The Senior Destination Marketing Manager (m/f/d) will be responsible for driving the Greater China market and the Chinese Expat Community in Germany to reach the business objectives on international guests and targets of growth for the German Villages. Will be responsible for the Greater China markets as a whole business unit of growth, from source to destination, identifying all the touch points where the guest needs to impacted. In conjunction with the Destination Marketing Director, define the strategy and action plan of growth on this market and community to reach and contribute to double the Total Tax Free Sales over the 2022-2024. Bring to the business the innovation thru the tourism partnership relation to accelerate the differentiation and growth, aligned with the general marketing plan and Village sales and footfall objectives, Responsible for the 360º travel customer journey and all KPI's related: * Content -B2B2C - always aligned with DMK & MK Director and under the brand umbrella of the Bicester Village Shopping Collection: adapt, define and execute the right content to be relevant and to engage Chinese guest (in destination and in source) along the different moment calendar of the year with special focus and strategy to grow on FIT guest as main changer. Define the right marketing materials and tools to deliver the engagement. * Social Media , PR & Comms - Working aligned with DMK & MK Director and central services PR & Comms, contribute to plan and deliver the right initiatives and actions to elevate and increase the 2 German villages visibility and awareness in destination and in source thru a robust, differentiated and influent plan on Travel, Experience & Lifestyle, to be the best shopping & experience destination in Germany. Contribute to expand the awareness of The Bicester Village Shopping Collection by keeping its brand equity. * Both villages, WV & IV , will have its own growth plan and initiatives, aligned with the Destination Marketing Director to have a consistent voice, message and plan by maximizing resources and synergies. Same approach working with Destination MK Central group services * Communicate actions, results, analysis and market soundbites to other departments (Marketing, Retail, Business Analyst) as needed for reporting or ad-hoc requests PARTNERSHIP MARKETING PLAN TO PREPARE AND BOOST THE BOUNCE BACK OF THE MARKET * Target key Tour Operators to include the Village on travel itineraries and packages of tourists travelling to Frankfurt and Munich, as well as the surrounding region * Build relationships, to drive footfall and create revenue streams wherever possible via partnerships, both leveraging existing group-negotiated partners as well as specific, Germany-relevant ones: Tour operators, where applicable in line with International Sales Reps: * + o Source-market key tour operators, including the top Chinese Tour Operators as instructed by Group Tourism (yearly contracts); o Regional and national inbound agencies; o Targeting FIT and Group travel, MICE and Leisure. -Coach operators and receptive agencies dealing with the target audience; -Chinese airlines; -China-specific partners such as credit card companies (Union Pay and Alipay in particular); -Chinese - MICE agencies/partners. * Host key familiarization visits for potential source markets tourism partners as per the planning established by Group Partnerships and the Partnerships Director. * Leverage collaboration with source-market German Tourism Boards representations. TRADE SHOWS AND SALES MISSIONS * Attend local/national/international travel trade shows and workshops in accordance with the tourism strategy and marketing plan, representing and selling the Village as part of The Bicester Village Shopping collection TRAVEL TRADE TOOLS * In collaboration with the Retail and the Marketing Teams develop trade marketing campaigns and corresponding promotion tools (pitch presentations, added value packages…) aligned with the key trading periods for the market ANALYSIS * For each campaign, action and activation, establish quantifiable goals in terms of numbers of visitors, redemption, sales and partnership ROI; * Maximise the use of the on-line B2B database to share contacts, execute e-mailings to the trade etc. COMMUNITY RELATIONS * Support and develop relationships and partnerships with the following community groups: + Germany-based Chinese embassies and corporations + Chinese Expat Communities in Hessen, Baden-Württemberg and Bavaria + Germany-based Chinese KOL, VIPs and opinion leaders * Participate in tourism conference calls and conferences as requested by the Partnerships & Destination Marketing Director
* Degree on Marketing & / or Tourism * Proven strong knowledge of Greater China Market with all key partners, channels and intermediate operators * Proven & strong knowledge of travel, tourism and lifestyle industry in all value chain of the guest journey, B2B, B2C and B2B2C. * Knowledge and relationship with German and International Tourism Institutions based in China. * Proven Marketing and financial skills to create demand, product and drive sales with and efficient budget management. * Strong analytical and planning skills; * In-depth knowledge of Salesforce or similar customer databases as well as applications within the Microsoft Office suite (Outlook, Word, Excel, PowerPoint, etc) * Proven Digital & Ominichannel Knowledge * Adaptable to change, ability to think out of the box, take ownership and aggregate internal and external resources to address client needs * Leadership and team player * Excellent interpersonal and communication skills * International mindset * Understanding of the fashion/retail industry * A process orientated and solution driven person * English speaking and Mandarin speaking mandatory