Digital Strategy & Insights Manager

Visit Shreveport-Bossier; Shreveport (LA); On-site; USD 85,000 - 120,000; Full time

Benefits offered by this job

Health insurance

Vision insurance

Dental insurance

401(k)

401(k) matching

Paid time off

Tuition assistance

Training & development

Job summary

Visit Shreveport-Bossier (VSB) seeks a Digital Strategy & Insights Manager to oversee the organization’s digital platforms, audience data, measurement infrastructure, analytics, and performance reporting.

This role consolidates marketing and destination performance data into clear dashboards and executive reporting, guiding leadership decisions and marketing effectiveness. Collaboration with staff on email marketing and content is key.

Qualifications

• Bachelor’s degree preferred in marketing, analytics, information systems, communications, business, tourism, or a related field; equivalent relevant experience may be considered.
• Strong analytical skills and ability to consolidate information from multiple sources.
• Experience creating dashboards, recurring reports, data visualizations, or executive-ready presentations.

Responsibilities

• Consolidate marketing and destination performance data into dashboards and executive reports.
• Oversee digital measurement, tagging, and attribution frameworks across platforms.
• Provide digital expertise and performance data to support marketing plans and campaigns.

Skills

Strong analytical skills

Excellent written communication

Presentation skills

Project management

Detail-oriented

Education

Bachelor’s degree or equivalent in related field

Tools

GA4

Google Tag Manager

Granicus (Simpleview)

Act-On

Job description

Benefits:

• Health insurance
• Opportunity for advancement
• Paid time off
• Training & development
• Vision insurance
• 401(k)
• 401(k) matching
• Competitive salary
• Dental insurance
• Tuition assistance

Job Title:

Digital Strategy & Insights Manager

FLSA Classification: Non-Exempt

Department: Marketing & Communications

Reports To: Director of Marketing & Communications

Summary

Visit Shreveport-Bossier (VSB), the destination marketing organization serving Caddo and Bossier Parishes, seeks a Digital Strategy & Insights Manager to oversee the organization’s digital platforms, audience data, measurement infrastructure, analytics, and performance reporting. This role supports VSB’s mission to promote Shreveport-Bossier as a destination for leisure, business, and sports travelers and to demonstrate tourism’s value to the community.

The Manager ensures that VSB’s digital systems are accurate, connected, measurable, and used effectively. The position consolidates marketing and destination performance data into clear dashboards, executive reporting, and actionable insights that help leadership evaluate results and inform decisions. The role also oversees the technical and analytical elements of email marketing while partnering with marketing and communications staff on editorial content and creative development.

Essential Functions & Accountabilities

CRM, Audience & Email Marketing Technology

• Oversee CRM administration, database integrity, audience segmentation, and integrations with VSB’s website and marketing platforms.
• Manage email marketing technology and execution, including Act-On, audience targeting, automation, list health, deliverability, testing, deployment, tracking, and performance optimization.
• Analyze email performance and develop audience segments and automated workflows based on geographic, behavioral, interest-based, and engagement data.
• Collaborate with marketing and communications staff on email content and creative while maintaining responsibility for technical setup, quality assurance, deployment, and measurement.

Digital Platforms, Website & Technology

• Manage VSB’s CRM, CMS and related digital platforms, including Granicus (Simpleview) add‑on tools and integrations.
• Maintain and publish approved website content, oversee website functionality and user experience, and manage SBFunGuide.com event submissions, approvals, promotions, and updates.
• Ensure VSB’s website structure, content accessibility, metadata, and technical configuration support discoverability across traditional search engines and AI‑powered search and discovery platforms
• Coordinate with vendors, consultants, and agency partners on platform enhancements, integrations, troubleshooting, and technical requirements.

