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- The Destination Marketing & Partnerships Director will define the strategy and road map to support business growth in Fidenza Village, through new guest acquisition in source markets and B2B partnerships - based on defined KPIs and sales targets He/she will be leading, developing and ensuring execution excellence of:
- The B2B Partnership programmes as defined and scoped at both Central level (Financial, Accommodation, Mobility, Other Corporate, Institutions & Expats Communities, Digital Travel Platform programmes) and at Village level (including Local attractions, Hotels, Tourist boards Sport and Embassies).
The 360º Destination Marketing plan for each of the source markets including Greater China, Russia, GCC, Korea and pan EU.
He/she will collaborate and align alongside all the key different Village Departments, on the development and roll out of both the B2B Partnership strategy and the Destination Marketing strategy for Fidenza Village He/she will be an Ambr of the Bicester Village Shopping Collection, raising awareness of our business proposition in the relevant source markets and promoting Fidenza as a shopping destination He/she will drive high spending domestic and international guests measured through qualitative footfall, guest acquisition, SPV and overall sales revenue targets KEY RESPONSIBILITIES:
- DESTINATION MARKETING.
Define the Strategy and the road map, focusing on Greater China & Korea, Russia, Middle East, EU and SEA,.
Qualify and develop future markets Ambr/local Importante Azienda.
Develop relationships with:
- Local, regional and national governmental entities & associations.
Hotels, Agencies, Local Attractions & Local business:
Airport, soccer team, etc.
Influential organisations in the community (Tour Guide & Expats Associations, Embassies) Hotels, tourist apartments and special venue.
Define where international guests stays in our catchment area and define a plan to capitalize them Trade Strategy:
Expand relationships with Tour Operators & Travel Agencies to support Leisure & MICE.
Attend Fam trips in source markets if/when required.
Shopping Express.
Review programme to enhance customer journey.
Content Strategy.
Update content to boost storytelling.
DM & Partnerships meetings/calls.
Participate in central and villages and share best practices.
TIC/Guest Experience Services.
Ensure runs smoothy and support guest when in village.
Calendar.
Develop a plan/calendar per source market.
B2B PARTNERSHIPS.
Define and own the Village B2B Partnership strategy and plan.
Build segment (Financial, Airlines, Travel, Local Corporate etc) and individual partner activation plans and monthly projections, aligned with overall Village objectives.
Integration of the annual B2B Partnership into the overall Village calendar.Engagement & Implementation.
Align with Village Marketing Director to prepare relevant and compelling propositions for key partnerships.
Work with the Partnership team to secure promotion of propositions and campaigns in partner marketing channels.
Collaborate with the Central team on the execution of Central led Partnerships at local level.
Align with other Village Department Directors to ensure all relevant programmes and initiatives are integrated and appropriately promoted with selected partners (e.g.
Virtual Shopping, PCS, Brand Events etc).
New Partnership Development.
Identify, engage and sign new, relevant partnerships in key segments, aligned with Village guest acquisition strategy and commercial objectives.
For both Destination Marketing and B2B Partnership Programmes, work alongside the Central Team to align on overall Collection level strategies and approach.
Including but not limited to: