NORTHERN IRELAND TOURIST
BOARD
Permanent appointment of
Golf Sales & Marketing Manager
Guide for Applicants
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Contents
Prior to completing your application form we recommend that applicants familiarise
themselves with the contents of this information pack.
The pack includes:
Section 1
Foreword from NITB Director, Marketing
Section 2
Introduction and Company Background
Section 3
The Recruitment and Selection Process
Section 4
Role Description
Section 5
Person Specification
Section 6
Terms and Conditions of Appointment
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1.
Foreword from NITB Director of Marketing
Thank you for your interest in this important role at the Northern Ireland Tourist Board.
There has never been a more exciting time to get involved in Northern ireland’s flourishing
tourism industry with growing recognition around the world of the destination’s “must see”
status and in particular our golf in Northern Ireland.
Tourism has established itself as a central component of our economy - being recognised as
an industry that creates jobs and over the last few years we have been working hard to
develop our tourism product. The NITB has delivered key projects and events such as the
Irish Open (which was a record breaking European Tour sell-out attended by over 13,000
spectators), Titanic Belfast, the Causeway Visitor Centre, UK City of Culture, Walled City
Signature project, World Police and Fire Games and Giro DItalia to ensure maximum
economic benefit to the local economy.
Tourism offers unparalleled potential to generate growth.It keeps 40,000 people in jobs –
that’s 5.6% of the Northern Ireland workforce. Tourism is currently worth 5.2% of Northern
Ireland’s GDP and has overarching Programme for Government Targets of making tourism
worth £1billion to our econmy by 2020. Significant investment in recent years has provided
the right building blocks for the future of the industry. In the last 5 years the NITB has, in
partnership, invested over £150 million to build tourism products and develop quality visitor
experiences. A vibrant tourism economy that continues to grow will build Northern Ireland’s
reputation as a place worth visiting and will enhance its appeal as a positive destination in
which to live, work, invest and study.
Golf has a key role to play in our tourism growth plans. Our world-class links put Northern
Ireland on the map, but we must also give recognition and support to the other courses, as it
is the diversity of our golf offering that gives Northern Ireland widespread appeal. The
international golf tourism market is extremely competitive with a growing number of
emerging destinations, especially ‘sunshine golf destinations’, promoting good value offers
and high-end product. As a golfing destination Northern Ireland cannot compete against
guaranteed sunshine, but it can trade on the strength of its golfing tradition, history and links
product and golfing ambassadors.
Northern Ireland is enjoying unprecedented attention as a golf destination. Northern Ireland
has always had a competitive golf product with Royal Portrush and Royal County Down
regularly featuring in the top 20 courses in the World. However it is the on-going success of
Rory Mc Ilroy, now the No1 Golfer in the world, Graeme McDowell and Darren Clarke that
have drawn the World’s attention to Northern Ireland as a golf destination. Northern Ireland’s
pedigree was further enhanced by the successful delivery of the Irish Open. All this has
resulted in an increased demand for Northern Ireland from the golf consumer, the travel
press and tour operators. The shift in the perception of Northern Ireland as a golf destination
and the increased demand we are experiencing has created the opportunity for Northern
Ireland to convert this interest into economic benefit.
There has never been a ore exciting time to get involved in tourism.
Naomi Waite, Director of Marketing
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2.
Introduction and Company Background
The Northern Ireland Tourist Board (NITB) is a Non-Departmental Public Body within the
Department of Enterprise, Trade and Investment (DETI). It is responsible for the
development, promotion and marketing of Northern Ireland as a tourist destination.
NITB is the vehicle by which DETI aims to ensure that the huge potential of tourism is
exploited in a sustainable way. NITB’s overarching agenda is to: “Build the value of
tourism to the economy in partnership with government and industry.”
NITB’s 5 point Corporate Plan will:
1. Unlock the potential – NITB will work to raise awareness of the importance of
tourism to the NI economy. We will actively build and consolidate our relationships
with key partners to deliver mutual benefit.
2. Build the tourism product – NITB will support the creation of the new Northern
Ireland experience by enabling visitors to experience our awakening and uncover our
stories through funding and development of quality tourism assets that are aligned to
visitor needs.
3. Develop a quality visitor experience – NITB will support the development of a high
quality tourism industry through quality programmes which are based on visitor
needs. We will invest in developing people projects and events that will result in
enhanced visitor experience and increased opportunities for leisure and business
visitors to spend.
4. Promote the destination – NITB will “get Northern Ireland on everyone’s destination
wish list “by delivering a compelling marketing communications programme that will
inspire and inform people form Northern Ireland and the republic of Ireland to visit
Northern Ireland.
5. Be an excellent organisation – NITB will confidently and passionately champion the
development and promotion of the Northern Ireland tourism experience.
The Post
The Golf Sales & Marketing Manager will be responsible for developing and implementing a
strategic golf marketing framework which will enhance Northern Ireland’s positioning as
Made for Golf. The overall objective of this framework will be to raise the international profile
of Northern Ireland, integrate geographic activity and increase golf tourism in the lead-up to,
during and after Northern Ireland’s hosting of these major golf events.
Key Functions:

