Influencer Marketing & Social Media Executive
Hybrid working option with a Glasgow City Centre based office
Competitive salary plus benefits
Full time 37.5 hours per week
We have an exciting opportunity for an Influencer Marketing & Social Media Executive to join our team. This unique, high-profile role at Caledonian Sleeper, will develop, plan, and implement a targeted programme of activity with influencers and travel journalists you identify in the UK (and elsewhere) that are relevant for our audience to drive both brand awareness and sales on our routes.
Caledonian Sleeper’s Influence lead will be responsible for all stages of our influencer marketing, while working to cultivate a strong list of key brand advocates to champion Caledonian Sleeper as a means of sustainable travel between Scotland and England. You will be booking and planning trips that influencers and journalists take on our behalf and co-ordinating this with the various internal departments to ensure alignment on the goals and potentially with third parties such as Visit Scotland, ScotRail or tourist attractions. Of course, key will be co-ordinating all content creation with the influencers (as well as journalists) and ensuring we maximise the benefit across our social, web and CRM channels.
This role reports to our Senior Digital Marketing Executive and will support on the general social media side too. Ranging from generation of content (including capturing content onboard from our guests and across the route network) to supporting the development and delivery of our social content calendar. As well as generating creative ideas to deliver engagement and grow followings among our target public audience as well as the influencer community.
The Caledonian Sleeper is an icon of Scottish travel which makes it popular with travel journalists and TV crews; the successful candidate will monitor the media mailbox and respond to the enquiries received, accepting requests for trips that align with our sales and marketing priorities. The candidate will also be proactively reaching out to relevant journalists and media titles to create press trips that align to the Sales & Marketing objectives of the Sleeper.
Main Accountabilities:
Develop, implement, and lead on an annual Influencer and travel journalist marketing plan for Caledonian Sleeper to support brand exposure and sales across all routes.- Document the influencer and travel journalist plan for the year and work to identify which influencers/journalists we should work with for each market
- Develop the proposition we will offer influencers and content creators to work with us
- Champion the Influencer Marketing & press trip programme across the business
- Work closely with all departments including Operations, Guest Experience, and our Onboard teams to make all necessary travel arrangements for influencer and press trip activity
- Negotiate deals and deliverables with influencers, agencies and media outlets including setups, briefs, budgeting, and contracts.
- Monitor influencer campaigns & press trips to allow reporting of results to the business
- Work with third parties to deliver some of the experiences of the influencer trip on a contra basis to reduce overall cost of the influence/press trips
- Set a process in place to track the sales impact from all influencer activity
- Take the lead on enquires from general media for press trips and prioritise the return for each trip and deliverables for Caledonian Sleeper then support booking, planning and execution of each trip and its content creation
- Create a targeted annual plan of media outlets to target for press trips to grow brand awareness and sales in key markets
- Support the Senior Digital Marketing Executive with management and development of Caledonian Sleeper’s social media footprint to drive engagement with the public & influencer community
- Assist the Senior Digital Marketing Executive with generation of the annual/monthly/weekly social content plans.
- Assist generating engaging social content for our channels, including travelling onboard our train to generate content from guests, scenery etc
- Assist the Senior Digital Marketing Executive with general website content updates utilising CMS platform
- Assist the Senior Digital Marketing Executive with generating backlinks to our website and engagement with our social platforms from Influencers
- Keep up with the latest trends on social media and within the influencer community as well as developments in the media landscape related to press trips etc
What you’ll need to do the role:
Degree in a related subject eg marketing, PR or communications- 2-3 years previous experience in a role working with Influencers and/or journalists to deliver engagement, brand advocacy and ultimately sales
- Experiencing of working with press trips/media an advantage
- Experience of working with Adobe Creative Suite & web CMS platforms an advantage
- Strong practical working knowledge of social media – main and niche platforms
- Strong practical working knowledge of content marketing
- Ability to multitask while maintaining strong attention to detail
- Excellent copywriting skills
- High level of attention to detail
- Great with people and bringing out the best in a partnership
- Must be happy to be hands on within a small multi skilled Sales & Marketing Team
- Occasional out of office hours work may be required to attend events, interact with guests onboard or host influencers/journalists/film crews onboard
- Potential for Scotland/UK wide travel to meet business partners or colleagues
What we offer:
Competitive salary- 25 days annual leave
- Free Scotland wide rail travel with ScotRail for the employee and eligible family members
- Allocation of complimentary tickets each year for Caledonian Sleeper travel
- Contributory pension scheme
Please click on the apply button to complete your application. Occasionally we receive a large volume of applications for our roles and when that happens, we sometimes bring the closing date forward, so please apply promptly to avoid disappointment.
At Caledonian Sleeper Limited we are committed to building a diverse and inclusive organisation that supports the needs of all and matches the diverse profile of our Guests. As such we will make reasonable adjustments at interview through to employment for our candidates and strongly encourage applications from all if you feel you match the skill requirements of the role.
We are open to discussions around flexibility and flexible working. Disabled applicants who meet the minimum criteria for the job will be given the opportunity to demonstrate their abilities at an interview.
Caledonian Sleeper is an iconic brand with a heritage stretching back a century and a half to the early years of Scotland-London sleepers.
Part of an exclusive club, Caledonian Sleeper is one of only two sleeper trains in the UK, and we like to think it is the most scenic! Whisking guests from the bright lights of London through the night to the iconic cities of Aberdeen, Edinburgh, Inverness, and Glasgow or to the jaw dropping scenery of the west Highlands of Scotland around Fort William. We are proud to serve the UK’s most remote railway station too, Corrour.
Caledonian Sleeper sets new standards in overnight rail travel, offering a choice of affordable seats, private guestrooms, some with en-suites and double beds, as well as our much-loved Club Car to around 200,000 guests per year.
Serco is acting as the resourcing partner for Caledonian Sleeper Limited which is operated by Scottish Rail Holdings on behalf of the Scottish Government.