The overall purpose of this role is to provide support to the Visitor Information team with Tourism Northern Ireland's contribution towards supporting the development of a productive, regionally balanced and sustainable tourism industry for all people and places in Northern Ireland which provides workers with good jobs and enriches its people, its economy and its guests.
At Tourism Northern Ireland (Tourism NI), our overall objective is to increase visitor numbers and spend and the continued development of a world class destination.
The Tourism NI Visitor Information team is a key component of the Marketing Division, providing inspirational and informative content on its flagship consumer platform;, which received over 3 million visitors last year, across engaging content, itineraries and product listings.
The Visitor Information team also works very closely in collaboration with local authority tourism partners and its sister international tourism agency, Tourism Ireland in delivering this content and information, and related projects. As a member of the Marketing Division, the Visitor Information team also works in regular close collaboration with the Social and Digital, Campaigns, Business Solutions, PR and Golf Marketing teams.
Main Duties
Working alongside the Visitor Information Manager, the Job Holder will be responsible for the following areas and activities:
* To manage the implementation of Tourism NI's content strategy and roll-out of content and editorial on
* To write inspirational, visitor-inspired, and search engine optimised content for publication on the Discover Northern Ireland website in line with the content plan, making it easier for visitors to choose Northern Ireland and make the most of any visit to best meet their preferences.
* Provide editorial leadership, manage internal content writers and outsourced contributors, to ensure that all content published is aligned to the interests and motivations of best prospect target segments and appropriately optimised.
* Build and publish pages on the website using the Content Management System (Simpleview, part of Granicus), while working with colleagues to ensure an excellent user experience on every occasion.
* To develop and implement a blog and engaging content strategy for the website, while working with colleagues and external contributors to publish inspirational blogs and content strategically aligned to a content plan and resonating with target market segments in Northern Ireland and the Republic of Ireland.
* To work in collaboration with the Social and Digital Media team to support and align excellent engaging content that can be published and promoted across social media and email marketing resulting in significant levels of engagement.
* To work with product database colleagues to ensure that curated product, event and offer listings are truly visitor inspired, aligned with the interests and motivations of our best prospect market segments, and written to the highest standards of accuracy and editorial excellence.
* To implement a content governance framework and maintenance schedule, ensuring that the relevant sections of the website are updated on a regular basis in line with the content plan.
* To closely collaborate with Tourism NI's media library co-ordinator ensuring website content maintains the highest standards of content governance.
* To provide editorial support for the production of printed and marketing collateral aligned to the content plan and the Visitor Information Plan.
* To support the implementation of the Northern Ireland Visitor Information Plan, including participation in action groups and workshops, and helping to deliver the workstreams associated with the roll-out of the plan.
Employee Management
* Support the Visitor Information Manager in recruiting, managing, motivating and developing the editorial and database team to ensure that all activities are undertaken professionally in an efficient and effective manner.
* Support the Visitor Information Manager to ensure that all activities are managed in line with Tourism NI's policies, procedures, values and behaviours.
* Provide Line Management responsibilities for employees within the Visitor Information team including motivation, coaching and learning and development.
Financial Management
* Assist in the delivery of the Visitor Information Unit Plan and administer the budget line(s) for this job thus ensuring Value for Money (VFM) and adherence to Financial and Governance Policy and Procedures.
* Assist in the management of budget portfolios, ensuring that resources are used effectively and in accordance with Tourism NI's Financial and Governance Policies and Procedures.
* Liaise with internal and external colleagues in relation to Economic Appraisals and Business Cases as required.
* Assist in the administration of payments in line with Tourism NI's Financial Procedures related to the Visitor Information Unit.
* Provide regular budget reports to the Visitor Information Manager.
* Provide budget departmental returns.
Additional Duties
* Act as a central point of contact, including communicating with other Tourism NI units and external stakeholders as appropriate.
* Provide briefing material and draft responses and reports/emails as and when required by Tourism NI's Executive Leadership & Senior Management Teams/Management/Employees, the Board, the Department for the Economy, the NI Assembly, members of the tourism industry, and the general public within specified timelines and in an appropriate format.
* 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 tourism targets, and promote the corporate values and behaviours within the team and across the organisation.
* Provide cover for the Unit Manager when required to include decision making and attending meetings in their absence.
* Ensure that Unit processes adhere to the Tourism NI/Public Sector financial governance, policy and procedure, the FAM Framework and audit recommendations.
* Attend training as and when required and keep abreast of current developments in your area of work.
* Maintain, store, and dispose of Unit records in accordance with Tourism NI's information governance policy including the use of record management systems including Microsoft Teams, Dynamics 365 and SharePoint.
* Communicate with other Tourism NI units, as appropriate.
* Any other duties commensurate with the grade of the post as required by Tourism NI.
Person Specification
Essential Criteria – Education / Qualifications & Experience:
OPTION 1
i. A relevant sixth-level qualification (undergraduate degree) in a related field such as Journalism, PR, Marketing or Digital Marketing as detailed in the qualification framework (see overleaf).
AND
ii. A minimum of 2 years' experience in writing, editing and optimising content for large websites, preferably within a tourism context or related industry.
AND
iii. A minimum of 2 years' experience using a Content Management System.
OR
OPTION 2
i. A minimum of 4 years' experience in writing, editing and optimising content for large websites,, preferably within a tourism context or related industry.
AND
ii. A minimum of 4 years' experience using a Content Management System.
Essential Criteria – Personal Effectiveness:
The job holder will possess an excellent standard of:
1. Analytical and Communication skills – both oral and written, with demonstratable experience of consumer promotions and effective content.
2. The ability to be creative and innovative in delivering solutions.
3. Ability to work on own initiative and take the lead where necessary within a team environment.
4. Sound organisational, planning, project and budget management skills including the ability to work to strict deadlines and prioritise tasks with attention to detail.
5. 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
i. A minimum of 2 years' experience of writing, editing and optimising content for digital channels, preferably within a travel or tourism context.
AND
ii. Demonstrable experience of using Google Trends and Keyword Planner to deliver a SEO and content strategy, and experience of analytics packages including GA4 or Google Tag Manager.