Job Description
About the Role
We are seeking a dynamic and strategic Head of Sales & Marketing to lead commercial growth, elevate brand presence, and enhance visitor engagement for a major visitor destination and charitable organisation. This role sits at the heart of shaping brand profile, driving visitor experience, and delivering long-term commercial success.
Working closely with the senior leadership team, you will develop forward-thinking strategies that grow revenue, boost footfall, strengthen audience engagement, and support the organisation’s wider mission and values.
Key Responsibilities
Sales & Marketing Strategy
* Develop and execute integrated sales and marketing strategies to grow visitor numbers, admissions revenue, memberships, and group sales.
* Expand the organisation’s reach locally, regionally, nationally, and internationally.
* Lead digital marketing across website performance, social media, email, search, and analytics to engage diverse audiences.
Brand, Content & Communications
* Manage all PR activity, building strong media relationships and leading press interactions.
* Support fundraising, partnerships, and charity-focused communications by showcasing the organisation’s impact.
* Ensure all branding, signage, and promotional materials meet high quality standards and align with agreed guidelines.
Partnerships & Stakeholder Engagement
* Build and strengthen partnerships with tourism bodies, local businesses, media outlets, influencers, and community organisations.
* Collaborate with internal teams to support events, campaigns, and commercial initiatives.
Customer Experience & Engagement
* Oversee customer engagement and feedback processes, ensuring insights are captured, managed, and actioned effectively.
* Drive initiatives that enhance the overall visitor experience and deepen audience connection.
Team Leadership & Performance
* Lead and develop a high-performing team, fostering a culture of creativity, collaboration, and measurable impact.
* Manage marketing budgets, track KPIs, and ensure financial targets and performance metrics are achieved.
Skills, Experience & Personal Qualities
* Proven experience in a senior sales and marketing leadership role, ideally within tourism, attractions, heritage, leisure, or third sector environments.
* Strong digital marketing expertise and an analytical, insight-driven approach.
* Exceptional communication and storytelling skills, with the ability to represent the organisation publicly.
* Demonstrated success in growing audiences, increasing footfall, and delivering innovative, results-focused campaigns.
* Leadership style that empowers teams and encourages imaginative, forward-thinking ideas.
* Experience managing budgets and performance reporting.
* Ability to adapt strategies to evolving market conditions without losing sight of long-term objectives.
* Alignment with values such as trust, collaboration, creativity, inclusivity, and accountability.
* Contract – 40 hours/52 weeks
* 33 days holiday per annum
* Flexibility of hours/days required due to being a 7 day operation – to meet the needs of the business
Values & Culture
The organisation is committed to a culture built on:
Trust, Caring, Respect, Collaboration, Positivity, Accountability, Creativity, Inclusivity, Accessibility, and Diversity.
We celebrate bold ideas, encourage openness, and strive to create an environment where everyone can contribute, grow, and feel valued.