Head of Marketing

Job Title: Head of Marketing

Location: Hybrid / office 3 days a week

Reports to: CEO

Web: https://cove.co.uk

Employment Type: Permanent Full Time

Salary: Competitive

About Cove UK

Cove UK is a business leading the way in the Holiday Park Sector. We have seventeen parks across Scotland and England. Our Park and Holiday Home portfolio is wonderfully diverse, including the traditional holiday park, residential and boutique waterside properties.

Job Purpose:

As a member of the UK Leadership team, the Head of Marketing will develop and implement comprehensive marketing strategies and enhance our website to build brand awareness, grow our owner base, drive holiday bookings at our holiday parks and maximise on-site retail spend opportunities. Key to achieving this will be identifying market trends through market research and customer data analysis that allow the business to capture customer insight.

You will lead, mentor, and manage the internal marketing team to ensure high performance and professional development as well as work in partnership with external marketing agencies holding both teams accountable for quality of work and deliverables.

You will have a proven record of accomplishment for collaborating across cross-functional teams, often with competing demands, to deliver measurable results within a set budget.

Key Responsibilities:

1. Strategic Brand Marketing:

o Define and communicate strategy

o Identify and implement brand standards that are included in all communications

o Monitor and analyse marketing performance metrics, adjusting strategies as needed to achieve targets

2. Website & Digital Strategy:

o Oversee digital marketing efforts, including social media, email marketing, and website optimization

o Redevelop the current website ensuring the user experience (UX) is optimised and aligned with broader business goals

o Lead SEO, SEM, and content marketing efforts to drive traffic and conversions

o Analyse web performance metrics, ensuring all campaigns are data-driven and KPI-oriented

3. Owner Engagement:

o Design and manage marketing initiatives aimed at current owners (e.g., loyalty programs, retention strategies

o To facilitate owner communication across the various channels, delivering information, supporting events and updates as required

o Develop strategies to increase referral and repeat business from existing owners

4. Retail Marketing:

o Develop and implement innovative marketing strategies to drive foot traffic and sales in retail locations

o Support menu development and a digital F&B proposition

o Deliver strategic video content to maximise the entertainment offering

o Product activation with supply partners maximise spend

o Collaborate with product teams to plan seasonal promotions and retail events

o Monitor and analyse the performance of retail marketing campaigns to optimise results

5. Holiday Marketing:

o Lead the development and execution of seasonal marketing campaigns to promote holiday offerings

o Create cross-channel campaigns that incorporate both online and offline touchpoints

o Partner with sales and operations teams to ensure alignment on holiday sales goals

6. Home Sales Marketing:

o Collaborate with the home sales team to create tailored marketing strategies that support lead generation and

conversion

o Develop materials for sales presentations, including brochures, digital assets, and email campaigns

o Track sales funnel data and adjust marketing strategies accordingly

Core Competencies:

· Strategic Leadership: Ability to develop long-term marketing/branding plans across diverse areas

· Team Management: Experience leading and mentoring a multidisciplinary team

· Data-Driven Decision Making: Strong analytical skills to assess marketing performance and ROI (return on

investment)

· Digital Marketing Expertise: Proficiency in SEO, SEM, social media, content marketing, and e-commerce

· Brand Building: Deep understanding of how to grow a brand in both digital and physical spaces

· Stakeholder Management: Ability to work closely with senior management, sales teams, and external partners

Qualifications and Experience

· Bachelor's degree in marketing, Business, or a related field (MBA preferred) or equivalent experience

· Minimum of 8-10 years of experience in marketing, with at least 5 years in a leadership role (preferably in the

Holiday Park Industry)

· Proven experience in multi-channel marketing, including retail, digital, and direct-to-consumer

· Effective communication, negotiation, and presentation skills

· Familiarity with website CMS platforms, marketing automation tools, and analytics platforms (e.g., Google

Analytics)

KPIs/Success Metrics:

· Growth in sales across retail and digital channels

· Increase in customer acquisition and retention, particularly in the owners’ segment

· Improvement in website traffic, engagement, and conversions

· Successful execution of seasonal and holiday campaigns

· Efficient marketing budget management and ROI tracking

Benefits and application

Please click on our careers page to find out a bit more about our culture, numerous benefits and to apply. https://cove.co.uk/

Or contact Peter Budd directly for a full Job description, a more detailed discussion on requirements and, of course, with your C.V.

Peter.Budd@Cove.co.uk