Head of Marketing Strategy & Planning

Data Integration & Analysis

Collect and synthesize data from agency partners, Datafy (visitation insights platform), and other performance analytics platforms to create a unified marketing performance view for all DEP units.

Integrate geolocation, credit card, digital media, and audience engagement data to map visitor behavior and campaign influence.

Conduct quarterly deep‑dive market analyses for at least three priority markets, distinguishing Leisure and Convention segments.

Maintain an active understanding of market trends, competitive activity, and audience shifts.

Develop quarterly performance reports that distill multi‑source data into clear insights, trends, and strategic implications.

Build detailed audience profiles per DEP unit to identify high‑value behaviors, channel performance, and engagement opportunities.

Provide timely, on‑demand data support for leadership inquiries, presentations, and strategic planning.

Supply DEP leadership and stakeholders with actionable intelligence that guides decision‑making.

Translate insights into targeted, actionable marketing strategies tailored to specific markets and audience segments.

Ensure recommendations align with historical performance and existing campaigns to maximize efficiency and avoid message duplication.

Support collaborative planning with agencies to refine media mix modeling, creative direction, and campaign timing.

Datafy Management (Visitation Intelligence Platform)

Serve as DEP’s primary Datafy liaison; meet regularly to evaluate visitation trends, platform updates, and optimization opportunities.

event impact, point‑of‑interest performance, seasonal patterns).

Integrate Datafy visitation patterns into agency planning, campaign refinements, and long‑range strategy.

Media & Campaign Management

Optimize marketing plans and budgets based on audience insights and best‑fit media channels.

Support the Director of Marketing & Communications in identifying target audiences and crafting comprehensive media strategies.

Supervise media placement for local and out‑of‑market campaigns across digital, broadcast, print, and social channels.

Oversee campaign implementation and track performance for final settlement and reporting.

Lead and support the Strategic Marketing team, providing guidance, setting priorities, and ensuring alignment with organizational goals.

Oversee all event marketing initiatives, including campaign planning, creative development, on‑site promotions, and post‑event settlements.

Monitor the full marketing billing process, ensuring accuracy in budgeting, invoicing, vendor payments, and financial tracking across all campaigns.

Digital Strategy & Audience Growth

Develop and implement digital strategies that drive web traffic, engagement, conversions, and other KPIs for Visit El Paso, El Paso Live, and El Paso Water Parks.

Stay ahead of emerging digital tools, technologies, and consumer trends to keep DEP’s marketing efforts competitive.

Evaluate customer journeys across digital and physical touchpoints to improve engagement and conversion.

Creative & Cross‑Team Collaboration

Partner with the Marketing Design Manager and creative team to develop multi‑channel creative assets.

Support enhancement of DEP’s photo/video library with data‑driven content direction.

Bachelor’s degree in Marketing, Communications, Business, Data Analytics, or related field.

Minimum 2 years of marketing analytics or data‑driven marketing experience; Proficiency with data visualization tools, analytics dashboards, and platform reporting (e.g., Datafy, Google Analytics, Meta, Demand‑Side Platforms).

Creative, detail‑oriented, and comfortable balancing multiple priorities.

Experience with Adobe Creative Suite (Photoshop, Illustrator, Premiere Pro) preferred.

Ability to travel as needed.

Daily sitting, focusing on and operating a personal computer or terminal keyboard to enter data for an average of 60 minutes at a time.

Ability to read printed words and numbers in printed form and on computer/terminal monitor.

This position is within an office environment and requires travel in and out of doors several times a day.

HOURS OF WORK AND TRAVEL REQUIREMENTS

Monday – Friday, 8 AM – 5 PM; frequent additional hours, evenings, weekends, and holidays, flexible schedule required.

Occasional travel may be required.

This document does not imply that these are the only duties to be performed by the employee in this position.

Applicants that need reasonable accommodations to complete the application process may contact View phone number on click.appcast.io.

Legends Global is an Equal Opportunity/Affirmative Action employer, and encourages Women, Minorities, Individuals with Disabilities, and protected Veterans to apply. VEVRAA, Federal Contractor.

#