Digital Measurement, Tracking & Attribution

• Oversee VSB’s digital measurement and attribution framework, including implementing and maintaining pixels, tracking tags, Google Tag Manager, GA4 events, conversion tracking, and UTM standards.
• Coordinate with the agency of record and media partners to ensure accurate campaign tracking, troubleshoot discrepancies, and maintain consistent measurement standards.
• Document tracking processes and ensure compliance with applicable privacy, consent, and data‑handling requirements.

Analytics, Data Consolidation & Insights

• Consolidate, validate, and analyze digital marketing and destination performance data from internal platforms, agency reports, and external sources.
• Monitor KPIs aligned with VSB’s strategic plan, including website traffic, audience engagement, campaign performance, room‑night demand, visitor spending, length of stay, and market performance.
• Collaborate with VSB’s AOR to monitor, analyze, and report on search engine optimization (SEO), agent experience optimization (AXO), and artificial intelligence optimization (AIO) performance. Identify trends, assess VSB’s visibility and discoverability across traditional search engines and AI‑powered search and discovery platforms, and recommend strategies to improve performance.
• Prepare monthly dashboards, performance reports, and board‑report data, translating results into actionable insights and recommendations.
• Maintain consistent reporting standards and historical data to support trend analysis, year‑over‑year comparisons, and strategic decision‑making.
• Collaborate with departments across VSB to ensure reporting supports organizational goals, and share relevant industry trends and analytical insights.

Marketing Collaboration & Operations

• Provide digital expertise, audience insights, and performance data to support VSB’s annual marketing plan and campaigns targeting leisure, business, and sports travelers.
• Collaborate with the Director of Marketing & Communications, Marketing Manager, PR & Social Media Manager, and agency partners to integrate digital platforms, tracking, and measurement into marketing initiatives.
• Provide digital and analytical support for publications, visitor guides, apps, email communications, annual reports, and other materials as assigned.
• Manage position‑related invoices and participate in relevant professional development, industry events, and training.
• Travel locally and nationally and work evenings, weekends, or holidays as required. Perform other duties as assigned to support VSB’s mission and organizational success.

Desired Qualifications

• Bachelor’s degree preferred in marketing, analytics, information systems, communications, business, tourism, or a related field; equivalent relevant experience may be considered.
• At least three years of relevant professional experience in digital marketing, web/content platforms, CRM, analytics, marketing technology, reporting, or a related discipline.
• Experience administering website CMS and CRM platforms; experience with Granicus (Simpleview) and Act-On is beneficial.
• Working knowledge of GA4, tag/pixel implementation, Google Tag Manager or similar tag‑management tools, conversion tracking, UTM conventions, and digital attribution.
• Strong analytical skills, attention to detail, and the ability to consolidate information from multiple sources and explain findings clearly to nontechnical audiences.
• Experience creating dashboards, recurring reports, data visualizations, or executive‑ready presentations.
• Knowledge of email marketing systems, audience segmentation, automation, deliverability, and performance measurement.
• Strong project management, organization, research, troubleshooting, and prioritization skills; ability to manage multiple projects independently and collaboratively.
• Excellent written, verbal, and presentation skills, including the ability to document technical processes and communicate data limitations.
• Ability to work effectively with colleagues, community partners, vendors, and agency teams.
• Proficiency with Microsoft Office applications and experience working with databases and web-based platforms.
• Familiarity with Shreveport-Bossier and the tourism industry is beneficial.
• Commitment to professional development and to contributing positively to VSB’s organizational culture.

Travel & Work Requirements

• Ability to represent Visit Shreveport-Bossier professionally in public settings and industry events.
• Normal work hours for this role are Monday – Friday (8:00 am to 5:00 pm).
• Frequent local, regional and national travel as required.
• Ability to work mornings, evenings, weekends, and holidays when necessary.
• Valid driver’s license and reliable transportation.
• Must be able to stand, sit and/or walk for extended periods.
• Occasional physical activity including event set up and lifting up to 40 lbs.
• Some days may require working in outdoor elements regardless of the weather.