Download JOB DESCRIPTION TITLE: Head of Marketing DIVISION: VB

JOB DESCRIPTION
TITLE: Head of Marketing
POST NO:
DIVISION: VB Marketing
DATE EFFECTIVE: June 2015
REPORTS TO: VB Marketing Director
JOB HOLDERS SIGNATURE:
MANAGERS SIGNATURE:
DIRECT REPORTS SIGNATURE:
JOB SUMMARY
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To champion, lead and steer the organisation’s global consumer marketing, digital, social and content
strategies, seeking and implementing opportunities to impact genuine excellence in VisitBritain’s approach
to marketing. Digital innovation, leading development of world-class and industry leading campaigns,
platforms and content strategies which are relevant to consumers across VisitBritain’s different international
markets.
To lead the consumer marketing team on a day-to-day basis, in-support of the strategic and commercial
objectives of the Britain strategy, VisitEngland International marketing delivery and GREAT Britain
campaign. Working closely with VisitBritain’s Strategic Partners (VisitEngland, VisitScotland, Visit Wales
and London and Partners), Cabinet Office, DCMS, FCO UK Trade and Investment, British Council to
provide strategic tourism vision and knowledge.
To create and foster an in-house marketing centre of excellence, leading and inspiring the marketing team
to develop and deliver channels as well as brand and tactical campaigns and partnerships. Bring in fresh
thinking and creative execution ideas.
To work with Digital Programme Manager to deliver Digital platforms and Digital and Content strategies.
To provide sound commercial, strategic and creative thinking, driving on-going improvement and influencing
change in a competitive and shifting environment, working with commercial, brand, media, content and
destination partners.
To deputise where necessary for the Britain Marketing Director and represent VisitBritain Marketing with
both internal and external partners.
ORGANISATION CHART
Britain Marketing Director
Head of
international
Destination PR
Head of Marketing
Head of
Partnerships
Senior Campaign
Marketing Manager
Senior Campaign
Marketing Manager
Digital Content
Manager
Senior Digital
Marketing Manager
Partner Marketing
Manager
SPECIFIC TO JOB
Marketing:
 Degree level education or equivalent preferably
with marketing degree
 Postgraduate marketing qualification (CIM) or
equivalent.
 Ability to be creative and think differently
 Solid experience at Account Director level in an
advertising agency or strong comparable in-house
department
 In-depth knowledge and extensive proven
management experience in tourism marketing,
specifically digital
 Thorough understanding of international markets
with overseas management and marketing
experience.
 Strong media relations skills and ability to act as
VB spokesperson in broadcast and print media
desirable. Track record of success in generating
significant additional partner relationships and
GENERIC
Championing tourism to Britain
 Engage with the VisitBritain’s strategy and
vision and can demonstrably contribute
towards delivering these.
 Remain focused on a clear goal in all
actions and decisions and openly articulate
this to your team colleagues.
 Be an advocate for Britain and tourism,
demonstrating leadership to your colleagues
and the rest of the tourism industry.
Being the Best
 Help to share your and other VisitBritain
colleagues’ expertise with external
organisations and individuals.
 Continually remember that we are a public
body which needs to deliver and
demonstrate value and probity in everything
we do.
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funding.
Experience of delivering all forms of marketing
collateral – through the line.
Strategically developing content for global
audiences
Distributing content with a focus on profitable
outcomes
Understanding and anticipating global trends –
setting a team and mindset around the future
Leading marketing strategy and delivery in a fastpaced and rapidly evolving consumer landscape
Understanding how technology is evolving and
how to think in real-time
Understanding how to spot a trend and take a
measured and controlled risk
Awareness of Agile project Management
Leadership:
 Political awareness and the ability to deal with
internal and external contacts at senior level incl.
CEO and Board level.
 Excellent manager and motivator, both face-toface and remotely – with effective organisational
and leadership skills.
 Team working.
 Presentation skills
 Account management and negotiation skills
 Strong project management skills
 Strong know-how of staff recruitment and agency
procurement.
 IT literacy and thorough understanding of digital
marketing.
Working Together
 Have an open-minded and ‘can do’ attitude
which encourages innovation, embraces
change and displays resilience against
adversity.
 Participate fully as a team member in
building an atmosphere of openness,
honesty, respect, co-operation and fun.
