Marketing Manager

Organisation:
New Lanark World Heritage Site

Salary: £37,500 per annum

Location:

New Lanark World Heritage Site, Lanark, South Lanarkshire.

Head of Hotel & Leisure/ Head of Heritage and Enterprise

Senior Leadership Team, Visitor Attraction Operations Managers, Heritage, Catering, Retail, Finance, Estates, Learning & Outreach, Travel Trade, Tickets & Bookings, Hotel & Leisure teams.

New Lanark is one of Scotland’s seven UNESCO World Heritage Sites and one of the country’s most significant heritage destinations.

Welcoming visitors from across the world, New Lanark combines an internationally significant industrial heritage landscape with a thriving visitor attraction, education programme, community engagement activity and commercial operation.

Our ambition is to protect and promote New Lanark’s Outstanding Universal Value whilst developing sustainable income streams, partnerships and opportunities that ensure the site remains relevant, accessible and financially resilient for future generations.

As Marketing Manager, you will shape and deliver creative, commercially focused marketing activity across New Lanark Visitor Attraction and New Lanark Mill Hotel, increasing awareness, visits, bookings and revenue.
You will play a key role in growing direct hotel bookings, improving visitor attraction footfall, promoting weddings and events, supporting major seasonal experiences and strengthening the New Lanark brand through effective digital marketing.
Combining strategic planning with hand-on delivery, you will use campaign insights and performance data to maximise return on investment. Your work will contribute directly to visitor spend, hotel occupancy, event attendance and the long-term sustainability of this internationally significant heritage site.

• Develop, lead and deliver a coordinated annual marketing strategy and plan for both the Visitor Attraction and New Lanark Mill Hotel, with clear priorities, budgets and measurable objectives.
• Develop campaigns that increase direct hotel bookings, improve website conversion and reduce reliance on third‑party booking channels.
• Plan, manage and evaluate integrated marketing campaigns across digital and traditional channels.
• Create engaging content for social media, websites, email marketing and advertising campaigns.
• Manage all social media platforms, including content planning, community management and reporting.
• Develop and manage Google Ads, Meta Ads and other paid media campaigns.
• Oversee email marketing strategy, database growth and campaign performance.
• Maintain and update website content, event listings and promotional offers.
• Support promotion of key commercial activities, including:
  • Seasonal events
  • Christmas experiences
  • Halloween experiences
  • Weddings
  • Hotel breaks
  • Leisure memberships
  • Food and beverage offers
  • e-commerce sales
• Coordinate photography, video production and content creation projects.
• Lead media relations activity and prepare press releases.
• Produce promotional materials including brochures, posters, signage and visitor information.
• Monitor digital analytics and campaign performance, reporting on conversion rates, cost per acquisition, return on advertising spend and revenue generated, and recommend improvements.
• Manage marketing budgets and ensure strong return on investment.
• Manage and allocate marketing resources across both operations, balancing seasonal priorities and measuring return on investment.
• Work closely with operational and revenue management teams to identify commercial opportunities, strengthen direct booking performance and support departmental objectives.
• Present marketing updates, performance reports and campaign results to senior…