Senior Marketing Manager-Online and Offline

Senior Marketing Manager-Online and Offline

Full‑time

As we move into the next challenging and exciting stage of launching Audley in the USA, you will be responsible for all marketing activity from strategy through to planning, budgeting and execution.

The role encompasses strategy, planning and execution in the following areas, drawing on the resources available in the UK office and US‑based agencies.

• Defining and executing the SEO, SEM, WOM and blogging strategy to drive relevant website traffic and generate new leads.
• Online advertising, including overseeing an extensive PPC campaign.
• Print advertising.
• Promotions.
• Pro‑actively facilitate referrals.
• Lead capture and ongoing communications.
• Directing a social media strategy across all relevant platforms.
• Establish a communications program to maximize retention, encompassing both print and digital communications.

• In conjunction with UK‑based Audley web developers and any appropriate resource in the US, continue development of the US version of the Audley website so it is market‑relevant in terms of content, design and functionality across multiple devices.
• Spot emerging trends within the US market and incorporate when appropriate.
• Create and track strategic and tactical marketing planning across the customer journey, designed to drive customer acquisition and retention efforts.

• Work with an outside agency to define and execute a social media strategy and plan across all relevant social media platforms to identify clear objectives and measurement of activity across all channels.
• Identify emerging trends and utilize where relevant to the target audience and overall strategy.

• Rapidly increase brand awareness of Audley and the ‘tailor‑made’ sector in the US.
• Ensure that all communications are in line with brand values.
• Ensure all client/prospect documentation produced from the Audley’s Journey Desk system is market‑appropriate.
• Producing new and modifying existing core and support print collateral including extensive destination brochures.

• Evaluate the effectiveness of attending consumer travel shows and organize attendance if applicable.

• Ensure the sales team are briefed on marketing activity and plan for peak activity periods.
• Implement and communicate a strong lead generation program to drive revenue and profit growth.

• PR has been identified as a significant route to growth and there is an extensive plan in place to execute and develop.
• Candidate should have experience managing a PR plan and working to execute with an outside agency.
• Experience utilizing PR to increase digital awareness and build brand presence.
• Ability to measure effectiveness of PR campaigns.
• Liaison with product and UK marketing teams for content and media travel activity.
• Develop and establish direct relationships with influencers in key media.
• Organize media travel to Audley destinations when appropriate.
• Establish a crisis and reputation management plan which should dovetail with the UK plan.

• Provide monthly reports on all activity, utilizing relevant existing Audley reports and developing appropriate ones where applicable.

• Work closely with the Head of USA and UK senior management to review US market‑entry strategy and produce an annual marketing plan and budget.
• Activate strategic and tactical marketing plan across the customer journey, designed to drive acquisition and retention including development of key messaging strategy for all marketing programs.
• Establish planning and measurement strategies, including the definition of key performance metrics to track and identify new customer acquisition, customer retention and maintain optimal CPA targets based on marketing efforts.

• It is anticipated that this role will involve the management of staff within 12‑18 months.
• Manage and motivate staff, external suppliers and freelancers.
• Actively participate in management training and development.
• Play an active role as a manager within the company, communicating marketing plans and engaging with wider goals of the business.

• Establi…