Byrom plc
Marketing & Ecommerce Manager
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Company Description
Byrom plc, established in 1991, is a global leader in delivering tailored event management services for prestigious sports events worldwide. With expertise honed over three decades and more than 200 successful events, Byrom specializes in accommodation, ticketing, hospitality, transportation, VIP services, and IT solutions. Headquartered in the UK, the company operates globally with a diverse and multi-lingual team across Europe, Asia, the Americas, and the Middle East. Byrom plc is recognized for its role as a trusted partner to notable organizations, including FIFA, AFC, Ryder Cup Limited, and EPCR, offering innovative solutions for events such as the FIFA World Cup and other high-profile competitions.
Ryder Cup Travel Services, as part of the Byrom group of companies, has been providing official ticket-inclusive Ryder Cup travel and accommodation packages alongside logistical support to Ryder Cup Europe, since 1997.
For the 2027 Ryder Cup held at Adare Manor in County Limerick, Ryder Cup Travel Services has once again been appointed as the Official Travel Operator and Official Accommodation Services provider responsible for securing accommodation for the various key constituent groups associated with the event. Leveraging our pedigree and expertise in helping to deliver one of golf’s most prestigious events, we aim to support thousands of travellers attending the tournament and ensure a seamless experience for all Ryder Cup fans.
Role Description
Ryder Cup Travel Services are looking for a creative and strategic Marketing & Ecommerce Manager to the lead the Ryder Cup Travel Services marketing activities and manage the ecommerce website.
Reporting into the Group Brand & Marketing Director, and with close collaboration with the dedicated Ryder Cup Travel Services team, you will play a vital role in positioning our ticket-inclusive accommodation offering as the official, trusted, and premier source for travel packages at one of the world’s most iconic and high-profile sporting events.
Key Responsibilities
- Develop and implement a comprehensive multi-channel marketing plan for the 2027 Ryder Cup, aligned to central Ryder Cup Europe marketing function and RCTS commercial objectives
- Develop and execute an impactful communication strategy that amplifies storytelling, brand voice, and community engagement, connecting RCTS with global audiences through compelling content to elevate the unforgettable experience of attending the 2027 Ryder Cup
- Work closely with Ryder Cup Europe marketing function, within existing approval frameworks to ensure messaging alignment of brand guidelines and Ryder Cup Europe communication strategies
- Plan and execute lead generation strategies across multiple platforms and markets to increase collection of consented first party data for interested parties in available of RCTS travel experiences for 2027 Ryder Cup
- Manage and grow Ryder Cup Travel Services presence across social media platforms
- Responsible for developing and executing the live-event social strategy and communications, ensuring meticulous pre-event planning.
- Work closely with the Customer Services team to monitor noise and feedback across online channels
- Develop and manage paid media strategy and execution to support RCTS sales and business objectives including Paid Search, Paid Social and other digital advertising solutions such as YouTube
- Lead relationship with design agency to deploy creative briefs for design and video assets to support the launch of key RCTS travel experiences
- Manage budgets efficiently with a strong ROI and performance mindset optimising for CAC and ROAS
- Campaign optimisation; re-structuring campaigns, improving re-targeting tactics, and testing new opportunities
- Identify and monitor KPIs to ensure the campaigns meet targets
- Be a brand guardian across digital touchpoints, bridging brand and commerce in all activities, liaising with the marketing team at Ryder Cup Europe to ensure compliance with their brand guidelines, regulations and policies
- Lead CRM strategies and lifecycle marketing campaigns to increase customer engagement and retention.
- Develop DTC email marketing journeys – message, frequency, engagement, segmentation – build and deploy using Salesforce Marketing Cloud
- Implement SEO & GEO structure and strategy, in collaboration with the wider marketing team, to enhance organic and LLM visibility and improve the performance of the brand's e-commerce websites.
- Work with internal web development teams to optimise ecommerce journeys through CRO, UX monitoring, tracking infrastructure and identify areas to improve web performance
- Develop and deploy robust reporting practices using web analytics tools such as Looker, GA4, SEMrush and Google Search Console, identifying actionable insights with which to improve sales performance
- Analyse and report on relevant competitors and market activity
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Required Skills & Qualifications
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- Bachelor's degree in Marketing, Business, Communications, or a related field.
- 2+ years marketing experience, preferably in events, hospitality, travel, or e-commerce sectors.
- Good digital marketing knowledge of paid search, SEO, paid social, display, affiliate marketing, and emerging channels
- Experience working with Salesforce Marketing Cloud
- Experience in leading agencies and partners
- Good analytical skills and experience with web analytics tool
- Excellent copywriting skills and attention to detail
- Excellent project management and communication skills.
- Fluent in English
Desired Skills & Experience
- Experience in Salesforce Service Cloud and Salesforce Marketing Cloud
- Solid knowledge of HTML for email customization, with familiarity in Email Studio, Journey Builder, and audience segmentation tools.
- Experience of managing and optimising paid search and paid social campaigns, particularly Google, Meta and LinkedIn
- Experience within marketing agency environment would be an advantage
- Understanding of SEO/GEO and Conversion Rate Optimisation principles.
- Creative thinker with a results-oriented mindset
- Detail-oriented, proactive, and results-driven mindset with strong communication and cross-team coordination skills
- Experience in marketing for large-scale events, particularly in the sports or entertainment industries
- Strong relationship management skills to collaborate directly with Ryder Cup Europe marketing function
- Familiarity with the Ryder Cup ecosystem and/or sports fan communities.
- Passion for golf and/or live sport events
Personal attributes
- Strong collaborator capable of building strong working relationship with key stakeholders
- Self-motivated and disciplined to drive campaigns forward on a timely basis
- Team player who is willing to be adaptable around event time
- Adaptable and enthusiastic to play an important role in delivering a world-class sporting experience for our clients
Salary band £40k - £50k.
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