Job Description for Marketing/Communications Director



Job Title:                    Marketing/Communications Director, Blue Ridge National Heritage Area Partnership (BRNHA)

Reports To                 Executive Director

FLSA Status:              Exempt

Department:              Marketing/Communications

Effective Date:          April 2016

Approved by:             Executive Director


Organizational Overview:

Congress has designated the mountains and foothills of North Carolina as the Blue Ridge National Heritage Area in recognition of their natural abundance and richly varied cultural history and living traditions.  A non-profit organization, the Blue Ridge National Heritage Area Partnership (BRNHA), was established to serve as the management entity for the program carrying out the work of the organization. 

Now in its 13th year of operation, BRNHA has awarded more than 133 grants for natural and cultural heritage projects in the region, has developed a robust marketing program including a dynamic website, has created two major cultural trails for the region--The Blue Ridge Music Trails of North Carolina and the Blue Ridge Heritage Trail, hosts a variety of events and workshops, and provides visitor services for the Blue Ridge Parkway Visitor Center in Asheville.

The organization now seeks a multi-talented Marketing/Communications Director to help take its work to the next level and to lead the organization’s efforts to expand its reach to new audiences, partners and supporters.


This position develops and implements a comprehensive marketing/communications program of work to enhance the organization’s brand position as a heritage preservation and heritage development leader in our region, our state, the Southeast, and nationally. The Marketing/Communications Director is responsible for crafting and leading an effective strategy to communicate the organization’s mission, vision and values to its current audience and to help develop and capture the interest of new audiences to collaborate, partner and support BRNHA.  Key responsibilities and accountabilities are listed below:

Organization and Project Management:

  • Define, lead and manage a comprehensive strategic marketing and communications plan to broaden the organization’s visibility and reach, help the organization meet its strategic priorities and deepen its impact.
  • Maintain brand consistency across all communications channels to convey the organization’s mission, vision, values and messages.
  • Establish a communications framework across all BRNHA programmatic platforms to ensure that marketing/communications efforts meet specific communications goals for the organization.
  • Create a consistent calendar system to track outreach and specific interactions.
  • Identify and track insightful metrics to illustrate the tangible impact of BRNHA and its marketing and communication strategy and programs.
  • Lead the organization’s efforts to redevelop the BRNHA Website in 2016.
  • Work with the Senior Director to Programs to formulate a marketing component for the developing Blue Ridge Craft Trails.
  • Work with the Executive Director and other staff to complete a Strategic Plan for the organization in 2016.
  • Chart a plan to redevelop the I-Wall in the Blue Ridge Parkway Visitor Center in 2017.
  • Work with the Executive Director to conceive and implement a comprehensive public relations campaign for the reauthorization of the Blue Ridge National Heritage Area in 2018.
  • Work with a future “Development position” to provide a communications strategy for a philanthropy program.
  • Develop and manage the Marketing/Public Relations annual budget.
  • Manage Marketing/PR interns as needed and work with volunteer task forces.

Content Management, Implementation and Promotion

  • Develop interactive and compelling content across communications channels that will engage a variety of audiences and build capacity for not only increased awareness but also increased connection with BRNHA through partnership and philanthropy.
  • Manage the Blue Ridge National Heritage Area Partnership Website and the Blue Ridge Heritage Trail Website and Interactive Kiosks.
  • Lead the creation of marketing, public relations, and social media strategies and campaigns to support the Blue Ridge Music Trails of North Carolina, the Blue Ridge Heritage Trail, the Traditional Artist Directory, and BRNHA Grants Program.
  • Work with vendors, consultants, partners and other staff to execute the marketing, communications and public relations strategy.
  • Assist in the preparation of tradeshow, workshop, retail and special event marketing and public relations materials, and assist with these events as needed.
  • Organize and manage BRNHA’s image and video library, its e-newsletters, social media program and marketing/public relations contact database.
  • Establish relationships with media professionals (print, radio, television, online and social) throughout the region, increase news coverage and track.
  • Pursue and manage media sponsorships and manage the corporate sponsor recognition.
  • In the absence of the Executive Director, serve as a media spokesperson for the organization.
  • Review and/or assist with writing grant applications and other organizational documents.

Relationship Management:

  • Manage several strategic alliances. Specifically responsible for providing support to the WNC Tourism Partnership Council and managing BRNHA’s relationships with three tourism Hosts Groups in the region, the Blue Ridge Parkway Partners, Blue Ridge Heritage Trail Partners, the North Carolina Tourism Office and five North Carolina Welcome Centers.

Specific Qualifications and Skills:

 1. Organization and Management Skills:

  • At least five years of marketing, communications and/or public relations experience and a Bachelor’s degree or higher in a relevant field is required. Experience within a non-profit, the tourism industry, cultural organization, or government institution preferred. 
  • Proven success contributing to organizational growth and impact through marketing and communications work and experience in building a long-term brand for an organization.
  • Demonstrated ability to employ a data-driven and results-oriented approach to marketing and communications.
  • Ability to set realistic goals and work within budget guidelines and procedures.
  • Must have strong project management skills, with the ability to multi-task, manage multiple projects, and follow through on projects from concept to implementation while maintaining attention to detail.
  • Must be highly organized, self-directed, and motivated.
  • Capacity to generate creative solutions and help solve problems.

2. Communications Skills:

  • Excellent writing, research, and verbal skills, and the ability to communicate effectively across a variety of communications channels.
  • Demonstrated ability to translate BRNHA work into captivating stories that inspire action and demonstrate impact.
  • Good listener and the ability to maintain confidentiality.
  • Stay current and improve knowledge of communications and marketing profession.

3. Technical Skills:

  • Strong skill set in managing graphic designers, including production of posters, brochures, annual reports, print and digital ads and collateral.  Experience using Adobe Creative Suite (InDesign/Photoshop) and Microsoft Word Suite.
  • Assist in maintaining a database of communications-related partners and media in the region.
  • Ability to use a camera or electronic device to capture images and video.
  • Experience using content management systems such as WordPress, and experience with e-mail marketing programs such as MyNewsletter Builder or Mailchimp.
  • Demonstrated success in managing social media programs and relationships, and familiarity with social media platforms including Facebook, Twitter, Instagram, and YouTube.

4. Interpersonal Skills:

  • Passion for making a difference and appreciating the special culture of Western North Carolina and a work history that reflects this.
  • Ability to be diplomatic and to work collaboratively within a small team.
  • Strong work ethic and a desire to produce high quality work.
  • Ability to professionally represent BRNHA at partner meetings with elected officials, funders and the public.
  • Customer service oriented with a desire to meet both internal and external customer needs in a timely manner.  

Working Environment and Physical Demands:*

  • Work in an office environment with the ability and flexibility to travel across the 25 county region, and ability to work some weekends as needed.
  • The noise level in the work environment is usually quiet.
  • Must use personal vehicle for travel with federally approved mileage reimbursement.
  • May occasionally lift and/or move up to 20 pounds.
  • Close vision is required as well as an ability to speak and hear clearly.
  • The employee is regularly required to sit, although some walking or standing may be required while out in the field.

*Reasonable accommodation will be made to enable individuals with disabilities to perform the essential functions of the job. Equal Opportunity Employer (EOE).

Certificates and Licenses:

The employee is required to have a North Carolina Driver’s License and show proof of automobile insurance. 

UPDATE! Final Applications Due:  June 10, 2016 at 5 pm

Please submit your resume and three references to Blue Ridge National Heritage Area Partnership by email to:

or by mail at 195 Hemphill Knob Road, Asheville, NC 28803