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JOB TITLE: Marketing & Communications Executive, USA
DIVISION: Americas
REPORTS TO: Marketing and Communications Manager, North America




VisitBritain is the official tourist board for England, Scotland and Wales and is responsible for marketing Great Britain worldwide to prospective travellers. Our mission is to build the value of tourism throughout Britain by increasing brand awareness and market share in the USA.

Based in our New York office, the Marketing & Communications Executive, USA, will play an important role in executing the US integrated marketing communications plan, including supporting communications across all owned, earned and paid channels, with a focus on engaging media and customers, through the right channel, to share the Britain brand story and turn inspiration into visitor conversion.


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  • Good marketing & communications experience, preferably in tourism, with a proven track record of achieving targets and objectives

  • Degree in Marketing, Communications or PR desirable.

  • Understanding of marketing disciplines, with knowledge of how to leverage digital channels & platforms to enhance marketing & communications activity

  • Experience of delivering integrated marketing campaigns

  • Comfortable with data and an analytical approach to inform activity

  • Good understanding of US market dynamics & culture, including key consumer trends

  • Effective communication skills with both internal & external stakeholders at all decision-making levels

  • Global perspective and experience of dealing with different cultures

  • Flexibility – ability to manage a number of projects simultaneously

  • Excellent written & spoken English essential.

  • Excellent proficiency across all Microsoft Office applications

  • Willingness & ability to work occasional evenings and weekends and to travel domestically and to the UK as needed. Right to work in the US and valid drivers license.

Championing tourism to Britain
  • Engaged with VB’s strategy and vision and can demonstrably contribute towards delivering these

  • Able to focus on a clear goal in all actions and decisions and openly articulate this to your team colleagues

  • A true advocate for Britain and tourism

Being the best

  • Good knowledge of Britain’s tourism product and VB’s business with enthusiasm to constantly update skills and knowledge

  • Keen to share own and VB’s expertise with external organisations and individuals

  • Awareness that VB is a public body which needs to deliver and demonstrate value and probity in everything we do

Working together

  • Open-minded and ‘can-do’ attitude which encourages innovation, embraces change and displays resilience against adversity

  • Participate fully as a team member in building an atmosphere of openness, honesty, respect, co-operation and fun

  • Visible, approachable, accountable and available

Serving our customers

  • Able to have an effective relationship with all customers and meet their expectations

  • Continually looking for opportunities to work in partnership with other teams and/or external organisations

  • Inspire and empower other people by demonstrating trust, openly valuing their expertise and clearly stating your expectations


% Time/Importance

1 – 8 key objectives and targets

% Time / Importance

1) PR

  • Maintain & engage with a network of key media contacts in the USA to enable delivery of VB’s strategic objectives, proactively pitching key themes & ideas. Ensure all contacts are segmented on a central database.

  • Run a programme of journalist, broadcast & influencer visits to the UK with key media partners to generate inspirational coverage of the destination for target customer segments.

  • Contribute to the maintenance of the USA VisitBritain online media centre; produce regular e-communications, press releases and story ideas for key contacts in line with their needs.

  • Work closely with the UK tourism industry, building relationships, with major partners in particular – e.g. large hotel chains, airlines or industry associations - encourage and facilitate joint projects and marketing in-kind.

  • Cultivate a strong relationship with strategic destination partners (London, Scotland, Wales, English regions), and ensure they are kept fully updated of PR plans

  • With the support of the PR & Marketing Assistant, ensure that all media coverage is evaluated & coverage highlights are shared with internal and external stakeholders.


2) Marketing

  • “Own” the customer, providing key intelligence & evidence to the rest of the business on who our target customers in the USA are and how best to adapt the marketing & communications mix to reach the customer with relevant content/messaging
  • Working closely with the Marketing &Communications Manager, North America, the Partnerships Manager, Americas, and the London Marketing team, ensure world-class delivery across marketing campaigns, projects & collateral. Specifically, provide input, support & guidance for the delivery of tactical/ brand marketing activity in the US as required, including across areas such as media buy, creative, content/ messaging, events and evaluation.


3) Cross Government Working

  • Confidently and positively represent VisitBritain within the British Consulate General, New York

  • Champion the tourism agenda within the Consulate – ensuring its importance remains seen amongst key stakeholders

  • Participate, as needed, in cross-government meetings and share important insights and news with wider North American team.

  • Participate, as needed in cross-governmental GREAT campaign activity.


4) Financial Budgeting and Control

  • Ensure that all activity is delivered on time and on budget

  • Ensure that resources are effectively deployed and constantly monitor value for money

  • Ensure all financial & procurement procedures are followed and carefully managed


5) Research and Insights

  • Build an intimate knowledge of the marketplace to support regional and global decisions and investments. Ensure that key market insights are communicated to the North American and global teams.


6) Global Working

  • Build close relationships with colleagues in the region and globally to exchange best practice, innovation, creativity and ensure continuous improvement.
  • Maintain a culture of teamwork, achievement, accountability and outcome focus.

  • Work with a collaborative team spirit focused on service delivery to both internal and external clients.


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