Marketing Manager
Reports To
Head of Hotel & Leisure/ Head of Heritage and Enterprise
Key Internal Relationships
Senior Leadership Team, Visitor Attraction Operations Managers, Heritage, Catering, Retail, Finance, Estates, Learning & Outreach, Travel Trade, Tickets & Bookings, Hotel & Leisure teams.
Who We Are
New Lanark is one of Scotland’s seven UNESCO World Heritage Sites and one of the country’s most significant heritage destinations.
Welcoming visitors from across the world, New Lanark combines an internationally significant industrial heritage landscape with a thriving visitor attraction, education programme, community engagement activity and commercial operation.
Our ambition is to protect and promote New Lanark’s Outstanding Universal Value whilst developing sustainable income streams, partnerships and opportunities that ensure the site remains relevant, accessible and financially resilient for future generations.
What You’ll Achieve
As Marketing Manager, you will shape and deliver creative, commercially focused marketing activity across New Lanark Visitor Attraction and New Lanark Mill Hotel, increasing awareness, visits, bookings and revenue.
You will play a key role in growing direct hotel bookings, improving visitor attraction footfall, promoting weddings and events, supporting major seasonal experiences and strengthening the New Lanark brand through effective digital marketing.
Combining strategic planning with hands-on delivery, you will use campaign insights and performance data to maximise return on investment. Your work will contribute directly to visitor spend, hotel occupancy, event attendance and the long-term sustainability of this internationally significant heritage site.
What You’ll Be Doing
• Develop, lead and deliver a coordinated annual marketing strategy and plan for both the Visitor Attraction and New Lanark Mill Hotel, with clear priorities, budgets and measurable objectives.
• Develop campaigns that increase direct hotel bookings, improve website conversion and reduce reliance on third-party booking channels.
• Plan, manage and evaluate integrated marketing campaigns across digital and traditional channels.
• Create engaging content for social media, websites, email marketing and advertising campaigns.
• Manage all social media platforms, including content planning, community management and reporting.
• Develop and manage Google Ads, Meta Ads and other paid media campaigns.
• Oversee email marketing strategy, database growth and campaign performance.
• Maintain and update website content, event listings and promotional offers.
• Support promotion of key commercial activities, including:
o Seasonal events
o Christmas experiences
o Halloween experiences
o Weddings
o Hotel breaks
o Leisure memberships
o Food and beverage offers
o E-commerce sales
• Coordinate photography, video production and content creation projects.
• Lead media relations activity and prepare press releases.
• Produce promotional materials including brochures, posters, signage and visitor information.
• Monitor digital analytics and campaign performance, reporting on conversion rates, cost per acquisition, return on advertising spend and revenue generated, and recommend improvements.
• Manage marketing budgets and ensure strong return on investment.
• Manage and allocate marketing resources across both operations, balancing seasonal priorities and measuring return on investment.
• Work closely with operational and revenue management teams to identify commercial opportunities, strengthen direct booking performance and support departmental objectives.
• Present marketing updates, performance reports and campaign results to senior leadership and the Board.
Who We’re Looking For
We are looking for a proactive, commercially minded marketer who combines creative thinking with strong analytical skills.
The ideal candidate will be equally comfortable developing strategic plans, creating content, managing advertising campaigns and analysing performance data. They will enjoy working across multiple projects and building strong relationships with colleagues throughout the organisation.
Essential Experience
• Proven experience in a marketing management or senior marketing role.
• A relevant marketing qualification or demonstrable equivalent professional experience.
• Experience managing paid digital advertising campaigns, particularly Google Ads and Meta Ads.
• Experience developing and implementing marketing strategies.
• Experience creating content across multiple channels, including social media, email and websites.
• Experience managing marketing budgets and reporting on ROI.
• Experience using analytics and reporting tools to inform decision-making.
• Experience coordinating external agencies, suppliers and creative partners.
• Experience managing multiple projects and priorities simultaneously.
Essential Skills & Knowledge
• Strong understanding of digital marketing principles and best practice.
• Social media management and content planning.
• Google Ads and Meta Ads campaign management.
• Email marketing and audience segmentation.
• Website content management systems, particularly WordPress.
• SEO and website optimisation.
• Google Analytics (GA4) and Search Console.
• Copywriting and content creation skills.
• Campaign planning, budgeting and performance reporting.
• Graphic design platforms such as Canva.
• Excellent written and verbal communication skills.
• Strong organisational and project management skills.
• Ability to interpret data and make evidence-based recommendations.
Desirable
• Experience within tourism, hospitality, heritage, leisure or visitor attractions.
• Knowledge of UNESCO World Heritage Sites and heritage tourism.
• Photography and videography experience.
• Experience using Mailchimp, Hootsuite, Shopify, Guestline and DigiTickets.
• PR and media relations experience.
• Experience working with travel trade, schools or group travel markets.
• Experience managing e-commerce activity.
Personal Attributes
• Commercially focused and results driven.
• Creative, innovative and full of ideas.
• Passionate about storytelling and audience engagement.
• Self-motivated with the ability to work independently.
• Strong relationship builder and team player.
• Confident communicator with colleagues, suppliers and stakeholders.
• Organised and able to manage competing priorities.
• Adaptable and comfortable working in a fast-paced environment.
• Enthusiastic about heritage, tourism and destination marketing.
• Curious and proactive, with a willingness to spend time on site understanding the visitor experience.
• Committed to delivering measurable outcomes that increase visibility, footfall, bookings, spend and income.
Employment Details
• Salary: £37,500 per annum, paid monthly in arrears.
• Hours of work: 37.5 hours per week, normally Monday to Friday.
• Location: New Lanark World Heritage Site, Lanark, South Lanarkshire.
• Working arrangement: Predominantly office-based. Limited home working may be considered by mutual agreement, subject to operational requirements and regular on-site attendance.
• Occasional weekend working is required for key events. By prior agreement, working days may be adjusted or time off in lieu taken for additional hours worked.
