Visit  Cornwall  -­‐  Marketing  Manager    

 Visit  Cornwall  is  looking  for  an  ambitious  talented  and  energetic  individual  to  join  the  team  at  an  exciting  time  of  change.    The  world  is  changing,  many  consumers  don’t  respect  or  even  trust  official  bodies  (including  tourist  boards),  as  they  did  only  a  few  years  ago.  They  are  looking  for  truthful  quality  information  and  insights  from  peers  and  those  they  rate;  they  demand  honest  and  authentic  content  and  suggestions.    As  such  Visit  Cornwall  needs  to  move  forward  faster  than  ever.  We  must  be  the  visitor’s  champion  –  the  “go  to”  place  for  honest  authentic  information  and  advice  that  places  the  interests  of  the  visitor  front  and  centre,  to  ensure  they  have  a  holiday  with  our  member  businesses  that  meets,  if  not  exceeds,  their  expectations.      We  are  looking  for  a  marketing  manager  with  considerable  digital  experience,  to  lead  and  drive  the  transformation  of  our  digital  marketing  and  social  media  activity.  They  will  be  a  key  member  of  the  management  team  in  driving  the  transformation  of  the  organisation  and  its  activities.  They  must  have  experience  or  demonstrable  insight  into  the  needs  of  our  visitors  and  our  member  businesses,  especially  hospitality  businesses.    

JOB  DESCRIPTION      

RESPONSIBLE  TO:  Chief  Executive    SUPERVISORY  RESPONSIBILITY:  2  to  3  members  of  staff,  contractors  and  occasional  student  placements      KEY  RELATIONSHIPS:      Internal  -­‐  Chief  Executive,  Public  Relations  and  Communications  Manager,  Finance  Manager,  Content  Executive,  Sales  Executive  and  Marketing  Assistant,  Board  of  Directors      External  -­‐  Partners  and  members  of  Visit  Cornwall,  Tourist  Information  Centres,  Business  Improvement  District  teams,  local  tourism  associations.  suppliers  and  service  providers,  commercial  partners,  key  account  partners      FINANCIAL:    Budget  responsibility  for  circa  £100k+  per  annum,  to  include  advertising,  support/supplier  sourcing  and  purchasing      Responsible  for  achieving  and  exceed  annual  revenue  targets        

 

   JOB  PURPOSE:    To  be  a  key  member  of  the  Visit  Cornwall  team  working  closely  with  the  CEO  and  Comminations/PR  Manager  to  develop  and  deliver  high  quality  results  driven  marketing  of  Cornwall  and  our  members  and  partners.      In  particular,  to  -­‐    Develop  and  execute  the  Visit  Cornwall  annual  digital  marketing  plan  to  meet/exceed  set  targets.  Utilise  visitcornwall.com,  our  social  media  channels  and  authentic  relevant  content  to  generate  business  for  our  members  and  Cornwall,  and    

Develop,  execute  and  manage  the  Visit  Cornwall  monetization/commercial  plan  for  the  website  and  digital  sales  products.    

RESPONSIBILITIES:    

To  work  with  Visit  Cornwall  management  and  team  on  the  creation  of  a  three-­‐year  digital  and  social  marketing  strategy  and  annual  delivery  plans.  

Be  responsible  and  accountable  for  VisitCornwall.com  ensuring  it  meets  four  objectives:  -­‐  

1. to  showcase  Cornwall  as  a  world  class  destination,    2. to  ensure  visitors  to  Cornwall  have  all  the  information  they  need  for  a  first-­‐class  

holiday,    3. to  deliver  ROI  to  over  1,000+  advertisers,  4. to  generate  income  to  support  the  destination  marketing  of  Cornwall  

Identify  new  opportunities  for  marketing  activity  and  income  generation.  

ACCOUNTABILITIES    Main  Duties  /Areas  of  Responsibility:  

 • Directly  assist  in  the  creation  of  a  marketing  strategy  and  income  generation  plan,  

implement  digital  marketing  plans  or  roadmaps  to  support  lead  acquisition  and  brand  awareness  objectives  across  the  business  to  include  digital  PR,  SEO,  PPC,  social  CRM,  affiliate  and  email  marketing.  

• Drive  new  leads  via  online  channels  and  demonstration  or  evidence  of  ROI  and  to  grow  customer  base  via  digital  marketing  channels.  

• Manage  desktop  and  mobile  sites  to  improve  customer  experience,  customer  satisfaction  and  business  value  generated.  Oversee  and  manage  the  update  of  visitcornwall.com,  including  optimisation  of  web  pages,  landing  pages,  conversion  strategies  and  technical  requirements.  

• Interpret  research  to  support  content  strategies  and  multichannel  (or  omni  channel)  user  experience  journeys.  

 

• Manage  and  measure  integrated  campaigns  to  include  online  such  as  search,  affiliate,  email,  social  media,  PPC  and  SEO.  Report  on  results  and  set  organisational  KPIs  and  implement  within  dashboards  using  Google  Analytics  or  other  analytics  packages.  

• Social  media  planning  and  management  to  include  blogs,  LinkedIn,  Twitter,  Instagram  and  Facebook.  

• Measure  and  interpret  data  to  include  customer  profiling  and  behaviour  across  customer  journey  mapping  and  web  traffic  data,  PPC  analytics.  

• Email  marketing  to  nurture  relationships  with  new  prospects  and  existing  customers,  for  retention  and  upsell/cross-­‐sell  opportunities  and  to  demonstrate  ROI  and  CRM  strategy  and  integration  across  digital  platforms.  

