Visit Cornwall - Marketing Manager

Transcription

1 Visit Cornwall - Marketing Manager Visit Cornwall is looking for an ambitious talented and energetic individual to join the team at an exciting time of change. The world is changing, many consumers don t respect or even trust official bodies (including tourist boards), as they did only a few years ago. They are looking for truthful quality information and insights from peers and those they rate; they demand honest and authentic content and suggestions. As such Visit Cornwall needs to move forward faster than ever. We must be the visitor s champion the go to place for honest authentic information and advice that places the interests of the visitor front and centre, to ensure they have a holiday with our member businesses that meets, if not exceeds, their expectations. We are looking for a marketing manager with considerable digital experience, to lead and drive the transformation of our digital marketing and social media activity. They will be a key member of the management team in driving the transformation of the organisation and its activities. They must have experience or demonstrable insight into the needs of our visitors and our member businesses, especially hospitality businesses. JOB DESCRIPTION RESPONSIBLE TO: Chief Executive SUPERVISORY RESPONSIBILITY: 2 to 3 members of staff, contractors and occasional student placements KEY RELATIONSHIPS: Internal - Chief Executive, Public Relations and Communications Manager, Finance Manager, Content Executive, Sales Executive and Marketing Assistant, Board of Directors External - Partners and members of Visit Cornwall, Tourist Information Centres, Business Improvement District teams, local tourism associations. suppliers and service providers, commercial partners, key account partners FINANCIAL: Budget responsibility for circa 100k+ per annum, to include advertising, support/supplier sourcing and purchasing Responsible for achieving and exceed annual revenue targets

2 JOB PURPOSE: To be a key member of the Visit Cornwall team working closely with the CEO and Comminations/PR Manager to develop and deliver high quality results driven marketing of Cornwall and our members and partners. In particular, to - Develop and execute the Visit Cornwall annual digital marketing plan to meet/exceed set targets. Utilise visitcornwall.com, our social media channels and authentic relevant content to generate business for our members and Cornwall, and Develop, execute and manage the Visit Cornwall monetization/commercial plan for the website and digital sales products. RESPONSIBILITIES: To work with Visit Cornwall management and team on the creation of a three- year digital and social marketing strategy and annual delivery plans. Be responsible and accountable for VisitCornwall.com ensuring it meets four objectives: - 1. to showcase Cornwall as a world class destination, 2. to ensure visitors to Cornwall have all the information they need for a first- class holiday, 3. to deliver ROI to over 1,000+ advertisers, 4. to generate income to support the destination marketing of Cornwall Identify new opportunities for marketing activity and income generation. ACCOUNTABILITIES Main Duties /Areas of Responsibility: Directly assist in the creation of a marketing strategy and income generation plan, implement digital marketing plans or roadmaps to support lead acquisition and brand awareness objectives across the business to include digital PR, SEO, PPC, social CRM, affiliate and marketing. Drive new leads via online channels and demonstration or evidence of ROI and to grow customer base via digital marketing channels. Manage desktop and mobile sites to improve customer experience, customer satisfaction and business value generated. Oversee and manage the update of visitcornwall.com, including optimisation of web pages, landing pages, conversion strategies and technical requirements. Interpret research to support content strategies and multichannel (or omni channel) user experience journeys.

3 Manage and measure integrated campaigns to include online such as search, affiliate, , social media, PPC and SEO. Report on results and set organisational KPIs and implement within dashboards using Google Analytics or other analytics packages. Social media planning and management to include blogs, LinkedIn, Twitter, Instagram and Facebook. Measure and interpret data to include customer profiling and behaviour across customer journey mapping and web traffic data, PPC analytics. marketing to nurture relationships with new prospects and existing customers, for retention and upsell/cross- sell opportunities and to demonstrate ROI and CRM strategy and integration across digital platforms. Manage multichannel agencies including branding, digital, display, SEO and PPC. Act as a focal point for digital marketing activity within Visit Cornwall, maintaining a calendar of activity, leading critical relationships with supporting agencies, partners, online journalism, bloggers, marketing and content contacts. To grow promotional partner membership by between 10% to 20% per year; to ensure sales and commercial income targets are met or exceeded. To develop and introduce new successful services; to continuously review and incrementally improve the current suite of paid for services to Visit Cornwall members and the wider tourism industry. To support the CEO with Visit Cornwall Champions and Sponsors relationships. KEY RESULT AREAS: Marketing targets across all platforms and media: o Website o Search Engine Marketing o Social media o - marketing o Customer service Ensure consistent, profitable growth in sales revenues through positive planning and management of staff. Identify objectives, strategies and action plans to improve short and long term sales income. SKILLS, APPROACH AND EXPERIENCE REQUIREMENT: Education & Experience Experience within, and a real depth of understanding of the tourism industry and particularly, the hospitality sector is vital

4 Preferably educated to degree level, however, experience and attitude are far more important Person Spec Excellent interpersonal skills, verbal and written communication. Organisational skills and ability to multi- task. Project management skills and ability to deliver on time. Strong leadership in managing a team. Highly motivated, confident, resilient and positive attitude. Strategic and creative. Energetic team player! Analytical mind to analyse data and metrics and translate insight into actionable strategies. Technical/Specific experience Experience of using Content Management Systems (CMS). Understanding of Google Analytics or equivalent. Advanced Microsoft Word and Excel skills. Knowledge of web layout and browser compatibility issues. Understanding of SEO. Experience of online- video. Write copy for banner ads and rich media. Highly Preferable 3-5 year s experience in marketing within the sector Experience of working in the hospitality sector (preferably in Cornwall) Experience of Drupal and Wordpress. Understanding of PHP, CSS, JavaScript and Adobe B2B or B2C ECRM. Search Strategy (Natural, PPC, SEO) Social media planning. Online digital marketing experience with focus on e- commerce site experience. Ability to understand website requirements for both brand and social media integration. Approach and Attitudes Customer focused A passion for excellence Strong commercial aptitude

5 Results focused with an understanding of the importance of measurement and reporting advertising to amplify campaign messages to meet targets, across a mix of social media, Google, and other platforms Experience in managing agencies and brand partners and working with internal stakeholders in a fast- paced environment Hands- on approach Initiative, proactivity and a collaborative attitude Ruthless ability to prioritise and ensure delivery of planned work Ability to work autonomously and under pressure, managing a busy workload and taking initiative when required Confident and articulate communication skills A passion for Cornwall and Visit Cornwall Salary circa 30k+ Approx. 40 hours per week in addition to normal hours of work additional hours necessary for the performance and duties of the role may be required. Some evening and weekend work required and occasional travel within the UK and international. Based at the Visit Cornwall office at present at Beacon Place, Station Approach, Roche, St Austell, Cornwall PL26 8LG. Application Process If after reading the attached job description and person specification, you believe you have the skills and experience we seek along with, and importantly, the energy and attitude we require, please send your full CV together with a covering letter to mal@visitcornwall.com. This should include a critique of our current activities with suggestions and recommendations for changes in the first year in no more than 600 words. Timeline Closing Date 5pm 8th January 2017 First Interviews 12th January- 13th January 2017 Second Interviews 20th January 2017 ABOUT VISIT CORNWALL: Visit Cornwall is a Community Interest Company run by the tourism industry, for the tourism industry. It is the Tourist Board for Cornwall, lead body for destination marketing and champion of the tourism industry. Visit Cornwall excels at award- winning destination marketing to attract visitors to Cornwall throughout the year, and provides a broad range of services to business members and promotional partners. This powerful combination directly contributes to increasing the sector s competitiveness, profitability and sustainability, and to improving the quality of tourism jobs and careers.