Tourism Sales and Business Development
Manager
Job description
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 2015 Forward Plan
illustrates the range of our enterprises and our immediate plans for them.
We currently attract 140,000 paying visitors and over 70,000 bed night guests each year.
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 a Sales and Business Development Manager to join our senior
management team, working closely with the Estate’s General Manager who has overall
responsibility for the management of our tourism enterprises. This new management
position will take the lead in optimizing performance with the target of increasing gross
margins across our tourism enterprise, particularly at the castle and caravan park and
manage the delivery of results-focused, strategically planned marketing and sales
activity. The Sales and Business Development Manager will ensure markets are well
defined, 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 General Manager, the role of the Sales and Business
Development Manager (SBDM) is to develop and manage the delivery of our tourism
enterprise targets, working to meet the Estate's business goals in both the short and
long term. The strategy must 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 relationships across a variety of sectors
and networks.
The SBDM will manage the effective day-to-day delivery of marketing and sales activity
in order to maintain focus on the big picture and key projects. The SBDM will help
develop a positive sales culture across the Estate's tourism businesses, maximising
opportunities to up-sell and cross-sell by mentoring staff and implementing the
required tools including effective CRM software.
The SBDM will be a driving force in the continuing evolution of the Estate as a visitor
destination; refreshing the offer, improving standards and spearheading initiatives that
elevate and enrich the experience. The role will work closely with management
colleagues to help ensure the Estate delights customers by meeting their needs and
exceeding their expectations. This is a highly visible and hands-on role, 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
SBDM will in time identify new products and capital development projects to enhance
the Estate offer and deliver increased sales or revenue, with rationale based on
projections and ROI.
Main duties:
Strategy and planning:
- 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.
- Create annual projections and sales targets for both volume and value, monitoring
performance throughout the season.
- Develop a marketing and sales strategy that includes target market information,
schedules of planned activity, budgets and projected sales results; provide strong
rationale for strategic direction.
- Identify opportunities for increased sales and make recommendations to leadership.
Management and leadership:
- Mentor all sales teams and visitor-facing staff.
- Plan and deliver required training, including sales training in up-selling and crossselling, to staff as needed, in order to achieve projected sales results
- Produce timely reports that allow all staff to see how sales are progressing, as well as
enable effective action to ensure projections are achieved.
- Manage the marketing team with clear processes in place to monitor activity and
results, and develop the skills base in line with business need.
Brand:
- Advocate for the brand at management level, ensuring that all activity enhances and
protects the Estate brand.
- Find effective ways to help all staff engage with the brand, so they can live the brand
through their work that directly translates to the visitor experience.
- Oversee the maintenance and evolution of brand guidelines, manage the delivery of
effective brand communications and direct the collection of on-brand content
(photography, videography, copy etc).
Marketing and sales activity, to include the following:
- Create and manage the delivery of a plan of strategic, scheduled marketing
communications activity that drives engagement, coverage and sales, working with the
marketing team.
- Lead the creation of a new, transactional website that offers an improved web
experience and drives sales.
- 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.
- Develop effective CRM via a suitable system.
- Manage the development of high quality, effective collateral while maximising
efficiency of time and budget.
- 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.
- Agree a schedule of planned promotions that uses discounts effectively to drive
volume while retaining value.
- Build effective travel trade relationships to increase group sales - ensure accounts are
effectively managed.
- Represent the Estate effectively in B2B networks and tourism agencies locally,
regionally and nationally.
Budgeting:
- Create the marketing and sales budget and manage spend throughout the year.
- Establish pricing recommendations for future seasons that reflect market trends and
maximize revenue.
- Manage discount levels throughout the year to ensure financial projections are met.
Administration and HR:
- Line-manage the marketing team, both retained and agency, delegating effectively
and developing the team.
- Ensure databases and other records are well kept to ensure information is retained by
the business.
- Deputize for the General Manager at the castle and caravan park and provide relief
duty management at both requiring occasional weekend work.
Role Requirements:
- Degree educated; a relevant degree, post-graduate or professional qualification is a
plus.
- 5 or more years relevant experience; destination marketing or leisure/experience
marketing are desirable.
- A proven track record of delivering sustained sales growth that increases gross
margin.
- A commercially astute strategic thinker; creative, analytical, sees opportunity, focused
on results, passionate about quality, able to innovate.
- A natural leader with some line management experience, able to motivate and
empower the team to deliver.
- Leads by example, creates and contributes to a positive and dynamic environment, is
hands-on and enjoys being visible and involved.
- A professional, personable and enthusiastic face of the Estate, able to network, build
long-term relationships and close deals.
What we offer:
-
An attractive salary, commensurate with the position (details will be issued to
short listed candidates). Accommodation on the estate is available.
A competitive company pension scheme.
Optional company vehicle.
An enjoyable and rewarding place to live and work.
How to apply:
Applications should be emailed to helen@atholl-estates.co.uk and include a completed
application form and a cover letter answering the following questions:
-
Why you are interested in the role?
Why you believe you are the right person for it?
The deadline for applications is Monday 20th July, 2015. Any queries can be directed to
the General Manager at abw@atholl-estates.co.uk.