JOB - Tourism Marketing and Communications Specialist, Smithsonian Institution

Publish Date: Aug 30, 2016

Deadline: Sep 05, 2016

My Armenia

My Armenia is a collaborative initiative of the people of Armenia, USAID, and the Smithsonian Institution, harnesses the power of research, documentation, and storytelling to sustain Armenian cultural heritage. Building on Smithsonian expertise in research and curation, the My Armenia program engages with local partners in community-based research to document Armenian cultural heritage and support tourism in the country that sustainably promote the cultural and natural heritage of the country. Working with sustainable tourism experts Solimar International, the My Armenia program will increase and share knowledge about Armenian cultural heritage while identifying opportunities to enhance and increase community-based tourism to rural Armenia.

Solimar International

Solimar International is a sustainable tourism development and marketing firm dedicated to helping destinations enhance and connect their unique travel experiences to travelers. Over the years Solimar has supported over 200 destinations, assisted more than 2,500 tourism businesses, trained more than 5,000 tourism professionals and inspired more than 25 million travelers to learn about and explore our planet. In partnership with the Smithsonian Institute, we are starting a 4-year Cultural Heritage Tourism Activity in Armenia to enhance tourism products and circuits in the country and connect travelers to the unique travel experiences offered in Armenia.

The Smithsonian Institution is the largest museum and research complex in the world, the Smithsonian offers unparalleled breadth and depth across disciplines and functions – from astronomy to natural sciences, from ancient archaeology to modern art, from the study of ancient traditions to the exploration of contemporary crowd-sourced content, covering 20 museums, 9 research centers, and the National Zoo in Washington DC U.S.A.

The Smithsonian Institute will lead the project with funding from USAID and other supporters. Solimar International will be working with the Smithsonian Institute to implement the project together.

The overall objectives of the project include:

1. Improve the tourism product offering of Armenia
2. Improve Service delivery along strategic tourism corridors and circuits in Armenia
3. Improve cultural tourism sector workforce skills
4. Coordinate among donors and supporters

As a part of this project, Solimar is recruiting a Tourism Marketing and Communications Specialist within Armenia. This individual will work with the Solimar and Smithsonian team in Armenia and Internationally to manage and implement the marketing and communications component of the project. The Tourism Marketing and Communications Specialist will work closely with communications Specialist, who will focus on content creation to help promote and tell the story of Armenia’s natural and cultural heritage.

Position Type: Full time

The Tourism Marketing and Communications Specialist will have the following responsibilities:


  • Lead the branding and promotion of ‘My Armenia’ as a campaign to promote Armenia’s natural and cultural tourism experiences
  • Work with team members to finalize a marketing plan for My Armenia to promote natural and cultural tourism in Armenia
  • Lead branding and image building of destinations where My Armenia is focused in collaboration with other partners (DFA, local partners, etc.)
  • In collaboration with team staff, DFA and local partners create and implement marketing campaigns for target destinations within Armenia, starting with the Vayots Dzor region
  • Act as the project liaison with DFA for activities that My Armenia anticipates implementing in collaboration with DFA. These may include:
    1. Gap analysis and support to the completion of the national tourism website for Armenia
    2. Guide the creation and management of content to be used on the website and through other promotional channels
    3. Establish systems and a content calendar to help DFA actively manage the national tourism website
  • Work with Solimar staff in the US and in Armenia to implement a tourism travel trade program to engage national and international tour operators in selling travel to Armenia
  • Lead the development of a promotional e-book in partnership with AGBU. My Armenia’s responsibility will be on the development of content for the e-book. AGBU will develop the e-book itself.
  • Manage public relations activities (with support from others on the team and external partners) to promote My Armenia activities and increase awareness of Armenia as a travel destination.

Content and Communications

  • With the Project Communications Specialist, establish a communications plans and calendars for the My Armenia program and any promotional activities.
  • Identify gaps and needs within the content available to promote Armenia and destinations within the country that the My Armenia project can help to address
  • Work in close collaboration with the Communications Specialist in developing, curating and disseminating content about Armenian natural and cultural tourism experiences. This will include rich information about the regions, site, attractions and businesses where My Armenia is focused within Armenia.
  • Oversee the development and dissemination of information materials about the My Armenia program as well as Solimar and Smithsonian’s work in Armenia
  • Oversee social media and other communications channels owned or managed by the program
  • Oversee the development of a periodic newsletters/communications to the tourism stakeholders in Armenia about activities and events within the sector.

General Programmatic Tasks

  • Coordinate, build and maintain relationships with key project stakeholders including tourism businesses, Government of Armenia offices, media, communities, community-based groups and other cultural tourism stakeholders and help keep all tourism and cultural heritage stakeholders informed about activities within the sector.
  • Establish and maintain a database of cultural tourism stakeholders and help support collaborative activities identified by the sector partners
  • Support the project team in planning and implementing tourism product development, training and promotional activities in relation to how these can be promoted
  • Work with the monitoring and evaluation specialist to track metrics and measure success
  • Assists with general office functions
  • Additional duties as needed

Minimum Job Requirements

  • Minimum Bachelor’s degree in tourism or a related field, such as marketing, communications, or business
  • Excellent communication, writing, and interpersonal skills in English and Armenian
  • At least 5 years previous work experience in the tourism, marketing and/or communications sectors or related fields
  • Ability to work effectively with community leaders, government, media, the tourism private sector and other partner organizations within Armenia and internationally
  • Ability to handle and prioritize multiple tasks and relationships with attention to detail
  • Strong organizational and computer skills
  • Flexible, adaptable, and able to work independently and as part of a team as well as with remote managers (i.e. not in Armenia)
  • Understanding of, and interest in, Armenia’s nature and culture
  • Proficient in English and Armenian


Based in Yerevan Armenia with periodic travel throughout Armenia


Interested candidates should apply using "APPLY ONLINE" button below. In your application's "Introduction letter" please cpecify why you want to be hired in that position. 

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