Trade Director - HOPSCOTCH UK in London

The Country Manager will be responsible for strategic planning, stakeholder management, and execution of promotional activities to increase outbound tourism to client destinations from the UK and Ireland.

This role requires a dynamic leader with a deep understanding of the local travel industry, strong diplomatic skills, and a proven track record in destination marketing, trade relations, and consumer engagement.

The Country Manager will oversee travel trade, media relations, digital marketing, and consumer promotions, ensuring alignment with the tourism strategies while providing strategic insight for adaption to local market dynamics.

Key responsibilities include budget management, performance reporting, and developing partnerships 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 in alignment with client tourism board’s global objectives.
• Conduct market research and competitive analysis to identify trends, opportunities, and threats.
• Set annual KPIs (e. g., visitor arrivals, travel trade partnerships, media coverage) and monitor performance.
• Represent tourism clients at high-level industry events, trade shows, and government meetings.
• 2. Stakeholder & Partnership Management

• Build and maintain strong relationships with

• Travel trade (tour operators, wholesalers, OTAs, MICE planners).
• Government & tourism bodies (embassies, local tourism boards, chambers of commerce).
• Airlines & transport providers (to secure route development and promotions).
• Negotiate co-marketing agreements with key partners to amplify destination visibility.

• Work closely 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 knowledge.
• Organize familiarization trips (FAMs) for trade and media.
• Monitor tour operator performance and address gaps in product offerings.
• 4. Media & Public Relations
• Act as the primary spokesperson for clients in 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 (e. g., social media, search ads, email marketing) to inspire travel to client destinations.
• Collaborate with the global digital team to localise content and optimise SEO/SEM strategies.
• Organise consumer activations to engage potential travellers.
• 6. Reporting & Budget Management
• Manage the annual market budget, ensuring cost-effective spending and compliance with financial policies.
• Prepare monthly/quarterly reports on market performance, campaign ROI, and trade activity.
• Present strategic recommendations to HQ based on market insights.

Qualifications & Experience

Education

• Bachelor’s degree in Tourism, Marketing, Business Administration, International Relations, or related field.
• Master’s degree (MBA, MSc in Tourism/Hospitality) is a plus.

Experience

• Minimum 5 years in a management role.
• Proven experience 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.
• Leadership: Ability to inspire and manage a team in a fast-paced environment.
• Communication: Excellent written and verbal skills. Excellent public speaking/presentation skills.
• Cultural Sensitivity: Ability to adapt strategies to local customs and business etiquette.
• Travel Readiness: Willingness to travel 30-40% of the time (domestic and international).
• Preferred
• Experience in crisis management (e. g., handling travel advisories, PR crises).
• Existing relationships with major tour operators, airlines, or media outlets in UK and Ireland.
• Location

London – UK Office-based with possibility of hybrid office/remote working. Frequent travel (local and international).

• Employment Type
• Full-time
• Contract Duration
• Permanent (with probation period)
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