Director of Demand Generation

The job holder will be responsible for the following areas of activity:

Strategic Leadership and Demand Generation

• Develop and deliver an integrated strategy to grow visitor demand, expenditure, market share and the economic contribution of tourism.
• Translate Tourism NI's corporate strategy and tourism growth ambitions into clear marketing, communications and sales priorities.
• Identify the audiences and opportunities with the greatest potential to deliver sustainable growth.
• Ensure activity supports year-round demand, regional dispersal and measurable commercial benefit for tourism businesses.
• Monitor competitor destinations, visitor trends and changes in the wider marketplace to inform strategic priorities
• Provide strategic advice to the Chief Executive, Board and Executive Leadership Team on visitor demand, destination competitiveness, reputation and market opportunities.

Destination Brand, Marketing and Content

• Act as the senior custodian of the Northern Ireland tourism brand, ensuring it remains distinctive, compelling and relevant.
• Lead the development and delivery of integrated, insight-led marketing campaigns in Northern Ireland and the Republic of Ireland.
• Set the strategic direction for destination positioning, creative development, content, media planning, social engagement and partnership marketing.
• Ensure consistent application of the destination brand across campaigns, content, partnerships and all visitor touchpoints.
• Work with Tourism Ireland to maximise the visibility and effectiveness of Northern Ireland's promotion in overseas markets.
• Manage marketing investment, agencies and strategic partnerships to maximise reach, conversion and return on investment.

Digital Experience, AI and Consumer Insight

• Lead Tourism NI's digital experience strategy, ensuring visitors can easily discover, plan, book, experience and share Northern Ireland.
• Develop connected, accessible and user-centred digital platforms that link visitor demand with bookable tourism experiences.
• Harness consumer research, market intelligence and data analytics to inform audience segmentation, campaign planning and investment decisions.
• Lead the responsible adoption of AI across marketing, communications and sales, including its use in personalisation, content, customer engagement, predictive insight and campaign optimisation.
• Assess emerging platforms and technologies that could improve visitor experience, organisational capability and marketing effectiveness.
• Build digital, data and AI capability across the Directorate and wider organisation.

Communications, PR and Reputation

• Develop and deliver integrated corporate communications and consumer PR strategies aligned with Tourism NI's strategic objectives.
• Lead consumer media relations, working with mainstream media, travel media, content creators, influencers, opinion formers and other key channels.
• Ensure communications are relevant, accurate, timely, audience-focused and consistently delivered to a high standard.
• Work closely with the Director of Strategic Development and other Executive Directors to ensure corporate messaging accurately reflects policy, evidence and organisational priorities.
• Work with Tourism Ireland to deliver PR activity that strengthens Northern Ireland's profile in international markets.

Tourism Sales, Travel Trade and Business Events

• Lead an integrated tourism sales and route-to-market strategy that converts destination interest into bookings, visits and economic value.
• Develop B2B channels connecting Northern Ireland's tourism businesses and experience providers with tour operators, agents and international buyers.
• Work with Tourism Ireland to secure the inclusion of Northern Ireland experiences and itineraries in programmes sold across priority overseas markets.
• Lead sales activity in the Republic of Ireland, including engagement with tour operators, agents and the Irish coach tour sector.
• Oversee trade engagement, sales missions, buyer programmes, familiarisation visits and the development of market-ready itineraries.
• Lead the implementation of the Northern Ireland Business Tourism Strategy.
• Partnerships, Stakeholder and Employee Engagement
• Build strategic partnerships with Tourism Ireland, government, local authorities, tourism businesses, industry bodies, transport providers, cultural organisations and commercial partners.
• Align partners around shared destination priorities, propositions and opportunities for growth.
• Develop co-operative marketing and content programmes that extend reach, leverage investment and strengthen impact

Performance, Resources and People Leadership

• Establish an integrated performance framework for marketing, communications, digital, PR, sales and business events.
• Measure performance against visitor demand, expenditure, brand consideration, digital conversion, earned media, sales leads, secured business and economic impact.
• Demonstrate the effectiveness and return generated from marketing and commercial investment.
• Lead the effective management of the Directorate’s people, budgets, contracts, agencies and resources.
• Build a high-performing, creative, commercially focused and collaborative Directorate.
• Develop capability in AI, digital experience, data, communication, customer insight and commercial partnership working.
• Identify and manage strategic, operational, financial and reputational risks within the Directorate.

Key Outcomes

The Director will be responsible for:

• Growth in visitor demand, expenditure and economic impact.
• Increased destination awareness, consideration and market share.
• Stronger year-round demand and regional dispersal.
• Effective marketing conversion and return on investment.
• A distinctive, consistent and compelling destination brand.
• Improved digital engagement, visitor experience and conversion.
• Responsible and effective use of AI and visitor data.
• A strong corporate reputation and consistent organisational narrative.
• Positive destination media coverage and improved consumer sentiment.
• Increased travel trade distribution and bookable Northern Ireland itineraries.
• Growth in high-value conferences, meetings and incentive business.
• Strong stakeholder, partner and employee engagement.
• Effective leadership, governance and financial management of the Directorate.

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