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

Marketing
Sales & Promotions
Business Development
Relationship management
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Organisational Structure
NITB is led by a Chief Executive who sits on the Senior Management Team along with:

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



Chief Operating Officer
Director, Product Development
Director, Organisational Development and Human Resources
Director, Business Support & Events
Director, Corporate Development
Director, Marketing
This role will report directly to the Director of Marketing.
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3.
The Recruitment and Selection Process
How to Apply
Completed application forms must be returned to:
Human Resources
Northern Ireland Tourist Board
St Anne’s Court
59 North Street
Belfast
BT1 1NB
Or alternatively application forms may be e-mailed to: recruitment@nitb.com
All applications must be received at the above address by 12 noon on Monday 3
November 2013.
Applications will be acknowledged within seven days of receipt.
Monitoring Form
The Northern Ireland Tourist Board monitors applications for employment in terms of
Community Background, Sex, Disability and Race.
Please note that the monitoring form should be returned for the attention of the Monitoring
Officer.
Application Form
Applicants must clearly and fully demonstrate on their application form how they meet the
essential criteria (outlined in Section 5 – Personal Specification). Applicants will be
assessed at shortlisting on the basis of the information provided on the application form.
The Northern Ireland Tourist Board may decide to interview only those applicants who
appear, from the information they have provided on their application form, to be most
suitable in terms of relevant experience and ability.
It is essential therefore, that applicants fully describe on the application form how they meet
each of the selection criteria giving specific examples as appropriate. It is not appropriate
simply to list the various posts which you have held. The Northern Ireland Tourist Board will
not make assumptions from the title of an applicant’s post or the nature of the organisation
as to the skills and experience gained. Supplementary material such as CVs will not be
considered by the selection panel.
Applicants are required to identify two referees, at least one of which should be your
employer (if applicable). Referees will not be contacted until a provisional offer is made.
You should not seek as a referee anyone who is related to you.
Shortlist
After the closing date, the essential criteria will be used to provide a shortlist of candidates
for interview. This will involve assessing which candidates have demonstrated how they
meet each of the essential criteria. Those applicants who appear on the basis of the
information provided in their application forms, to meet all the essential criteria will proceed
to the next stage of the process.
In the event there is a large pool of applicants who meet the essential crtieria, then the
preferred citeria will be applied for shortlisting purposes.
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Interview
Shortlisted candidates will be required to attend an interview which may include a
presentation. Candidates will be assessed against the essential criteria throughout the
interview and presentation process.
When the interview date has been offered, those invited should make every effort to attend
on the specified time and date. Given the difficulties in arranging interview panels, flexibility
may not be possible.
Candidates will be notified should a presentation exercise be involved at interview stage and
will be issued relevant instructions with the invitation to attend interview.
Timetable
The anticipated timetable is as follows:
Advertisement:
Friday 17th October 2014
Closing date for applications:
Monday 3rd November 2014 at 12 Noon
Shortlisting:
W/c 10 November 2014
Interviews:
Friday 21st November 2014
Please note that these timeframes are indicative and provided to support all candidates in
their preparation/planning for this recruitment assignment.
Further Information
Further information about the Northern Ireland Tourist Board can be gained by visiting
www.nitb.com
Should you have any further queries about the recruitment and selection process then call
Louise Kearney, Director of Organisational Development & HR on 20890 441 662.
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4.
Role Description
Job title:
Golf Sales & Marketing Manager
Reports to:
Director of Marketing
Overview of Job Purpose
Northern Ireland is enjoying unprecedented attention as a golfing destination. Following the
success of hosting the Irish Open for the first time in almost 60 years in 2012, NITB has
entered into a 4 year Sponsorship Agreement with the PGA European Tour 2014 – 2017,
that will see Northern Ireland host the Irish Open again in 2015 and 2017. It has also been
confirmed that Northern Ireland will host The Open Championship as early as 2019, which
will be one of the biggest events to be held in Northern Ireland.
To maximise the opportunities offered by these major golf events, alongside the success of
Northern Ireland golfers and particularly since Rory McIlroy’s win of The Open
Championship in 2014, a new NITB Golf Sales & Marketing Manager is to be appointed.
The Golf Sales & Marketing Manager will be responsible for developing and implementing a
strategic golf marketing framework which will enhance Northern Ireland’s positioning as
Made for Golf. The overall objective of this framework will be to raise the international profile
of Northern Ireland, integrate geographic activity and increase golf tourism in the lead-up to,
during and after Northern Ireland’s hosting of these major golf events.
The post holder will work in close partnership with senior colleagues in the marketing and
product development departments of both NITB as well as a large number of diverse
external stakeholders including the golf industry, the PGA European Tour, the R&A, Tourism
Ireland, Failte Ireland, Local Authorities, Sport NI, Invest NI and wider tourism stakeholders.
They will also be expected to liaise with all marketing agencies employed by NITB.
The post holder will be responsible for coordinating the delivery of all Northern Ireland golf
sales and promotional team activity, optimising all planned golf, media and tourism events,
to ensure that consistent marketing, branding and activation plans are implemented across
all activity at both business to business and business to consumer levels.
Key Functions:




