Class Code: OA213
FLSA Status: Exempt

Marketing & Communications Director

Bargaining Unit: Management

DEFINITION:

Under the direction of the CEO/General Manager, plans, organizes, directs, develops, and coordinates marketing and communications programs, including public and media relations, advertising, business development, community engagement, and internal and external communications; leads agencywide strategic and ongoing communications, social media, branding, and media efforts; acts as Santa Cruz METRO’s primary media spokesperson; prepares press releases, fact sheets, correspondences, articles, surveys, and newsletters; provides complex and responsible support to the CEO/General Manager in areas of expertise; and performs other related duties as assigned. 

DISTINGUISHING CHARACTERISTICS:

This is the executive level classification. The incumbent is expected to assume overall responsibility for all facets of marketing and communications programs and activities, including providing leadership in establishing strategic direction, goals, and priorities. The incumbent works under executive direction and exercises independent judgment in the performance of a variety of professional, complex, and difficult duties. Serves as the department head of the Marketing and Communications.

EXAMPLES OF DUTIES AND RESPONSIBILITIES:

The duties listed below represent the various types of work that may be performed. The omission of specific statements of duties does not exclude them if the work is related or a logical assignment to this class.

  • Directs and participates in the development and implementation of marketing and communication goals, objectives, policies, and procedures to support organizational goals and objectives.
  • Administers and directs comprehensive and strategic marketing and communication programs, plans, and activities including public and media relations, advertising, business development, community engagement, and internal and external communications.
  • Develops Key Performance Indicators (KPI’s), scorecards, dashboards, and other analysis tools to evaluate program productivity, efficiencies, and to establish strategic goals. 
  • Consults and/or collaborates with and advises the CEO/General Manager, Board, and department managers and directors to coordinate various strategies, programs, and activities.
  • Develops, coordinates, implements, and grows Santa Cruz METRO’s advertisement, marketing, and community engagement programs to increase revenue generation and ridership such as the Customer Loyalty Program. 
  • Researches and identifies new/expanding markets, business opportunities, external partnerships, and customer needs by managing and conducting marketing studies, market, cost/benefit, and feasibility analyses, and customer surveys; analyzes survey results and trends; presents findings to the CEO/General Manager and the Board.
  • Tracks return on investment (ROI) on certain investments made to induce ridership growth. 
  • Synthesizes Santa Cruz METRO’s vision, mission, strategic goals, and key issues into concrete messages for educational, informational, and marketing purposes; establishes and maintains unified agency-wide messaging, communications, and branding/rebranding.
  • Serves as Santa Cruz METRO’s lead spokesperson and media contact for information relating to Santa Cruz METRO; collaborates with and shares responsibility for media contact with the Manager of Safety, Security and Risk during security or crisis events. 
  • Interacts and engages with various internal and external stakeholders to gather information and gain support, promote services, and solicit enrollment in Santa Cruz METRO programs and services.
  • Provides direction and manages written and visual communications by creating cohesive integrated campaigns and ensuring accuracy and quality through all stages of concept development, copywriting, design, layout, photography/filming/videotaping, illustration, printing, and/or recording and delivery.
  • Supervises the publishing of Santa Cruz METRO publications such as, but not limited to, Headways, and quarterly bus schedules in multiple languages. 
  • Assumes the lead in web and print content development by partnering with the Information Technology department and consultants to develop, update, and expand Santa Cruz METRO’s website and social media pages; redesigns and maintains website ‘look and feel’ and navigation efforts; ensures all electronic correspondence complies with Americans with Disabilities requirements. 
  • Manages production and distribution of service/ridership communications including system maps, brochures, car cards, and related publications; prepares and distributes specialized information and/or service change notifications as needed. 
  • Reviews Santa Cruz METRO status reports and media coverage and identifies potential controversial issues; briefs and advises the CEO/General Manager on policy issues and problem areas and potential opportunities and strategies to address issues and problems.
  • Prepares technical and administrative reports, correspondence, written recommendations, and makes oral presentations to the Santa Cruz METRO Board of Directors, management, governmental officials, and other agencies and representatives.  
  • Responds orally and in writing to inquiries and provides information regarding Santa Cruz METRO programs, marketing projects, fares, and other aspects of the organization. 
  • Researches and writes Requests for Proposals (RFPs) and Invitation for Bids (IFBs); prepares scope of work; evaluates proposals and participates in selection processes; maintains a diverse list of qualified vendors; approves invoices; and manages contracts and contractor performance.
  • Selects, trains, supervises, and evaluates assigned staff; serves as a mentor in providing training and growth opportunities, while creating a culture of accountability. 
  • Direct the preparation and administration of the department budget.
  • Performs duties as a hand on “working” Manager.
  • Performs other duties as assigned. 

