Job Role: Head of Marketing Main Duties The postholder will be responsible for the following areas of activity: 1.Manage the workstreams in relation to Strategy & Branding, Marketing, Content and Digital Asset Management, Destination PR, and Integrated Digital Communication Plans. 2.Plan and coordinate the delivery of creative, highly effective marketing campaigns to support the marketing strategy. 3.Coordinate all marketing activity and work collaboratively with colleagues to ensure all marketing activity is integrated and aligned with our brand and business priorities. Marketing and Branding 1.Build the reputation and brand of the NI Experience Brand Embrace a Giant Spirit through a mix of focused marketing strategies, plans, and collaborative partnerships. 2.Work closely with partners in Tourism Ireland, Failte Ireland and Visit Britain to maximise the growth potential to Northern Ireland. 3.Contribute to and implement a marketing strategy that will be a key component in the achievement of the Tourism NI strategy, taking forward Priorities for Action and managing resources to achieve objectives. 4.Coordinate the delivery of integrated marketing campaigns and activity that will stimulate consumer demand for NI tourism businesses, products and experiences. 5.Work closely with the Director of Marketing to ensure the delivery of marketing plans that are aligned to the tourism development strategy and maximise opportunities to grow Northern Ireland as a tourism destination. 6.Develop and implement appropriate marketing campaigns to support industry sectors and opportunities in line with development plans. 7.Implement measurement and tracking mechanisms to drive the effectiveness of marketing activity. 8.Ensure all marketing activity is data driven and insights are collated and shared with colleagues and supporting the development of digital capability within the teams in the division. 9.Make maximum use of insights and evidence to segment audiences and target communications to best effect. 10.Oversee the management and development of Tourism NIs consumer social media, and email marketing programme to support the marketing strategy. 11.Develop and implement processes that ensure all marketing activity is of a consistently high standard and supports the brand. Content Creation and Management 1.Be accountable for developing an insight-driven content strategy and plans that support the marketing strategy. 2.In partnership with others, lead the delivery of a compelling, high impact content creation, curation and outreach plan to support users, advertisers, industry, partner and colleagues. 3.The role holder will be responsible for the creation and maintenance of a bank of content for promotional use, ensuring the necessary legal usage rights and permissions are in place. 4.Work with marketing, PR and business development colleagues to implement a central content plan, to include Northern Ireland and Republic of Ireland always on destination content, including specialist areas of business tourism, travel trade and golf. 5.Work with Tourism Ireland and Visit Britain to identify opportunities for the promotion of Northern Ireland, leading on the creation of content to meet market requirements. 6.Seek out, identify and implement content partnerships to enrich and build the Embrace A Giant Spirit brand. 7.Continuously review market research, data analytics and market insights to determine best performances and use the information to refine content plans and work programmes. 8.Oversee a programme of influencer visits to Northern Ireland. Public Relations 1.Oversee a programme of international media visits. 2.Oversee a destination PR programme across the island of Ireland. Resource Management 1.Ensure performance appraisal, personal action and development plans are in place with agreed key performance indicators to ensure teams are skilled to deliver the corporate objectives. 2.Coaching and mentoring of the team in managing their key projects and in engaging proactively with the stakeholders. 3.Convene regular team meetings to facilitate communication of organisation and team issues and performance, in order to contribute to the achievement of Tourism NIs strategic targets and objectives. 4.Manage and control the workflows of employees to ensure organisation standards are met. 5.Take full responsibility for the efficient and effective management of all governance and compliance aspects of the Marketing service 6.Be responsible for all financial planning and spend, monitoring all financial activity of the Marketing teams against budget. Corporate Management 1.As a member of the Senior Management Team, actively contribute to the purpose, vision, strategic direction, and sustainability of the organisation. 2.Contribute to the wider corporate management of Tourism NI. 3.Drive a culture of high performance, ensuring all team members have the opportunity to succeed and develop professionally. 4. Be a champion for values-based behaviours and positive engagement and ensure that all activities are managed in line with Tourism NI policies and procedures. 5.Be a trusted adviser on the policy implications of specific cross-functional development initiatives. 6.Keep up to date with the latest developments in the marketing landscape, communicating and implementing change within the organisation as required. Any other duties commensurate with the grade of the post as required by Tourism Northern Ireland. PERSON SPECIFICATION ESSENTIAL CRITERIA EDUCATION/QUALIFICATIONS & EXPERIENCE Option 1 1. A relevant sixth-level qualification (undergraduate degree) as detailed in the qualification framework (see overleaf). AND 2. A minimum of 4 years management* experience successfully developing and delivering marketing strategies and operational plans across a range of markets and audiences. OR 1. A minimum of 6 years management* experience successfully developing and delivering marketing strategies and operational plans across a range of markets and audiences. *Management is defined as experience gained at the middle management levels of an organisation or at Deputy Principal grade*. ESSENTIAL CRITERIA - PERSONAL EFFECTIVENESS The post holder will be able to demonstrate an exceptional standard in the following competences: 1.Proven track record in coordination of the planning, implementation and evaluation of effective large scale 360 degree marketing campaigns. 2.Demonstrable experience of delivering multiple concurrent projects at pace, whilst maintaining brand standards. 3.Experience of strategic brand positioning and development, building brand equity over time. 4.Communication and writing skills with demonstrable ability to produce and deliver high quality, effective presentations and concise, coherent written proposals, documents and messaging. 5.Numerical and analytical skills with experience in analysis and interpretation of market research, data and market intelligence to drive the effectiveness of marketing campaigns across multiple channels. 6.Proven experience of development and implementation of digital marketing campaigns and their integration with other channels. 7.Experience in development and implementation of PR campaigns and their integration with other channels. 8.Ability to manage significant budget prioritising its allocation across multiple objectives. 9.Ability to produce high quality brand aligned content. 10.Ability to develop and maintain effective working relationships and networks with multiple partners, stakeholders and a proven track record of successfully influencing multiple stakeholders to deliver a project. PREFERRED CRITERIA 1.Relevant experience of effective and efficient contract management in the / commissioning of third-party providers and managing performance within budget. 2.Professional marketing qualifications and / or membership of marketing industry bodies. ADDITIONAL INFORMATION This is not an exhaustive list of duties and requirements. The nature of the organisation is such that it must respond to the dynamic environment in which it operates and the nature of duties, tasks, knowledge and skills required for this post will evolve and change in time. The Job Holder is expected to adapt to these changes and develop the role as a result. Applicants must also possess a current driving licence and use of a car for business purposes or have access to a form of transport which will permit the applicant to meet the requirements of the post in full. EQUALITY STATEMENT Tourism NI is committed to equality and will comply with the Section 75 of the Northern Ireland Act (1998) statutory duties which requires designated public authorities to have due regard to the need to promote equality of opportunity in relation to the nine equality categories and to have regard to the desirability of promoting good relations between persons of different religious belief; political opinion; and racial group. The Disability Discrimination Act (1995) Section 49A requires designated public authorities to have due regard to the need to promote positive attitudes towards disabled persons, and to the need to encourage participation by disabled persons in public life. FOR FULL APPLICATION PACK PLEASE VISIT