Download SiteMarketingManagerJDupdatedandapprovedJan2017

JOB DESCRIPTION
JOB TITLE:
Site Marketing Manager
DEPARTMENT:
Historic Properties Department
PAYBAND:
C
REPORTS TO:
Territory Marketing Manager
DIRECT REPORTS:
None
LOCATION:
Various
Overall Purpose of Job:
Responsible for delivering visitor numbers and admissions income to sites of responsibility; developing and
implementing marketing plans in order to maximise return on expenditure. (Role is responsible for delivering
across consumer, member and travel trade segments).
Key Performance Measurements
Number of visitors to allocated EH properties
Admissions income at allocated properties
Allocated expenditure budget – maximising return on budget
Effectiveness of paid for marketing activity against agreed KPIs
Main duties and responsibilities:
Strategy and Commercial

Responsibility for the implementation of the marketing strategies for the allocated sites, contributing
to their development.

Implement the admission pricing strategy and contribute to target setting for visitor numbers and
admissions income to allocated sites.

Responsible for regular performance tracking, measurement and reporting for the allocated sites.

To be responsible for any delegated budgets and reporting needs as directed by the line manager.

Monitor and track market conditions and competitive performance in the area of responsibility,
modifying marketing activity as necessary.
Product Development
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
Work with colleagues across functions to identify market opportunities for product development at
the allocated sites. Ensuring any investments at sites are aligned to the marketing strategies for each
property and are responding to target audiences, customer insight and market trends.
(Products include: events and tours, entertainment, hours of opening, interpretation and exhibitions,
pricing deals, joint ventures with transport companies and other attractions, retail and catering
opportunities or anything else which might impact on visitor numbers and profit.)

Contribute to development of the event programme at sites asled by the Event Manager and
Territory Marketing Manager in response to commercial and strategic objectives.

Participate in project teams as required.
Marketing Campaign Delivery

Responsible for devising and implementing annual marketing plans for the allocated sites to meet
strategic marketing objectives and budgeted visitor figures.

Responsible for developing site media plans through the assigned media agency, in response to the site
marketing strategy and customer insight.

Work closely with the territory PR Manager and Social and Content marketing executive to ensure
the marketing plans are supported by our owned and earned channels and included in their planning
activity.

Closely monitor the effectiveness of all paid for activity, proactively managing media plans and
marketing campaigns in response.

Closely monitor paid for digital activity on a daily and weekly basis, proactively working with the
appointed agency and the Digital team to deliver on going optimisation and development plans in
response to agreed digital KPIs.

Work with the National Membership Retention Manager and Territory Social and Content Marketing
Executive to promote properties to members via membership communications.

Commission the Brand and Design team to produce marketing communications material as required,
taking responsibility for the writing of design briefs, proofing, managing required sign-off and
procuring and delivering print requirements as necessary.


Maximise regional and local partnership and sales promotional opportunities.
Proactively develop, manage and monitor performance of local marketing partnerships and play an
active role in appropriate local/regional tourism marketing forums. Responsible for tracking and
regularly reporting on competitor performance.

To carry out all tasks and ad-hoc projects as delegated by the Line Manager.
Customer Insight
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
Apply insight and marketing intelligence gained by the National Customer Insight Manager & the
National Business & Marketing Analyst including the national segmentation model

In liaison with the National Customer Insight Manager commission market research as necessary to
ensure the ongoing effectiveness of campaigns and to support commercial decision making at sites.

Monitor trends and market conditions in the region
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Person specification
Training, experience & qualifications
Essential:

Experience in a marketing role, preferably
within visitor attractions, leisure, travel or
tourism.

Experienced in the management of consumer
advertising and digital marketing campaigns.

Budgetary responsibility.
Desirable:
Knowledge & skills
Essential:

Good understanding of customer
motivations and behaviour.

Strong analytical skills and ability to
analyse trends and take actions

Excellent knowledge and proven
experience of campaigns using offline
media and digital.

Creative and innovative – ability to
recognise strong tactical opportunities
and exploit them creatively via,
partnerships and digital communications.

Excellent written and oral
communication and relationship building
skills, ability to develop productive
relationships with key local media and
partners.

Experience of working within brand
guidelines.
Strong planning and organisational skills ability to manage high volumes of work
and effectively prioritise tasks to
maximise commercial performance.


Desirable:


Experience of using PR and Social Media
to devise and deliver fully integrated
marketing campaigns.
Excellent presentation skills comfortable
presenting to colleagues across the
organisation on marketing plans,
priorities and developments.
Strong attention to detail.
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Person specification
Training, experience & qualifications

Degree or relevant marketing
qualification
Interpersonal skills
Essential:


Flexible and adaptable to changing
priorities. Resourceful and practical; can
think on your feet and solve problems
quickly and effectively. Positive “can do”
attitude.

Ability to work on own initiative and
collaboratively as part of the Marketing
and wider functional teams
Desirable:

Special consideration section
This role will require travel to sites for meetings, working at key events across the country when
necessary, and attendance at industry forums and meetings occasionally outside of core working
hours. A flexible approach is therefore required. Time off in lieu will be given for weekend working.
We are committed to providing equality of opportunity for all. We will consider making reasonable
adjustments for disabled people where necessary, to ensure this.
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