• Manage  multichannel  agencies  including  branding,  digital,  display,  SEO  and  PPC.  • Act  as  a  focal  point  for  digital  marketing  activity  within  Visit  Cornwall,  maintaining  a  

calendar  of  activity,  leading  critical  relationships  with  supporting  agencies,  partners,  online  journalism,  bloggers,  marketing  and  content  contacts.  

• To  grow  promotional  partner  membership  by  between  10%  to  20%  per  year;  to  ensure  sales  and  commercial  income  targets  are  met  or  exceeded.    

• To  develop  and  introduce  new  successful  services;  to  continuously  review  and  incrementally  improve  the  current  suite  of  “paid  for”  services  to  Visit  Cornwall  members  and  the  wider  tourism  industry.  

• To  support  the  CEO  with  Visit  Cornwall  Champions  and  Sponsors  relationships.    

KEY  RESULT  AREAS:      

• Marketing  targets  across  all  platforms  and  media:    

o Website    o Search  Engine  Marketing  o Social  media  o Email-­‐marketing  o Customer  service  

   • Ensure  consistent,  profitable  growth  in  sales  revenues  through  positive  planning  

and  management  of  staff.      

• Identify  objectives,  strategies  and  action  plans  to  improve  short  and  long  term  sales  income.  

 SKILLS,  APPROACH  AND  EXPERIENCE  REQUIREMENT:  

Education  &  Experience  

• Experience  within,  and  a  real  depth  of  understanding  of  the  tourism  industry  and  particularly,  the  hospitality  sector  is  vital    

 

• Preferably  educated  to  degree  level,  however,  experience  and  attitude  are  far  more  important  

Person  Spec  

 

• Excellent  interpersonal  skills,  verbal  and  written  communication.  • Organisational  skills  and  ability  to  multi-­‐task.  • Project  management  skills  and  ability  to  deliver  on  time.  • Strong  leadership  in  managing  a  team.  • Highly  motivated,  confident,  resilient  and  positive  attitude.  • Strategic  and  creative.  • Energetic  team  player!  • Analytical  mind  to  analyse  data  and  metrics  and  translate  insight  into  actionable  

strategies.    

Technical/Specific  experience    

• Experience  of  using  Content  Management  Systems  (CMS).  • Understanding  of  Google  Analytics  or  equivalent.  • Advanced  Microsoft  Word  and  Excel  skills.  • Knowledge  of  web  layout  and  browser  compatibility  issues.  • Understanding  of  SEO.  • Experience  of  online-­‐video.  • Write  copy  for  banner  ads  and  rich  media.  

 

Highly  Preferable  

• 3-­‐5  year’s  experience  in  marketing  within  the  sector  • Experience  of  working  in  the  hospitality  sector  –  (preferably  in  Cornwall)  • Experience  of    Drupal  and  Wordpress.  • Understanding  of  PHP,  CSS,  JavaScript  and  Adobe  B2B  or  B2C  ECRM.  • Search  Strategy  (Natural,  PPC,  SEO)  • Social  media  planning.  • Online  digital  marketing  experience  with  focus  on  e-­‐commerce  site  experience.  • Ability  to  understand  website  requirements  for  both  brand  and  social  media  

integration.    Approach  and  Attitudes  

• Customer  focused  • A  passion  for  excellence  • Strong  commercial  aptitude  

 

• Results  focused  with  an  understanding  of  the  importance  of  measurement  and  reporting  advertising  to  amplify  campaign  messages  to  meet  targets,  across  a  mix  of  social  media,  Google,  and  other  platforms  

• Experience  in  managing  agencies  and  brand  partners  and  working  with  internal  stakeholders  in  a  fast-­‐paced  environment  

• Hands-­‐on  approach  • Initiative,  proactivity  and  a  collaborative  attitude  • Ruthless  ability  to  prioritise  and  ensure  delivery  of  planned  work  • Ability  to  work  autonomously  and  under  pressure,  managing  a  busy  workload  and  

taking  initiative  when  required  • Confident  and  articulate  communication  skills  • A  passion  for  Cornwall  and  Visit  Cornwall    

Salary  circa  £30k+    Approx.  40  hours  per  week  in  addition  to  normal  hours  of  work  additional  hours  necessary  for  the  performance  and  duties  of  the  role  may  be  required.  Some  evening  and  weekend  work  required  and  occasional  travel  within  the  UK  and  international.  Based  at  the  Visit  Cornwall  office  at  present  at  Beacon  Place,  Station  Approach,  Roche,  St  Austell,  Cornwall  PL26  8LG.        Application  Process      If  after  reading  the  attached  job  description  and  person  specification,  you  believe  you  have  the  skills  and  experience  we  seek  along  with,  and  importantly,  the  energy  and  attitude  we  require,  please  send  your  full  CV  together  with  a  covering  letter  to  mal@visitcornwall.com.  This  should  include  a  critique  of  our  current  activities  with  suggestions  and  recommendations  for  changes  in  the  first  year  in  no  more  than  600  words.    Timeline    Closing  Date  5pm  8th  January  2017    First  Interviews  12th  January-­‐  13th  January  2017    Second  Interviews  20th  January  2017      ABOUT  VISIT  CORNWALL:    Visit  Cornwall  is  a  Community  Interest  Company  run  by  the  tourism  industry,  for  the  tourism  industry.  It  is  the  Tourist  Board  for  Cornwall,  lead  body  for  destination  marketing  and  champion  of  the  tourism  industry.      Visit  Cornwall  excels  at  award-­‐winning  destination  marketing  to  attract  visitors  to  Cornwall  throughout  the  year,  and  provides  a  broad  range  of  services  to  business  members  and  promotional  partners.  This  powerful  combination  directly  contributes  to  increasing  the  sector’s  competitiveness,  profitability  and  sustainability,  and  to  improving  the  quality  of  tourism  jobs  and  careers.