Birmingham 2022 is a golden opportunity not just for the West Midlands but for the UK. With a third of the world’s population tuning in, this is a chance to show that post-EU Exit Britain is open for business, to support economic recovery from COVID-19 and to provide a shop window for Britain’s economic engine. 

London 2012 and previous Commonwealth Games demonstrate the potential to drive tourism, trade and investment alongside the sport and culture. Funding has been secured to deliver a major programme to attract visitors, investors and events to the West Midlands and the UK, and grow export opportunities. This will be delivered in partnership at regional and national level, with funding secured in the Spring 2020 Budget and match funding from the West Midlands Combined Authority (WMCA). 

A central programme team supports the programme delivery partners (West Midlands Growth Company (WMGC), Department for International Trade (DIT) and VisitBritain (VB). Based in central Birmingham at the WMGC offices on Centenary Square, the team will delivery cross-cutting activity and ensure integration within the programme, with the Birmingham 2022 Organising Committee (OC) and with relevant regional / national initiatives.

The programme has a core set of markets (UK, Australia, Canada, India, Singapore and Malaysia) and audiences including Commonwealth leaders, investors, event organisers and leisure visitors. Alongside the core budget, the programme will be amplified through working with sponsors, with IP forming part of their rights packages. The primary markets for the tourism programme are the UK, Australia, Canada and India.

The tourism marketing team is responsible for the strategic direction, planning and delivery of programme-specific campaign and marcomms development activity, and business as usual through leisure and business website and social media channels. The breadth of destination marketing can be covered by this role including research, B2C and B2B marketing, domestic and international campaign support, brand application, industry, trade and press events, content for website and digital channels and social media activity.

Main responsibilities and key activities

  • A passion for destination marketing and communications, underpinned by research and intelligence and focused on measurable outcomes.
  • Supporting the Commonwealth Games Business and Tourism Programme (BATP) tourism marketing delivery including the domestic and international cultural campaign work packages 
  • Supporting the Visitor Economy Senior Research Analyst in the collation and analysis of data for economic volume and value studies, market research, campaign analysis and programme evaluation 
  • Manage content across digital channels and platforms – websites, social media and e-newsletters across business and leisure tourism teams including visitbirmingham, meetbirmingham and
  • Identify new trends in digital marketing, evaluate new technologies and ensure the company is at the forefront of developments, particularly developments in digital marketing for tourism
  • Work with the Marketing Manager on integrated campaigns/projects, ensuring all work is proof read, complies with brand and has been signed off by WMGC account lead
  • Internal stakeholder engagement to ensure delivery is on-track across the leisure and business tourism programme, working with the brand and events managers, and dovetailing activity across the inward investment team 
  • Work with key suppliers, including media buying agencies, and procurement / budgeting
  • Supporting work with internal teams to achieve successful outcomes in marketing and communications, research, monitoring and evaluation
  • Report against key milestones, deliverables and outputs, providing evidence as required by DCMS and WMCA to receive the funding, as required by the Programme Management Office team 

You can download the full job description, including key skills and competency requirements for the role, here

If you wish to apply for the BATP - Senior Marketing Executive Tourism position, please email with your CV and a cover letter detailing why you think you would be right for the role.