Download Inghams Marketing Manager

Inghams Marketing Manager
Responsible for the planning, execution and control of the marketing function for all Inghams products i.e. Ski,
Lakes & Mountains, Italy & Christmas Markets, ensuring that the marketing team’s output is aligned with the
company KPIs of ASP, load factor, volume & product quality scores; a commercial orientation is therefore vital.
The role requires a thorough understanding and experience in executing marketing campaigns, including print
advertising, direct marketing and sales promotions, all of which should target being ‘best in channel’, together
with creative flair to deal with the ever present competitive challenges. The role covers primarily B2C, but also
includes supporting the Agency Sales Team in marketing to our travel agency partners.
Integration and co-operation with the Company’s Digital Marketing team is key, as is understanding the buying
behaviour of Inghams customers and their propensity to utilise a number of channels.
Reporting to:
Group Head of Marketing
Location:
Based in Mountain House office, Godalming
Working hours:
Full-time, permanent. Normally 9.00-5.30pm / 9.30-6.00pm, but the role also involves
working outside normal office hours as busy periods may require
Direct reports:
Inghams Marketing Executive
Responsibilities:
• Planning, executing, tracking and ROI reporting of the promotional marketing plan, using a mix of press
and magazine advertising, PR, sales promotion, partnership marketing and broadcast media, supported
by relevant promotional collateral.
• Being the brand guardian, ensuring the consistent high quality portrayal of the Inghams brand across all
relevant channels & promotional contexts.
• Planning campaigns from a perspective of channel neutrality, and assessing campaign effectiveness and
budget efficiency in responding to current business priorities.
• Working closely with national and regional tourist boards, on multi-channel, segmented and creative joint
marketing campaigns, including negotiating for co-op funding for these.
• Working closely with the Group CRM Manager, take responsibility for ongoing data updates, analysis,
customer insight and resulting marketing plans and activity, using data and analysis to develop customer
retention and acquisition strategies. Provide analysis and reporting of all activity and results.
• Develop a full Direct Marketing year planner by product, including targets and strategies to increase
response and conversion rates, and create the resulting relevant, cost-effective and successful direct mail
pieces that reflect brand / product strategies and tactical sales needs.
• Research and select consumer and trade events to participate in and manage Inghams’ presence at
events e.g. staffing, collateral, stand design, data collection plans, lead generation and on the spot sales.
• Support the online offering by providing targeted, rich content aimed at engaging web visitors.
• Support product innovation & development inc. awareness & evaluation of competitor activity, and support
brochure production and online team in presenting the agreed new initiatives.
• Drive and develop relationship management with key partners such as airlines, tourist boards, travel
agents and other suppliers, inc. raising funds. Output creative and innovative campaigns at all times, with
creative marketing plans for each partner, relevant to their product, budget and requirements, which might
include eg: Outdoor / Ambient media / Point of Sale activity / Sponsorship / Charitable activities /
Broadcast / Branded goods / Events
• Consider new channels to market, always keeping aware of new opportunities in the travel marketplace.
• Particular focus on product launches of both new and existing products.
• Provide promised marketing materials to guests, such as maps, guidebooks etc.
• Provide CSQs and manage data outputs and guest satisfaction reporting to the wider business.
Essential Skills:
• A minimum of 5 years in either tour operating, or in a service industry marketing role.
• A recognised Marketing qualification, such as CIM or IDM.
• A strong leader, with excellent people management, presentation and communication skills.
• A high degree of literacy and creative flair, combined with the ability to analyse figures.
• A keen focus on budget management and planning, and a good negotiator.
• Experience of direct marketing, CRM and the analysis of customer databases.
• The ability to work to tight deadlines and targets.
• Good office organisation and administration skills, with strong attention to detail.
Desirable Skills:
• Experience of the travel and/or wintersports industries
• Passion for Inghams’ customers and products.