Working as part of the Tourism Ireland USA market team, the purpose of the Consumer Advertising & Engagement Manager role is to:
Develop, implement and manage a programme of agile and highly targeted consumer marketing activity to restore visitor growth from the US to the island of Ireland, in line with agreed strategic objectives and the Organisation’s recovery plan.
Develop and implement Tourism Ireland’s tactical partnership programme, co-operative marketing strategy with airlines to facilitate sales growth, and leverage partnerships with other non-travel brands in the US.
Key Responsibilities & Accountabilities:
Work collaboratively with central Tourism Ireland teams, advertising creative and media agencies, and direct marketing agency to create a compelling consumer strategy to deliver on key KPIs.
Assume responsibility for US consumer Journey Management. Develop integrated consumer advertising campaigns which focus on targeted US consumer segments, optimise investment across channel mix, to deliver visitors to the island of Ireland.
Lead the planning and execution of Tourism Ireland’s consumer advertising (inc.TV) and digital campaign activity, maximising effectiveness through strong audience insight, media planning, execution and evaluation.
Oversee US eCRM functions and strategy. Ensure optimal use of digital communications to deliver best in class campaigns to target segments against agreed business objectives.
Oversee the US Ireland.com site ensuring that it is an engaging destination for consumers, delivering a key platform for stakeholders.
Oversee US social media activity to foster vibrant social communities, deliver innovative social campaigns and, ensure that social is integrated into all communications.
Oversee US Search and PCS strategy.
Lead the planning and execution of Golf TV advertising & Digital campaign activity.
Lead and guide the US analytics framework to ensure all campaigns are measured and optimised to deliver best possible ROI. Analyse and produce clear reports for department activity. Collect market and competitor intelligence to ensure Tourism Ireland is best in class.
Lead the development and implementation of innovative co-operative campaign activity with airlines with routes from the USA to the island of Ireland to facilitate sales growth.
Drive and manage Tourism Ireland engagement with non-travel brands which have resonance and fit with target audience, to showcase the island of Ireland in new and surprising environments.
Ensure synergy of brand across all US communications in line with global brand strategy.
Develop and leverage content partnerships with Diaspora media outlets to support recovery.
Lead and inspire a team of marketing professionals to produce consistently excellent and innovative work.
Manage stakeholder liaison, working with Fáilte Ireland and Tourism Northern Ireland and other key partners.
Oversee allocated budgets in line with company policy and procedures while maximizing use of funds to achieve the best possible value and return on investment.
Manage brochure distribution & warehouse operation.
Take responsibility in the area for ensuring the management of personal data adheres to the company’s GDPR compliance policies and procedures.
Such other duties as the company may from time to time reasonably require.
This job will involve some travel and unsocial hours. The post holder will also be required to represent Tourism Ireland at various industry and corporate events.
Educated to degree level with a qualification in marketing, communications or other relevant discipline
Excellent knowledge of on and offline advertising channels, with experience in applying new and emerging technologies to consumer marketing activity
Experience of brand marketing across a broad spectrum of consumer marketing channels
Strong skills in advertising, digital communications and eCRM.
Experience of managing creative and media agencies.
Strong analytical skills, with proven ability to use audience insight to shape communications plans and campaigns.
Good judgement, problem solving and decision-making skills.
Track record and experience in managing budgets and people.
Strong influencing and negotiating skills. Strong stakeholder manager, able to deal confidently with all levels of seniority and to influence outcomes.
A strong team player with a collaborative approach and excellent interpersonal skills.
A highly motivated individual who has the ability to lead and inspire a team, to support their development, to set goals and motivate to succeed.
All employees/candidates are expected to be able to show evidence of demonstrating Tourism Ireland’s values in practice:
About Tourism Ireland
Tourism Ireland is responsible for marketing the island of Ireland overseas as a holiday and business tourism destination. We deliver world class marketing programmes in 23 markets across the world and reach a global audience over 600 million each year. Targeted marketing activity includes advertising online, on TV and outdoor sites, in cinemas and in newspapers and magazines, eMarketing, overseas publicity, co-operative marketing with carriers and other partners and promotions to the travel trade and consumers
The North American markets of the US and Canada are among the most important for tourism to the island of Ireland, delivering 15% of all overseas visitors and 27% of all overseas tourism revenue. Visitors from these markets tend to stay longer and travel more widely around the island.
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