Director Of Demand Generation

The Director of Strategic Marketing, Communications and Sales will lead Tourism NI’s activity to generate demand for Northern Ireland, strengthen its competitive destination positioning and convert visitor interest into measurable economic value.

As a member of the Executive Leadership Team, the Director will provide strategic leadership across destination marketing, brand, digital experience, AI and innovation, public relations, communications, tourism sales, travel trade and business events.

The postholder will be the senior custodian of Tourism NI’s destination brand, ensuring that all marketing, communications and sales activity present a clear, compelling and consistent proposition to visitors, industry, government and wider stakeholders.

The Director will bring these functions together as an integrated demand generation system, using consumer insight, digital technology, Artificial Intelligence and strategic partnerships to influence destination choice, increase visitor spend and support sustainable tourism growth across Northern Ireland.
​​​​​​​
The Director must combine the creativity of a strategic marketer, the commercial focus of a growth leader, the judgement of a senior communications professional and the digital fluency required to lead in an AI-enabled visitor economy.