Own and coordinate Maine's Office of Tourism marketing program, overseeing agency partnerships, research, content integration, and regional initiatives to advance the state's destination marketing strategy.

Lead coordination with full-service marketing and PR agencies
Oversee research, budgets, and fulfillment programs
Collaborate with private sector and state partners on marketing initiatives

Job Description

Responsibilities

Oversee day-to-day coordination with the Office of Tourism’s full-service marketing and PR agencies, ensuring timely review and approval of campaign materials and campaign integration across all channels.
Manage contracts and deliverables for market research, fulfillment, PR and advertising programs.
Oversee research and data analysis to assure marketing research projects are aligned with strategic direction.
Administer the fulfillment program, including inventory management of promotional materials to support traveler inquiries; manage data collection and maximize integration of full suite of services.
Draft RFP scope of services for advertising, research, PR, and fulfillment, coordinate with the contract administrator on process and assist with the establishment of review committees and schedule.
Monitors and manages program budgets to support strategic priorities. Supports the Director with special projects and initiatives that advance Maine’s tourism marketing strategy.
Coordinate regional tourism marketing initiatives to leverage work at state level and ensure alignment with state’s marketing campaigns.
Seek opportunities to collaborate on marketing initiatives with private sector partners and other state agencies that align with strategic direction.
Work directly with Content Specialist to ensure content integration across all marketing channels including VisitMaine.com, organic social, et al.
Coordinate with the Travel Trade & International Sales Specialist on marketing and media relations initiatives in overseas markets.

Requirements

Knowledge of economic development principles and tourism market dynamics.
Knowledge of and experience in destination marketing and management.
Knowledge of branding, advertising, content development, market analysis and trends, and the ability to execute integrated marketing campaigns.
Ability to express ideas clearly and concisely in written & verbal communications.
Ability to make public presentations to various audiences.
Proficiency in budgeting, vendor management, and contract oversight.
Ability to manage multiple projects and deadlines simultaneously.
Ability to interpret state laws, rules and regulations related to tourism activities.
Ability to establish and maintain strong working relationships and collaborations.
Ability to manage teams and provide direction to staff and contractors.

Preferred

A degree in marketing, business administration, hospitality management or communications is highly desirable.
Preference given to candidates with at least three years in a management or executive role. Familiarity with Maine’s tourism industry and product is strongly encouraged.

Benefits

Benefits of working for the State of Maine: No matter where you work across Maine state government, you find employees who embody our state motto—"Dirigo" or "I lead"—as they provide essential services to Mainers every day. We believe in supporting our workforce's health and wellbeing with a valuable total compensation package, including:
- Work-Life Balance – Rest is essential. Take time for yourself using 13 paid holidays, 12 days of sick leave, and 3+ weeks of vacation leave annually. Vacation leave accrual increases with years of service, and overtime-exempt employees receive personal leave.
- Health Insurance Coverage – The State of Maine pays 85%-100% of employee-only premiums ($11,857.68-$13,950.24 annual value), depending on salary.
- Health Insurance Premium Credit – Participation decreases employee-only premiums by 5%.
- Dental Insurance – The State of Maine pays 100% of employee-only dental premiums ($365.28 annual value).
- Retirement Plan – The State of Maine contributes 18.86 % of pay to the Maine Public Employees Retirement System ( MainePERS ), on behalf of the employee.
- Gym Membership Reimbursement – up to $40 per month.
- Health and Dependent Care Flexible Spending Accounts – Set aside money pre-tax to help pay for out-of-pocket health care expenses and/or daycare expenses.
- Public Service Student Loan Forgiveness – The State of Maine is a qualified employer for this federal program.
- Living Resources Program – Employee assistance program.

State of Maine

Welcome! We in Maine take pride in our quality of life, our entrepreneurial spirit, and our strong, independent heritage. Our motto—“Dirigo” or “I lead” — reflects our sense of place, as the first state that greets the sun each morning, as well as our sense of pride...pride in our craftsmanship, our work ethic and our people. No matter where you work in Maine State Government, you find a real sense of authenticity. From our small cities to our rural communities, the State of Maine offers a skilled and committed workforce, with unmatched transportation and information technology infrastructure.Maine – it’s a great place to call home.

