SC Metro | Communications & Marketing Manager

Communications & Marketing Manager

DEFINITION:

Under general direction of the CCMO/Chief Communications & Marketing Officer, the Communications & Marketing Manager plans, organizes, directs, develops, and coordinates the activities of Customer Service, Marketing, and Communications including Ambassador and Internship Programs to promote METRO services and integrate METRO with the communities it serves, creating a customer is first mindset. Responsible for the management and implementation of fare sales, customer feedback/inquires, community outreach, public engagement, and transit education programs. Directs community outreach programs representing all of METRO’s projects and program efforts and ensures that all outreach and education activities support METRO’s vision, mission, and strategic goals. Ensures compliance with applicable federal, state, and local laws and regulations, and performs other duties as assigned.

DISTINGUISHING CHARACTERISTICS:

This “working” manager classification has a strong presence and direct oversight amongst Customer Service Representatives (CSR), Senior CSRs, Ambassadors, and Internsemulating and teaching the characteristics and skill level necessary to create a customer centric organization, and works closely with Marketing staff on projects and outreach acitivites. This position is also an important member of the management team at METRO, providing regular briefings to the Executive Team on customer experience, outreach efforts, and is responsible for coordinating with various departments, including operations and planning and outside agencies.

EXAMPLES OF DUTIES AND RESPONSIBILITIES:

The duties listed below represent the various types of work that may be performed. The omission of specific statements of duties does not exclude them if the work is related or a logical assignment to this class.

• Manages the daily functions, operations, and activities of the Customer Service Department; provides planning, organization, direction, development and coordination of customer service center, lost and found services, and other customer service functions, including sales of tickets and merchandise.
• Provides for the selection, training, professional development, and work evaluation of the ambassadors, interns, and customer service staff including accommodations for excellent performance and correction, discipline if required; and provides policy guidance and interpretation to staff.
• Coordinates and standardizes marketing, communications, outreach and other customer centric policies, procedures, methods, and training programs to improve the effectiveness of assigned programs, service delivery methods, and procedures; assesses and monitors workload, administrative and support systems, and internal reporting relationships; identifies opportunities for improvement and makes recommendations to the CCMO.
• With direction from the CCMO, assists in implementing strategic marketing and communications programs, plans and activities, including public and media relations, advertising, business development, community engagement, and internal and external communications to increase ridership; Tracks and maintains ROI reporting.

• Assists CCMO in tracking and maintaining timelines for agencywide projects, priorities, and initiatives while working cohesively with multiple departments to accomplish agencies strategic goals.
• With oversight from the CCMO, executes and maintains short and long-term strategies to build and support successful customer engagement and outreachactivites
• Has a clear understanding of METRO’s vision, mission, and strategic goals to create educational and informational marketing assets and communications; prepares and maintains agency-wide messaging, communications and branding
• Serves as a backup media contact to the CCMO, assists with public relations, preparation of speaking notes/interviews and press releases
• Serves as an expert on District services and customer programs to educate customers and provide effective customer centric services.
• At the direction of CCMO, assists with the production, creation, and publishing of Santa Cruz METRO publications such as, but not limited to, Headways, and quarterly bus schedules in multiple languages, as well as maintaining inter-departmental timelines and milestones
• Works directly with Planning and Operations to identify, write, and distribute service/ridership communications including service alerts, system maps, brochures, car cards, and related publications; prepares and distributes specialized information and/or service change notifications as needed including service alerts and detours through various channels and applications
• Manages the District’s complaint resolution process by acting as the point person to evaluate all customer service, communications, and marketing related comments coming into the agency, including social media, and to monitor responses and assure the CCCMO that all customer comments are replied to promptly and with professional courteously and empathy; provides assistance and advice to customer service, marketing, ambassadors, and intern staff on how to handle difficult or potentially dangerous situations as they arise.
• Evaluates the effectiveness of customer experience strategies by frequently riding the METRO system, interacting with customers, developing and administering customer surveys, and gathering feedback and analyzing ridership, performance, and operations data; identifies trends and recommends improvements; prepares and presents reports with findings and recommendations to the CCMO and, as needed, the Executive Team and Board of Directors.
• Directs, manages, coordinates, and participates in the daily, weekly, and quarterly collection, reporting, and reconciliation of cash receipts and bulk orders; works with the Finance Department and auditors to ensure internal controls for verifying cash balances and integration of information into departmental financial records.
• If fares are charged, manages and implements the fare media program and operations, including rider support, outreach activities, and internal/external marketing and communications; and works with staff from various departments and external vendors to ensure proper implementation of programs and operations.
• Evaluates all customer service activities for compliance with federal, state, and local requirements and with Santa Cruz METRO’s policies and procedures; creates and tracks Key Performance Indicators for the department.
• With oversight from the CCMO, participates in the preparation and administration of the Customer Service and Marketing Departments budget; forecasts additional funds needed for staffing, equipment, materials, supplies, and special customer service projects.

• Ensures the in-house customer service database and software systems, including but not limited to telephone information systems, are up to date; participates in designing, testing, and implementing new technology solutions to meet business needs.
• Confers with department representatives and outside agencies to determine customer service operational plans and areas of standardization to meet District goals and objectives, which includes coordination of daily changes with the operation and dispatch of fixed route and paratransit departments to provide up-to-date information to District customers
• Prepares technical and administrative reports, correspondence, written recommendations, and makes oral presentations to the Santa Cruz METRO Board of Directors, management, governmental officials, and other organizations or groups as needed.
• Assists with research and preparation of Requests for Proposals (RFPs) and Invitation for Bids (IFBs); assists with evaluating proposals and participates in selection processes; maintains a diverse list of qualified vendors; approves invoices; and manages contracts and contractor performance at the request of the CCMO.
• Maintains and directs the maintenance of working and official department files.
• Monitors changes in laws, regulations, and technology that may affect departmental operations; and implements policy and procedural changes as required.
• Performs other duties as assigned.

