Senior Marketing Manager at Wilderness

PRIMARY PURPOSE

• The Senior Marketing Manager is the driving force behind marketing performance, with the core purpose of translating performance data into stronger creative and content output.
• This role exists at the intersection of the Digital and Creative teams, acting as the critical go-between who understands marketing performance metrics deeply and knows how to convert them into clear, actionable direction for content creation, all while safeguarding brand integrity.

Detailed Responsibilities

Driving marketing performance

• Act as the primary link between the Digital and Creative teams, translating performance metrics and data insights into clear, actionable direction for content and creative development.
• Develop a deep, working understanding of marketing performance metrics across all channels (paid, social, email, web and content) and use this to guide where and how creative output should evolve.
• Turn performance learnings into practical creative briefs and content actions, ensuring the Creative team has clear, insight-led direction on what to produce, refine or test.
• Identify the creative and content levers that drive better results; from messaging and format to channel-specific optimisation and prioritise these for the team.
• Safeguard brand integrity throughout, ensuring that performance-led decisions never compromise brand voice, quality, consistency or long-term equity.
• Establish a continuous feedback loop between performance data and creative output, so that content is consistently optimised based on what is proven to work.
• Champion a test-and-learn culture, using data to inform creative experimentation while balancing short-term performance with brand-building objectives.

Project management

• Drive campaign projects from brief to completion, ensuring each team has the required information, timelines and specific messaging per audience and platform.
• Create and maintain clear project plans and process structures, keeping the team informed of progress, deadlines, key information and requirements.
• Develop comprehensive briefs, where required, for projects related to new business development and specific campaigns.
• Support the creation of launch plans for new products and developments, including timelines, key actions, messaging and stakeholder alignment.
• Ensure the team has clear access to key contacts, deadlines and expectations to effectively deliver on projects.
• Share insights from learnings in debrief sessions, ensuring learnings are applied for future projects and campaigns.
• Develop and deliver post-campaign performance reports for key stakeholders.
• Create a structured project folder where all project related information is saved and easily accessible for the team to use and reference.
• Coordinate regular project meetings, track progress, and ensure timely delivery of actions in collaboration with the Project Lead and Creative Studio Manager.
• Establish a structured project repository to ensure all information is centrally stored and easily accessible to the team.

Cross-functional liaison

• Keep the team informed of key business developments, upcoming projects and associated expectations.
• Collaborate with Business Development and Operations to gather all relevant information required to support new product and campaign launches.
• Represent the Marketing team on key calls, capturing action items, sharing relevant updates and maintaining strong cross-functional relationships.
• Attend and represent Marketing on Mosaic calls, quarterly sessions across Operations, Sales, Marketing and Impact, managing marketing’s involvement and ensuring all actions are effectively followed through within the team.
• Build and maintain strong internal stakeholder relationships, ensuring teams are informed of relevant marketing updates, performance insights and key developments specific to their regions or camps.
• Gather and disseminate regional insights and updates that are valuable to the marketing team.
• Schedule and lead regular check-ins to stay aligned on regional news, identifying opportunities to strengthen content, messaging and promotion of regions and camps.

Marketing intelligence

• Stay abreast of industry developments, announcements and global marketing trends, identifying opportunities to enhance and inspire our marketing efforts.
• Remain informed on key business updates and priorities.
• Analyse business data, booking trends and key performance drivers in collaboration with the Head of Marketing to inform messaging and strategic focus areas.
• Evaluate performance metrics across channels, including newsletters and social media, to identify insights and optimise future campaigns.
• Keep up to date with emerging technologies, systems and AI tools, identifying opportunities to improve team efficiency, workflows and time management.
• Unpack audience needs, motivations and behaviours, drawing insights across demographics, geographies and cultural influences to better understand our travellers.
• Monitor competitor positioning, including product developments and messaging, to ensure we remain informed and competitively aligned.

Reporting and performance

• Collate key statistics and marketing data to support reporting, including quarterly board reports.
• Track and analyse performance across campaigns and launches, sharing insights with stakeholders and the broader marketing team.
• Compile weekly highlights to keep the marketing team informed of successes, key outputs and overall progress, helping to maintain alignment and momentum.
• Support the development of stakeholder presentations, including compiling PowerPoint decks with compelling visuals and clear, impactful messaging for senior leadership and key events.
• Assist in the creation of marketing plans and forecasts by collating relevant information and contributing to campaign ideation informed by business insights.

Budget management

• Oversee and track the marketing budget and associated spend streams.
• Conduct bi-monthly check-ins with marketing leaders to review budgets, ensuring clear visibility of allocations across teams.
• Review and approve selected invoices as required, in line with budget controls.

CANDIDATE PROFILE

Qualification:

• Bachelor’s Degree in Marketing or related degree.

Experience:                    

• Proven experience as a senior marketing leader for a minimum of 8 years, preferably in the luxury travel sector.
• Demonstrable experience using marketing performance data to drive and improve creative and content output.
• Strong understanding of digital marketing performance metrics and the ability to translate them into clear creative and content actions.
• Proven experience in marketing and project management.
• Previous experience in leading successful campaigns.
• Proven experience managing and leading teams.

Skills:           

• Strong strategic thinking
• Excellent leadership capabilities
• Digital marketing expertise
• Ability to drive brand growth, manage high-performing teams, and make data-driven decisions that align with organisational objectives.