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The Performance Marketing Department sits within the Marketing Directorate and is responsible for the strategic leadership that drives accountability and innovation across VisitScotland’s consumer digital marketing channels. The department plays a key role in driving growth in the visitor economy through a programme of multi-channel marketing and innovation to connect more visitors with tourism businesses across Scotland. The department is one of four that reports into the Marketing & Digital Director, delivering strategy and communications through a highly integrated approach.

The role

Reporting to the Global Influencer Marketing Manager, the post holder will support in the influencer marketing activity planning, execution and reporting.

The role will involve working together with the wider Performance Marketing Department focusing on Social Media, Performance Media, SEO and Email marketing as well as working with the Marketing Development & Intermediate Marketing, Content and Multimedia teams to ensure the best possible customer experience across all digital channels.

  • Manage influencer itinerary creation, ensuring best fit for campaign needs and the influencer’s audience, taking care of all bookings and maintaining a budget spreadsheet to ensure spend is within limits.
  • Report on and analyse influencer activity on a monthly basis, providing insights and learnings, tracking all paid for activity and additional content.
  • Respond to influencer briefs and provide data-led shortlists with full benchmarking and justification, to help fulfil campaign needs.
  • Attend social media team meetings to stay up to date with wider marketing activity, identifying relevant opportunities for influencer’s to fulfil marketing objectives.
  • Adhere to procurement processes, maintaining full documentation to ensure all activity is within guidelines.
  • Find new talent for VisitScotland to work with, conducting outreach and keeping abreast of social trends and connecting with content creators to develop relationships for content development.
  • Maintain influencer CRM database and media kit library, ensuring all information is kept up to date.
  • Develop skillset across the range of Performance Marketing channels, including Social Media, Search Engine Optimisation (SEO), and Paid Media, through hands-on experience supporting the delivery of cross-channel marketing activity.

About you

  • Familiarity with Excel and data processes like building tables and graphs.
  • Excellent communication skills – written and verbal.
  • Able to prioritise and work under pressure and to a deadline.
  • Analytical thinking
  • Creative mind-set and desire to develop and improve.
  • Attention to detail is essential.
  • Ability to work independently and take initiative.
  • Organizational skills.
  • Enthusiasm for digital marketing.

Desirable 

  • Some experience with latest marketing platforms
  • Interest in the Scottish tourism product.
  • VisitScotland actively promotes the Gaelic language and an interest in the language or possession of Gaelic Language skills would be considered a desirable attribute in any prospective employee