Tourism continues to be one of Northern Irelands most recognisable good news stories. Tourism NI is responsible for the development of tourism product and experiences across Northern Ireland as well as marketing to visitors within Northern Ireland and from the Republic of Ireland. Tourism is an industry that makes a real difference to the economy and job creation, accounting for 70,000 jobs, 9% of all jobs in Northern Ireland. In 2023 overnight visitors to Northern Ireland spent £1.2 billion, demonstrating tourisms importance to the Northern Ireland economy. Tourism NIs consumer brand Embrace a Giant Spirit has been widely adopted and is playing an important role in creating stand out for Northern Ireland as a destination. The brand encapsulates the spirit of the people, warmth of the welcome and the authenticity of the visitor experience in Northern Ireland. Brand campaigns are encouraging more visitors from key markets to experience a trip to Northern Ireland with particular success in attracting more visitors across the border. In 2023 there was an unprecedented number of visitors from the Republic to Northern Ireland, with over 1.3 million trips accounting for almost one quarter of all trips made in Northern Ireland. Overseas visitors accounted for over one third of all trips in Northern Ireland in 2023, while increasingly more Northern Ireland product is being added to tour operators itineraries from international markets. Tourism NI works closely with Tourism Ireland to win a bigger share of visitors to the island of Ireland. In 2024, Tourism Ireland set the target to grow regional, off-peak overseas tourism revenue by an average 6.5% year on year to 2030. Current investment includes a multi-million-pound refurbishment programme at Titanic Belfast, new hotels in Belfast, DerryLondonderry, and the North Coast and an expanding screen tourism product. Tourism NI is currently part of the bidding process to attract a number of major international events to Northern Ireland over the next five years, while planning is already underway to make the most of the opportunities in 2025 when The Open will return to Royal Portrush. Tourism NI is also closely involved in the tourism elements of the City and Growth Deal Programmes which will be crucial in helping to secure more spend from international visitors to the island. The Belfast Stories attraction, a maritime visitor attraction for Derry, the extension to The Gobbins, the Mourne Gateway Project and the regeneration of Hillsborough will add to our portfolio and complement the better known attractions. With a significant investment by both Tourism NI and the Department for the Economy in supporting the industry through recent challenges, the focus is now firmly on full recovery and a return to growth. SOCIAL & DIGITAL MARKETING MANAGER GENERAL RESPONSIBILITY The post holder will be responsible for leading on Tourism NIs digital marketing of Northern Ireland as a tourism destination, aligned to our brand, the wider marketing strategy and business priorities. Main Duties The post-holder will be responsible for the following areas of activity: Development and implementation of Tourism NIs destination social media strategy Leading on the development of the destination social media strategy aligned to the wider marketing strategy and overseeing its implementation for Tourism NI including: Overseeing the development and maintenance of an annual integrated content plan that is aligned to the wider marketing strategy and business priorities. Overseeing the creation and curation of content to ensure a consistent quality of content that is effective, engaging and aligned to our brand, business priorities and audience interests. Overseeing our community management across the destination social media channels. Ensuring growth of our fan base, maintaining high engagement scores. Setting and monitoring key performance indicators and targets for optimisation of activity. Overseeing an annual programme of influencer marketing activity. Managing the contract with our Influencer Marketing agency Curation of Content and Asset Management Management of our digital asset management system: Overseeing that our content is appropriately archived and categorised with usage rights and permissions correctly tracked. Performance marketing Managing the contract with our online media buying agency to meet business objectives and maximise the return on investment. Ensuring all digital marketing decisions are data driven through a continuous programme of testing and analysis of data, with insights shared within the marketing insights hub. Development and implementation of Tourism NIs destination eCRM strategy Leading on the development of our destination eCRM strategy and overseeing its implementation aligned to the wider marketing strategy including: Ensuring maintenance and development of our database, aligned to our best prospect audiences. Setting and monitoring eCRM key performance indicators and targets for growth Development and implementation of the strategy for Tourism NIs destination websites Leading on the development and implementation of the strategy for our destination websites aligned to our wider marketing strategy including: Ensuring a robust development plan is in place so our websites are functional, up to date, aligned to our brand, effective and used by our best prospect audiences. Setting and monitoring key performance indicators and targets for growth Benchmarking, competitor analysis and monitoring of advancements in new technologies to ensure Tourism NIs social and digital strategies keep pace with changing consumer behaviours Scanning the digital marketing horizon to look at best practice and learnings from travel and other sectors and feed these into Tourism NIs plans where appropriate. Ensuring our martech stack remains integrated and fit for purpose Employee Management Support the Director of Marketing with the recruitment, management, and development of the Social & Digital