Jobs

A crucial role in the delivery of the new Dundee Tourism Strategy, the Destination Marketing Officer will promote Dundee to growing FIT target markets as one of Europe’s best emerging city break destinations.

The role will promote the tourism offer to defined target markets, with consistent messaging to clearly position Dundee as the UK’s coolest little city.

With an emphasis on destination marketing, candidates must demonstrate a strong aptitude and appetite for this element of the role, with a solid understanding of Dundee’s tourism offer and its potential.

This role is funded by Dundee City Council’s UK Shared Prosperity Fund allocation, funded by UK Government. The role works to the Dundee Tourism Leadership Group (TLG), recruited and managed by one of the TLG partners, Design Dundee Ltd (DDL).

Role Profile:
The role will develop and implement integrated insight-driven marketing campaigns to build a strong brand profile for Dundee and support income generation by driving day and overnight visits to attractions, accommodation and hospitality across the city, working closely with Dundee City Council’s City Promotion team to ensure alignment with broader place and events marketing, under the One City Many Discoveries brand.

They will play a crucial role in developing the city offer to increase year-round demand, working collaboratively cross sector and with external partners to develop a range of innovative partnerships and packages designed to grow demand from target audience segments.

This dynamic, fast-paced role promotes Dundee as one of the most exciting, emerging destinations in Europe, through a performance-led approach, working together across the tourism cluster to share and benchmark against anonymised data, and manage new research to understand demographics, motivations and where the growth opportunities are.

Duties and Responsibilities:
Deliver the developing Dundee Tourism Strategy, to position Dundee as a compelling visitor destination aligned with city, region and national strategies

Contribute to and implement effective multi-channel marketing campaigns to develop audiences and drive visits to the city, through attractions, tourism offer and packages

Deliver a range of marketing collateral across print, online, partner promotions, e-marketing, social media and advertising, ensuring these align with the overarching One City Many Discoveries brand

Working with Dundee City Council City Promotion colleagues, create the campaign content calendar and develop social/digital content to engage audiences and drive visits and conversion as part of the integrated strategy

Monitor and report on performance of campaign activity for owned and paid channels to learn from past activity, iterate and constantly improve marketing outcomes

Support data capture, collation and new research designed to provide a thorough understanding of current and potential visitors

Build positive relationships with Dundee’s tourism cluster, to ensure visitor footfall is achieved and effectively delivered

Maximise income generation by collaborating with partners across Dundee on the development of destination driving activity to ensure the cluster’s long-term financial sustainability

Develop a range of strategic partnerships with leading industry brands including hospitality and accommodation providers, transport providers, online travel agents and review sites

Represent Dundee at stakeholder, networking and industry events, promoting the city as one of Europe’s most exciting emerging destinations

Facilitate familiarisation trips to Dundee for specialist media, national agencies and international tourism industry

Liaise closely with Dundee City Council’s City Promotion team to ensure all of the above activity works as part of an integrated suite under the One City Many Discoveries brand

Be available out-of-hours to undertake planned activity on an occasional basis

Any other duties determined to be reasonable for this position

Personal Specification:
Essential
Ambitious, highly driven digital marketer with at least two years’ hands-on marketing experience

Proven experience of developing and implementing successful multi-channel campaigns which deliver to set objectives, targets and KPIs

Outgoing personality with excellent communication, presentation and administrative skills.

Creative approach to problem solving

Ability to write standout, engaging copy

Experience of working with analytics tools to measure performance and inform future campaigns

Demonstrable experience of working with email service providers and CRM systems

Experience of brand partnerships with strong network of contacts in marketing and leisure and industries

Commercial acumen with an eye for maximising new business opportunities

Meticulous attention to detail, resilient under pressure

Self-motivated, proactive and willingness to ‘go the extra mile’

Previous work experience in an attraction, museum, gallery, tourism or destination management organisation

Relevant degree or post-graduate qualification or equivalent significant experience

Willingness to travel and to work at evening or weekend events when required

Desirable:
Understanding of the tourism ecosystem, trends and opportunities.

Understanding of the needs of travel, tourism and group operators.

Experience of creating engaging social content

Experience of working with film/TV production companies

Experience of seeking opportunities for external collaboration and content partnership projects

Experience of managing external designers, media buyers, creative agencies and related external suppliers

This project is funded by the UK Government through the UK Shared Prosperity Fund.

Application Deadline: Monday 12/08/2024