Marketing Director - Référentiels des emplois

ORGANISMES
LOCAL/REGIONAL
LOCAUX
TOURISM
DE TOURISME
ORGANIZATIONS
ET OFFRE&TOURISTIQUE
TERRITORIAL TERRITORIALE
TOURISME OFFER
Marketing Director | Directeur marketing
M/W
Definition
The Marketing Director works with the director of the local tourism organization in which s/he
is employed in order to define the organization's territorial marketing policy. S/he analyzes
the local tourism offerings and assesses the opportunities for future development. In order to
enhance these opportunities, the Marketing Director may implement an e-marketing strategy.
S/he designs the overall communication strategy, oversees its implementation, coordination
and subsequent evaluation.
NB : These details are provided for information purposes only. They may vary according to the size and
organizational system of the company concerned.
Activities
Management and coordination of staff
Supervise a team
Participate in staff recruitment procedures and in the induction of new staff within the
organization
Marketing
Define and manage the marketing policy [including e-marketing]
Analyze which tourism products need to be developed and/or develop a range of products
Create tourism products and/or develop a range of products
Design and/or participate in the creation of projects which develop local tourism
Analyze the potential of the various ways in which a tourist service offering may be
implemented [technical feasibility, competitor analysis, etc.]
Analyze the socio-economic data relating to the local territory and identify areas for action
in accordance with the local development imperatives
Conduct a market survey and analyze socio-economic data concerning customers
and tourism products
Set up a tourist monitoring system and a data analysis system
Commercialization
Implement the organization's commercial policy: prospect for customers, look for retail outlets,
organize networks, particularly by using digital channels
Contribute to the determination of prices for the sale of tourism products
Design web tools to support the commercial policy
Organize the distribution of a tourism product by incorporating the latest distribution
techniques [digital channels]
Visit establishments or accommodation which may be subsequently offered to customers
Extrait du Guide « Référentiels d’activités tourisme et hôtellerie
• Illustrations des emplois-types/métiers », Edition Atout France,
Janvier 2015  http://referentiel.atout-france.fr
178
ORGANISMES
LOCAL/REGIONAL
LOCAUX
TOURISM
DE TOURISME
ORGANIZATIONS
ET OFFRE&TOURISTIQUE
TERRITORIAL TERRITORIALE
TOURISME OFFER
Marketing Director | Directeur marketing
Delivery and production
Produce a programme of tourist activities in line with the specific requirements of a particular
target group
Showcase and promote the local heritage [touristic, historic, cultural, environmental, tangible
or intangible]
Communication
Define and manage the communication policy
Lead/design internal and external communication actions
Communicate via all information channels [including Internet, digital, etc.]
Quality, safety environment
Integrate sustainability and CSR issues into the ways in which projects and work sites are
conducted
Key skills
•H
ighly customer-focused attitude
•P
roficient in the use of information and communication technologies
•A
ware of the challenges of sustainability
•A
ble to speak, read and write one or more languages other their native language
•K
nowledgeable about issues related to tourism and general culture
Extrait du Guide « Référentiels d’activités tourisme et hôtellerie
• Illustrations des emplois-types/métiers », Edition Atout France,
Janvier 2015  http://referentiel.atout-france.fr
ATOUT FRANCE
179