The West Midlands Growth Company plays an important role in supporting with the delivery of the West Midlands Combined Authority’s strategic plans. Our primary purpose is to attract investment, jobs, visitors and business to the West Midlands region. Aligning with local tourism partners, our focus is on growing numbers and revenues across both leisure and business segments, in order to develop and maximise the direct and indirect economic contribution of the tourism sector.

Birmingham 2022 Commonwealth was a golden opportunity not just for the West Midlands but for the UK. With a third of the world’s population tuning in, we showed Britain is open for business, supporting the economic recovery from COVID-19 and to providing a shop window for Britain’s economic engine. 

The Business and Tourism Programme (BATP), currently in delivery, was developed to capitalise on the significant economic opportunities that the profile of the 2022 Commonwealth Games brought to the region. 

The programme aims to create a long-term legacy by boosting perceptions of Birmingham, the West Midlands and the UK as world-class destinations for tourism. It targets domestic and overseas visitors, businesses and event organisers during a three-year project of business development and promotional activity. This continues to strengthen relationships with important overseas markets at a national and local level. 

The Tourism Marketing Manager is responsible for planning and delivery of programme-specific campaign and marketing development activity, and business as usual through leisure and business website and social media channels. The breadth of destination marketing will be covered by this role, from strategic relationship development, B2C and B2B marketing, domestic and international campaign management, brand application, trade and press events, press and PR, website and digital development and management, social media strategy, and procuring and managing contracts.

Main responsibilities and key activities 

  • Managing destination marketing and communications across business (meetings, incentives, conferences, and exhibitions) and leisure tourism sectors in the West Midlands
  • Support the legacy of the Commonwealth Games Business and Tourism Programme tourism marketing strategy and delivery, assisting the digital visitor platform development, domestic and international cultural campaign, travel trade, MICE and major sporting events work packages
  • Supporting procurement processes including tendering for services to deliver required project activity, managing contracts and working alongside the contracted suppliers to ensure project-specific deliverables
  • Writing creative briefs for in-house creative team and external agencies to deliver a variety of marketing collateral for both print and digital media
  • Manage accounts and integrated campaigns/projects, ensuring all work is proof read, complies with brand and has been signed off by WMGC account lead
  • Manage budgets and overall time allocation
  • 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 
  • External shareholder management with the seven West Midlands Local Authority destinations plus DMOs and cultural partners
  • Support activity to refresh, develop and manage the core visitor economy marketing channels and campaigns including visitbirmingham.com, meetbirmingham.com, and makeitwm.com
  • 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 funding agencies, as required by the Programme Management Office team 
     

You can view the full job description here. 

If you are interested in applying for the Tourism Marketing Manager role, please send your CV to janespearman@workwithglee.com

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