EMPLOYMENT STANDARDS:

Knowledge of:

• Advanced customer centric principles, practices, and techniques.
• Leadership skills to develop a team of dynamic brand ambassadors and customer service representatives. Ability to nurture a customer centric, customer is number one mindset.
• Principles and practices of employee supervision, including work planning, assignment, review and evaluation, and the training of staff in work procedures.
• Principles and contemporary practices of multi-faceted community outreach and public engagement programs
• Target market community outreach techniques including program development, implementation, and maintenance
• Development of public and private sectors working relationships and partnerships.
• Principles and techniques of strategic communications and public education campaigns
• Current technologies employed in public engagement
• Paratransit reservations process and the ADA requirements.
• Basic information systems operations and concepts including telephone information systems and related customer service technologies.
• Principles, practices, and techniques of sales balancing and reconciliation.
• Regulations, policies, and procedures affecting Santa Cruz METRO customers.
• Santa Cruz METRO labor contracts and administration of contracts.
• Principles and practices of budget planning, organization, and administration.
• Local and regional transportation services.
• Federal, State, and local laws and regulations and District policies and procedures applicable to Payment Card Industry standards, transportation regulations and policies governing fixed route and paratransit service.
• Public speaking techniques.

• Intermediate mathematics including, addition, subtraction, multiplication, division, percentages, and basic statistics.
• The effective use of modern office equipment, personal computers, and standard business software.

Ability to:

• Lead and develop a team of dynamic brand ambassadors and customer service representatives. Ability to nurture a customer centric, customer is number one mindset.
• Effectively plan, organize, direct, and coordinate the functions and staff activities for the Customer Service Department.
• Plan, organize, direct, coordinate and manage community outreach activities for public transit from initial planning through construction and completion
• Develop, implement, and maintain community outreach and liaison programs with various community and transit-user groups;
• Plan, write, and edit material for advertisements, news releases, internal communications, promotional events, and other public information;
• Establish and maintain cooperative working relationships with employees and the general public;
• Effectively represent METRO in a variety of public and private sector activities;
• Take initiative, reason logically, be creative in developing and introducing new ideas
• Select, supervise, train, motivate, assign, evaluate, counsel, and discipline staff within a union environment.
• Analyze and evaluate complex department/operational problems and recommend and implement effective solutions.
• Prepare administrative and complex reports, formal correspondence, written recommendations, and oral presentations.
• Prepare departmental budgets and expenditure projections.
• Ensure the delivery of training programs on customer service methods as well as departmental procedures and policies.
• Coordinate customer service and marketing programs, projects, and activities with other departments and external agencies.
• Interpret, apply, explain, and ensure compliance with applicable federal, state, and local laws and regulations and District policies and procedures related to transportation services and customer service.
• Make oral and written presentations to the Board of Directors, Santa Cruz METRO management, and other groups.
• Effectively use computer systems, software applications, and modern business equipment to perform a variety of work tasks.
• Communicate clearly and concisely, both orally and in writing.
• Establish and maintain effective working relationships with employees, union representatives, Board members, stakeholders, elected and appointed officials, venders, contractors, consultants, media representatives, and members of the public.

MINIMUM QUALIFICATIONS:

Any combination of experience and education that would likely provide the required knowledge and abilities is qualifying. A typical way to obtain the knowledge and abilities would be:

Education, Training and Experience:

Bachelor’s degree from an accredited college in business administration, communications, public administration, public relations, or a closely related field.

AND

Four (4) years of increasingly responsible experience in customer service, marketing, and/or communications in a large public organization. Familiarity with transit agency, paratransit, and/or transportation system activities and functions is desirable.

LICENSES AND CERTIFICATES:

A valid Class C driver license and safe driving record is required at the time of application. A valid Class C State driver license is required at the time of appointment and must be maintained throughout employment.

SPECIAL REQUIREMENTS:

• Must be able to work extended hours as needed, often outside regular business hours as required by the demands of the job.
• Must maintain strictest confidentiality.
• Must participate in professional development activities.
• Requires occasional travel.

PHYSICAL AND MENTAL DEMANDS:

The physical and mental demands described here are representative of those that must be met by employees to successfully perform the essential functions of this class. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Physical Demands

While performing the duties of this job, the employee is regularly required to sit, walk and stand; talk and hear; use hands to finger, manipulate, handle, feel or operate objects, tools or controls; reach with hands and arms; and perform repetitive movements of hands or wrists. The employee is regularly required to bend and twist at the neck, reach with hands and arms. Occasional standing, walking, overhead reaching and lifting up to 20 pounds unaided is required. Specific visual abilities required for this job include close vision, distance vision, and the ability to adjust focus.

Mental Demands

While performing the duties of this job, an employee uses written and oral communication skills; reads and interprets data, information and documents; analyzes and solves problems; uses math and mathematical reasoning; performs highly detailed work; deals with multiple concurrent tasks; and interacts with others encountered in the course of work.

Work Environment:

The employee may work in an office, shop, construction site, external public sites or bus yard environment where the noise level may be loud.Required availability to work a flexible schedule, often outside of regular business hours including nights and weekends.

OTHER CONDITIONS OF EMPLOYMENT:

• Must pass requisite background check.

*Adopted:          11-20-2020

*BOD Approved: 12-15-2023

*Revised:          05-16-2025

*Job Family:       Professional-Customer Service