The development of Green Tourism into one of the UK’s leading sustainable tourism brands in both the B2B and B2C markets is our primary objective in the years ahead. As our new Head of Marketing, you’ll play a central, senior management role in driving this forward, helping to reposition our business to meet the needs of our clients and internal teams.
Reporting directly to the MD, and responsible to the board for brand performance at both strategic and operational level, your principal responsibility will be to enhance the market position of the company/brand to create additional revenue and grow the business in line with financial and brand objectives.
This will involve you in a wide variety of interesting, challenging tasks, all aimed at ensuring the successful and quantifiable delivery of the business’s digital marketing and brand management strategy. Other key responsibilities will include project management, co-ordination of marketing activities, strategic planning, internal and external relationship management, innovative development of opportunities and maintaining and developing our marketing database.
Based in our attractive offices in the beautiful city of Perth, in the heart of Scotland, this position offers a fantastic opportunity for a marketing professional looking for the next step in their career. Highly motivated, creative, and with a passion for Green Tourism, you’ll have at least two years’ inbound marketing experience, coupled with the drive, determination and enthusiasm necessary to expand our brand reach in both market segments and generate consistent, quantifiable inbound traffic and sales conversions.
In return for your commitment, you’ll have opportunities and challenges in abundance and, given that we’re a small but growing company, you’ll play the central role in decision-making and the implementation and delivery of our marketing strategy.
Key Responsibilities
• Executing social campaigns effectively in line with the company’s brand tone and style
• Delivering clear objectives and goals for: growth of likes, reach, engagement, leads and sales
• Creating interesting and relevant visual content that leaves a lasting impression, ensuring it’s consistent, compelling and gets the point across
• Supporting the Managing Director and the Board, to develop and implement the marketing strategy, monitoring closely and making adjustments to meet objectives
• Implementing and managing the PPC and have the ability to interpret and manage analytics.
• Have demonstrable experience in managing creative and digital agencies
• Managing listening, responding, asking questions and general engagement with audiences
• Demonstrating careful consideration when responding to leads, ensuring leads are tracked and managed in line with the company’s customer journey model
• Implementing growth and engagement strategies to convert fans/followers into customers
• Measuring results on a weekly basis in line with goals and objectives
• Developing and managing all of the core collateral required to deliver to the marketing plan (online and offline)
• Managing and communicating market research, market intelligence, and customer quality surveys
• Working with the CEO to support and develop the international strategy for embedding the brand in key and existing markets of Canada. South Africa, Zimbabwe, Italy and Ireland
• Managing and delivering on a weekly basis the analyses of lead performance and giving recommendations for re-direction of activity and budget where required
• Managing and delivering the final contract, deposit and client communication plan to all new clients
• Managing and developing relationships with partners and stakeholders, in support of additional sales and revenue opportunities in tandem with the Chief Executive and the MD
• Working with the Chief Executive and the MD to develop and produce creative and innovative presentations, opinion pieces and media stories to facilitate new business wins and create greater consumer brand awareness
• Working with the MD to develop and manage a corporate client target database, updating as new information and knowledge is learned, and being the conduit for researching this market intelligence
• Working with the Chief Executive and the MD to develop and deliver the enhanced business benefits for members to retain them in membership and reduce churn
• Manage the account management process, setting targets and supervising activities
Skills and Capabilities:
• Experienced and passionate to work with Green Tourism
• Hold a current and unblemished UK license & a car owner
• Possess knowledge and experience of traditional marketing. Marketing degree is welcomed but not required with relevant work experience. Minimum 3 years’ experience
• Demonstrate creativity and documented immersion in Digital and Social Media (please provide links to profiles as examples)
• Display in-depth knowledge and understanding of Social Media platforms, their respective participants and how each platform can be used in different scenarios
• Exhibit the ability to jump from the creative side of marketing to the analytical side, being able to demonstrate why ideas are analytically sound
• Be driven to learn and develop skills and knowledge for the market sector in which we operate.
• Be an excellent writer, able to adapt communication styles to suit the brand objectives
• Be a team player with the confidence to take the lead and guide other employees when necessary (i.e. content development, creation and editing of content, and online reputation management)
• Be mindful of the company’s brand and reputation at all times, whether working with internal teams, professional advisors, suppliers or clients
• Be discreet, exert sound judgment and preserve confidentiality
• Possess functional knowledge of and/or have personal experience with WordPress and SM scheduling tool Hootsuite
• Be able to demonstrate strong leadership skills, strong and efficient communication skills and maintain a well organised department while being pleasant and positive;
• Be mindful of the company’s brand and reputation at all times, whether working with internal teams, professional advisors, suppliers and clients
• Be able to manage budgets, margins and deliver profitable jobs for the business and our customers/members
• Be positive, polite and persuasive with effective communication skills;
• Be able to negotiate with suppliers, build positive relationships, while coordinating and managing projects in a thorough and professional manner
• Be discreet and exert sound judgment to be able to preserve confidentiality
• Able to meet deadlines, and drive teams to meet deadlines with accuracy
• Flexible to work in non-business hours
• Skilled and experienced in all Microsoft/ACT /CRM/Gant Chart /or other planning software
• Confident in verbal and written communication
• Be confident in achieving business and financial objectives and be rewarded by results