EMPLOYMENT STANDARDS:

Knowledge of:

  • Principles, practices, methods, and techniques of marketing and communications programs, including public and media relations, advertising, business development, branding/rebranding, community engagement, and internal and external communications.
  • Publication project management and production, including printing, graphic design, and distribution methods. 
  • Techniques, methods, and best practices related to the development, maintenance, and management of websites and web-based and social media communications tools and best practices. 
  • Principles, methods, and techniques of program analysis and evaluation, market, cost/benefit, and feasibility analyses, and project management.
  • Principles and practices of research, survey development, data collection and report preparation.
  • Public speaking and presentation techniques. 
  • Principles and practices of supervision and performance appraisal.
  • Principles and practices of budget and contract management.
  • Applicable federal, state, and local laws, codes, and ordinances relevant to area(s) of responsibility.
  • Techniques for providing a high level of customer service by effectively dealing with the public, vendors, contractors, and Santa Cruz METRO staff.
  • The structure and content of the English language, including the meaning and spelling of words, rules of composition, and grammar.
  • Modern equipment and communication tools used for business functions and program, project, and task coordination, including computers and software programs relevant to work performed.

Ability to:

  • Plan, organize, and implement strategic marketing and communications programs and related activities.
  • Serve as the spokesperson for the agency and represent Santa Cruz METRO in a professional and courteous manner. 
  • Effectively represent Santa Cruz METRO in meetings with governmental agencies, community groups, various business, professional, and regulatory organizations, and in meetings with individuals.
  • Conduct research and in-depth analysis of market trends and best practices and present findings. 
  • Prepare administrative and complex technical reports, correspondence, and written recommendations. 
  • Support and lead staff, ensuring the organization works toward a common goal.
  • Supervise, train, delegate, coach, motivate, and counsel subordinate staff.
  • Develop and administer assigned budget(s) and contracts.
  • Create, implement, and communicate new processes using technology to create efficiencies and best practices.
  • Understand, interpret, and apply all pertinent laws, codes, regulations, policies and procedures, and standards relevant to work performed.
  • Independently organize work, set priorities, meet critical deadlines, and follow-up on assignments.
  • Effectively use computer systems, software applications, and modern business equipment to perform a variety of work tasks.
  • Communicate clearly and concisely, both orally and in writing, using appropriate English grammar and syntax.
  • Use tact, initiative, prudence, and independent judgment within general policy, procedural, and legal guidelines.
  • Establish, maintain, and foster positive and effective working relationships with those contacted in the course of work.

MINIMUM QUALIFICATIONS:

Any combination of experience and education that would likely provide the required knowledge and abilities is qualifying.  A typical way to obtain the knowledge and abilities would be: 

Education, Training and Experience:

Bachelor’s degree from an accredited college in public relations, marketing, communications, business administration with an emphasis/minor in marketing or communications, or a closely related field. 

AND

Five (5) years professional experience the public or private sector working in marketing or communications, including two (2) years of supervisory experience, preferably in a public agency.  

LICENSES AND CERTIFICATES:

A valid Class C driver license and safe driving record is required at the time of application.  A valid Class C State driver license is required at the time of appointment and must be maintained throughout employment.

SPECIAL REQUIREMENTS:

  • Must be able to work extended hours as needed, often outside regular business hours as required by the CEO and the demands of the job.
  • Must maintain strictest confidentiality. 
  • Must participate in professional development activities. 
  • Requires occasional travel.

PHYSICAL AND MENTAL DEMANDS:

The physical and mental demands described here are representative of those that must be met by employees to successfully perform the essential functions of this class.  Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Physical Demands 

While performing the duties of this job, the employee is regularly required to sit, walk, and stand; talk and hear; use hands to finger, manipulate, handle, feel, or operate vehicle, objects, tools, or controls; reach with hands and arms; and perform repetitive movements of hands or wrists. The employee is regularly required to bend and twist at the neck, reach with hands and arms.  Occasional standing, walking, overhead reaching, and lifting up to 20 pounds unaided is required.   Specific visual abilities required for this job include close vision, distance vision, and the ability to adjust focus.  

Mental Demands 

While performing the duties of this job, an employee uses written and oral communication skills; reads and interprets data, information, and documents; analyzes and solves problems; uses math and mathematical reasoning; performs highly detailed work; deals with multiple concurrent tasks; and interacts with others encountered in the course of work.

 Work Environment: 

The employee typically works in an office environment where the noise level is usually quiet.  May work out in the field when needed.  May require availability to work a flexible schedule.

OTHER CONDITIONS OF EMPLOYMENT:

  • Must pass requisite background check.

*Adopted: November 2017

*BOD Approved: 12-15-2023

*Revised: 12-15-2023

*Job Family: Professional- Marketing