International Marketing & Communications Specialist

  • Visit Park City
  • 1850 Sidewinder Drive, Park City, UT 84060, USA
  • Aug 03, 2021
Full time Business Development General Business Marketing

Job Description


Promote Park City / Summit County, Utah as a year-round, overnight destination to targeted international market segments, including consumers, in-market media and travel/trade partners.

Essential Functions:

Strategy Development / Implementation

  • Work closely with the Director of Tourism Sales & Marketing, International Marketing & Communications Specialist counterpart and In-market Agencies / Representatives on the development and implementation of individual marketing / communications strategies.
  • Develop plans that utilizes a mix of paid, earned and owned-media.
  • Prepare thorough investigations on potential international markets.
  • Research viable new markets for the Park City / Summit County product, using all resources available.
  • Determine the sales / marketing avenues available in select markets, and make recommendations on which areas to participate in most effectively.

Member / Partner Collaboration

  • Meet regularly with the International Marketing Advisory Committee (IMAC) on the development of international plans.
  • Prepare presentation materials and lead discussions through the meetings.
  • Gain consensus regarding international market selection, in-market missions, familiarization tour hosting schedules, travel / trade targets and budget allocation.

In-Market Promotional Missions

  • Plan and execute annual in-market sales missions. These include: Meetings / training presentations with targeted travel agents and tour operators. Host events for media, travel trade, and consumers. Meetings with in-market media outlets. Manage consumer activations. Attend travel trade shows. Foster ongoing relationships with in-market airline partners.

(FAM) Familiarization Tour Hosting: Plan, negotiate and host individual or group FAM tours for international media, select travel trade partners, influencers and content creators.

  • Work closely with member / partner businesses to build FAM itinerary.
  • Collect and distribute media clippings or shareable results post-FAM to member partners.
  • Support the Utah Office of Tourism, Ski Utah and Resort Partners (Park City Mountain / Deer Valley Resort) with FAM tours as needed.

Marketing/PR Promotional Materials

  • Development and production of the annual lodging guide brochure with outside agency.
  • Development and production of international brochure with outside agency.
  • Work in conjunction with domestic Communications Department on seasonal press kits.
  • Development and production of trade show booth displays with outside agency.
  • Development and production of other materials as needed.

In-Market Agencies

  • Oversee and manage teams of in-market agencies in the creation and implementation of international strategic plans and budget.
  • Ensure deadlines are met on deliverables of approved plans and follow up as needed.
  • Maintain and track budgets with agencies to ensure accurate accounting.
  • Work with in-market agencies or direct with vendors to research, develop, track and report on consumer marketing campaigns. May include print ads, digital, video, influencers, social media and paid search.
  • Oversee organic social media presence across various platforms.
  • Maintain and dispense current and accurate Park City information to contracted in-market representatives.
  • Review and approve monthly press releases and newsletters.
  • Review monthly reports prepared by agencies.
  • Negotiate annual contract details and source new agency if needed.

Content Creation / Website

  • Develop appropriate content for assigned markets to be used in-market, on social media platforms and the Visit Park City website.
  • Review website landing pages and work with Digital / Content team to regularly update and improve the user experience.

Utah Office Of Tourism / Ski Utah / Airline Relationships

  • Maintain ongoing working relationships with these groups to coordinate efforts and look for joint promotional and co-op opportunities.

Departmental Monthly Reporting

  • Assist Director of Tourism Sales & Marketing with tracking actuals and monthly variance reports of the international sales and marketing budget.
  • Collect regular status updates from each in-market rep to create a monthly report for the Executive Committee.

International Travel Trade

  • Act as point of contact while developing and maintaining relationships with travel trade professionals.
  • Maintain and dispense current and accurate Park City information to these contacts.
  • Actively pursue new avenues of promotion for Park City / Summit County throughout the year.
  • Execute co-op marketing campaigns in conjunction with travel trade partners.


  • Coordinate appointment schedule for various travel trade conferences throughout the year.
  • Travel when necessary and represent destination to negotiate new business opportunities with travel trade and media.
  • Conduct follow up with appointment attendees to provide appropriate information.
  • Attend educational conferences when deemed appropriate.

Public Relations

  • Develop and maintain relationships with key editors, publishers, bloggers, influencers, journalists, and other top tier media contacts.
  • Create effective pitches to media to drive awareness of Park City / Summit county product.
  • Bachelor's Degree with a focus on marketing, communicaitons, internaitonal business, or travel/tourism.
  • 2-3 year's experience in traditional/digital marketing, communicaitons, and/or social media.
  • Experience in working with marketing/communicaitons agency.
  • Background in travel/tourism industry.
  • Strong presentation/speaking skills.
  • Database and customer relationship software experience.
  • strong organizational skills and ability to multi-task and prioritize projects.
  • Second language preferable - not required
  • Extensive In-Market Travel
  • Extensive Evening / Weekend Hosting
  • Must be Intermediate-Advanced Skier
  • Must be 21+ Years of Age
  • Must hold Valid U. S. Passport
  • Must have a Valid Driver’s License / Vehicle Insurance

This job description provides only general information about this position. The list of responsibilities, qualifications, skills and other details is not all-inclusive and may be subject to change