Marketing Lead in England

Position: Marketing Lead

Reporting to: General Manager, Topdeck

Location Base: London, UK

Contract: Full time / Permanent

Here at Global Touring, we are a travel company specializing in group tours, inspiring people through life-changing travel experiences. Through our brands Topdeck Travel and Back-Roads Touring, we are ever developing our product range, driving growth in key sales markets (Australia, New Zealand, North America), innovating product delivery and ensuring we deliver a first-class customer experience.

Role Overview

As Marketing Lead for Topdeck, you will have accountability for marketing performance, direct-to-consumer revenue and team management. This is a commercially focused role responsible for translating strategy into prioritised plans, driving social-led revenue growth and ensuring marketing activity delivers measurable impact. You’ll manage a small Marketing team whilst also being responsible for hands-on delivery as well. This is a newly created role, so you’ll need to be comfortable with establishing the role, working through grey areas, defining ways of working along with bringing specific experience of business growth through content creators, influencers and affiliates.

Key Responsibilities

• Strategy, Planning Leadership
  • Work with the General Manager to define the marketing and distribution strategy
  • Own the marketing plan, calendar and priorities for Topdeck
  • Lead, coach and develop the marketing team
  • Work with the product team to define go to market timings and plan
• Direct-To-Consumer Revenue
  • Work with the General Manager to define the overall Marketing plan and channel mix to meet revenue targets
  • Responsible for direct-to-consumer revenue and the channels that drive this revenue
  • Tightly manage key KPIs including reach, total CPA, ROAS, brand awareness consideration
• Influencers, affiliates and content creators
  • Define and implement this channel for the brand, driving revenue through third party partners including sourcing, commercial negotiations and analysis
  • Test Learn activity to understand where opportunity exists, building scalable and repeatable growth
  • Build long term relationships with content creators, affiliates and other partners to drive incremental revenue growth.
• Campaigns Channels
  • Define campaign channel objectives and success measures for the team to deliver
  • Review channel performance and reallocate investment
  • Ensure marketing activity aligns with business priorities and seasonality
• Team Management
  • Manage a team of direct reports covering paid media campaigns, social content and communications
  • Mentorship and development of the team
  • Collaborate with colleagues in our shared service teams (creative, web, product sales)

Experience, Requirements and Key Behaviours

• 3+ years experience holding DTC revenue accountability
• Proven experience driving revenue through digital and social channels including content creators, influencers and affiliates.
• Embraces the challenger brand mindset
• Ability to define ways of working that don’t exist today
• Strong understanding of social commerce and lifecycle marketing
• Confident people leader with experience managing a small team
• Decisive, commercially minded and comfortable making trade-offs
• Experience of international markets is advantageous

Global Touring Values

Our values aren’t just words on a page. They’re the backbone; the steering wheel; the soundtrack to how we embrace each day. Like a well-baked brownie, every ingredient combines to achieve the rich consistency fueling the soul of Global Touring.

• Stay Curious
  • We are natural born explorers. Our people question old solutions, apply alternative thinking and embrace being challenged in the search for outcomes. We’re excited by the journey on and off the road expanding our knowledge, adapting to feedback and questioning the status quo. Value ideas over hierarchy. Have the courage to take risks. Don’t let perfection prevent growth.
• Choose transparency
  • We take the right way, not the easy way. We’re straight up even through the toughest conversations; tackling challenges head-on and with integrity. Honour commitments. Communicate with clarity. And build relationships based on mutual respect. Forget hidden agendas, we treat everyone fairly despite a preference for instant coffee.
• Don’t pass the buck
  • If we do it, we do it well. We are empowered to make decisions based on data and experience holding each other accountable along the way. Spare the excuses. Be fearless in the pursuit of results. And take responsibility even when no one’s looking. There will be bumps in the road; that’s ok. We own our mistakes and learn from the challenges as well as the successes.
• Together we go further
  • Across oceans and office desks, it’s more than a love for travel that keeps us connected. There are no silos here; we are each other’s toughest critics and loudest supporters especially around the ping pong table. People with diverse backgrounds, different identities and varied experiences make our company exceptional. We embrace alternate perspectives, recognise each other’s strengths and champion collective genius.