Head Of Consumer Marketing - Cape Town at Wilderness

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.