Role Purpose:

Leads the Destination Marketing agenda within the business, defining, for approval, the strategic approach in support of the business plans. Materially influences & contributes to the development of the Destination Marketing Strategy to build the Brand and profile of Lustica Bay as a vibrant and attractive Destination, ensuring its effective implementation and review. Accountable as “Place Maker” for Lustica Bay, acting as a central point owning and approving the alignment of destination, Destination Hotels and Real Estate marketing messages projected into the market. Owns the digital marketing and development of the Lustica Bay brand at an international, regional, and local level. Key

Responsibilities:

A. Planning & Strategy Formulation

In conjunction with the Director of Destination Management, develops for approval, the Destination Marketing Strategy, implementing a high level 3 to 5-year Marketing Plan in support of Destination’s continuing development.
Develops the Destination Annual Marketing Plans to ensure alignment with the overall Business strategy, implementing and delivering the Annual Marketing Plan.
Ensures compliance with established standards and procedures to ensure a coherent and consistent Brand identity is established and maintained.

B. Communications & Destination PR Activities

Manages the implementation of the Annual Marketing Communications plans to deliver declared results and increase awareness of Lustica Bay as a Destination.
Ensures integration between the Company’s communication platforms and those of external partners to align activities, such as development of internet campaigns, targeted advertising campaigns, media & brand awareness activities.
Works closely to align & influence the activities of the Real Estate Marketing Team and the Destination Hotels, acting as the controlling conduit to ensure all releases are in line with the declared Destination narrative.
Ensures the effective communication of the marketing agenda, key activities, and the Destination’s Brand identity to internal staff to support employee engagement.
Ensures the execution of the overall Destination media plan & Destination related PR Strategy, identifying areas for continuous improvement.
Seeks and establishes sustained working relationships with key international & national media channels, capitalizing on these to gain maximum exposure for Destination events and build and promote the Destination’s image. ·
Monitors all dealings with local and international press, broadcasting, and television to ensure that Lustica Bay reports are consistent with acceptable parameters.

C. Marketing Activities ·

Sets and executes the Digital Marketing Strategy, actively managing social media platforms, external providers, and activities to maximize communication channels to multiple segments and optimize web site development and activation. ·
As an experienced “Place Maker”, manages the execution of all Destination Marketing activities in line with the approved Marketing Plan, ensuring consistency, quality and reviewing effectiveness. ·
Partners with internal and external partners to ensure marketing activities are consistent with the overall marketing strategy. ·
Leads the development of the Brand and ensures that partners are aligned and aware of all project communications and campaigns guidelines. ·
Follows-up on the results from Destination campaigns and events, providing recommendations on future activities.

D. Market Research

Remains up to date on progressive and impactful Marketing practices and developments, for effective use within Lustica Bay. ·
Reviews the market research reports and inform management, in order to assist in management decision making on market potential, customer potential, future campaign strategies, development trends etc. ·
Co-ordinates research on macroeconomic parameters and ensure that information is diffused in the interested departments within Lustica Development AD. ·         Studies & reviews external attitudes expressed publicly or privately towards Lustica Bay as an entity to understand perceptions and identify actions to sustain a consistent PR and project image.

E. Budgetary Control ·

Develop and submit for approval the Departmental budget and maintain budgetary cost control within the Department to achieve cost effectiveness.

F. People Management ·

Undertake monthly 1-2-1s with staff to review operational performance, provide regular feedback and development support. ·
Support the Annual Performance Development Review process for staff by providing performance related feedback, undertaking performance reviews on a six-monthly basis and completing all supporting PDR documentation.

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