Saint Lucia Tourism Authority – Chief Marketing Officer

Saint Lucia Tourism Authority – Chief Marketing Officer



Education: Master’s Degree in Marketing or Business Administration or B. Sc. Degree in Marketing or Business Administration plus a post-graduate diploma
Experience: Minimum of seven years of experience in marketing, experience in tourism-related marketing will be an asset; minimum of five years experience in a management level position
Skills: Computer literate, excellent interpersonal and communication skills, proven leadership and management skills
Personal Qualities: Conscientious, innovative, adaptable and creative with high service standards


Reports to: Chief Executive Officer
Supervises: Marketing staff
Liaises with: Internally All Departments
Externally Private sector, contractors, local, regional and international organizations
Job Summary: Responsible for developing and implementing the Authority’s marketing strategy and for developing and leading the marketing team
Strategic Direction
  • Participates in development of the Authority’s strategic plan
  • Monitors and reports on implementation of the strategic plan as it relates to marketing activities
  • Advises the Chief Executive Officer on industry changes affecting the Authority’s strategies
Marketing Plan
  • Develops an annual marketing plan that takes into account visitor requirements, potential opportunities and likely competition
  • Prepares an annual work programme and budget to implement the annual plan
  • Ensures effective implementation of the work programme within the budget
Development of Market Intelligence
  • Works in collaboration with the Strategy, Planning and Research staff to develop effective methods for collecting and analyzing visitor information
  • Undertakes research and analysis to identify new and emerging trends in the industry, track St. Lucia’s performance and compare it with that of competing destinations
  • Communicates useful market intelligence with policy-makers, local operators and investors
  • Prepares reports that describe trends, opportunities and challenges in the industry and that provide strategic responses
Development of Marketing and Sales Campaigns
  • Oversees the development and implementation of marketing and sales campaigns and promotions
  • Works collaboratively with technology staff, advertising agencies, travel agents and regional sales staff to design appropriate marketing platforms, tools and promotional material
  • Plans and organizes the Authority’s participation in trade shows, conferences and similar activities
  • Prepares regular reports on marketing activities, including evaluation of marketing campaigns
  • Represents the Authority locally, regionally and internationally
Brand Leadership
  • Leads efforts to ensure that public and private sector stakeholders in the tourism industry present a consistent image of St. Lucia in their marketing campaigns
  • Works with the Destination Services Division to ensure that the product continues to meet the image presented of St. Lucia in marketing campaigns
  • Establishes annual performance objectives with staff; meets with them periodically to discuss their performance; counsels them on efficiencies in performance and guides them on improving performance, including recommending additional training
  • Conducts an annual appraisal of their performance
  • Coordinates the work of staff and reviews their work to ensure that it meets the Port Authority’s standards
  • Makes recommendations to management regarding salary increases, promotions and disciplinary action for employees supervised
Accepts other related duties as assigned from time to time
Applications should be submitted to and should reach the organization no later than August 31st, 2017

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