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Failte Ireland

Officer, Digital Marketing B2C


Accelerating domestic tourism is a strategic focus for Fáilte Ireland, providing the domestic and Northern Ireland consumer with compelling reasons to take a break in Ireland and therefore increasing visitor numbers and total tourism revenues. Over the last 24 months Fáilte Ireland has transformed our B2C Digital Eco-System. Our ambition is to leverage visitor insights to build personalised and rich relationships with individual visitors, encouraging them to not only take a holiday in Ireland, but also to become advocates for Ireland as a holiday destination.

To this end, Fáilte Ireland is seeking to recruit a Digital Marketing Officer to work on our consumer digital marketing communications. Fáilte Ireland operates at the leading edge of digital marketing to reach and influence our target audiences. Joining a strong Digital Marketing team, the successful candidate will have evidenced digital skills and experience in working cross functionally with other teams and stakeholders, internal and external.




Job Overview

Job Title: Officer, Digital Marketing B2C   

Location: Blended work model with office location based in one of the following:  

  • Áras Fáilte, 88 – 95 Amiens Street, Dublin 1, D01 WR86
  • Fáilte Ireland, 3rd & 4th floor Crescent House, Upper Hartstonge Street, Limerick, V94 K35Y

Contract: Fixed Term for maximum 23 months, Full-time

Business Unit: Digital Marketing Reporting to: Manager, Digital Marketing
Salary: €49,576 - €70,895* per annum
*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.

Job Purpose

This is an exciting new opportunity for an ambitious and passionate Digital Marketing professional. This role is strategic, and results focused, requiring a candidate with strong business acumen to be lead for all things social media, strategy, ideation, implementation, creative development, content creation,  distribution and reporting across our Social Channels (Facebook, Instagram, Tik Tok, Twitter and YouTube). They will also be required to lead aspects within our email marketing platform and personalisation transformation.  
The ideal candidate will have a proven track record in both the planning and execution of digital strategies across omni-channel platforms – in particular social and email.
You’ll work closely with our agencies, buying and digital agency teams to plan and execute our engaging Social Media and email strategy. You will manage relationships with content creators and be the voice of our consumer brands, building an active and engaged community across our Channels.
The focus of this role is the promotion of the Republic of Ireland as a holiday destination to all consumers on the Island of Ireland, as well as understanding the in-market experience of all visitors (domestic and international)
It is expected that the ideal candidate would have a creative and innovative mindset with the ability to collaborate brilliantly and think outside the box.

Primary Objectives/Key Responsibilities 

Key Deliverables
  • Contribute to the development and implementation of the social media and email marketing strategy for our consumer brands (Wild Atlantic Way, Ireland’s Ancient East, Ireland’s Hidden Heartlands and Visit Dublin) and national campaign channel (Discover Ireland). 
  • Contribute to the vision and delivery of fit for purpose personalisation solutions across the digital eco-system.
  • Leverage insights, market trends and transformative thinking to ensure we are optimising and enriching our social and email marketing plans ongoing.
  • Curate and distribute our consumer brand content and campaign ideation across a variety of different social networks and owned platforms. 
  • Deliver against goals and KPIs that are aligned with Fáilte Ireland's corporate objectives.
  • Lead the team across divisions and lead external agency partners to deliver our marketing plans across social and email marketing channels. 
  • Constantly measure, learn and improve consumer social and email execution, delivering increased connection and personalisation leading to consumer advocacy and a growing number of short breaks amongst our online communities and databases.
  • Manage platforms required for email marketing and social analytics and reputation directly and indirectly via agency partner as appropriate (e.g., Google Analytics, social observation and analysing tool, UGC Collector tools, email marketing tools etc.)
  • Monitor effective benchmarks for measuring the impact of social media programmes, analyse, review, and report on effectiveness of campaigns in an effort to maximise results.
  • Manage daily and weekly social media calendars. 
  • Contribute into the development and implementation of content with the wider team to ensure that content across all owned platforms is optimised for visitor requirements. 
  • Develop and maintain relationships with the agencies. 
  • Lead weekly meetings with agencies and stakeholders working collaboratively on briefs, implementing campaigns and always on our owned platforms.
  • Support the budget management for social and email marketing and support the members of the team in all administration and financial management tasks.
  • Work with the Consumer Planning team to collaborate on research projects to give us greater insight and understanding of our visitor.
  • Manage all staff reporting to the position to effectively train, evaluate, motivate, delegate, and monitor their activities.
  • Conduct Performance Reviews in line with Fáilte Ireland policy.
  • Write requests for tenders and coordinate the procurement process in line with Fáilte Ireland policy.
  • Carry out all other duties as required and participate as a full member of the Digital Marketing Team by supporting different work projects, as required, from time to time.
  • Carry out all other duties as required and participate as a full member of the Team by supporting different work projects, as required, from time to time.

Person Specification

Essential Criteria
  • A keen eye for photography and videography with a curiosity for emerging industry trends.
  • Ability to optimise campaigns and performance based on data led insights.
  • Strong analytical skills and data-driven thinking. Able to demonstrate comfort and knowledge of the latest trends and best practices in digital marketing and measurement.
  • Strong influencing skills: ability to lead through others and bring out the best in partners (e.g., through agency scoping requirements, and management / remuneration model in partnership with manager and procurement).
  • Brilliant writing, communication, and presentation skills.
  • Strong organisation and project management skills
  • Strong Digital Marketing Acumen
  • Excellent Presentation /Communication skills 
  • Teamwork
In order to be eligible to apply for this role you must have / demonstrate in your application form the following:
  • A minimum of three years of related experience in a similar role with tangible results in building a brilliant online presence in the marketplace.
  • Experience in working in a busy demanding environment across multiple disciplines and brands and able to easily move from strategy to execution, prioritising tasks based on the biggest business impact.
  • Experience creating campaigns for social and lead acquisition.
  • Experience in A/B testing and personalisation via 3rd party tools.
  • A track record in delivering performance improvements and lead generation via Search Engine Optimisation, advertising, and Social Channels.
  • Working knowledge of Google Analytics, Social Analytics and HubSpot (or equivalent Marketing CRM tool).


Qualifications/Mandatory Training

  • A Professional Qualification (minimum Level 6 under the QQI Framework) in a related discipline is essential.


Desirable Criteria

  • Knowledge of Fáilte Ireland brands and the broader Irish tourism product offering.
  • Experience in the travel industry.

Key Competencies

  • Relationship Management
  • Continuous Improvement
  • Customer Orientation
  • Innovation/Initiative
 A panel may be created from which future vacancies may be filled. 


Closing Date

Thursday, 22nd of September 2022 at 3.00pm (Ireland Time)

How to Apply

To apply, please email a completed application form (below) to Please note we are not accepting CVs for this position.


Fáilte Ireland is an equal opportunites employer