Closing Date:Monday, 18th November at 12 noon GMT
Title
Consumer Marketing Manager - London
Division
Markets & Partnerships
Grade
Grade E (£48,238 - £57,654)
Type of Contract
Permanent Full-Time
Reporting to
Deputy Head of Great Britain - Consumer Marketing
This role will be filled in line with Public Pay Policy at Point 1 of the relevant Salary Scale unless the successful candidate is appointed from an existing public sector role.
About Us At Tourism Ireland, we market the island of Ireland overseas. We take pride in connecting millions of visitors each year to all the island has to offer. Tourism is an industry supporting over 300,000 jobs across the island of Ireland and it thereby contributes meaningfully to economies and communities. We partner with sister agencies, airlines, ferry companies, accommodation providers, visitor attractions and others to grow the value of tourism, and to provide visitors with an inspiring and unique experience. Set up under the auspices of the Good Friday Agreement, Tourism Ireland plays an important role as a North South body for a key industry on the island of Ireland, serving both Northern Ireland and Ireland.
Role This is a unique opportunity to join Tourism Ireland’s in-market GB team and lead the planning and delivery of best-in-class integrated marketing campaigns across a dynamic media landscape. As Consumer Marketing Manager, you will shape and execute high-impact initiatives that inspire Great Britain’s audiences to visit the Island of Ireland. At Tourism Ireland, we’re storytellers at heart, driven by passion for Ireland’s rich culture, vibrant characters, stunning landscapes, and unforgettable experiences. This role offers you the chance to join us and support the island of Ireland’s tourism industry through highly targeted and effective marketing campaigns.
Key Results Area
- Consumer Strategy Development and Collaboration: Work closely with central Tourism Ireland teams, advertising, and media agencies to create a compelling consumer strategy which will deliver on key Business Performance Indicators (BPIs).
- Integrated Marketing Campaigns for GB Market: Assume responsibility for integrated consumer marketing campaigns which focus on targeted GB consumer segments and optimise investment across the entire spectrum of the marketing mix to deliver visitors to the island of Ireland.
- Campaign planning and execution - Drive Tourism Ireland consumer brand, activation, and digital campaign activity, maximising effectiveness through strong audience insight, media planning, execution and evaluation.
- eCRM Optimisation - Oversee GB eCRM function ensuring optimal use of digital communications to deliver best in class campaigns against agreed objectives.
- Website Management - Manage the GB site of Ireland.com ensuring that it is an engaging destination for consumers, ensures a smooth user experience and kept up to date at all times.
- Social Media Management - Manage GB social media to foster vibrant social communities, deliver innovative social campaigns and ensure that social is integrated into all communications.
- Analytics and Campaign Optimisations: Lead the GB analytics framework to ensure all campaigns are measured and optimised to deliver the best possible ROI. Analyse and produce clear reports for department activity Collect market and competitor intelligence to ensure Tourism Ireland is best in class.
- Integration and Brand Alignment: Ensure integration of activities with PR, Brand Partnerships, and Trade teams objectives and activities. Ensure synergy of brand across all GB communications in line with global brand and business strategy.
- Agency partner management: Lead the day-to-day relationship with agency partners to ensure efficient and effective use of resources and delivery against key business objectives (included media, creative and social agency partners).
- Team Leadership and Development: Manage and inspire a team of three marketing professionals to produce consistently excellent and innovative work.
- Stakeholder Engagement and Collaboration: Manage stakeholder liaison, working with closely with Fáilte Ireland, Tourism Northern Ireland and other key internal contacts.
- Budget Management: Manage allocated budgets in line with company policy and procedures while ensuring excellent use of funds to achieve the best possible return on investment.
- Data Compliance: Take responsibility in the area for ensuring the management of personal data adheres to the company’s GDPR compliance policies and procedures.
- Such other duties as the company may from time to time reasonably require.
- This job will involve some travel and unsocial hours. The post holder will also be required to represent Tourism Ireland at various industry, press, and corporate functions and events.
The Person EssentialRelevant marketing experience including:
- Full marketing mix experience demonstrated understanding across full media mix (paid and organic), with experience in applying new and emerging technologies to consumer marketing activity.
- Experience of brand marketing across a broad spectrum of consumer marketing channels and techniques.
- Strong skills in advertising, digital, social and content creation.
- Extensive experience of managing creative and media agencies.
- Strong analytical skills, with ability to use insight and data to understand and shape future communications plans and campaigns.
- Good judgement, problem solving and decision-making skills.
- Track record in managing budgets and finance systems.
- Strong influencing and negotiating skills. Strong stakeholder manager, able to deal confidently with all levels of seniority and influence outcomes.
- A strong team player with a collaborative approach and excellent interpersonal skills.
- Strong presentation skills with ability to create decks and present to senior stakeholders.
- A highly motivated individual who has the ability to lead and inspire a team, to support their development, to set goals and motivate to succeed.
- A commitment to Tourism Ireland’s values and evidence of demonstrating these values in practice.
- Respect
- Collaboration
- Ownership
- Creativity
Desirable
- Educated to degree level with a qualification in marketing, communications, analytics or other relevant discipline.
- Knowledge of the island of Ireland and its tourism product.
Tourism Ireland is an equal opportunity employer. We strongly support diversity in the workforce. We are committed to an inclusive, barrier-free recruitment and selection process and work environment. If you are contacted for a job opportunity, please advise us of any accommodation needed to ensure you have access to a fair and equitable process. Any information received relating to accommodation will be addressed confidentially.