team to ensure that key activities are undertaken in an efficient and effective manner. Provide line management responsibility for employee development within the team ensuring motivation, coaching and efficient and effective use of people and their skills. Ensure that that all activities of the team are managed in line with Tourism NIs policies, procedures, values, and behaviours. Ensure that learning and development plans are in place and performance reviews are undertaken within the required timescales. Assist the Director of Marketing by ensuring that resources are used effectively and in accordance with Tourism NIs governance and financial policies and procedures. Personal Development, Performance and Professionalism Demonstrate a high level of personal integrity and maintain professional standards throughout the organisation. Demonstrate the values and behaviours of Tourism NI and its employees. Adhere to organisational policies, procedures and professional standards while representing Tourism NI both internally and externally. Corporate Management Responsibility Deliver effective leadership to create and sustain a high-performing team. Act as the central point of contact for all matters relating to the business unit. Provide briefing material and draft responses / correspondence as and when required by Tourism NIs Executive Leadership Team, Board, Department for the Economy, the NI Assembly, members of the tourism industry and the general public within the specified timelines and in an appropriate format. Lead on the delivery of project work within the Unit and across Tourism NI including representation at working groups and meetings. Contribute to the development of the Annual Operating Plan, the achievement of tourism targets and promote the corporate values and behaviours within the Team and across the organisation. Provide cover for Senior Management within the Division to include decision making and attending meetings in the absence of colleagues. Attend training as and when required and keep abreast of current developments in your area of work. Maintain, store, and dispose of records in accordance with Tourism NIs information governance policy including the use of Microsoft Teams, Dynamics 365 and SharePoint. Any other duties commensurate with the grade as required by Tourism NI. This Job Description has been written at a time of organisational change and it will be subject to review and amendment as the demands of the role and the organisation evolve. Therefore, the Job Holder will be required to be flexible, adaptable and aware that they may be asked to perform tasks, duties and responsibilities which are not specifically detailed in the Job Description, but which are commensurate with the role. PERSON SPECIFICATION ESSENTIAL CRITERIA EDUCATION/QUALIFICATIONS & EXPERIENCE Option 1 i. A relevant sixth-level qualification (undergraduate degree) i.e. marketing, direct marketing, digital marketing as detailed in the qualification framework overleaf. AND ii.3 years experience of managing large scale digital marketing programme. OR Option 2 i. 5 years experience of managing large scale digital marketing programme. In addition to Option 1 or 2 above, candidates will be required to demonstrate: Experience in managing large scale social media channels in a business capacity A Solid track record in digital content creation and dissemination Proven track record of developing and delivering successful CRM strategies and performance marketing Experience of managing an agency/technology supplier Proven experience in managing large scale budgets and projects ESSENTIAL CRITERIA - Personal Effectiveness The Job Holder will also possess a high standard of: Ability to network, build strong relationships and successfully engage with partners and stakeholders (both internal/external) towards a common goal - at both an operational and senior level. Organisation, project and budget management skills including the ability to prioritise, plan and manage tasks and people to ensure that tight deadlines and customer expectations are met. Negotiation, influencing and communication skills (both written and oral). Ability to be adaptable and results focussed demonstrating competence to work in a dynamic, flexible and continually changing environment; working to overcome challenges, identify opportunities and find solutions. ADDITIONAL INFORMATION This is not an exhaustive list of duties and requirements. The nature of the organisation is such that it must respond to the dynamic environment in which it operates and the nature of duties, tasks, knowledge and skills required for this post will evolve and change in time. The Job Holder is expected to adapt to these changes and develop the role as a result. Applicants must also possess a current driving licence and use of a car for business purposes or have access to a form of transport which will permit the applicant to meet the requirements of the post in full. EQUALITY STATEMENT Tourism NI is committed to equality and will comply with the Section 75 of the Northern Ireland Act (1998) statutory duties which requires designated public authorities to have due regard to the need to promote equality of opportunity in relation to the nine equality categories and to have regard to the desirability of promoting good relations between persons of different religious belief; political opinion; and racial group. The Disability Discrimination Act (1995) Section 49A requires designated public authorities to have due regard to the need to promote positive attitudes towards disabled persons, and to the need to encourage participation by disabled persons in public life. FOR FULL APPLICATION PACK PLEASE VISIT GETGOT BY CLICKING APPLY BELOW COMPLETING APPLICATIONS Those wishing to apply should submit a completed application via GetGot no later than Monday 17th March at 23:59. CVs will not be accepted as a substitute/supplement to the application form. TOURISM NI IS AN EQUAL OPPORTUNITIES EMPLOYER