Head of Marketing – Job Description

Contract £18,000 per year

1 January – 31st December 2020 with possibility of extension

About the Job

The Head of Marketing is responsible for delivering the marketing strategy outlined in the ‘Visitor Economy Action plan 2020 – 2023’ focusing primarily on growing overnight stays, day visitors and increasing visitor spend.

Wye Valley and Forest of Dean Tourism (WVFDT) is the official Destination Marketing Organisation for the Forest of Dean and Wye Valley (DeanWye). Operating as a company limited by guarantee, the organisation promotes the area for its 300+ members and stakeholders. The DeanWye area lies in and around the Forest of Dean and Wye Valley, covering three counties of Gloucestershire, Monmouthshire and Herefordshire

The value of the visitor economy of the DeanWye area is over £372 million (2108). In November 2019 an ambitious three-year action plan to grow the DeanWye visitor economy was approved. The action plan identified five areas of development:

  1. Clear ambition – having a purpose and clear objectives for all stakeholders to sign up to
  2. Creating a sustainable working environment – to ensure WVFDT continues to thrive as an effective, sustainable not-for-profit organisation working with and for the WyeDean visitor economy
  3. Building strong strategic partnerships locally and nationally – actively working with Partners inside and outside of the area, feeding into strategies and maximising opportunities for mutual gain
  4. Ensuring a quality product and place – champion and support a quality visitor experience across the destination
  5. An effective marketing strategy – positioning DeanWye as the go-to destination for a great value, breath-taking, outdoor experience, driving an increase in day and staying visitors as well as visitor spend.

The Head of Marketing is responsible for the Digital Content Manager and agencies employed to deliver the marketing plan. The Head of Marketing will report to the Chair of the WVFDT Board working closely with the Executive Director and Head of Membership.

The role will involve working with Forest of Dean District Council and other key stakeholders to deliver its strategic ambitions and consumer marketing. Implementation will be within a limited budget, so it is essential that the person responsible is experienced in being resourceful, entrepreneurial and effective in collaborative working with stakeholders and partners.

Key elements of the role include:

  • Provide strong marketing leadership – representing WVFDT and the visitor economy as part of the DeanWye area.
  • Drive forward the 3-year visitor economy action plan, focusing and coordinating staff and cash resources and plans to deliver growth in the visitor economy
  • Provide strong leadership on brand ‘DeanWye’ – representing visitor economy marketing on behalf of WVFDT Board
  • Set up marketing and comms reporting systems and regular benchmarking processes to monitor success
  • Work with stakeholders to achieve an effective visitor information service which is accessible; virtually and physically
  • Plan, manage and develop structured and integrated marketing that builds the DeanWye brand and creates a framework which reaches agreed target markets
  • Oversee DeanWye website and social channels. Lead on the development and future proofing of digital channels including wyedeantourism.co.uk ensuring that it is presenting DeanWye in line with the brand
  • Work with the Head of Membership to ensure the owned digital channels are maximising referrals in line with member benefits
  • Manage Website, Social media and PR agencies in line with an agreed plan and budget
  • Provide member communications producing member enews and literature with content provided by the Head of Membership
  • Be accountable for allocated budgets, reviewing budget targets within the context of performance.
  • Ensure that the Board are fully aware of the marketing programme/priorities and are positively, pro-actively and appropriately engaged.

Responsibilities of Head of Marketing

  1. Establish positive working relationships with VisitEngland/VisitBritain & VisitWales representatives in all areas including digital, PR and travel trade as well as key senior managers.
  2. Ensure Wayfinding and visitor information in-destination is effective at helping visitors enjoy the best of the area.
  3. Ensure effective communication with initiatives and projects that add a value to the visitor experience such as Foresters Forest, Loveyourforest and Lydney Docks & Harbour.
  4. Develop a clear brand position/promise for DeanWye based on the area’s distinct characteristics within the competitive destination tourism market.
  5. Identify key priority leisure markets, their characteristics, needs and how we will reach them.
  6. Create a marketing plan that engages visitors at all parts of their journey, from interest through booking to in-destination and post-visit. Will include partnerships, content, PR and print to support a year-round drive to:
    • Build the brand.
    • Increase interest and bookings from day and staying visitors.
    • Link to holidays, seasonal themes and national anniversaries’ and key booking trends.
    • Ensure visitors make the most of the destination.
  7. Identify a realistic approach to targeting the travel trade (national and international). Maximising the assets gained from the DEF Uncover the Cotswolds project.
  8. Identify a realistic approach targeting the domestic ‘corporate’ market (Meetings, Incentives/experiences, conference and events) with the resources available.
  9. We will create engaging and effective digital platforms ensuring the tools and user experience are the best possible at all parts of the visitor journey, from inspiration to post booking.
  10. Work with the Regional Visitor Information Centres to maximise product knowledge and understanding of the DeanWye area.
  11. Identify a realistic approach targeting the domestic ‘corporate’ market (Meetings, Incentives/experiences, conference and events) with the resources available.

How to Apply

Email your CV and a covering letter to Helen.OKane@wyedeantourism.co.uk by the 23th December 2019.