Operating under the brand San Francisco Bay Ferry (SFBF), the San Francisco Bay Area Water Emergency Transportation Authority (WETA) carries approximately 2.5 million passengers per year on 4 routes serving the cities of Alameda, Oakland, San Francisco, South San Francisco, and Vallejo. WETA contracts with a private sector contractor to operate and maintain its fleet of 12 passenger-only vessels. A description of SFBF services and operations is available at www.sanfranciscobayferry.com.
Under general direction, the Public Information and Marketing Manager is responsible for the overall public information and marketing program which involves analyzing, developing, and managing all communication activities to increase awareness of WETA’s services.
Public Information and Marketing Manager is a management class that handles the full array of the public information and marketing program. This position reports directly to the Executive Director and will be responsible for developing and managing the agency’s public information, outreach, media relations and marketing activities in support of the agency, its services and customers.
Serves as Public Information Officer (PIO), providing project updates, answering agency, public, and media inquiries related to agency programs and activities; coordinates with other transit agency PIO; acts as WETA’s spokespersons.
Manages WETA’s media relations including media management including press releases, media inquiries, and press events.
Produces press releases, newsletters, articles, collateral materials, slide presentations, briefings, and speaking materials for Board Members or other managers/staff.
Manages BayAlerts, customer notification system, and social media messaging.
Monitors social media and blogs for feedback about WETA’s services; posts responses as needed.
Plans and implements effective public outreach strategies, promotional activities, and special events.
Develops, coordinates, and implements public education programs for target audiences.
Makes presentations before business, civic, and other community groups to increase ridership and awareness of WETA activities.
Manages customer inquiries and complaints. Monitors and responds to comments and questions.
Develops and implements an overall marketing strategy and plan for WETA and San Francisco Bay Ferry.
Directs the design and production of printed materials including schedules, brochures, flyers, posters, signage, ferry tickets and the content of WETA and the San Francisco Bay Ferry websites.
Contracts with and coordinates the work of vendors including graphic designers, photographers, videographers, printers, etc.
Supervises the work of marketing consultants, designers, webmasters, and administrative staff assisting with the marketing and public affairs programs.
Drafts requests for proposals/qualifications and related staff reports for marketing support and other related services.
Participates in WETA Emergency Response exercises and assists with preparation of public emergency response informational materials as requested.
Staffs WETA’s Community Advisory Committees and other WETA/transit agency groups as required.
Prepares the budget and contracts for the marketing and community relations programs.
Performs related duties as assigned.
DESIRED KNOWLEDGE AND SKILLS
Marketing and public information principles, practices, and techniques.
Principles of branding, and graphic design.
Public outreach strategies and campaigns.
Social media tools and role of social media in communications programs.
Passenger transportation systems and operations.
Familiarity with ADA issues involving vessels and terminals.
Customer service principles and best practices with internal and external customers.
Professional management and/or technical concepts to solve complex problems and manage projects in creative and effective ways.
Develop and implement large-scale and high-profile community/public relations and marketing plans.
Speak to large groups and respond on camera or radio to challenging questions and speak extemporaneously.
Work under stress under short timelines with unexpected last-minute changes.
Develop and administer agency goals, objectives, and procedures.
Analyze problems, identify alternative solutions, and implement recommendations in support of agency programs and goals.
Provide creative direction and design in the development of a variety of promotional, informational, and educational materials.
Develop program budget and maintain expenditures with budget constraints.
Effectively manage and organize work, adjusting priorities to meet agency needs, and demands.
Work collaboratively with interdisciplinary groups to develop and implement public information plans and materials to support agency work.
Work with diverse groups and individuals inside and outside of the agency.
Establish and maintain effective working relationships with all levels of representatives from governmental and private agencies, co-workers, and the public.
Identify and respond to sensitive community and organizational issues, concerns, and needs.
Effectively facilitate and conduct meetings.
Negotiate and coordinate contract services.
Use personal computers and applicable software including MS Office (Outlook, Word, Excel, and PowerPoint) and other standard marketing software.
Manage projects in an organized and systematic manner.
Manage staff, as needed.
Communicate effectively, both orally and in writing.
Training and experience equivalent to:
Bachelor’s degree from an accredited college or university with major course work in marketing, public relations, communications, or media.
Five years of increasing professional experience in a marketing and/or public information officer position in a public agency or private entity with at least two years of senior management responsibility in marketing and/or public transit agency experience and supervision.
(Additional qualifying experience in passenger ferry service or related maritime activity may substitute for up to two years of the educational requirement.)
Possession of a valid current California driver’s license and a safe driving record is required. Individuals who do not meet this requirement due to a physical disability will be reviewed on a case-by-case basis.
Additional Salary Information: Please visit http://sanfranciscobayferry.com/weta/opportunities for detailed information.
About San Francisco Bay Area Water Emergency Transportation Authority
The San Francisco Bay Area Water Emergency Transportation Authority (WETA) is a regional agency created to develop and operate a regional ferry transportation system in the San Francisco Bay Area that connects communities, increases regional mobility and provides emergency response capability.