Head of Marketing UK. InsideAsia Tours Ltd. Hanover House, Queen Charlotte St Bristol, BS1 4EX, UK T UK (0) E

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1 InsideAsia Tours Ltd. Hanover House, Queen Charlotte St Bristol, BS1 4EX, UK T UK (0) E info@insideasiatours.com Head of Marketing UK Branch: Work location: Reports to: Level: Bristol Hanover House The Board Strategic Leadership Team (see appendix) Our Values In everything we do at InsideAsia Tours we aim to act in line with the company s five core values: Trustworthy, Knowledgeable, Ethical, High Quality, Friendly. These are at the heart of the organization, and the company looks for every individual to demonstrate these values daily. Job Purpose To develop the UK marketing strategy and oversee its implementation with the aim of delivering the leads necessary to achieve the growth goals of the UK branch. To provide leadership and management to the UK marketing team. The Role This is a UK-focused role requiring extensive collaboration with the US and Australia marketing managers. You will have full responsibility for developing and implementing the marketing strategy for the UK market and other territories falling under the remit of the UK operation. You will have responsibility for B2C marketing and will provide oversight of the B2B marketing activities of the Agents Sales Manager. Strategy development and implementation You will develop the marketing strategy of the UK branch and oversee the team which will implement this. You will formulate an annual strategy and budget for presentation to the Board, which both delivers the leads required to meet annual company growth targets and continues to strengthen the brands to ensure long-term success. You will ensure that the personality of the business shines through in all communication and that the voice and tone of the business is in line with the company values at all times. You will ensure that the business is customer-centric in its approach to marketing. You will use customer insights from CRM data analysis, internal and external focus groups, surveys, and other client information to drive revenue growth and market share for the company s two brands, InsideJapan and InsideAsia. You will review the current marketing activity, implementing improvements where appropriate. You will build on existing online and offline activity whilst developing new lead-generation and brand awareness campaigns. You will ensure the clear measurability of all marketing activity, agreeing metrics in advance and reviewing success systematically against these measures. InsideAsia Tours Ltd, an award-winning travel company offering group tours, tailored travel and cultural experiences across Japan and South-East Asia. InsideAsia Tours Ltd Registered in England & Wales ATOL 9419, ABTOT 5223

2 You will ensure that the marketing strategy is synchronized and coordinated with the branch Sales and product plans and appropriate to the goals and strategies of these departments. You will ensure a shared understanding of marketing strategy and metrics across the management team. The company has an agreed marketing framework (details on request) to provide a unifying approach to sales and marketing and create a shared understanding across the different branches, departments and teams. You will familiarize yourself with this approach and take the lead in embedding it within the marketing team and across the UK branch. Leadership and line management You will lead the UK Marketing team, fostering a strong team spirit based upon a dedication to excellence and a collaborative work ethic. You will promote a culture of self-development and learning and support your team in creating Personal Development Plans (PDPs). You will emphasise a theoretical understanding of the marketing activities undertaken as well as focusing on high-quality execution. You will help the team to prioritise their work in line with department and business objectives. Cross-branch collaboration Together with the US and Australia Heads of Marketing you will agree and implement the most effective collaborative relationship between UK HQ and international branches. You will oversee the allocation of central marketing resource to satisfy requests from the overseas offices. External Partners External partners play an important role in assisting the company with its marketing. You will be responsible for ensuring the company receives good value for money and excellent results from both existing partners and any new partners you may choose to bring on board to execute your plans. For each partner you will establish short, medium- and long-term goals and develop metrics by which to measure the success of each initiative. You will assess the marketing tools currently available to the team and as appropriate recommend new tools. Who will you be working with The UK marketing team - You will lead a team charged with effectively implementing your marketing strategy. You will be responsible for their day-to-day performance and ongoing personal development. The current team consist of: PR & Partnerships Manager, Websites Manager, Senior Copywriter, Senior Graphic Designer, Graphic Designer, Social Media Coordinator, Campaigns & Events Coordinator. PR and Partnerships Manager (UK) The most senior member of the current team, responsible for all UK PR and partnerships with other brands. You will need to make the most of this individual s experience and in-depth knowledge of the company and the product. Websites Manager, responsible for the management and performance of the websites (including online advertising). You will ensure their strategy supports the branch marketing goals. You will build strong relationships with the Product Manager, UK Sales Manager and the Sales Director in order to develop and implement your strategy. You will also work closely with the Agent Sales Manager to ensure the retail travel agents strategy is integrated into the branch marketing strategy. Head of InsideAsia Brand with overall responsibility for the growth and development of the non- Japan product range covered by the IAT brand, their success is dependent on developing a successful relationship with you to deliver the marketing of InsideAsia. Group Tours Manager a high occupancy group tours program is key to the profitability of the business.

3 Overseas Marketing Managers - You will communicate frequently with the marketing managers in our two international sales offices, in Boulder (United States) and Brisbane (Australia). You will share plans and creative ideas, manage the allocation of central resources and ensure that messaging worldwide is consistent with brand guidelines and company values. As required, you will also select and manage external suppliers and partners to execute your plans.

