Download MarketingManager(HadriansWall)JD

JOB DESCRIPTION
JOB TITLE:
Marketing Manager Hadrian’s Wall
DEPARTMENT:
Historic Properties Department
PAYBAND:
C
REPORTS TO:
Marketing Manager (North Territory)
DIRECT REPORTS:
none
LOCATION:
Newcastle
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 functions 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.
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(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.

Contribute to the Hadrian’s Wall Marketing Group and support the work of the Hadrian’s Wall
Partnership Board.
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. Influence national and
international 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
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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 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.

Excellent knowledge and proven experience
of campaigns using offline media, 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
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Desirable:
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Person specification
Training, experience & qualifications
effectively. Positive “can do” attitude.

Ability to work on own initiative and
collaboratively as part of the Marketing and
wider functional teams
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.
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