Download Job Description - Discover the World

Job Description
POSITION TITLE:
Direct Marketing Manager
REPORTS TO:
Marketing Director
REPORTING IN:
Direct management of 1 Marketing Exec & share support of 1 or 2 others
LOCATION:
Banstead, Surrey
DATE:
June 2015
1. Background of Role
Discover the World is a specialist tour operator offering a wide range of interesting holiday programmes
worldwide. We have been operating for 30 years. We have continued to grow and develop our business and
made a significant financial investment in our people and company in the last few years by improving our
office environment, developing new technology and changing the company infrastructure.
As the Direct Marketing Manager your primary role is to oversee and coordinate all offline marketing
activities and campaigns, this will include managing relationships with all offline marketing suppliers. Working
together with the Marketing Director you are responsible for developing, managing and implementing a direct
marketing and communications plan to increase retention, recommendations and acquisition across all
channels ensuring a seamless integration of offline activities with online presence. You will also be involved in
the implementation and management of a CRM system. You have budget responsibility and will be expected
to achieve targets and demonstrate success against ROI. You will have two direct line reports.
You will be responsible for overseeing our presence at events and exhibitions and working together with the
Senior Digital Marketing Manager (SDMM) & the PR Manager you will coordinate all partnership marketing
campaigns and promotions.
This job description is designed to give you an understanding of what is expected from you in this role as well
as how the position relates to the rest of the company.
2. Duties and Responsibilities
General:
 Work closely with the Digital & PR Managers, share ideas and learnings and ensure a cohesive
approach to our marketing across all channels. Together hold regular team meetings to brainstorm
ideas, discuss campaign planning and responsibilities and ensure everyone in the team is working in
harmony
 Responsibility for day to day performance management of your direct line reports (including support
and guidance, training & development, motivation, managing poor performance and ensuring that
they are fully briefed and working to the marketing plan and budget).
 Hold annual staff appraisals to effectively review performance and set future staff development/business
goals and targets (KPI’s). Follow up with quarterly reviews to monitor performance/development and
document discussions for ongoing review.
 Ensure that you are aware of the company’s business aims and targets.
 Maintain extremely high standards in respect of customer service
 Ensure that all of your marketing activities are managed according to the marketing plan and within
budget and continuously monitor and report on ROI.
 Work and liaise within a team of approximately 8 marketers
Job Description: Direct Marketing Manager
Specific:
Brochures, Direct Mail & client documentation
 Oversee the production of all Discover the World brochures and printed customer communications &
documentation ensuring that there is always a consistent approach and that they meet our brand
standards and are produced within budget and to agreed deadlines.
 Report on direct mail response levels and return on investment upon completion of each campaign.
 Oversee our brochure distribution process (including the data selection, print quantity and distribution
plan for each brochure/mail piece etc) and manage our relationships with our mailing house and
Royal Mail.
 Ensure all brochure cover letters & inserts used in both our daily dispatch as well as bulk mailings to
our database are always fully up to date and promote all of our USP’s and key messages.
 Oversee the reordering of printed marketing collateral.
 Manage our customer contacts database ensuring accuracy and regular cleansing and profiling.
 Working together with the IT team assist in the implementation and management of our CRM
system.
Advertising
 Oversee all offline advertising, review opportunities and brief relevant agencies. Ensure that we are
receiving best rates possible on both creative and space.
 Ensure that the creative and the placement meet our objectives and that appropriate campaign
tracking is set up and checked.
 Liaise with the digital team to ensure there is a cohesive approach with both our offline and online
advertising.
 Monitor and report on enquiries/bookings and return on investment (ROI) for each ad/campaign.
Conduct an annual review on our advertising activity and overall ROI.
Events & Exhibitions
 Oversee our presence at exhibitions and events for all products including the stand design, marketing
opportunities, administration of exhibitor requirements, logistics of staffing and set up and breakdown.
 Work together with the product team and Marketing Director to produce a client event calendar for
the year and oversee the marketing, set up, staffing and running of each client event. Including
briefing and liaising with the speakers.