Augusta, Maine, USA

5.7K employees

www.maine.gov

Traffic Signals

Monthly Visitors

2.6M

Traffic Source Mix

52.5%

Direct

40%

Referral

6.1%

Social

0.8%

Paid

0.4%

Headcount Trend

Current headcount: ~5.7K

Marketing Team

Median Career Experience

13 years

Median Tenure

8.6 years

Marketing Roles Posted (Last 30 Days)

People

HR / Recruitment

Jessica Crosby

Director of Talent Acquisition

At the company for 8 years 7 months

Kelsie Lee

HR Compliance Division Director

At the company for 12 years 1 month

Marketing Leadership

Jessica Crosby

Director of Talent Acquisition

At the company for 8 years 7 months

Funding

Total Funding

$756.8K

Last Raise

$756.8K

Grant, 7 years ago

Funding History

May 2019
Grant • $756.8K

Recent News

Maine expected to take in $250M more than initially thought over next two years

Nov 25, 2025 • Maine Morning Star

Who will replace Janet Mills at the helm? Here’s the latest on Maine’s race for governor.

Nov 7, 2025 • Maine Morning Star

Mainers reject voter ID proposal, maintaining state voting laws

Nov 4, 2025 • Maine Morning Star

Responsibilities

Oversee day-to-day coordination with the Office of Tourism’s full-service marketing and PR agencies, ensuring timely review and approval of campaign materials and campaign integration across all channels.
Manage contracts and deliverables for market research, fulfillment, PR and advertising programs.
Oversee research and data analysis to assure marketing research projects are aligned with strategic direction.
Administer the fulfillment program, including inventory management of promotional materials to support traveler inquiries; manage data collection and maximize integration of full suite of services.
Draft RFP scope of services for advertising, research, PR, and fulfillment, coordinate with the contract administrator on process and assist with the establishment of review committees and schedule.
Monitors and manages program budgets to support strategic priorities. Supports the Director with special projects and initiatives that advance Maine’s tourism marketing strategy.
Coordinate regional tourism marketing initiatives to leverage work at state level and ensure alignment with state’s marketing campaigns.
Seek opportunities to collaborate on marketing initiatives with private sector partners and other state agencies that align with strategic direction.
Work directly with Content Specialist to ensure content integration across all marketing channels including VisitMaine.com, organic social, et al.
Coordinate with the Travel Trade & International Sales Specialist on marketing and media relations initiatives in overseas markets.

Requirements

Knowledge of economic development principles and tourism market dynamics.
Knowledge of and experience in destination marketing and management.
Knowledge of branding, advertising, content development, market analysis and trends, and the ability to execute integrated marketing campaigns.
Ability to express ideas clearly and concisely in written & verbal communications.
Ability to make public presentations to various audiences.
Proficiency in budgeting, vendor management, and contract oversight.
Ability to manage multiple projects and deadlines simultaneously.
Ability to interpret state laws, rules and regulations related to tourism activities.
Ability to establish and maintain strong working relationships and collaborations.
Ability to manage teams and provide direction to staff and contractors.

Preferred

A degree in marketing, business administration, hospitality management or communications is highly desirable.
Preference given to candidates with at least three years in a management or executive role. Familiarity with Maine’s tourism industry and product is strongly encouraged.

Benefits

Benefits of working for the State of Maine: No matter where you work across Maine state government, you find employees who embody our state motto—"Dirigo" or "I lead"—as they provide essential services to Mainers every day. We believe in supporting our workforce's health and wellbeing with a valuable total compensation package, including:
- Work-Life Balance – Rest is essential. Take time for yourself using 13 paid holidays, 12 days of sick leave, and 3+ weeks of vacation leave annually. Vacation leave accrual increases with years of service, and overtime-exempt employees receive personal leave.
- Health Insurance Coverage – The State of Maine pays 85%-100% of employee-only premiums ($11,857.68-$13,950.24 annual value), depending on salary.
- Health Insurance Premium Credit – Participation decreases employee-only premiums by 5%.
- Dental Insurance – The State of Maine pays 100% of employee-only dental premiums ($365.28 annual value).
- Retirement Plan – The State of Maine contributes 18.86 % of pay to the Maine Public Employees Retirement System ( MainePERS ), on behalf of the employee.
- Gym Membership Reimbursement – up to $40 per month.
- Health and Dependent Care Flexible Spending Accounts – Set aside money pre-tax to help pay for out-of-pocket health care expenses and/or daycare expenses.
- Public Service Student Loan Forgiveness – The State of Maine is a qualified employer for this federal program.
- Living Resources Program – Employee assistance program.