Tourism continues to be one of Northern Irelands most recognisable good news stories. Tourism NI is responsible for the development of tourism product and experiences across Northern Ireland as well as marketing to visitors within Northern Ireland and from the Republic of Ireland. Tourism is an industry that makes a real difference to the economy and job creation, accounting for 70,000 jobs, 9% of all jobs in Northern Ireland. In 2023 overnight visitors to Northern Ireland spent £1.2 billion, demonstrating tourisms importance to the Northern Ireland economy. Tourism NIs consumer brand Embrace a Giant Spirit has been widely adopted and is playing an important role in creating stand out for Northern Ireland as a destination. The brand encapsulates the spirit of the people, warmth of the welcome and the authenticity of the visitor experience in Northern Ireland. Brand campaigns are encouraging more visitors from key markets to experience a trip to Northern Ireland with particular success in attracting more visitors across the border. In 2023 there was an unprecedented number of visitors from the Republic to Northern Ireland, with over 1.3 million trips accounting for almost one quarter of all trips made in Northern Ireland. Overseas visitors accounted for over one third of all trips in Northern Ireland in 2023, while increasingly more Northern Ireland product is being added to tour operators itineraries from international markets. Tourism NI works closely with Tourism Ireland to win a bigger share of visitors to the island of Ireland. In 2024, Tourism Ireland set the target to grow regional, off-peak overseas tourism revenue by an average 6.5% year on year to 2030. Current investment includes a multi-million-pound refurbishment programme at Titanic Belfast, new hotels in Belfast, Derry~Londonderry, and the North Coast and an expanding screen tourism product. Tourism NI is currently part of the bidding process to attract a number of major international events to Northern Ireland over the next five years, while planning is already underway to make the most of the opportunities in 2025 when The Open will return to Royal Portrush. Tourism NI is also closely involved in the tourism elements of the City and Growth Deal Programmes which will be crucial in helping to secure more spend from international visitors to the island. The Belfast Stories attraction, a maritime visitor attraction for Derry, the extension to The Gobbins, the Mourne Gateway Project and the regeneration of Hillsborough will add to our portfolio and complement the better known attractions. With a significant investment by both Tourism NI and the Department for the Economy in supporting the industry through recent challenges, the focus is now firmly on full recovery and a return to growth. GOLF MARKETING OFFICER ABOUT THE ROLE The Golf Marketing Officer will play a central part in Northern Irelands exciting golf tourism journey over the next number of years. At Tourism Northern Ireland (Tourism NI), our overall objective is to increase international visitor numbers and spend and the continued development of a world class destination. The Job Holder will support the Golf Marketing Unit in delivering the NI Golf Tourism Strategic Vision and will involve working closely with the golf industry and international trade. GENERAL RESPONSIBILITY The Golf Marketing Officer will support the Golf Marketing Manager in the development and implementation of the Strategic Golf Marketing Framework which will enhance Northern Irelands positioning as Made for Golf. The overall objective of this Framework will be to raise the international profile of Northern Ireland, integrate geographic activity and increase golf tourism in the lead-up to, during and after Northern Irelands hosting of major golf events. Main Duties Working alongside the Golf Marketing Manager the Job Holder will be responsible for the following areas and activities: Develop, package, and promote Northern Ireland as an attractive and competitive golfing destination. Ensure work activities and Golf Marketing services that are delivered meet organisational quality and cost requirements and improve services to satisfy customer requirements in line with current legislation, targets and Tourism NIs policies and procedures. Act as a point of contact for enquiries regarding Golf Tourism and Golf Marketing. Develop and nurture relationships with stakeholders and key industry partners to grow the Northern Ireland golf tourism product that will contribute to the achievement of Tourism Northern Irelands business objectives. Develop an understanding and keep up to date with latest sales and marketing trends in the golf tourism sector thus ensuring innovation and creative thinking in the delivery of marketing communications. Develop and deliver tactical sales activity with key operators and local trade to increase the number of operators programming the Northern Ireland experience e.g. Trade Shows, Conventions and Sales Missions. Assess, evaluate and respond to feedback from customers, and escalate where required to the Unit Manager. Provide input to the market planning process, which will involve the identification and communication of development opportunities including co-operative opportunities for packages and campaigns within the key international golf markets. Produce high quality written communications including business cases, Freedom of Information responses, management reports, submissions and marketing materials providing context, rationale, proposals and recommendations. Support the Golf Marketing Manager to undertake: (i) competitor and market analysis and (ii) product and business audits in relation to key golf market support to define product/market fit for priority segments and to provide specialist advice to Tourism NI and the industry. Carry out evaluations and analysis of activity in order to measure goals and outcomes and to assist in forward planning within the unit. Produce Business Cases, Economic Appraisals and Post Project Evaluations in line with Tourism NIs policies and procedures. Co-ordinate the supply of information, digital assets, and promotional collateral as appropriate for