Digital Marketing Officer

KEY PURPOSE OF THE JOB

The postholder will be responsible for implementing the Visit Lisburn & Castlereagh digital marketing and social media activity, supporting the delivery of key objectives and targets, promoting the Council area as a leading tourism and leisure destination in line with the Council’s Tourism Strategy and Action Plan 2025-2030.The role will support the Council’s tourism growth by showcasing local attractions, events, and hospitality offerings across web and social media platforms. The role will involve close engagement with local tourism and hospitality businesses, as well as key external stakeholders such as Visit Belfast and Tourism NI, to ensure cohesive and impactful destination marketing.

KEY DUTIES AND RESPONSIBILITIES

1.     Support the Tourism Development Manager to plan and deliver digital communications that promote the Council’s tourism products and align with the wider Council Tourism Strategy.

2.     Coordinate digital messaging across council departments to ensure consistent and effective communication in support of tourism initiatives.

3.     Plan, create, and implement social media campaigns, managing day-to-day activities across platforms to support tourism messaging and drive engagement.

4.     Prepare and publish engaging content across social media platforms and online channels to enhance the Council’s tourism profile and online presence.

5.     Oversee the Council tourism presence on social media platforms such as Facebook, Instagram, X (formerly Twitter), TikTok, and relevant blogs, ensuring content is timely and shared with industry stakeholders.

6.     Develop interactive features and content for the Council’s tourism website to boost user engagement and gather insights through online market research.

7.     Design and distribute e-zines and digital newsletters to promote tourism offerings, while supporting online customer engagement and data collection.

8.     Deliver training and provide support to Council teams to enhance their digital communication skills and effectiveness.

9.     Monitor, measure, and analyse the performance of social media and digital campaigns; report on outcomes to inform future strategies and optimise results.

10. Utilise web analytics tools to track trends, user behaviour, and digital engagement, contributing to audience growth and improved reach.

11. Develop and enhance working relationships with relevant partners and stakeholders to create joint marketing campaigns and expand the council’s digital audience.

12. Monitor and manage the Council’s online reputation, escalating concerns or criticism to the Tourism Manager as appropriate.

13. Create and manage blog content and other digital materials to support and amplify tourism marketing efforts.

14. Utilise emerging digital trends, technologies, and shifts in public engagement, including influencer activity and community-driven platforms.

15. Undertake supplementary responsibilities assigned by the Tourism Development Manager, to include participating in the interchange of duties to provide coverage for sickness, annual leave, and staff vacancies.

16. Ensure compliance with Council policies and procedures, including Safeguarding, Health & Safety and Equality Legislation, and operate within the highest standards of organisational skills and personal behaviour, which reflect the core values and behaviours of the organisation

17. Ensure the provision of high standards of customer care across all the services provided by the Unit and promote and manage the service effectively and communicate in a way, which enhances and promotes the public image and overall reputation of the Council

Note:

The post holder should be aware that the responsibilities and functional areas of the post may be subject to change as a result of organisational change. The Council therefore reserves the right to change the duties of the post by adding to or amending the range of functional responsibilities. The post holder will be required to be flexible and adaptable to meet the changing needs and requirements of the organisation.

Qualifications / Experience

It is essential that applicants possess at least one of the following:

A third-level qualification (e.g. HNC, HND, NVQ Level 4, or Degree) in a relevant field such as Communications, Digital Marketing, Tourism, or a related discipline.

A minimum of three years’ employment experience in digital communications within a tourism, hospitality or events environment to include;

·        Development, delivery, and analysis of digital communications strategies.

·        Use of web analytics tools to evaluate online performance and guide campaign direction.

·        Management of multiple digital platforms including websites, Facebook, Instagram, TikTok, X (formerly Twitter), and multimedia content creation (e.g. videos, blogs, podcasts, imagery).

Where applicants do not hold the qualifications as outlined in 1.1 above, they must demonstrate a minimum of five years’ experience in each of the areas.

Knowledge

·  Knowledge of content management systems (CMS), basic HTML editing, and the interpretation of web analytics to track audience behaviour and digital reach.

Skills

·        Working knowledge of image editing skills and the ability to prepare engaging digital content.

·        Ability to use own initiative to organise and plan workload to deliver outcomes in a timely manner.

• Ability to build and maintain effective relationships and trust with internal and external stakeholders.

General

A full current driving licence valid in the UK and access to a car or have access to a form of transport that enables you to carry out the duties of the post. Applies only to applicants who have a disability under the Disability Discrimination Act.

Desirable Criteria

Qualifications / Experience

It is desirable for applicants to have:

·        Experience in the use of digital analytics and social media management tools (e.g. Hootsuite, Sprout Social).

·        Experience of Digital Marketing in the public sector.