 Ensure that prior to the event/exhibition there is a discussion with the appropriate product team to
asses any specific product objectives and meet with the IT & Logistics team to agree requirements.
 Ensure the events are promoted through all of our communication channels.
 Produce a report after each event detailing visitor numbers, brochures/flyers distributed, observations
from other stands, number of enquiries and bookings and overall return on investment.
 Ensure all sales leads are passed to the Sales Manager for them to follow up in a timely manner.
 Monitor the need for new/additional branded clothing, bags and display material.
 Where required provide support to the Education team for their events.
Partnership campaigns & Promotions
 Work together with the Marketing Director and the SDMM & PR Manager in the development,
implementation and coordination of partnership campaigns.
 Coordinate and assist in creating the end of campaign ROI reports/presentations.
 Work together with the PR Manager to manage the setup, coordination and administration of all
competitions and promotions both proactively and reactively ensuring maximum exposure and
accurate presentation of the DTW brand.
Other
 Together with the SDMM & PR Manager prepare an annual content calendar for all destinations to be
promoted across all direct channels and oversee the implementation of this in your areas of
responsibility.
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Job Description: Direct Marketing Manager
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When required work together with other members of the marketing and product team to develop the
content for our iDiscover app provided to all self-drive clients (Currently Iceland only but will be
developed in other destinations).
Where required you or your team may need to support the PR Manager on PR activity including
possible liaison with journalists, supplying images and factboxes, assisting with press trip planning
and attending press events.
Together with the IT team oversee the implementation of an asset bank system to store all of our
imagery, and once in place coordinate the loading of our images with other members of the
marketing team.
Ensure that all of our late availability & special offers are promoted consistently and through all
relevant channels.
Ensure all marketing campaigns and projects are communicated to other departments and relevant
suppliers and partners.
Ensure all of the tasks that you are responsible for are in line with the marketing plan and within
budget and after completion of each project report on the ROI.
Check and approve invoices relevant to your projects and log actual spend against the Marketing
Budget ensuring it is always accurate and up to date.
Maintain a proactive interest in being aware of new trends in marketing, technology and digital
marketing and how to apply them to our website and other marketing activity.
Assist your marketing colleagues with other marketing tasks as required, sharing your knowledge and
expertise and provide support.
Attend client events, consumer exhibitions, press and trade events as required. (These could involve
some evenings and weekends).
Involvement in coordinating our customer research including our post travel questionnaires.
Involvement in ongoing monitoring of competitor marketing activity
Overall Business Responsibilities
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Awareness of company/departmental sales and marketing strategies
Help to create a cost effective, pro-active and supportive marketing department
Individual responsibilities
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Awareness of your own training and development requirements
Awareness of your own progress regarding personal targets, and successful achievement or more of
these targets
3. Skills/Experience required
Essential
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Experience in a senior marketing position or as a marketing manager
Excellent knowledge and experience of direct marketing, CRM, customer recruitment and retention.
Educated to degree level or equivalent marketing qualification
Excellent copy writing skills, a strong attention to detail and creative flair
Sound organisation skills and flexibility, with experience of managing multiple work streams
Excellent English communication skills (written - including copywriting and verbal)
Good knowledge of Microsoft Word, Outlook, Excel and PowerPoint
Ability to thrive on working in a pressurised environment and to strict deadlines
Strong customer service skills
Proven ability to mentor and supervise staff
Preferred (will enhance performance in the position)
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Experience of working within the travel industry
Experience of using photographic software such as Photoshop or similar
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Job Description: Direct Marketing Manager
Personality traits useful in this position include:
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Team player with a friendly, helpful manner and personable nature
Ability to communicate with people at all levels
Results and target orientated
Outgoing and confident
Discover the World reserves the right to vary your tasks, duties and responsibilities at any time and
from time to time according to the needs of the business. However, you will not be assigned to duties
or required to perform services which you cannot reasonably perform or which are outside the range of
your normal skills and experience. There will also be times when you may be asked to transfer, either
temporarily or permanently, to an alternative job within the Company. Where this is agreed with you,
either on a temporary or a permanent basis, it will be confirmed to you in writing.
Signed:
Date:
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