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JOB DESCRIPTION JOB TITLE: Marketing Manager Yorkshire (site specific) DEPARTMENT: Historic Properties Department PAYBAND: C REPORTS TO: Marketing Manager (territory) DIRECT REPORTS: none LOCATION: York 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 Main duties and responsibilities: Strategy and Commercial Responsibility for implementation of marketing strategies for the allocated sites. Implement admission pricing strategy and contribute to target setting for visitor numbers and admissions income to allocated sites. Monthly performance tracking, measurement and reporting. 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, identifying areas of opportunity for the business and feed into decision-making and strategy. Product Development Work with colleagues across NCG to identify market opportunities for product development at the allocated sites and ensure any investments at sites are aligned to the marketing strategies for each property, delivering to identified target market requirements. 769841603 1 (Products include: events, 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.) Participate in project teams as required. Marketing Campaign Delivery Responsible for devising and implementing annual marketing plans for the allocated sites to meet budgeted visitor figures. Deliver marketing campaigns for the sites, working closely with colleagues across the Marketing Dept and with appointed agencies Develop and manage creative and engaging product content and work with the Brand Marketing team and membership team to ensure it is incorporated into national PR and digital marketing campaigns, website population, member communications and CRM campaigns. Responsible for working with National Campaigns and Digital Manager to ensure that appropriate online content and campaigns are facilitated by the national campaigns team. Responsible for working with Membership Retention Manager to promote properties to members via membership communications. Commission Brand and Design team to produce marketing communications material as required. Maximise regional and local partnership and sales promotional opportunities. Proactively develop local marketing partnerships and play an active role in appropriate local/regional tourism marketing forums. To carry out all tasks and ad-hoc projects as delegated by the Line Manager. Customer Insight 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 769841603 2 Person specification Training, experience & qualifications Essential: Experience in a marketing role, preferably within visitor attractions, leisure, travel or tourism. Experienced in the creation of campaignable content and management of consumer advertising and digital marketing campaigns. Budgetary responsibility. Desirable: Knowledge & skills Essential: Good understanding of customer motivations and behaviour and the roles of digital, social media and PR. 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. Strong planning and organisational skills ability to manage high volumes of work and effectively prioritise tasks to maximise commercial performance. Strong attention to detail. Excellent presentation skills – comfortable presenting to colleagues across the organisation on marketing plans, priorities and developments. 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 769841603 Desirable: 3 Person specification Training, experience & qualifications collaboratively as part of the Marketing and wider NCG team Interpersonal skills Essential: 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. 769841603 4