Marketing
Sales & Promotions
Business Development
Relationship management
MAIN DUTIES

To lead NITB’s Golf Sales & Promotional Activity, accountable to the Director of
Marketing, but actively integrated within both NITB’s Marketing and Product
Development teams to ensure consistent communication and integration of working
practices across the organisation.
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The position will be responsible for an annual promotional budget in addition to
influencing 3rd party expenditure by stakeholders and across NITB.
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Setting the strategic direction of all golf sales & promotional activity for trade and
consumer audiences in key markets and ensuring industry buy-in.

Coordinating & delivering all golf promotional activity which promotes key messages
about golf in Northern Ireland for NITB.
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
Setting of overall framework objectives and evaluation of results.
Principal Accountabilities
Develop the strategic framework for delivery of NITB’s Golf activity through 2015 - 2020 to
ensure all opportunities to enhance Northern Ireland’s profile and reputation as a host venue
and golf tourism destination are maximised.

Lead and coordinate the golf elements of Northern Ireland’s presence at major golf
events including exhibition stands and the development of promotional materials.

Represent and promote Northern Ireland Golf at relevant global trade and consumer
platforms and recruit appropriate members of the NI golf industry for trade shows and
promotional stands. Develop and deliver tactical sales activity with key operators and
local trade to increase the number of operators programming the NI experience.

