This role will be filled in line with Public Pay Policy at Point 1 of the relevant Salary Scale unless the successful candidate is appointed from an existing public sector role.About UsAt Tourism Ireland, we market the island of Ireland overseas. We take pride in connecting millions of visitors each year to all the island has to offer. Tourism is an industry supporting over 300,000 jobs across the island of Ireland and it thereby contributes meaningfully to economies and communities. We partner with sister agencies, airlines, ferry companies, accommodation providers, visitor attractions and others to grow the value of tourism, and to provide visitors with an inspiring and unique experience. Set up under the auspices of the Good Friday Agreement, Tourism Ireland plays an important role as a North South body for a key industry on the island of Ireland, serving both Northern Ireland and Ireland.RoleThis role will support Tourism Ireland’s digital marketing activities across email, performance media and global media campaigns. The successful candidate requires multidisciplinary digital capabilities and combines expertise in email marketing and performance media. They will lead the execution and optimisation of Tourism Ireland’s email marketing programme, including automation, targeting, and campaign performance. This will include email content creation, email scheduling, list segmentation, email delivery and performance analysis to drive conversions. They will also study data insights to optimise campaigns, improve engagement and drive measurable results.Additionally, this role will support the media team on performance marketing initiatives across search, paid social, and YouTube. The ideal candidate requires strong analytical, creative, and technical skills to drive audience engagement, conversions, and overall digital performance. They will possess a passion for digital marketing, a keen eye for detail and a strong understanding of email, digital marketing and consumer behaviour.The Duties - Key Responsibilities & Accountabilities1. Email MarketingManage and execute Tourism Ireland’s email marketing campaigns, including automation and AI-driven targeting.Oversee email content creation and email scheduling.Develop strategies to grow and segment the email subscriber list.Optimise email performance through testing, reporting, and continuous improvement.Develop documentation and road maps for processes, testing and best practice.Coordination with global markets for local delivery and content.Ensure an effective structure to provide support to market users, manage escalations, and identify trends.Ensure email compliance with GDPR and best practices.Oversee the relationship with the email platform provider and provide user support.Generate insights on email marketing performance and contribution to digital KPIs.Instill a test and learn approach to campaign success.2. Performance MediaSupport the team with always-on performance media campaigns (Search, Fan Acquisition, and PCS), including optimisation, reporting, and liaising with markets.Plan, implement, and optimise paid search, paid social, and YouTube campaigns.Collaborate with media agencies to ensure best practices and performance goals are met.Liaise and collaborate with the Content team to ensure creative assets are optimised for media performance.Monitor and report on all digital campaigns and track results to measure performance against agreed targets, leveraging data analysis tools.Manage budgets and media spend to ensure efficient allocation of resources.Support A/B testing and campaign experiments to improve performance.Assist in lead generation and data acquisition campaigns to increase the size of Tourism Ireland’s warm database and social media following.Provide administrative support, including assisting with media invoicing, purchase orders (POs), and internal reporting.Support the Media Manager in the development of reports and presentations.3. Other DutiesKeep up to date with digital advertising trends and innovations.Ensure adherence to data protection policies and GDPR compliance.Support the development of digital interns where relevant.Contribute to overall digital marketing strategy and cross-functional projects.Carry out other duties as required by the organisation.The PersonThe successful person will possess the following skills, experience and competencies:EssentialRelevant experience in a marketing/communications role, with an understanding and keen interest in email marketing and digital media performance.2+ years of experience in email marketing and/or performance media (search, social, YouTube).Experience with email marketing systems (Hubspot, Zeta, Mailchimp, etc.).Proficiency in digital advertising platforms (Google Ads, Meta Ads, etc.).Strong analytical skills, with experience using digital performance tools (Google Analytics, Data Studio, etc.).Excellent project management and organisational skills, with the ability to prioritise tasks effectively.Strong interpersonal and stakeholder management skills, with experience collaborating with media vendors, clients, and internal teams.Strong analytical and problem-solving skills, with an ability to offer insight and develop solutions.Effective time management and the ability to work as part of an integrated teamA commitment to Tourism Ireland’s values and evidence of demonstrating these values in practice.RespectCollaborationOwnershipCreativityDesirableA third-level qualification in digital marketing, advertising, business, or a related field.Familiarity with HTML and CSS for email template customisation.Experience managing outsourced vendors and agencies.Knowledge of CRM and customer journey optimisation.Awareness of the latest digital marketing trends and innovations.Knowledge of the island of Ireland and its tourism product.This role offers an exciting opportunity to work across multiple key digital functions, supporting Tourism Ireland’s global marketing efforts while developing expertise in email marketing, media coordination, and performance media.Tourism Ireland is an equal opportunity employer. We strongly support diversity in the workforce. We are committed to an inclusive, barrier-free recruitment and selection process and work environment. If you are contacted for a job opportunity, please advise us of any accommodation needed to ensure you have access to a fair and equitable process. Any information received relating to accommodation will be addressed confidentially.
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