Digital Marketing & Destinations Specialist

About The Company
We are seeking a dynamic, multi-talented Digital Marketing Specialist to manage the online presence and brand identity for some of Ireland's most iconic tourism destinations. Based at Malahide Castle, (but checking in at other destinations from time to time) you will be responsible for everything from high-end visual content creation to technical API distribution and high-level data reporting across five distinct sub-brands.
About The Role
Role Purpose: To drive visitor engagement and brand awareness for the Fingal Heritage Estates through data-led digital strategies. The successful candidate will be responsible for the full lifecycle of digital marketing: from campaign execution and tracking to high-level reporting that translates complex metrics into clear, actionable business insights for senior leadership.
Responsibilities

• Tracking & Measurement
• Analytics Architecture: Maintain and optimize Google Analytics 4 (GA4), Meta Pixel, and other tracking tags via Google Tag Manager to ensure 100% data accuracy across all estate websites.
• Attribution Modeling: Track the "Visitor Journey" from the first social media interaction to the final ticket purchase or event booking.
• KPI Definition: Establish and monitor core metrics including Conversion Rate (CR), Return on Ad Spend (ROAS), Cost Per Acquisition (CPA), and engagement depth across the heritage portfolio.
• Campaign Management
• Multi-Channel Execution: Manage SEO/SEM, paid social (Meta, TikTok), and email marketing (CRM) to promote all saleable experiences; seasonal events, tours, and farm visits.
• Content Performance: Work with creative teams to A/B test ad copy and visuals, identifying what resonates best with local residents vs. international tourists.
• Strategic Reporting Dashboard Creation: Build and maintain automated, visual dashboards that provide a real-time "health check" of the sites' digital presence.
• Senior Briefings: Present monthly and quarterly reports to senior management, moving beyond "likes" and "shares" to discuss revenue impact, market trends, and ROI.
• Insight Translation: Explain why certain campaigns succeeded or failed, providing clear recommendations for future budget allocation.
  

Qualifications

• Experience: 3-5 years in a Digital Marketing role with a heavy emphasis on performance data (ideally in tourism, heritage, or hospitality).
• The "Translator" Skill: A proven ability to explain technical digital concepts (e.g., "Bounce Rate" or "Algorithm shifts") to non-technical senior stakeholders.
• Technical Stack: Expertise in Google Analytics 4 and Google Tag Manager. Deep knowledge of Meta Business Suite and Google Ads.
• Education: Degree in Marketing, Data Analytics, Business, or a related field.
  

Required Skills

• Your Impact:
• Content Creation & Social Media Management
• Visual Storytelling: Capture high-quality photography and video (Reels/TikTok) on-site. Professional editing using Photoshop, Lightroom, and mobile video suites.
• Account Management: Full oversight of Facebook, Instagram, and TikTok for:
• Malahide Castle & Gardens
• Newbridge House & Farm
• The Courtyard Kitchen
• Casino Model Railway Museum
• Malahide Castle Sports Pavilion
• Engagement: Write compelling captions, manage community responses, and stay ahead of viral social trends and competitor moves.
• Digital Design & Email Marketing
• Graphic Design: Use Canva to produce high-end visual assets for digital screens, posters, newsletters, and PowerPoint Presentations.
• Print Readiness: Prepare and convert files for professional printing, ensuring brand consistency across all physical touchpoints.
• CRM: Manage Mailchimp campaigns, segmenting subscribers and members with appropriate tags to ensure targeted messaging.
• Performance Marketing (Paid Ads & SEO)
• Meta & Google Ads: Create, monitor, and optimize paid campaigns. Use AI tools for keyword research and high-converting ad copy.
• Budget Oversight: Track ad spend against KPIs to ensure maximum ROI.
• Website & Tourism Platforms
• Web Management: Coordinate with developers for technical updates and urgent site notices.
• SEO & Blogging: Maintain a fresh content calendar by writing SEO-optimized blogs for three primary websites.
• Listing Optimization: Manage global distribution via TripAdvisor, Google Business, Failte Ireland, and Tourism Ireland to ensure brand consistency.
• Analytics, PR & Partnerships
• Reporting: Use DashThis and Google Analytics to produce monthly reports on revenue generation and website performance.
• Influencer Relations: Coordinate with creators and media partners (e.g., radio & TV) for site visits, giveaways to generate visibility.
• Internal Coordination: Liaise with Events, Operations, and Curatorial teams to ensure the digital journey reflects real-time on-site reality.
• Supplier Management: Handle external agencies, issue PO numbers, and track supplier invoices through to payment.
  

Preferred Skills

• Experience in tourism, heritage, or hospitality sectors.
• Strong analytical skills and attention to detail.
• Ability to work collaboratively in a team environment.