement Workflow Management: Oversee the entire workflow for trade advertisements, from developing creative briefs and trafficking assets to scheduling creative kickoffs.Ensure seamless coordination between internal creative teams and external partners to deliver high-quality advertising materials on time and within budget.
• Digital Marketing Tracking & KPI Development: Establish robust tracking mechanisms across all digital marketing channels.Define key performance indicators (KPIs) and sales attribution strategies to accurately measure campaign effectiveness, budget utilization, and marketing ROI.Partner with analytics teams to gather and analyze performance data, and leverage insights to optimize campaigns and allocate resources efficiently.
• Comprehensive Trade Communication Management: Manage all aspects of trade communication, encompassing trade email marketing, website development and maintenance, social media engagement, trade advertising, affinity group outreach, charter marketing, and other relevant channels. Develop a deep understanding of the trade audience to create and implement impactful communication strategies that resonate across multiple touchpoints.
• Trade Social Strategy Development: Partner with the paid social media team to craft a comprehensive social media strategy tailored for travel advisors. Develop engaging creative content, launch impactful campaigns, and cultivate consistent brand messaging to foster a strong online presence and drive engagement within the travel advisor community.
• Trade Marketing Strategy Development: Work closely with the paid search team to enhance the existing trade marketing strategy through paid search initiatives. Focus on promoting leads, registrations, and online bookings via the travel advisor portal to generate measurable business results.
• Webinar Promotion & Publisher Negotiation: Collaborate with the webinar planning team to increase webinar registrations and attendance. Assist in publisher negotiations for paid webinars and promote them effectively across various channels to maximize reach and participation.
• Customer Segmentation & Targeting: Partner with the Database, Research & Analytics team to leverage data-driven insights for customer segmentation and targeting. Identify high-potential customer segments and develop optimal targeting strategies to enhance marketing campaign effectiveness and ROI.
• Industry Trends & Best Practices: Stay abreast of emerging trends and best practices within the digital marketing and travel industries. Actively participate in industry conferences, events, and networking opportunities.Continuously expand knowledge and skills to maintain a competitive edge.
• Trade Marketing Performance Reporting: Provide regular reports to senior management on trade marketing performance and ROI. Track and measure key metrics, analyze data, and present findings in a clear and concise manner to demonstrate the effectiveness of trade marketing initiatives.

KEY SKILLS & COMPETENCIES

• Digital Marketing Expertise: Deep understanding of digital marketing channels, strategies, and tactics, with a proven track record of success in driving online sales and lead generation.
• Trade Marketing Experience: Experience in developing and executing trade marketing campaigns, with a strong understanding of the travel advisor audience and their needs.
• Project Management Skills: Ability to manage multiple projects simultaneously, prioritize tasks effectively, and meet deadlines consistently.
• Analytical Competency: Ability to track and measure campaign performance, analyze data, and use insights to optimize campaigns and allocate budgets effectively.
• Communication: Excellent written and verbal communication skills, with the ability to communicate effectively with stakeholders at all levels of the organization.
• Collaboration: Ability to work effectively in a team environment and collaborate with colleagues across different departments.
• Leadership: Ability to lead and motivate a team, and to inspire others to achieve common goals.
• Problem-Solving Mindset: Ability to identify and solve problems creatively and effectively.
• Adaptability: Ability to adapt to change and thrive in a fast-paced environment.
• Passion for Travel: A genuine passion for the travel industry and a desire to help travel advisors succeed.

MINIMUM QUALIFICATIONS

• BA/BS in Marketing or related field, or equivalent industry experience
• 5+ years of marketing experience for highly regarded consumer brands 
• Strong knowledge and experience in digital advertising, product marketing, content creation and social media 
• Overall knowledge of digital marketing fundamentals, the ecosystem of media and the ability to see the details and the big picture of omni-channel marketing
• Demonstrated ability to successfully manage multiple projects from initiation to final delivery and ensure deadlines and schedules are met 
• Excellent writer and proofreader 
• Demonstrated excellence in project management 
• Highly analytical with the ability to interpret key metrics to guide optimal decision-making 
• Ability to work independently in a fast-paced, entrepreneurial environment 
• Demonstrated commitment to teamwork, with positivity, flexibility, and integrity
• Organized and capable of handling multiple projects simultaneously 
• Outstanding presentation and communication skills 
• Business relationship and partnership skills with internal marketing, sales and external advertising partners 
• Deadline-driven ability to fulfill campaign materials to develop effective campaigns
• Demonstrated commitment to teamwork, finding solutions, tenacity, integrity and the willingness to continuously learn
• The ability to be proactive and work independently as well as with others in a team environment 
• Proficient with MS Office, specifically Excel and PowerPoint 
• Ability to travel on occasion as required 
• Must be willing/able to work onsite in our Orlando offices 2-3 days p/week

PREFERRED QUALIFICATIONS

• MBA or master’s degree in marketing or related field 
• Experience and knowledge of the expedition cruise industry 
• Experience with the trade and travel industry 
• Experience supporting a sales team with marketing 

OUR BENEFITS

• Travel benefits for employees and their family 

• Health insurance including Medical, Dental, Vision

• 401(k) plan with employer match

• Long-Term Disability, Life & AD&D Insurance

• Flexible Spending Account (FSA) to be used for out-of-pocket medical and dependent care

• Pre-Tax Commuter Benefit

• 7-8 Paid Holidays

• 2-3 Floating Holiday Options (pro-rated per start date)

• Up to 15 days of vacation (pro-rated per anniversary year)

• Parental Leave

• Sick/personal days per city & state ordinance

• Pet Insurance discount

COMMUNICATION SKILLS

Using the English language, this person must have the ability to read, write, and comprehend policies, legal guidelines, correspondence, and memos. Must also possess the ability to effectively communicate--both in writing and orally--with a professional demeanor.

PHYSICAL DEMANDS

While performing the duties of this job, the employee is frequently required to sit, talk and hear. The employee will also be required to write and type. The employee is occasionally required to stand, walk, and reach with hands and arms.

COMPENSATION STATEMENT

Lindblad Expeditions determines the pay for positions using local, national, and industry-specific survey data. We evaluate external equity and the cost of labor/prevailing wage index in the relative marketplace for jobs directly comparable to jobs within our company. Our posted salary range is based on national data and may be refined for a candidate's region/town/cost of living.

For new hires, we strive to make competitive offers allowing the new employee room for future growth. Salaries will be based on the applicant’s location, level of experience, education, and specialized knowledge and skills. An employee/candidate with a stronger skill set will receive higher pay.

EQUAL OPPORTUNITY EMPLOYER STATEMENT

At Lindblad Expeditions, we simply could not do our work without the diverse kaleidoscope of humanity that creates and delivers our remarkable offerings across the planet. As a Company that respects and celebrates the inherent diversity in the places we explore, we recognize the need to mirror that same diversity and all the interconnected perspectives within our organization. We are committed to building a community of different genders, races, ages, sexual orientations, chosen identities, and countries of origin where every person brings their whole self to work and whose skills, talents, and abilities are valued. We believe we can explore further and in a more meaningful way by actively creating a more diverse and inclusive organization where everyone feels they belong.

Lindblad Expeditions is an equal opportunity employer. Individuals seeking employment at Lindblad Expeditions are considered without regard to race, sex, color, religion, national origin, age, disability, genetics, marital status, pregnancy, unemployment status, sexual orientation, citizenship status, or veteran status.