 Are visible, approachable, accountable and
available.
Serving our Customers
 Have an effective relationship with all your
customers and meet their expectations.
 Continually look for opportunities to work in
partnership with other teams and/or external
organisations.
 Inspire and empower other people by
demonstrating trust, openly valuing their
expertise and clearly stating your
expectations.
KEY RESULT AREAS
Marketing Strategy
 Through effective strategic direction, ensure the department maximises marketing opportunities by
delivering hard hitting brand and partnership response campaigns to motivate people to find out
more about Britain and ultimately visit the country
 Ensure marketing outputs deliver against Britain and VisitBritain strategies, and that marketing
activity is aligned with and reinforces strategic priorities and wider activity in each international
market.
 Create product roadmap and outline customer journey.
 Ensure maximum collaboration across VisitBritain’s UK and international market teams and develop
a culture of positive, energetic, mutually supportive and ambitious endeavour.
 Work closely with the Britain Marketing Director (BMD),other marketing Heads of Department, and
the wider organisation including Retail, B2B and the Network, to ensure tight integration of activities
across the marketing effort in London and overseas and across all channels
 Ensure the application of values, brand identity and tone of voice to all marketing communications in
line with the reputation and ambitions of VisitBritain
 Support BMD developing strategy documents where necessary
 Specifically, to develop and deliver the clear visual brand identities and values of VisitBritain,
maximising the opportunities to promote tourism though the GREAT Britain campaign. Work with
Campaign Manager to oversee brand guidelines to educate and inform the wider organisation and
external agencies and partners and ensure that the organisation adheres to the guidelines to provide
consistency and cost efficiencies.
20%
Brand and tactical global campaign roll-out
 Support BMD in recruitment of creative / media agency resource and manage on going day to day
relationship
 Recruit freelance creative / production resource where necessary to aid campaign delivery
 Lead on the development of GREAT image and tactical advertising campaigns and VisitEngland
International marketing delivery including creative delivery and brand guardianship of consumer
proposition
 Cover all areas from strategic planning, development of brief, presentation and sign off through to
production. Oversee Campaign Marketing Team delivery of all assets
 Work closely with Head of Partnerships team and partnership KAMs in supervision of global
campaigns rollout. Manage top level relationship with commercial partners and government and
process to ensure smooth campaign delivery.
 Work with the Research and Forecasting team to make sure all in-campaign and post-campaign
analysis and evaluation is carried out and learnings implemented
25%
Digital leadership
 Think creatively and work in collaboration with industry partners/media/platform owners to create
engaging ways to promote Britain including development and implementation of content strategy.
Work across the organisation to embed a content marketing discipline and support the content and
digital requirements.
 Align Marketing and Media/Destination PR in social and content. Collaborate to bring the best of the
organisation’s experience together to create effective communications and efficient content curation
20%
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and production.
Work with Programme Manager to ensure a smooth transition to new digital platforms. Take an
active part in the development, design and user experience delivery of this platform.
Work with the Marketing Director to shift VisitBritain into Content Marketing, understanding paid and
organic, outreach, monitoring and measurement.
Research and Development - evolve products and tools based on business intelligence and the
evolution of our content.
Understand user-journey across multiple devices and touch-points.
Give the team space to be innovative.
Partnership Marketing
 Work with wider organisation to articulate commercial offering (digital inventory, e-crm etc).
 Develop sector partnerships – across entertainment/popular culture (film, music, fashion, sport
(including FAPL)).
 Ensure partnerships leverage Britain proposition and deliver against GREAT campaigns.
 Develop a non-tourism partner network platform assessing assets and benefits for partners.
20%
Finance
 Work with the Marketing Director to manage budgets effectively and negotiate aggressively with
suppliers and agencies
 Monitor performance of marketing campaigns and personnel
5%
Team Development
 Develop the general marketing awareness, strategic skill set an appreciation of the creative product
within junior members of the team to aid their professional development
10%
Dimensions
Significant and often direct impact on
- £19m (including £4m NGF) GREAT image campaign
- £10m (incl matched funding from the private sector and marketing in kind) marketing campaign delivery
- VisitEngland and Regional fund international delivery
- VB reputation among key stakeholders (govt and commercial partners)
- 21 FTE