LAS VEGAS CONVENTION & VISITORS AUTHORITY
Digital Marketing Publisher
2008 - 2014
Managed creative team to oversee major content initiatives across disciplines and increase tourism and convention business to Las Vegas. Led detailed research efforts, implementation of best practice strategies, and innovative media approaches to establish consistent and authoritative editorial voice for each brand and vertical that resonated with core audience. Created monthly and bi-annual editorial calendars to guide focus for promotions to drive traffic to booking partners. Managed editorial content for five LVCVA consumer & b2b websites (LasVegas.com, LVCVA.com, VisitLaughlin.com, VisitMesquite.com, VegasMeansBusiness.com) and associated newsletters.
KEY ACCOMPLISHMENTS
Created long-form branded content and short-term actionable content targeted at specific user groups such as by specifically developing new monthly meetings-industry newsletter to grow new business prospects for sales team.
Increased and optimized online outreach through A/B testing, report analytics, and automation updates to respond to real time data.
Developed newsletters for specific market segments based on industry, personal identity, and geographic location, addressing new audiences from a variety of directions.
Coordinated with Public Affairs to develop promotions and special events that maximize earn-media value for small initial investments by enhancing digital programs to support out-of-market initiatives before, during, and after PR activations.
Established social media guidelines adopted company-wide that guided employees toward best practices for grassroots marketing strategies.
Collaborated with ad agency to design and air effective ad spots for value-added promotions that reach broadest possible audience.
Developed digital marketing initiatives that targeted customers by diverse demographics, publishing editorial content on web, mobile, email, and social media platforms.