Develop an expert understanding of international golf events as well as the wider golf
and golf tourism industries. Communicate this knowledge internally and externally
through marketing communications to a wide audience to aid improved
competitiveness for Northern Ireland within each of these industries. Maintain the NI
Golf Tourism Monitor and communicate key analysis to staff and stakeholders as
appropriate.
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Become a leader within NITB and the golf industry through developing an
understanding of the latest sales and marketing trends, ensuring innovation and
creative thinking in the delivery of marketing communications. Recruit NI industry
promotional offers.
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Develop a joint programme of activity with Golf Tour Operators to develop and
promote Northern Ireland golf tourism business.
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Lead on the development and coordination of a programme of familiarisation trips for
golfing media, ambassadors and tour operators to ensure NI Golf standout and
generate increased B2B sales
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Evaluate NITB’s sales & promotional activities on an on-going basis to ensure
performance against agreed targets and demonstrate return on investment, in line
with the overall NITB monitoring and evaluation framework.
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In line with the new NI Golf Strategy lead on the development of collateral and assets
aligned to the NI Golf Brand across all marketing platforms , ensuring brand and
messaging is signed off against agreed marketing strategies and appropriate
trademark licences, and delivers on to the objectives of the Golf Strategy.
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Co-ordinate the supply of information, digital assets and promotional collateral as
appropriate to Tourism Ireland and Failte Ireland for inclusion within their marketing
platforms ensuring profile for Northern Ireland Golf.
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Lead and coordinate through the Destination Marketing, ROI and Social & Digital
Media teams the ongoing development of golf activity to develop organisation and
industry-leading, innovative communications campaigns.
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Secure buy-in and partnership from the golf tourism industry to PGA European Tour
and R&A pan-market marketing opportunities, developing relationships with partner
organisations, key suppliers and industry representatives.
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
Investigate the feasibility of a sponsorship strategy for Northern Ireland to capitalise
on major golf events, and develop the relevant propositions for market. Negotiate
high level partnerships and joint activities with commercial partners to achieve asset
leverage and innovative campaigns
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Manage an annual promotional budget, ensuring optimum deployment towards
organisational goals, and provide accurate and timely budget reports.
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Contribute to the achievement of NITB’s strategic targets and objectives by adopting
a cross functional management style.
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Work in partnership with key teams within NITB such as product and industry
development in delivery of the NI Golf strategy, in particular to ensure development
of the NI golf experience, as well as growth in the volume and quality of market
driven NI Golf Experience offers.
Any other relevant duties as required by NITB management. This is not an exhaustive list of
duties and requirements. The nature of the organisation is such that it must respond to the
dynamic environment in which it operates and the nature of duties, tasks, knowledge and
skills required for this post will evolve and change in time. The job holder is expected to
adapt to these changes and develop the role as a result.
Location
Based in Belfast with regular travel required throughout Northern Ireland, the rest of the UK
and Ireland and overseas.
5.
Person Specification:
The person appointed to this job will meet all of the ‘essential’ criteria listed below:
ESSENTIAL CRITERIA – EDUCATION/QULAIFICATIONS & EXPERIENCE
i.
Have a degree or equivalent 3rd level qualification
and
ii.
Significant managerial experience and a proven track record in a B2B and/or B2C
marketing or sponsorship role with strong evidence of growing revenue and profitability
PERSONAL EFFECTIVENESS
Applicants must demonstrate and possess an excellent standard of the following skills:
i.
Excellent project and budget management skills including the ability to plan and organise
and manage tasks and people; and
ii.
Excellent negotiation, influencing and communication skills; and
iii.
A proven ability to set objectives and implement strategy; and
iv.
Ability to network and to successfully engage and lead partners and stakeholders to a
common goal; and
v.
Ability to focus on service and the customer; to meet and exceed the needs of
customers; and
vi.
Ability to be results focused.
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PREFERRED CRITERIA
i.
Significant experience and proven track record in a sports or leisure related marketing or
sponsorship role
ii.
Proven working knowledge of the golf industry
ADDITIONAL INFORMATION
Applicants must also possess a current driving license and use of a car for business
purposes, or have access to a form of transport which will permit the applicant to meet the
requirements of the post in full.
NITB IS AN EQUAL OPPORTUNITIES EMPLOYER
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6.
Terms and Conditions of Appointment

The salary for this post is reflective of the level of responsibility of this post which has
been evaluated at NICS Deputy Principle scale currently £36,774 – £41,460

NITB operate a contributory pension scheme

In addition to the usual public and privilege holidays, there is an annual leave
allowance of 25 days

Normal working hours are 9am – 5.15pm – Monday to Friday. Due to the nature of
this post, there will be a requirement to work outside normal working hours and also
to travel considerably.

This is a permanent post subject to the satisfactory completion of a probation period
of one year.
THE NORTHERN IRELAND TOURIST BOARD IS AN EQUAL OPPORTUNITIES
EMPLOYER.
ALL APPLICATIONS FOR EMPLOYMENT ARE CONSIDERED STRICTLY ON THE
BASIS OF MERIT.
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