Advertising and Digital Marketing Executive

Purpose of the role:

To plan, coordinate and execute a program of agile and highly targeted consumer marketing activity that will build brand awareness and restore visitor growth from Australia and New Zealand to the island of Ireland, in line with agreed strategic objectives and the organisation’s recovery plan.

To manage and execute Tourism Ireland’s digital marketing activities in Australia and New Zealand, including Social Media engagement, the Paid Content marketing programme, content and Customer Relationship Management (CRM) campaigns.

The duties – Key Responsibilities and Accountabilities

1. Working in close collaboration with the Marketing Manager to deliver Australia and New Zealand consumer journey management. Plan and implement integrated on- and off-line brand marketing campaigns which focus on targeted consumer segments, optimize investment across channel mix, to deliver visitors to the island of Ireland.

2. Plan, co-ordinate and execute SEM and Paid Content Management campaigns. Work closely with appointed agencies to implement and optimize search and content campaigns and ensure full integration with all off-line activities, particularly PR and publicity.

3. Act as lead Community Manager for Tourism Ireland’s Australian and New Zealand presence on social media platforms. Create content schedule and work closely with Tourism Ireland and contact center colleagues to manage engagement and to develop and implement specific social media campaigns.

4. Collaborate with Marketing Manager and Trade/Industry executive to activate digital marketing including co-op campaigns with key travel industry partners and manage the media execution of Tourism Ireland’s Partnership Programme.

5. Manage and execute Tourism Ireland’s digital marketing and CRM functions in conjunction with Tourism Ireland central CEM teams, including email marketing programmes, management of website and databases as well as web-related promotional activity in Australia and New Zealand.

6. Deliver and manage content and cooperate with head-office and website teams to develop bespoke pages. Monitor and report on all aspects of and gain insights from the Australia and New Zealand analytics framework to inform marketing activities. Act as internet champion for the Australia and New Zealand Market.

7. Lead the planning and execution of bespoke advertising & digital contenting marketing campaign activity to target high value growth segments such as Golf and Luxury.

8. Monitor and report on all digital activities. Track results to establish performance against agreed targets, optimize accordingly, collate final information, input into the organisation’s reporting tools and implement learnings for future campaigns.

9. Ensure adherence to the company’s GDPR compliance policies and procedures in respect of your area of ​​work.

10. Such other duties as the company may from time to time reasonably require.

11. This job will involve some travel and unsocial hours. The post holder will also represent Tourism Ireland at various industry, press and corporate functions and events. Duties – Key Responsibilities & Accountabilities

The person

The successful candidate will possess the following skills, experience and competencies.


Educated to degree level with a qualification in business, marketing, communications or other relevant discipline.

Strong skills in digital communications, social media engagement and eCRM, with a track record of achievement in delivering digital advertising campaigns in a consumer marketing environment.

Experience using various digital analytics frameworks, email platforms and CMS programs such as Zeta and Sitecore.

Strong data analytical and reporting skills.

A record of achievement of working and building relationships with key partners and third party agencies.

A strong team player with a collaborative approach and excellent interpersonal skills.

Flexible, with a positive attitude to change and dealing with competing demands.

All employees/candidates are expected to be able to show evidence of demonstrating Tourism Ireland’s values ​​in practice.

  • Respect
  • Collaboration
  • Ownership
  • Creativity


Editorial skills in writing for the web or social media.

Knowledge of the island of Ireland and its tourism product.

A thorough understanding of eCRM best practices and be familiar with Australian/New Zealand laws that govern social media engagement activity, database acquisition, security and maintenance.

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