Head of Consumer Marketing

6 months ago

Cape Town, South Africa Wilderness Full time

The Head of Consumer Marketing manages our Wilderness consumer marketing channels and contributes to the growth of our direct business sales. This is an exciting opportunity for a creative, results-driven and strategically minded individual to make a significant impact on how we market and drive direct business.

This senior role reports directly to the Group Head of Marketing and is a key member of the Marketing and overall commercial leadership team, helping shape and drive the consumer marketing strategy to meet the commercial objectives of the business. The Head of Consumer Marketing also leads a team of marketers and collaborates closely with other Heads of Department and key stakeholders across the organisation. This role requires a strong understanding of consumer marketing principles, excellent organisational skills, a commercial mindset that has experience driving sales results without losing brand integrity, and a passion for leading and developing a team.

The Head of Consumer Marketing oversees our consumer marketing strategy - including content management, customer life cycle management and digital consumer marketing.

**Key responsibilities**

**Content Management and Performance**
- Oversee and manage content creation for our consumer channels - including print materials.
- Create content briefs - for campaign, blog, newsletter and related marketing.
- Develop strategic content plans that align with our key business objectives (within consumer marketing).
- Track, analyse and report on consumer marketing performance (measured against ROI and KRIs.)
- Support image selection processes to ensure appropriate brand imagery is used.
- Work with the creative team to develop powerful in-camp marketing assets that tie into our brand strategy.
- Conduct market and audience research - keeping abreast with emerging trends and creative campaign initiatives.

**Team Management and Collaboration**
- Provide supportive leadership that drives innovative thinking, passion and brand excellence.
- Collaborate with the Head of Creative on campaign generation and creative project development.
- Manage our consumer marketing budget and supplier invoice approvals.
- Work closely with our Direct Sales team to support content and key messaging requirements.
- Keep open and frequent communications with Trade, Digital, Creative and PR/Media streams.
- Support partnership marketing campaigns working closely with our Partnership, and Trade & Retail teams.

**Customer Life cycle Management and Loyalty**
- Work on a segmentation strategy with the Customer Life cycle Manager that allows our team to communicate effectively based on consumer interests, preferences and location.
- Oversee guest journey communications - across all touch points - working closely with our Consumer Life cycle Manager.
- Support our loyalty programme through communications, specialised itineraries, consumer events and loyalty initiatives.
- Work in collaboration with our Creative team on collateral creation for consumer events.
- Help grow and oversee the maintenance of our consumer database (managed by our Customer Life cycle Manager).
- Work closely on gifting strategies for consumers with our Trade & Retail and Creative teams.

**Consumer Influencer Marketing**
- Own our influencer strategy, approval of influencer trips, and spearhead content exchange partnerships.
- Track and report on influencer trips (measured against ROI/KRIs).
- Brief influencers on our brand requirements, objectives and deliverables.

**Digital Consumer Marketing**
- Oversee the execution of copy for our website, including PPC and SEO.
- Stay on top of digital reporting tools that influence our consumer content strategy.
- Oversee all social media marketing - working with the Social Media Manager to deliver outstanding social media content.
- Oversee content production for itrvl (our proprietary booking system) itineraries and other related consumer channels.

**Skill Set - Qualifications - Experience**

**Skill set**:
Ability to successfully lead teams and partner effectively across complex business organisations. Demonstrable experience in developing efficient strategies and go-to-market plans for B2C, with an eye on branding and the customer journey. Excellent written and verbal communication with strong analytical and problem-solving skills.

**Qualifications/Experience**
- Bachelor’s degree in marketing or related degree.
- Proven experience as a senior marketing leader for a minimum of 8 years, preferably in the luxury travel sector.
- Proven experience in marketing, brand management, and consumer marketing.
- Experience in the travel or hospitality industry, particularly targeting affluent travelers.
- Prior experience in developing consumer marketing assets and promotions.
- Previous experience managing a team.

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