JOB TITLE: PR & Communications Mgr - USA JOB NO:
DIVISION: The Americas DATE EFFECTIVE:
REPORTS TO: Regional Director, Americas JOB HOLDERS SIGNATURE:
MANAGERS SIGNATURE: DIRECT REPORTS SIGNATURE:
Lead and deliver VisitBritain PR and consumer communications for the USA, working in partnership with
the five brands of Britain, and in collaboration with the Americas team across VisitBritain.
Draw a structure chart . Show the jobs immediately above, below and surrounding your own:
PR & Comms Manager PR Manager Carl Walsh Commercial & Distribution Robin Johnson Business Support
USA Canada Travel Trade & BT Mgr Manager Team
N.America Latin America
Jeremy Viray Online & CRM Exec
Media Relations Exec Canada
Media Relations & Film
Anastasia de Maio
List the essential competencies, experience, qualifications, skills and attributes required to do
the job to the standard required.
Specific to Job VisitBritain’s Core Competencies
Extensive experience of managing a Strong interpersonal skills and
destination media relations and emotional intelligence. Diplomatic.
communications programme with proven Client services approach. Service
results. minded and an ability to implement a
Extensive experience of handling news strategy on behalf of a partner.
media. Collaborative approach. Open to
Proven management experience. Flexible, working with the global network.
open management style. Excellent Good financial management skills.
delegation skills. An enabler. Ability to manage several budgets at
Excellent product knowledge of the UK. once and stay within the required limits
Good understanding of the US consumer. without supervision.
Good understanding of the US media market Strong managerial skills
and the travel sector in particular. Excellent communicator and presenter.
Experience of exploiting social media and Ability to work under pressure and to
online in consumer marketing and PR. tight deadlines – juggling and
Media, communications or marketing prioritising tasks to meet business
Experience of delivering small to medium Strong team player. Not hierarchical.
sized marketing campaigns. Consultancy and advisory skills.
Ideally, an understanding of the UK tourism
organisations behind the client brands and a
strong commitment to deliver on their behalf.
KEY RESULT AREAS / ACCOUNTABILITIES
What are the 1-8 key objectives and the targets you have to meet % Time/Importance
Lead and motivate the USA PR & Communications team. Enable a creative and
entrepreneurial environment where individuals own marketing projects/budgets and
work in cross functional teams to deliver them. Provide proactive support to your
team and ensure that every team member has a clear development plan. Play an
active role in the management team for the Americas and be a leader within
Strategy and Planning 10%
Develop and implement an annual PR and Communications Plan for the USA which
meets the requirements and ‘brand ambitions’ of our strategic partners and Britain
Marketing. Work with brand partners to capture their brief for VB USA and collaborate
with them and colleagues within VB to implement.
Ensure that the PR and Communications team is working on behalf of strategic
partners to deliver high quality insights which will inform their activity. Keep partners
updated about consumer trends and developments within the US media market.
Identify potential opportunities for exposure and promotions. Provide expertise as
required to partners and colleagues in the region.
Provide top class connectivity to the US media for our strategic partners. Ensure that
our media database is well maintained and that we have strong relationships with all
key outlets across broadcast, print and digital.
Media Relations Delivery 25%
Ensure that the PR & Communications team meet all strategic partner KPIs for press
visits, desk side briefings, exposure in newsletters and the online media room, and
support of their media relations programmes on territory. Use creative and innovative
strategies to achieve cut through in the US media marketplace. Ensure that we look
beyond travel media and achieve exposure in news, current affairs and lifestyle
outlets as well. Exploit the potential of on territory events. Ensure that social media is
fully integrated into our approach. Place a priority on achieving broadcast media
coverage. Monitor and evaluate all of our activity in line with VB / DCMS
requirements. Lead on handling news issues and corporate PR and work with head
office on crisis management. Work with the US trade and team to maximise exposure
in trade media.
Britain Marketing Campaigns 10%
Oversee the delivery of the Gen Y and Gay campaigns in the US. Collaborate with
Canada, Australia/NZ and the London team to maximise efficiencies. Ensure a fully
integrated approach which encompasses travel trade, PR and advertising /
As a member of VB’s global network, ensure that you and your team collaborate with
colleagues in London and across the world. Seek to build close working relationships
and participate in global teams where required. Within the Americas, ensure that the
team works closely with Canada and colleagues in Latam.
Rigorously manage budgets for all aspects of the Consumer Marketing Services
programme. Ensure that bespoke campaigns for brand partners have a clear and
transparent budgeting process and that we meet all financial requirements
Give the size of budgets and resources you control or have an impact on:
Annual budget of approx £400,000
Team of 5 people.