Assistant Marketing Manager, Trade & Partnerships

JOB DESCRIPTION Assistant Marketing Manager, Trade & Partnerships Southern Europe REPORTS TO International Marketing Manager - Southern Europe Overvi...
Author: Ann Martin
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JOB DESCRIPTION Assistant Marketing Manager, Trade & Partnerships Southern Europe REPORTS TO International Marketing Manager - Southern Europe

Overview of Job Purpose The International Marketing Department is tasked with growing leisure tourism from the overseas markets. VisitScotland aims to grow the volume and value of visitors from international markets both in absolute terms and relative to the domestic market. With the value of International tourism targeted to represent 33% of total, this growth is critical to the achievement of VisitScotland’s ambition for a £6 billion industry by 2015. The post-holder will contribute to targeted growth from the international markets through the development and implementation of travel trade and partnership strategies, aimed at increasing availability and visibility of saleable Scotland product in the assigned territories. He /she will manage key account relationships with wholesalers, operators and carriers to ensure that Scotland product is more widely promoted and that sales are increased. He/she will extend the reach and relevance of VisitScotland promotions by engaging the investment or in-kind-support of appropriate operators and carriers. The post-holder will dedicate 70% of their time to trade and partnership activities and 30% to consumer marketing activity.

Location Edinburgh. Overseas and domestic travel required.

Dimensions Post-holder is one of a team of six. No direct management of staff. Shares the support of the two Marketing Executives. Key account management. Departmental budget of £6m, Team budget of £1.5m

Post-holder shares budget responsibility as well as income / in-kind-support targets in support of the work of the team.

Principal Accountabilities 1. Keeping abreast of consumer and travel trade trends in the market, competitor

activity and changes in product trends and sales channels, the post-holder will provide the International Marketing Manager with vital input to the development of the most relevant and competitive strategies for the assigned territories. 2. Ensure strong input to all brand plans relating to the opportunities afforded by travel

trade and new media sales channels in the development of these specific areas. 3. Devise the brand strategy and carry out the brand and activity planning for a specific

area of the portfolio (touring, citybreaks, golf) in the markets, as delegated by the International Marketing Manager. 4. Plan and manage specific consumer marketing activities within the Pan-European

campaigns, as delegated by the International Marketing Manager. (Consumer marketing activity will make up 30% of this post). 5. Devise and manage the implementation of a distribution strategy (to involve

traditional travel trade and new media distribution channels), which will deliver measurable outputs in support of the team’s goals for each brand. These will be measured in terms of: new products introduced to market; product extension; increased profile and promotion of products; incremental sales. 6. Identify key accounts among the trade in market and manage long term relationships

with them towards achieving team and organisational goals for growth. Post-holder will lead in this area, with other team members each managing a smaller portfolio of accounts. Postholder will furthermore manage certain Scotland-based accounts. 7. Identify and pursue opportunities for increasing the profile and content for Scotland in

new online sales channels including general and specialist travel portals. Work with visitscotland.com to deliver these advances. 8. Lead in engaging the support of key accounts (operators, airlines, ferries) in

VisitScotland’s campaigns, enhancing their relevance and effectiveness through the inclusion of saleable product messages and through brand affinity, as well as extending the reach of the campaigns through significant investment, financial and in kind. 9. Devise and lead on the implementation of the team plan for the exploitation of the

VisitScotland Expo travel trade fair, supported by your team members. Demonstrate how this and other trade events generate valuable opportunities for the Scottish trade to work with the overseas trade partners, and work with Business Engagement to ensure these opportunities are promoted and taken up. 10. Communicate your expert knowledge of how to exploit trade channels via eg

seminars, Europe Interest Groups, scotexchange, newsletters, as well as trade sales calls and training sessions on territory, and feed back product development needs, to ensure improved effectiveness among the Scottish industry. 11. Manage the trade and promotions budget, provide accurate and timely budget

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reports and meet targets for income / in kind support. 12. Manage a wide range of relationships across the organisation including Partnerships,

Events and Exhibitions, Consumer PR and External Communications. Key relationships outwith the organisation will include VisitBritain overseas offices, a wide portfolio of designated key accounts among the trade in market and within Scotland, as well as non-tourism partners (commercial, retail, education, cultural).

Context International markets represent considerable growth opportunities for Scottish tourism. As more is invested in the sophistication and the reach of VisitScotland’s marketing in the overseas markets, it is important that availability of quality Scotland product in market keeps up with and anticipates consumer demand. Increasing direct access routes to Scotland are raising the destination’s profile and tour operators are more interested to invest in Scotland product. This role is critical to ensuring that increased and more effective marketing is successfully supported by appropriate product and an enthusiastic, motivated sales force in each of the key markets. In developing markets, the focus will be on introducing new Scotland product, while in current core markets, the focus will be on working with operators to highlight key Scotland products (in line with our portfolio strategies) and incentivise incremental sales. The role is key to the achievement of stretching income and in kind support targets both at team and at departmental level. The post-holder will develop relationships with their peers throughout the organisation and will work closely with the Assistant Manager – Consumer Marketing to ensure truly integrated consumer and trade campaigns are achieved. They will work closely with their VisitBritain counterparts overseas, and with Business Engagement colleagues across the network. They will manage a wide range of key account relationships overseas (wholesalers, operators, carriers) and develop a strong network of trade contacts across Scotland.

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Organisation Chart Marketing Manager, Europe

Marketing Manager Northern/Southern Europe

Assistant Marketing Manager Consumer

Assistant Marketing Manager Consumer

Asst Marketing Manager Trade & Partnership

Marketing Executive x 2

Knowledge/Skills and Experience -

Graduate calibre Extensive travel trade experience in marketing or sales, at least two in an international environment Professional marketing or sales qualification desirable Proven background B2B marketing, B2C an advantage Southern Europe Team: fluency in French or Spanish is essential, Italian is desirable Cultural empathy with assigned territories desirable Excellent communicator and negotiator Strong commercial focus, flexible and opportunistic Excellent knowledge of the Scottish tourism product Budget Management skills

Competencies Drive for Results: The drive to put energy into achieving results and take action to exceed goals and expectations. This includes striving for continuous improvement, taking calculated risks to pursue actively opportunities to make services and work practices more efficient and effective.

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Initiative: The drive to identify or anticipate current or future challenges and opportunities. It includes adopting a proactive approach when addressing those opportunities or taking preventative measures to avoid the problems. Teamwork and Co-operation: The willingness and ability to work co-operatively and supportively with your colleagues, developing positive, open working relationships in order to solve problems and to achieve business goals Impact and Influence: The ability to convince, persuade, influence or impress others towards a point of view. It is about working collaboratively with others to gain agreement to a course of action, idea or future vision. Networking: The ability to seek out, develop and maintain external and internal relationships in order to promote information sharing, influence decision making and raise the organisation’s profile within the business community.

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