Destination Salem Hiring Executive Director

The Opportunity

The Salem Office of Tourism and Cultural Affairs (dba Destination Salem) is seeking a strategic, collaborative, energetic, and experienced leader to serve as the organization’s next Executive Director.

About Destination Salem

Destination Salem’s mission is to cooperatively market, promote, and manage tourism in Salem, Massachusetts while advocating for the kind of tourism that improves the quality of life for Salem residents and provides the greatest economic benefits to Salem's taxpayers. A 501c(6) with an annual operating budget of approximately $1 million, Destination Salem is a public-private partnership governed by a volunteer Board of Directors. The organization is committed to excellence, integrity, and innovation in promoting Salem as a premier travel destination.

Since 2008, Destination Salem has promoted the City of Salem as one of the Commonwealth’s best destinations for visitors, both domestic and international, who are seeking an authentic New England experience, cultural enrichment, American history, fine dining, unique shopping, and fun activities. Our efforts have been met with great success as demonstrated by the growth in annual visitation from approximately 1.0 million in 2007 to more than 2.1 million in 2023.

A major economic engine for Salem, tourism significantly contributes to the success and vibrancy of a compact and walkable downtown that makes Salem a wonderful place to both visit and live. That said, the high levels of visitation, especially during the peak “Haunted Happenings” season, create many challenges for the community at large. Traffic, congestion, and large crowds can negatively impact the quality of life for some residents and challenge our infrastructure. Left unchecked, excessive tourism endangers both our natural and built environment.

As the official destination marketing and management organization (DMO) for the city, Destination Salem is poised to steward the tourism community through the next phase in its evolution and help ensure Salem’s long-term sustainability as a world-class destination.

Position Overview

The Executive Director at Destination Salem serves as the top leadership position within the organization and is responsible for spearheading strategic initiatives to promote and manage year-round, sustainable tourism in Salem. With an eye toward destination stewardship, directs all aspects of the organization including marketing, public relations, visitor services, finance, human resources, facilities, and information technology to achieve short- and long-term objectives. Serves as the public spokesperson and represents the organization to the local, state, national, and international tourism community. Accomplishes organizational objectives both independently and through subordinate staff that is currently comprised of an Assistant Director/Sales Manager, a Communications Manager, a Visitor Information Center Manager, and 8 - 12 part-time Visitor Center Information Specialists.

Primary Responsibilities

● Board Relations and Governance: Work with the Board of Directors to develop long-term strategic plans, annual goals, and meeting agendas. Attend and support all board and committee meetings, providing regular operational and financial reports. Aid in board member recruitment, orientation, and policy updates. Serve as a liaison between the board and staff.

● Financial Management: Collaborate with the Treasurer to create and oversee an annual budget supporting organizational programs. Monitor financial reports for adherence to budgets, adjusting operations, as necessary. Establish robust internal controls and ensure compliance with financial and regulatory requirements. Increase revenue through funding advocacy, grant writing, retail sales, and pricing strategy. Manage organizational risk by maintaining appropriate insurance levels.

● Human Resources Management: Ensure adequate human resources are in place to effectively support organizational goals. Collaborate with HR consultants to develop and maintain compliant policies and practices. Cultivate a positive, inclusive work environment that motivates talented team members and acknowledges their contributions. Make decisions on recruitment, training, promotion, and performance management.

● Marketing, Advertising and Communications: Collaborate with the Assistant Director, Marketing Manager, board, marketing advisory committee, and external agencies to develop and execute tourism-related marketing plans for Salem. Utilize traditional and new media strategies to enhance Salem’s visibility, including annual visitor and Haunted Happenings guides, co-op ads, familiarization trips, social media, and websites. Lead or participate in initiatives with the City and local partners to support economic development and tourism sustainability. Monitor and report on the effectiveness of strategies using established metrics.

● Information Center and Retail Management: Collaborate with the Visitor Information Center Manager to ensure the center is adequately staffed and that team members are trained to create a welcoming environment, provide accurate information, and deliver exceptional service. Oversee retail operations, enhancing the visitor’s experience while maximizing profitability. Ensure appropriate procedures and controls are in place.

● Operations and Technology: Ensure efficient and secure hardware and software systems are in place and that staff are trained in relevant systems. Maintain safe and comfortable physical facilities that are conducive to goal achievement. Manage contracts for VC facilities.

● Community Relations, Communications and Advocacy: Serve as the main spokesperson for Destination Salem. Participate on boards and committees to boost Salem's image and follow tourism trends. Foster partnerships and communication with various stakeholders. Collaborate with City leaders on tourism objectives. Stay updated on policy issues affecting tourism. Maintain relationships with government officials to advocate for the industry and Destination Salem's mission.

Qualifications

We recognize and appreciate that there are many ways to obtain the knowledge and skills necessary to excel in this position and we welcome applicants with non-traditional backgrounds. That said, we will be most likely to be interested in your candidacy if you:

● possess a thorough understanding of marketing strategy and execution; demand generation, campaign creation and promotion, media channels and audience segmentation, content and design creation, typically obtained through 4 or more years of experience working in a professional marketing role.

● have at least 3 years of experience managing a team of 3 - 10 people and have demonstrated the ability to lead and motivate teams effectively.

● possess strong financial acumen, understand how to read and interpret financial reports, and have experience preparing and managing a budget.

● have an understanding of strategic planning principles and have participated in the development and implementation of one or more strategic plans.

● possess in-depth knowledge of the travel, tourism, and hospitality industry.

● work collaboratively and have the demonstrated ability to form strategic partnerships with a broad range of stakeholders, including businesses, associations, and government agencies.

● have strong analytical and excellent problem-solving skills.

● consistently demonstrate a positive attitude and can successfully manage multiple projects at once.

● have excellent skills – even when under pressure - in the following areas:

○ written and verbal communication skills

○ project management skills

○ collaboration skills

○ interpersonal skills

○ presentation and public speaking skills

○ attention to detail

○ tact and diplomacy

Physical and Other Requirements

You must be able to:

● move items up to 40 lbs. while using a hand truck.

● remain in a stationary position at a desk for extended periods of time.

● communicate with others to accurately exchange information.

● acquire information from a variety of resources.

● operate office equipment such as a computer, copier, phone, cash register, etc.

● work in a constant state of alertness and safe manner.

● travel regularly to the Salem, MA office to work on-site.

● travel locally and regionally for familiarization tours, meetings, and conferences.

Work Arrangement and Benefits

The salary range for this full-time position is $90,000 - $110,000 and the salary offered will be commensurate with experience. Benefits for full-time employees include employer contributions to health/dental/vision insurance, SIMPLE retirement plan with employer match, paid time off, and professional development opportunities. Additional supplemental insurance plans and employee programs are also available at the employee’s expense.

This on-site position (with hybrid flexibility) is located at Destination Salem’s Information Center, conveniently located in downtown Salem, just a few blocks from the Salem, MA train, bus, and ferry terminals and adjacent to a (paid) parking facility. Work schedule can vary, as attendance at occasional early morning, evening, and weekend events is expected, especially during the Haunted Happenings season.

For more information on our company visit our website at https://www.salem.org/.

How to apply:

Please send your resume accompanied by a cover letter sharing how you can make a difference at Destination Salem and how this position fits into your career plans.

Applications will be reviewed on a rolling basis until a candidate is selected. Preference will be given to candidates who apply before May 27, 2024.

Destination Salem is an equal opportunity employer, and all qualified applicants will receive consideration for employment without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws.