Director of Central Marketing

About us

At Tourism Ireland, we market the island of Ireland overseas.  We take pride in connecting millions of visitors each year to all the island has to offer.  Tourism is an industry supporting over 300,000 jobs across the island of Ireland and it thereby contributes meaningfully to economies and communities.  We partner with sister agencies, airlines, ferry companies, accommodation providers, visitor attractions and others to grow the value of tourism, and to provide visitors with an inspiring and unique experience.  Set up under the auspices of the Good Friday Agreement, Tourism Ireland plays an important role as a North South body for a key industry on the island of Ireland, serving both Northern Ireland and Ireland.

Role

As Director of Marketing at Tourism Ireland you are responsible for marketing the island of Ireland overseas.  You delight overseas visitors with all the island has to offer, connecting with visitor tastes and passions to win hearts, minds and trips through scaled marketing strategies.  You will lead a talented team to analyse market opportunities, formulate creative and media plans, and run marketing that is as inspirational as it is clearly impactful. You are a creative, media, digital and communications expert.  You work well towards targets and are committed to delivering return on marketing investment.  You have a passion for partnering with others – for example product, market or industry experts.  You have a track record of coaching and developing teams to grow their skills and achieve their best in an inclusive, high performance, values led culture.

Key Results Areas

Lead marketing communications, creative and media strategy for Tourism Ireland, increasing the value of overseas tourism to the island of Ireland.
Inspire potential visitors, driving awareness, consideration, research and advocacy across TV, out of home, digital.  Lead development of content that shapes consumer journeys, from publicity drives, to social channels, to website (Ireland.com).
Ensure that workstreams for each team are delivered on schedule and within budget, working to ambitious marketing targets with transparent reporting.
Partner closely with government and industry partners, as well as market teams to devise and execute coordinated plans.
Hire, coach and grow team of managers and marketers, fostering expertise, integrity and a culture of inclusion and motivation.

The Person

Team leadership experience, with demonstrated track record of coaching and culture development.  Foster a culture where employees are highly valued and in turn value their careers with the company.
Extensive experience leading large scale international marketing campaigns, with demonstrated impact through media, creative, digital, social and communications.
Strategic thinking, developing planning, operational excellence, analysis and tracking.
Act with and instil the highest degree of integrity in others.
Passion for tourism, with a deep interest in understanding visitors and industry.
Evidence of collaborative working demonstrating diplomacy, tact and a genuine willingness to understand others’ priorities and to work to achieve common goals.
Excellent communications skills – verbal, written and presentations, married with highly developed influencing and negotiation capability. A commitment to values: respect, collaboration, ownership and creativity.

Tourism Ireland is an equal opportunity employer. We strongly support diversity in the workforce. We are committed to an inclusive, barrier-free recruitment and selection process and work environment. If you are contacted for a job opportunity, please advise us of any accommodation needed to ensure you have access to a fair and equitable process. Any information received relating to accommodation will be addressed confidentially.