INTERATIONAL MARKETING MANAGER NORTHERN EUROPE

Transcription

1 JOB DESCRIPTION INTERATIONAL MARKETING MANAGER NORTHERN EUROPE REPORTS TO Marketing Manager, Europe Overview of Job Purpose The Marketing Department is tasked with growing leisure tourism from the overseas markets. tourism presently accounts for 31% of tourism expenditure in Scotland; VisitScotland aims to grow the volume and value of visitors from international markets both in absolute terms and relative to the domestic market. This growth is critical to the achievement of the Scottish Tourism industry s ambition for a 6 billion industry by The post-holder will contribute to targeted growth from the international markets through the development and implementation of strategies within assigned market territories to advance Scotland s profile as a must visit, must return holiday destination and to generate additional visitor traffic. He/she will manage a multidisciplinary team consumer promotions, online, travel trade and partnerships, and work closely with consumer PR and will lead on behalf of Marketing on specific cross departmental projects. He/she will manage activity across a number of markets mature and developing and within each of these will market the most appropriate product range (touring, city, golf). Within the Northern Europe territory focus is currently on the markets of Germany, Netherlands and Sweden. The post holder will create and present future investment recommendations and strategies for the exploitation of both current core and new development markets within their own territories. This will require a highly developed understanding of the optimum brand fit for a number of segments across the multiple markets of the territory. Location Edinburgh, Ocean Point Extensive overseas and domestic travel required

2 Dimensions Post-holder will manage 5 team members Team budget of 1.6m Departmental budget of 6m Principal Accountabilities 1. Develop an expert understanding of all assigned markets and consumer trends therein in order to establish the most profitable target groups and the brand/product messages, which will unlock their potential. 2. Communicate this expert knowledge both internally and externally to a wide audience to aid improved competitiveness throughout the Scottish tourism industry. 3. Create and recommend the portfolio and investment strategies for your territories. 4. Lead the team in the development of specific brand plans for each priority brand in your territories. 5. Manage the team in the implementation of a programme of integrated trade and consumer communication strategies (including for example online, partnership) as appropriate in each market to ensure Scotland s profile as a must visit, must return destination is advanced and additional traffic is demonstrated. 6. Lead on behalf of the Marketing Department on cross team initiatives as designated. These may include development and direction of for example: our international web strategy, working with Insights, the UK & Ireland Marketing teams, Digital and Content teams, and VisitBritain counterparts in that field. 7. Critically appraise and review activities to ensure best use of resources and performance against targets, by market and by portfolio. 8. Be the guardian of the Scotland brand in your markets and, as appropriate, work closely with VisitBritain to ensure optimum impact for the brand in joint promotions delivering against VisitScotland targets. Ensure that VisitBritain in your markets deliver against the service level agreements supporting the jointly agreed market investment model. 9. Oversee the development of a matrix for the team s development of profitable relationships with key accounts (operators and carriers in particular) and through joint activity generate additional business to Scotland. This will include the development of new routes to market for Scottish businesses and generation of income and in kind support against targets. 10. Manage team budget, ensuring optimum deployment towards team and organisational goals, and provide accurate and timely budget reports. 2 01/05/2013

3 11. Recruit, manage and motivate team members towards the achievement of team goals, always ensuring that they understand the part they play in achieving these and in turn the part they play in achieving the broader organisational goals. Encourage strong team working to ensure that the travel trade, the consumer marketing and the PR specialists in the team deliver a fully integrated approach to the markets. 12. Manage a broad range of cross-functional relationships across the organisation, including the briefing of activity by the Insights, Business Engagement, Events & Exhibitions, Digital and consumer PR and Corporate Communications departments, and advising on product development needs. Key relationships outside the organisation will include VisitBritain overseas offices, key carrier and operator accounts (e.g. DFDS, Easyjet, Lufthansa) and key players in the Scottish trade. Context markets represent considerable growth opportunities for Scottish tourism. Under the direction of the Marketing Manager, Europe and working as one of a team of Marketing Managers, the post-holder will contribute to the achievement of the organisation s targets for growth in international tourism receipts. The biggest challenge is to identify those target groups, which promise best return on investment, and develop fully integrated strategies, which address these to demonstrable effect. Success depends upon strong strategic vision allied to the creative thinking and the initiative needed to bring about winning projects. The post is both wide and deep, requiring expert knowledge across a range of markets and of the portfolio in each. The post-holder will develop relationships with their peers throughout the organisation and widely throughout the industry both at home and overseas, in particular with VisitBritain, key account carriers and operators in all markets, non tourism partners (commercial, retail, education, cultural, political), and key players within the Scottish trade. 3 01/05/2013

4 Organisation Chart Head of Marketing Long Haul Europe Senior PR Manager ( & UK) Northern Europe Southern Europe Knowledge/Skills and Experience Graduate calibre, significant experience in marketing, preferably in an international environment, ideally German Experience of the Dutch or Scandinavian markets an advantage Professional marketing qualification desirable Proven background in B2C and B2B marketing Proven experience of using all disciplines within the marketing mix, in particular online/digital Strategic thinking, creativity and an eye for opportunity Fluency in German desirable, other European languages an advantage. Cultural empathy with assigned territories desirable A highly fluent and persuasive communicator Strong team management skills Budget Management skills 4 01/05/2013

5 Competencies Drive for Results: The drive to put energy into achieving results and take action to exceed goals and expectations. This includes striving for continuous improvement, taking calculated risks to pursue actively opportunities to make services and work practices more efficient and effective. Initiative: The drive to identify or anticipate current or future challenges and opportunities. It includes adopting a proactive approach when addressing those opportunities or taking preventative measures to avoid the problems. Teamwork: The willingness and ability to work co-operatively and supportively with your colleagues, developing positive, open working relationships in order to solve problems and to achieve business goals Developing People: Involves a genuine intent to foster the personal and professional development of others. This includes expanding individuals roles to provide developmental opportunities and creating a risk free environment where individuals are encouraged to take on new responsibilities and challenges and to continually learn. Impact and Influence: The ability to convince, persuade, influence or impress others towards a point of view. It is about working collaboratively with others to gain agreement to a course of action, idea or future vision. 5 01/05/2013