4 What are we looking for from you A proven track-record delivering business goals An infectious passion for marketing Experience of managing a marketing team High level leadership skills Proven analytical ability A flair for brand communication You are likely to have experience of the leisure tourism industry Outputs Overall marketing strategy plan Annual marketing plans, budgets and calendars with periodic updates Calendar of marketing programmes; defining the scope and requirements of each programme, executing and measuring the results; making programme changes based upon results. Acquisition and retention strategy Internal branch PR showcasing the strategy, goals and achievements of the UK marketing team Marketing program and campaign briefs including objectives and tactics, and post campaign evaluations of achievements Regular report of key metrics (KPIs) for presentation to the board Customer journey mapping Performance management appraisal documentation for direct reports Main tasks and responsibilities Strategy Establish KPIs for the overall performance of the marketing department Develop an annual marketing financial plan, managing and reporting all marketing costs. Seek approval for costs outside of plan. Develop a coherent marketing program throughout the client journey Select and / or develop and manage effective tools for the team to perform at the highest standard Research and analyse current customer database; work with Sales and Product managers to build target lists for marketing campaigns. Research and analyse the UK market in order to identify under-served and/or new opportunities, implementing relevant marketing strategies that profitably increase revenues and market share. Carry out periodic competitor analysis in order to understand the positioning of the main competitors in in the UK market Collaborate with the Websites Manager to develop and implement online digital strategies that drive quality traffic and conversion (lead generation). Implement test and revise strategy for all communications

5 Team Management Deliver a cohesive, knowledgeable and target driven marketing team Direct line management of marketing team including weekly check-ins, monthly catch-ups and twice-yearly appraisals. Run weekly team meetings, campaign planning and washup meetings (to review and evaluate successes and areas for improvement) Ensure the team work within the agreed marketing frameworks. Reporting Develop measurement framework, evaluate results and amend as required Regular reporting to marketing team and the board of both campaign results and wider KPIs Update the UK office on current marketing activity Targets & Goals Increase prospect to lead and lead to booking conversion rates Ensure cost of acquisition is sustainable and where possible reduce CPA Increase repeater rate and customer loyalty (retention) and therefore maximise client lifetime value Grow target audience marketing lists Develop clear messaging to promote the company s products and services to different target audiences in the UK and other territories served by the UK office. Improve website conversion rate General Ensure collaboration with Product and Sales management on campaigns and promotions Work with the marketing team to optimise the brands online presence including websites, social media, search engine marketing (via Google Adwords and other such programs) to maximize traffic, improve user experience, brand exposure, and revenue growth in the UK market. Collaborate with the US and Australia marketing managers to plan and coordinate advertising and promotional activities, including print, direct mail, , social, other digital, and tradeshow. Communicate with outside advertising agencies on ongoing campaigns. Understand and supervise the implementation of InsideAsia / InsideJapan branding standards for all marketing activities. Ensure the brand guidelines are revised and dated as and when appropriate Travel to our destinations and to our overseas offices as and when required Experience and key skills required Minimum 5 years experience managing a consumer facing marketing function Demonstrable experience managing and motivating a team to deliver challenging targets Experience of working with and managing CRM and marketing automation platforms Strong analytical skills in market research, statistics, modelling, data interpretation Strong Information Technology skills, familiarity with database and analytical software Excellent written and verbal communication skills Excellent presentation skills

6 Proven project / campaign management skills Overall positive approach to the job and to building relationships with colleagues Excellent interpersonal skills must be able to work effectively with colleagues and other managers A resilient nature Excellent productivity and accuracy; able to work quickly under pressure A passion for Asia as a travel destination and first-hand knowledge of key destinations Bachelor s Degree, ideally in business, marketing, statistics, tourism management or similar Desirable attributes Experience working within the specialist tour operator travel sector Marketing degree or similar level qualification CIM diploma Project management qualification Experience of working or living in Asia Experience of working within a travel business A deep and wide-ranging understanding of the product, the brands and the company as a whole Pay and conditions Salary Hours Holiday Pension Bonus Competitive 40 hours per week 23 days annual holiday + statutory bank holidays 3% employer contribution; 2% employee contribution TBC About InsideAsia Tours InsideAsia Tours Ltd, is a growing travel company whose head office is in Bristol, with other sales branches located in Boulder, Colorado and Brisbane, Australia, and an operations branch based in Nagoya, Japan with a satellite office in Tokyo. The company consists of specialist travel brands, InsideJapan Tours which was established in 2000 and InsideAsia Tours established in 2013 and specialising in travel to South-East Asia. The multi-award-winning company offers unique group tours, tailored travel, and cultural experiences that few get the chance to discover. Our team have had years of experience living, working and travelling in destination countries, and we offer unrivalled advice and support, whatever the customer budget or personal interests. Our holidays grant people the chance to experience both the popular and little-known aspects of local culture, giving customers an insight into the diverse character of the country they are visiting. Work Culture You will be working in a vibrant office with a great team of employees all with a passion for the destinations, a belief in the brands and a strong sense of collective values and purpose. Our work culture is supportive, creative and dedicated and is at its best when we all try to lead by example; the more you put in, the more you and the team get out, and it will be important that you play your part.

7 Appendix This position falls within the strategic leadership team which is defined as follows: Strategic Leadership Team A tier of experienced senior managers providing vital leadership in specific regions or functions of the business Objectives: Identifying strategic threats and opportunities within the relevant remit, and communicating accordingly to the Board Describing tangible objectives for their own branches or departments Ensuring there is effective communication and collaboration between their own and other areas of the business Identifying resource requirements and presenting business case to define the ROI Holding management accountable for delivery of objectives Involved in setting of worldwide standards