Digital Marketing Executive – Visitor Economy

Company: West Midlands Growth Company (WMGC)

Location: Birmingham, United Kingdom

Employment Type: Full-time, Permanent

Salary: £28,350 per annum

Job Reference: RPO03738

Professional Job Summary

The West Midlands Growth Company (WMGC) is seeking a creative and data-driven Digital Marketing Executive to amplify the regional “Visitor Economy.” This role is central to the promotion of Birmingham and the wider West Midlands to domestic and international audiences via the Visit Birmingham and Meet Birmingham platforms. You will be responsible for a dynamic, “always-on” content strategy that spans social media, email marketing, and web optimization. This is a high-visibility role for a digital storyteller who understands how to leverage short-form video, SEO, and performance analytics to drive tourism and business investment into the region.

Key Responsibilities

Channel Management: Take ownership of the social media ecosystem (Facebook, Instagram, TikTok, LinkedIn, X) to ensure consistent brand representation and audience growth.
Content Strategy: Develop and execute comprehensive editorial calendars that balance seasonal campaigns with evergreen tourism content.
Digital Production: Plan, film, and edit engaging short-form video (Reels/TikTok) while drafting copy for newsletters, blogs, and travel itineraries.
SEO & Website Management: Manage and optimize content on VisitBirmingham.com and MeetBirmingham.com, ensuring high discoverability through effective keyword planning and CMS maintenance.
Analytics & Reporting: Utilize GA4, Emplifi, and Looker Studio to track campaign performance, providing monthly insights and actionable recommendations to stakeholders.
Cross-Functional Support: Collaborate with the wider WMGC team to support major regional campaigns and key economic development moments.

Required Qualifications & Skills

Experience: 2–3 years of professional experience in digital or social marketing, preferably within the tourism, leisure, or consumer sectors.
Technical Proficiency: Proven ability to use CMS platforms, email marketing tools, and performance analytics (GA4, Looker Studio).
Creative Production: Competence in basic video editing for social-first formats (TikTok/Reels).
Copywriting: Excellent writing and editing skills with a flexible tone that adapts seamlessly from LinkedIn (B2B) to TikTok (B2C).
Organizational Agility: Ability to juggle multiple content streams and deadlines in a fast-paced environment.

About the Organization

From April 2026, the West Midlands Growth Company leads the delivery of economic development activity aligned with the West Midlands Growth Plan. WMGC is a business-focused organization dedicated to attracting investment, supporting high-growth firms, and driving measurable economic impact across the region. Working here places you at the heart of the region’s economic strategy, bridging the gap between tourism and business growth.

Market & Industry Context

The “Visitor Economy” is a crucial pillar of regional growth. For Birmingham, this means balancing leisure tourism with the “Meet Birmingham” sector, which focuses on business conferences and trade events. In 2026, the industry is moving away from static advertising toward “authentic storytelling.” The digital executive who succeeds in this role will be one who can capture the unique cultural identity of the West Midlands and translate it into measurable footfall and economic value.

Career Growth & Progression Path

Marketing Manager: This role is a prime stepping stone toward Marketing Manager or Communications Lead, where you would oversee wider campaign strategies.
Destination Branding Specialist: The experience gained in regional marketing is highly transferable to Global Destination Marketing Organizations (DMOs) or national tourism boards.
Agency Leadership: The data-driven nature of this role prepares you for high-level Account Director or Digital Strategist positions within creative marketing agencies.

Interview Preparation Insights

The “Visitor” Narrative: If asked how you would promote the West Midlands, don’t just list landmarks. Explain how you would craft a narrative that makes a potential visitor feel a connection to the region.
Analytics: Have a concrete example of a time you used data to improve a campaign. Did you change a post time? Adjust the hook of a video? Show that you are a testing marketer, not just a posting one.
Video Trends: Prepare to discuss which TikTok or Reels trends (from 2026) you believe could be effectively adapted for a regional tourism board.
Stakeholder Awareness: WMGC works with local authorities and the Combined Authority. Demonstrate an understanding of why it is important to align your content with regional economic goals.

Benefits Insight

Hybrid Work: 2 days in the office, providing a balance between creative collaboration and focused remote work.
Wellbeing: Access to the Simple Health employee membership scheme.

Security: 26 days of annual leave and a comprehensive company pension scheme including life assurance.

This role as a Digital Marketing Executive with the West Midlands Growth Company (WMGC) is a strategic position focused on promoting Birmingham and the wider region to both domestic and international audiences. You will be acting as a digital storyteller for the region’s “Visitor Economy.”

Core Role Summary

Category	Details & Specifications
Employer	West Midlands Growth Company (WMGC)
Location	Birmingham (Hybrid: 2 days in office)
Salary	£28,350 per annum
Contract Type	Full-time, Permanent
Primary Focus	Social media management, content creation, and SEO/performance tracking for Visit/Meet Birmingham platforms.

Key Responsibilities

The role requires a mix of creative content production and data-driven optimization.

Multi-Channel Social Management: Taking full ownership of platforms like TikTok, Instagram, and LinkedIn. This involves everything from trend-spotting to posting.
Editorial Planning: Building a “rolling” content calendar that balances seasonal campaigns (e.g., summer tourism) with evergreen regional highlights.
SEO & Web Optimization: Writing and editing website copy for VisitBirmingham.com and MeetBirmingham.com to ensure regional attractions remain discoverable.
Performance Reporting: Utilizing advanced analytics suites to track audience growth and engagement.

What You’ll Be Doing: The Technical Workflow

Your daily work will revolve around a cycle of planning, creating, and measuring content performance.

Content Production: Moving beyond static posts to short-form video (Reels/TikToks) and newsletters.
Event Coverage: Visiting regional events to capture live content for the organization’s library.
Data-Driven Strategy: Using tools like GA4 (Google Analytics 4) and Emplifi to identify what content styles drive the most economic impact for the region.

Candidate Profile

WMGC is looking for a “digital native” who understands how to adapt brand voice for different demographics.

Experience: 2–3 years in social/digital marketing within a consumer-facing sector (tourism or leisure is a plus).
Skills: Proficiency in CMS (Content Management Systems), SEO keyword planning, and basic video editing software.
Data Fluency: You must be comfortable generating monthly reports in Looker Studio or similar tools to prove your impact to senior stakeholders.
Collaboration: A proactive, “always-on” attitude suited to a fast-paced environment.

Why Join WMGC?

Regional Impact: You will be helping to shape the narrative of the West Midlands as the region implements the new West Midlands Growth Plan starting April 2026.
Comprehensive Benefits: Includes 26 days of holiday, a Simple Health employee membership scheme, and a hybrid working model.
Professional Growth: This is a high-visibility role where your digital performance directly correlates to regional tourism and investment metrics.

To apply for this job please visit wmgrowth.com.