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Atholl Estates

Head of Marketing (part time)

Application Deadline: Monday 31st August 2020
Atholl Estates is an exceptional destination offering a mix of high quality and authentic visitor experiences that include Blair Castle and a range of outdoor activities, all amid spectacular scenery and a variety of accommodation options. Our 2019 Forward Plan illustrates the range of our enterprises and our immediate plans for them.

We currently attract an average of140,000 paying visitors and over 70,000 bed night guests annually. We would like to share the Estate and all it has to offer with many more visitors; local, regional, national and international and we know there is opportunity to do so.

We are looking for an experienced marketing professional to join our senior management team on a part time basis (average two days a week, flexible and partly remote based), working closely with our Head of Sales and reporting directly to the Board of Directors. This new management position will take ownership for marketing across our business with focus on brand, strategy, budget and operational planning. The right person will have a natural eye to spot opportunity and a track record of creating and delivering a suite of effective marketing campaigns and the ability to work collaboratively within a professional leadership team. The Head of Marketing will establish and maintain clarity on our various market audiences and in concert with our Head of Sales, ensure our products are aligned to those markets and promotion is effective, thereby improving engagement, visitor numbers, ticket sales, event participation and occupancy.

Job Specification:

Reporting directly to the CEO but accountable to the Board, the role objective is to support the delivery of our tourism enterprise targets, working to meet the Estate's business goals in both the short and long term. Our tourism strategy is to lever the Estate's range of tourism products and grow profitable markets to increase sales and improve gross margins, while building the brand, enhancing profile and establishing strong collaborative relationships across a variety of sectors and networks. Achieving this objective will require close team work and alignment between this role and that of our Head of Sales.

Although the role demands a professional standard of competency in strategy and analysis, the right person must also be practical and willing to be hands-on, delivering solutions and making positive changes with buy-in from the team at all levels.

While focusing initially on the existing product mix and the opportunities it presents, the Head of Marketing should in time aim to work with their peer in Sales to identify opportunities for growth, fully utilizing the estate’s natural capital and existing infrastructure but also potential capital development projects that deliver increased gross margin, with rationale based on sound data and market analysis.


Specifically, the role duties include:

1. Develop a marketing strategy that includes target market information, schedules of planned activity, budgets; provide strong rationale for strategic direction
2. Maintain strong analytics of marketing performance that informs clarity on returns on investment
3. Manage the marketing team (one full time marketing officer and various roles within the business that relate to marketing) with clear processes in place to monitor activity and results, and develop the skills base in line with business need
4. Oversee the maintenance and development of brand guidelines, manage the delivery of effective brand communications and direct the collection of on-brand content (photography, videography, copy etc)
5. Create and manage the delivery of a plan of strategic, scheduled marketing communications activity that drives engagement, coverage and sales
6. Lead the development of an increasingly transactional website that offers an improved web experience that drives sales
7. Assess the current use of social media and develop a plan that uses all channels effectively to drive engagement and participation, ultimately with an impact on business performance; train all relevant staff in the use of social media and continually monitor activity as brand guardian
8. Develop effective CRM that sources effective data and employs it to best lever sales
9. Manage the development of high quality, effective collateral while maximizing efficiency of time and budget
10. Lead a PR strategy, overseeing agency relationships to ensure goals are met; put mechanisms in place so that the marketing team can actively source and generate PR opportunities from across the Estate, and respond to opportunities presented by the news of the day
11. Line-manage the marketing team, both retained and agency, delegating effectively and developing the team
12. Ensure databases and other records are well kept to ensure information is retained by the business

Areas of joint responsibility with the Head of Sales

1. Enhancing profile and establishing strong relationships across a variety of sectors and networks
2. Engage with the Forward Plan and develop a deep and broad understanding of Estate priorities in order to develop strategies that fully support them, taking into account the conservation requirements of Blair Castle, the building and its collection
3. Improving standards and spearheading initiatives that elevate and enrich the experience
4. Create annual projections and sales targets for both volume and value
5. Advocate for the brand at management level, ensuring that all activity enhances and protects the Estate brand
6. Agree a schedule of planned promotions that uses discounts effectively to drive volume while retaining value
7. Create the marketing and sales budget and manage spend throughout the year
8. Establish pricing recommendations for future seasons that reflect market trends and maximize revenue
9. Identify new products and services

If you think this role suits your experience and aptitude and you would like to know more, please contact Andrew BruceWootton, CEO, on mobile 07815153009 or email abw@atholl-estates.co.uk



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