Officer, Digital Marketing B2C

Salary: € 55,142 – € 78,854* per annum (pro-rata)
*This role will be filled in line with Public Pay Policy at Point 1 of the relevant Salary Scale unless the successful candidate is appointed from an existing public sector role.

JOB PURPOSE

This is an exciting opportunity for an ambitious and passionate marketing professional to join Fáilte Ireland as an Officer in Digital Marketing B2C. You will be instrumental in driving Fáilte Ireland’s digital and marketing strategies, focusing on delivering compelling content and engaging experiences that promote Ireland as a top tourism destination. This role is strategically important, with an emphasis on email marketing, project management, and cross-functional collaboration. You will play a key role in executing impactful marketing campaigns, optimizing visitor engagement, and managing projects to ensure seamless execution.

You will leverage your skills in email marketing, project management, and data-driven decision-making to enhance our marketing efforts. Your role will involve the strategic use of our Customer Data Platform (CDP) to personalize visitor experiences, manage and optimize our email marketing campaigns, and ensure that all marketing initiatives are effectively planned and executed.
 
The ideal candidate has a proven track record in executing digital strategies, with expertise in performance analytics, personalisation, and digital transformation. They will excel in creative problem-solving and possess a user-centric approach to developing digital programmes. Experience in collaborating with cross-functional teams is essential. Fáilte Ireland’s marketing division promotes domestic tourism by marketing Ireland’s four regional experience brands: Wild Atlantic Way, Ireland’s Ancient East, Ireland’s Hidden Heartlands, and Dublin.

JOB DESCRIPTION & KEY RESPONSIBILITIES

STRATEGIC

• Develop and implement comprehensive email marketing campaigns tailored to various audience segments, driving engagement and conversions.
• Oversee project management across marketing initiatives, ensuring that all projects are delivered on time, within scope, and with optimal results.
• Collaborate with internal teams to align marketing strategies with broader organizational goals, ensuring cohesive and impactful marketing efforts.
• Support the adoption of emerging marketing technologies, particularly those that enhance project management and email marketing capabilities.

OPERATIONAL

• Collaborate with cross-functional teams and agency partners to integrate personalisation and advanced technologies into our marketing initiatives, ensuring a cohesive and impactful visitor experience.
• Manage and optimise email marketing campaigns, utilising A/B testing and data analysis to continuously improve performance.
• Lead cross-functional project teams to deliver high-impact marketing campaigns, coordinating resources, timelines, and deliverables.
• Stay updated on the latest digital and marketing trends, applying this knowledge to enhance Fáilte Ireland’s marketing strategies.
• Work closely with internal and external partners to integrate advanced technologies and methodologies into our marketing efforts.
• Promote a culture of innovation and continuous improvement, encouraging experimentation with new marketing strategies and tools.
• Monitor and evaluate the success of marketing projects, providing insights and recommendations for future initiatives.
• Engage with external partners and vendors to explore and implement new technologies and platforms that can enhance our digital marketing capabilities.
• Management of project budgets and project critical paths.
  Conduct Performance Reviews in line with Fáilte Ireland policy.
• Carry out all other duties as required and participate as a full member of the Digital Marketing team by supporting different work projects, as required, from time to time.

PERSON SPECIFICATION

In order to be eligible to apply for this role you must have / demonstrate in your application form the following:

• A minimum of three years of experience in a digital marketing role, with a strong focus on insightful use of data, personalisation, email marketing, and the application of emerging technologies.
• Experience in working in a busy demanding environment across multiple disciplines and ability to easily move from strategy to execution, prioritising of tasks based on the biggest business impact.

Qualifications/Mandatory Training

• A professional qualification (minimum Level 6 under the QQI Framework) in a related discipline is essential

Desirable Criteria

• Knowledge of Fáilte Ireland brands and the broader Irish tourism product offering.
• Experience in the tourism or hospitality industry, with an understanding of the unique challenges and opportunities within this sector.
• Experience in managing external agencies or vendors, particularly in the context of marketing or digital projects.
• Proficiency in additional digital marketing tools, such as social media management platforms, SEO tools, or content management systems (CMS).
• Familiarity with GDPR and data privacy best practices, particularly in relation to marketing and customer data management.
• Proven ability to work in a cross-functional team, demonstrating strong collaboration skills across departments or organizations.
• Strong written and verbal communication skills, with experience in crafting compelling marketing content and presentations.[CF1] 

Key Competencies

• Strategic Thinking
• Managing Relationships
• Leverages Technologies
• Embracing Innovation

WHO WE ARE

When you join the Fáilte Ireland team, your work will be more than just a job. You will become part of a talented and diverse community of employees whose mission and passion is to promote and support the development of tourism across Ireland. To do this we create and invest in world class tourism brands, including the Wild Atlantic Way, Ireland’s Ancient East, Ireland’s Hidden Heartlands and Dublin. We develop brilliant visitor experiences that position and sustain Ireland as an attractive and compelling destination. We provide strategic leadership and a wide range of practical supports and training to tourism businesses and we work in partnership with government and other agencies to maximise our impact throughout communities and across regions as we develop a vibrant and sustainable tourism sector.

To enable our staff to thrive, we provide a respectful and supportive work environment. Not only are we recognised as a Great Place to Work but we’re also listed in the top five most trusted organisations[RB1]  in Ireland. Our supports include flexible and family friendly work policies with blended working arrangements. By joining Fáilte Ireland you will work in a nurturing team-based environment in a culture that is values driven with excellent opportunities for professional and personal development. You will enjoy a richness and diversity in your work alongside talented colleagues, specialist external partners and a variety of tourism and community stakeholders to deliver the impact we aspire to.

Fáilte Ireland invites applications for the position of Officer, Digital Marketing B2C. The role will report to the Digital Transformation Manager (Marketing).

Over the last 3 years Fáilte Ireland has transformed our B2C Digital Eco-System. The next stage in our transformation journey is to leverage insights to deliver more relevant and compelling content to our visitors, build personalised and rich relationships with them whilst encouraging them to not only to take a holiday in Ireland, but also to become advocates for Ireland as a short break destination.

Fáilte Ireland operates at the leading edge of digital marketing to reach and influence our target domestic audiences. Joining a high performing Digital Marketing team, the successful candidate will have evidenced digital skills and experience in working cross functionally with other teams and stakeholders, internal and external.

Note: Our partner agency, Tourism Ireland, has the responsibility of marketing the Island of Ireland to overseas holidaymakers. We work very closely in partnership with them as they develop global campaigns.