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Marketing Manager Tourism

Ref code: NYC99094625
£35k per year
Birmingham, West Midlands, England
Hybrid Working
Applications Closed

Marketing Manager

The West Midlands is home to a vibrant, diverse visitor economy that welcomes tourists, major events and conferences from across the globe. From winding waterways to energetic festivals, vast venues and culinary innovations, the region has firmly put itself on the map.

In 2022, Birmingham played host to the largest Commonwealth Games ever held, which was a golden opportunity for the West Midlands. The West Midlands welcomed an unprecedented 141.2 million visitors in 2022, smashing the previous record set before the COVID-19 pandemic. The figures represent a 38% increase on tourist numbers in 2021, and a 5% rise compared to 2019 data, which was the last research to be carried out before the tourist industry was severely impacted by the global pandemic.

This role is to capitalise on this unique opportunity and to establish the West Midlands as truly globally competitive in the coming years, delivering Global West Midlands - the West Midlands Growth Company's business plan for July 2023 to March 2025.

The two main strategic goals of the West Midlands Tourism strategy are to:

- Increase the number of visitors from the UK staying in the West Midlands
- Encourage greater numbers of international visitors to visit the West Midlands

The Tourism Marketing Manager - (Leisure Tourism) is responsible for planning and delivery of tourism campaigns, marketing collateral, strategic plans and manage the business as usual activity to promote leisure tourism and travel trade. The breadth of destination marketing will be covered by this role, from strategic relationship development, B2C and B2B marketing, domestic and international campaign management, brand application, trade and press events, press and PR, website and digital development and management, social media strategy, and procuring and managing contracts.

Main Responsibilities and Key Activities

- Managing destination marketing across leisure tourism and travel trade sectors in the West Midlands

- A passion for destination marketing, underpinned by research and intelligence and focused on measurable outcomes.

- Support Global West Midlands marketing strategy and delivery, assisting in the delivery of tourism marketing campaigns, travel trade activity, and leisure tourism specific projects to ensure objectives are met

- Supporting procurement processes including tendering for services to deliver required project activity, managing contracts and working alongside the contracted suppliers to ensure project-specific deliverables

- Writing creative briefs for in-house creative team and external agencies to deliver a variety of marketing collateral for both print and digital media

- Manage accounts and integrated campaigns/projects, ensuring all work is proof read, complies with brand and has been signed off by WMGC account lead

- Manage budgets and overall time allocation

- Internal stakeholder engagement to ensure delivery is on-track across the leisure tourism programme, working with the brand and events managers, and dovetailing activity across the marketing teams

- External shareholder management with the seven West Midlands Local Authority destinations plus DMOs and cultural partners

- Support activity to refresh, develop and manage the core visitor economy marketing channels and campaigns including,, and

- Supporting work with internal teams to achieve successful outcomes in marketing and communications, research, monitoring and evaluation

- Report against key milestones, deliverables and outputs, providing evidence as required by funding agencies, as required

Knowledge and experience
- Experience in delivery of the full marketing mix
- Experience in destination marketing, including campaign activity
- Account management / agency background and / or stakeholder engagement experience
- Knowledge of the West Midlands region
- Working in a multi-stakeholder / delivery partner environment
- Line management experience with development and coaching activity
- Experience of managing domestic and international campaigns
- Experience of working in tourism with cultural sector partners
- Understanding of public procurement guidelines
- Event management experience
- Line management experience with development and coaching activity

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