inclusion within partner marketing platforms ensuring profile for Northern Ireland. Provide information and advice on tourism products to the industry (including toolkits). Be responsible for the maintenance of content of the golf section of Discover NI to ensure the website is kept up to date, relevant and reflective of current events. Deliver on marketing campaign activity in partnership with Tourism Ireland which includes the ability to produce well written editorial content, manage media and influencer itineraries and produce e-zine and newsletter content for organic marketing activity. Evaluate and report on marketing campaign activity across both social media, YouTube and cooperative campaign activity with specialist golf tour operators. Stakeholder Management Manage excellent relationships key stakeholders, proactively communicating and sharing information on an on-going basis. Be a focal point for all internal communications across the organisation in relation to Golf Tourism. Develop and co-ordinate a programme of familiarisation (FAM) trips for golfing media, golf ambassadors and tour operators in line with the relevant familiarisation framework and governance. Attend events/meetings either independently or with the Golf Marketing Manager, take minutes and distribute as and when required. Provide Exhibitions and Promotions Support in-market trade and sales exhibitions internationally led by Tourism Ireland, including planning and delivery, recruitment of golf industry partners and effective post project evaluations. In conjunction with the Golf Marketing Manager, plan and deliver golf exhibitions and promotional opportunities at national and regional level throughout Northern Ireland and beyond. Financial Management Assist the Golf Marketing Manager with the management and maintenance of the budget portfolio, taking account of value for money, and ensuring that resources are used effectively and in accordance with Tourism NI/Public Sector financial governance, policy and procedure, the FAM Framework and audit recommendations. Prepare Economic Appraisals and Post Project Evaluations, as and when required. Provide feedback to the Golf Marketing Manager on economic appraisals and impact studies in relation to the Golf Marketing work programme. Ensure that all payments and expenses (if applicable) are made in accordance with financial governance, policy, and procedure. Provide regular budget reports to the Golf Marketing Manager and Director of Marketing when required. Ensure that financial administration is undertaken by the Golf Marketing Team, including tracking and reporting as part of budget reviews and departmental returns Additional Duties Maintain, store and dispose of Unit records in accordance with Tourism NI policy including the use of record management systems including Microsoft Teams and SharePoint. Assist in the delivery of project work within the Unit and across Tourism NI including representation at working groups and meetings. Contribute to the development of the Unit Plan, the achievement of targets and promote corporate values and behaviours within the team and across the organisation. Provide cover for management within the division to include decision making and attending meetings in their absence. Attend training as and when required and keep abreast of current developments in your area of work. Provide briefing material and draft responses as and when required by Tourism NIs Executive Leadership & Senior Management Teams, Management/Employees, the Board, the Department for the Economy, the Northern Ireland Assembly, members of the tourism industry and the general public within the specified timelines and in an appropriate format. Any other relevant duties required by Tourism NI management. This Job Description is new and has been written at a time of organisational change and it will be subject to review and amendment as the demands of the role and the organisation evolve. The Job Holder is therefore required to be flexible, adaptable and aware that they may be asked to perform tasks, duties and responsibilities which are not specifically detailed in the Job Description, but which are commensurate with the role and/or grade appointed or present an opportunity for development. PERSON SPECIFICATION Essential Criteria Education / Qualifications & Experience: OPTION 1 A relevant sixth level qualification in marketing, business or communications as detailed in the qualification framework (see overleaf). AND A minimum of 2 years experience in a B2B and/or B2C marketing role with strong evidence of stakeholder management. OR OPTION 2 A minimum of 4 years experience in a B2B and/or B2C marketing role with strong evidence of stakeholder management. Essential Criteria Personal Effectiveness: The Job Holder will also possess an excellent standard of: Ability to manage resources, projects, and budgets. Analytical and Communication skills both oral and written, with demonstratable experience of consumer promotions and presentations. Negotiation, interpersonal and problem-solving skills, and ability to build and maintain successful working relationships. Sound organisational, planning and project management skills including the ability to work to strict deadlines and prioritise tasks with attention to detail. IT and computer literacy skills including the Microsoft office suite Ability to work on own initiative and take the lead where necessary within a team environment. Customer-focused care and a commitment to continuous improvement and the ability to build and manage strong relationships and successfully influence and engage with customers and stakeholders, both internal and external. Desirable Criteria Education / Qualifications & Experience: Experience of working within a public sector role and/or working knowledge of public sector processes and procedures. 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 CLICK APPLY BELOW. COMPLETING APPLICATIONS Those wishing to apply you should submit a completed application no later than Friday 20th June 2025 at 12 noon. CVs will not be accepted as a substitute/supplement to the application form. TOURISM NI IS AN EQUAL OPPORTUNITIES EMPLOYER