Digital Marketing Specialist (Venues)

Who We Are

The CRVA works to deliver experiences that uniquely enrich the lives of our visitors and residents. Through leadership in destination development, marketing and venue management expertise, the CRVA leads efforts to maximize the region’s economic potential through visitor spending, creating jobs and opportunities for the community.

Brands supported by the CRVA include the Charlotte Convention Center, Spectrum Center, Bojangles Entertainment Complex, NASCAR Hall of Fame, Charlotte Regional Film Commission, Visit Charlotte and Visitor Info Centers.

Job Summary

The Digital Marketing Specialist, Venues is responsible for supporting the success of the CRVA’s digital properties and marketing strategy. This individual builds and maintains content for CRVA-managed websites, leads email/SMS marketing and communication efforts, and turns performance data into actionable improvements.

This individual must be a detail-oriented multitasker with an ability to merge knowledge of digital experience with business priorities, and should readily adopt new technology, including AI-assisted workflows. This role supports all CRVA brands, with an emphasis on the Bojangles Entertainment Complex and NASCAR Hall of Fame.

Job Responsibilities

• Essential Job Duties
• Build, update and publish content for CRVA-managed websites and digital platforms, including page builds via WordPress platform (Bricks Builder, Advanced Custom Fields) and Craft CMS.
• Support the migration of CRVA venue websites from a legacy platform (Craft CMS) to an in-house WordPress environment, including content migration, URL redirect mapping, pre-launch QA and post-launch cleanup.
• Support optimization and enhancements for user experiences, website performance and accessibility standards (WCAG 2.1 AA).
• Collaborate with teammates to audit website content and create new content.
• Maintain event listings, ticketing links and on-sale information across venue websites and monitor event data feeds (e.g. Ticketmaster) for accuracy.
• Utilize email/SMS marketing platforms (e.g. Hive, Prospect2) to create effective and engaging campaigns that support awareness of digital content, drive online ticket revenue, and deliver pre-event “Know Before You Go” communication to ticket buyers.
• Coordinate with internal teams on timing and approvals and maintain quality control over email/SMS content, design and layout.
• Build and execute email and SMS automation tactics to support communication and behavioral marketing strategies.
• Manage email and SMS audience segmentation, including tags, lists and segments, to deliver targeted, relevant communications.
• Monitor and analyze performance of digital platforms and marketing efforts using Google Analytics (GA4) and related tools.
• Generate reports and analyze the effectiveness of digital marketing tactics and identify opportunities to improve efforts.
• Work at the direction of the Digital Experience Manager to fulfill campaign and website reporting needs.
• Leverage SEO software and insights to optimize website content and metadata, improve organic search value of websites, capture relevant organic traffic and increase visibility in AI-powered search experiences.
• Collaborate with departments across the CRVA to aid individual business units in leveraging the digital space to help achieve their goals.
• Collaborate with teammates and the CRVA’s digital agency to support website development and paid digital media including paid search, paid social and programmatic campaigns.
• Collaborate with teammates on photography, graphic design and video editing needs that support digital content creation.
• Use generative AI tools responsibly, in line with CRVA policies, to accelerate content production, quality assurance and analysis, and identify new opportunities to apply them.
• May perform other duties as required.
• Consistently deliver the best in customer service. Model and be accountable ensuring that customers are always put first by living the CRVA Service Philosophy to deliver memorable customer experiences
• Champion CRVA’s mission, vision and core values and comply with organizations policies and procedures.

Scope of Responsibility

• This job may have periodic access to confidential data including customer quotes, product costs, company plans, designs, and/or programs.

Knowledge and Skill Requirements

• Proficiency with Microsoft 365 (Outlook, Teams, SharePoint, Excel)
• Experience with email and SMS marketing software (Hive, Prospect2 or similar a plus)
• Experience maintaining and improving website content via CMS; WordPress experience strongly preferred
• Ability to resize, crop and optimize images for digital applications and web performance
• General copywriting and editing for web and email (AP style a plus)
• Experience with Google Analytics (GA4) and/or other reporting and analytics applications
• Self-motivated team player with a positive outlook
• Demonstrated ability to manage multiple projects simultaneously, work within a team and across departments
• Possess time management skills, ability to prioritize and meet deadlines
• Demonstrated track record of detail-oriented execution of digital and/or marketing initiatives
• Demonstrated understanding of best practices and ability to quickly understand and evaluate emerging technology, including generative AI tools
• Working knowledge of HTML and CSS a plus
• Experience with WordPress page builders (Bricks Builder or similar) and Advanced Custom Fields a plus
• Familiarity with web accessibility standards (WCAG 2.1 AA) a plus
• Experience with SEO software a plus
• Knowledge of ticketing platforms a plus (e.g. Ticketmaster, Tessitura/TNEW)
• NASCAR industry knowledge or experience a plus
• Live event and/or venue marketing experience a plus
• Adobe Creative Cloud experience a plus

Education and Experience

• Bachelor's degree (B.A.) from four-year college or university and/or three to five years of related experience and/or training; or equivalent combination of education and experience.

Physical Demands

• The employee must regularly lift and/or move up to 10 pounds.
• Specific vision abilities required by this job include close vision. While performing the duties of this job, the employee is regularly required to sit; use hands to handle or feel and talk or hear. The employee is frequently required to stand and walk.

Work Environment

• The noise level in the office work environment is usually quiet.
• This position offers a hybrid in-office and work-from-home schedule

Travel Requirements

• This job has minimal travel requirements.
• Ability to work flexible hours including evenings, weekends and holidays as needed.

What We Offer

• Education Reimbursement
• Comprehensive medical, dental, and vision coverage, plus other great benefits.
• 457 Plan
• NC Retirement System plan
• CRVA University
• Employee Assistance Program
• Employee 1st Culture
• CORE Values

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Our “employee first” culture requires engagement and engagement can’t happen without the voices of many talented individuals charting our direction.