HOPSCOTCH Season
Trade Director - HOPSCOTCH UK
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Country Manager – Inbound Tourism (UK & Ireland)
Job Summary
The Country Manager will drive strategic planning, stakeholder engagement, and promotional execution to boost outbound tourism from the UK and Ireland to client destinations. This role demands a dynamic leader with deep UK/Ireland travel industry expertise, strong diplomatic skills, and a proven track record in destination marketing, trade relations, and consumer engagement.
The role oversees travel trade, media relations, digital marketing, and consumer promotions, ensuring alignment with tourism strategies while providing strategic market insights. Key tasks include budget management, performance reporting, and partnership development with government agencies, tour operators, airlines, and media outlets.
Key Responsibilities
1. Strategic Leadership & Market Development
- Develop and implement a 3-5 year market-specific tourism strategy, aligning with the client tourism board’s global objectives.
- Conduct market research and competitive analysis to identify trends, opportunities, and threats.
- Set and monitor annual KPIs (e.g., visitor arrivals, trade partnerships, media coverage).
- Represent clients at high-level industry events, trade shows, and government meetings.
2. Stakeholder & Partnership Management
Build and sustain relationships with:
- Travel trade (tour operators, wholesalers, online travel agencies (OTAs), MICE planners).
- Media & influencers (journalists, bloggers, content creators).
- Government & tourism bodies (embassies, local tourism boards, chambers of commerce).
- Airlines & transport providers (to secure route development and promotions).
- Negotiate co-marketing agreements to enhance destination visibility.
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3. Travel Trade & Sales Oversight
- Collaborate with the Travel Trade Sales Manager to:
- Expand distribution networks of tour operators selling client destinations.
- Develop B2B training programs for travel agents on destination offerings.
- Organize familiarization trips (FAMs) for trade and media.
- Monitor tour operator performance and address gaps in product offerings.
4. Media & Public Relations
- Serve as the primary spokesperson for clients in the UK and Ireland.
- Develop and execute PR campaigns to secure positive media coverage (print, digital, TV, radio).
- Manage crisis communications (e.g., travel advisories, negative press).
- Oversee influencer and content creator partnerships to drive authentic storytelling.
5. Consumer & Digital Marketing
- Manage consumer-facing campaigns (social media, search ads, email marketing) to inspire travel.
- Collaborate with the global digital team to localize content and optimize SEO/SEM strategies.
- Organize consumer activations to engage potential travellers.
6. Reporting & Budget Management
- Manage the annual market budget, ensuring cost-effective spending and financial compliance.
- Prepare monthly/quarterly reports on market performance, campaign ROI, and trade activity.
- Present strategic recommendations to headquarter based on market insights.
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Qualifications & Experience
Education
- Bachelor’s degree in Tourism, Marketing, Business Administration, International Relations, or a related field.
- Master’s degree (MBA, MSc in Tourism/Hospitality) is a strong plus.
Experience
- Minimum 5 years in a management role.
- Proven expertise in strategic planning, stakeholder engagement, and team leadership.
- Experience in budget management, reporting, and performance analysis.
- Previous work with national tourism boards, DMOs, or travel brands is highly desirable.
Skills & Competencies
- Leadership: Ability to inspire and manage teams in a fast-paced environment.
- Diplomacy & Negotiation: Strong interpersonal skills for high-level stakeholder management.
- Communication: Excellent written and verbal skills, with strong public speaking/presentation abilities.
- Cultural Sensitivity: Ability to adapt strategies to local customs and business etiquette.
- Travel Readiness: Willingness to travel 30-40% of the time (domestic & international).
Preferred
- Experience in crisis management (e.g., travel advisories, PR crises).
- Existing relationships with major tour operators, airlines, or media outlets in the UK and Ireland.
Location
- London, UK (Office-based with hybrid/remote flexibility)
- Frequent travel (domestic & international required)
Employment Type
- Full-time, Permanent (with probation period)
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