JOB TITLE: DIRECTOR, BUREAU OF OUTREACH, EDUCATION, AND MARKETING, PFBC

JOB CODE: 64750

DEFINITION: This is professional managerial work directing the statewide outreach, education, and marketing programs of the Pennsylvania Fish and Boat Commission (PFBC).

The employee in this job plans and directs statewide educational programs, materials, and services aimed at increasing recreational participation in fishing, safe boating, and conservation and implements strategies and plans for outreach, education, and marketing. Work involves overseeing the implementation of the PFBC’s recruitment, retention, and reactivation efforts for licensing of anglers and registration of boaters; determining program objectives and recommending, developing, and implementing program policies and procedures; and administering an integrated outreach program that includes education, publications, marketing, and public relations for the PFBC. Work includes serving as the principal advisor to the Board of Commissioners and PFBC’s executive staff on all matters pertaining to the PFBC’s outreach services. Supervision is exercised over professional and administrative staff. Work is reviewed by the Deputy Director for Administration, PFBC for the achievement of program goals and the efficiency and effectiveness of operations. EXAMPLES OF WORK: (NOTE: The examples of work are representative of the work, but every position classified to this job may not perform all examples of work listed. Conversely, this is not an all-inclusive list of work examples.)

• Plans and develops a public information program through education programs, production of printed publications and exhibits, oversight and deployment of social media, oversight of on-line content, and direction of multi-media efforts.

• Directs a marketing program in alignment with the approved strategic plan, special campaign initiatives, promotions, public service announcements, displays, seminars, and events.

• Coordinates with PFBC’s Policy, Planning, and Communications Office on the release of agencies’ media messaging and communication on the PFBC’s website and social media outlets.

• Develops annual plans and reports for submission to federal agencies in support of PFBC aquatic resource education program funding initiatives.

• Prepares budget proposals and approves financial expenditures for outreach, education, marketing, media services, and public relation programs.

• Coordinates across PFBC program areas and with external partners to promote sound fishing and boating safety programs, procedures, and outreach methods.

• Reviews and evaluates legislative proposals to assess the impact on PFBC, as well as on the angling and boating public.

• Oversees the development and implementation of PFBC marketing and human dimensions research to inform education, outreach, and marketing programs, agency strategic planning, customer service goals, and agency-wide compliance with Commonwealth policies for customer contact.

• Advises staff regarding outreach, education, and marketing policies and programs to support increased awareness of the participation in recreational fishing and boating opportunities.

• Represents the PFBC before sporting, conservation, governmental, and professional organizations.

• Oversees the development and maintenance of website content and functionality across program areas.

• Performs the full range of supervisory duties.

• The employee in this job may participate in the performance of subordinates’ work consistent with operational or organizational requirements.

• Performs related work as required.

ENTRY LEVEL KNOWLEDGES, SKILLS, AND ABILITIES:

• Knowledge of the principles and practices of outreach, marketing, and communications.

• Knowledge of media used in public relations.

• Knowledge of the principles and practices of employee supervision.

• Knowledge of the use and functionality of Microsoft Office Suite software.

• Ability to read, understand, and interpret written information.

• Ability to analyze and evaluate data.

• Ability to communicate effectively orally.

• Ability to communicate effectively in writing.

• Ability to establish and maintain effective working relationships.

MINIMUM EXPERIENCE AND TRAINING: (NOTE: Based on the Entry Level Knowledges, Skills, and Abilities)

• Five years of professional experience administering education and outreach or marketing programs, including two years of supervisory experience, and a bachelor’s degree in education, communications, or a closely related field;

or

• An equivalent combination of experience and training that includes two years of professional supervisory experience administering education and outreach or marketing programs.