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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 582734313 1 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 582734313 2 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 582734313 3 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. 582734313 4 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. 582734313 5