JOB HOLDERS SIGNATURE: DIRECT REPORTS SIGNATURE:
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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SPECIFIC TO JOB
Good marketing & communications experience, preferably in tourism, with a proven track record of achieving targets and objectives
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.
“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.