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Digital Publicity Executive – Western USA

Tourism Ireland | San Francisco CA CA 94104 USA | Full Time | Posted: 11/19/2021

Job Descriptiontop

  • If  you are interested in applying for our Digital  & content Marketing Executive role, please send your CV along with the completed Application Form to [email protected] 


Purpose of the role:


Work closely with Manager Western USA and New York based Publicity colleagues to develop and implement an expanded programme of PR and media activities in Western USA to drive positive coverage and standout for the island of Ireland, in line with national and corporate objectives.

Develop and lead US Digital Publicity strategy at a national level ensuring full integration into our wider Publicity programme of activities, working closely with New York Publicity team colleagues. Lead and manage US influencer strategy and activity.

Note:  The post-holder must be willing to travel and work as part of wider Tourism Ireland US team. This job will involve some travel and unsocial hours including evenings and weekends. 


The Duties – Key Responsibilities & Accountabilities

  • Develop and lead implementation of Tourism Ireland’s US Digital Publicity strategy working closely with New York PR colleagues. This involves managing digital, social and influencer partnerships, creation and distribution of digital and social-first content, identifying new opportunities, and championing digital best practice across all our publicity activities. 
  • Lead on US influencer activity in line with our business objectives and priorities. Identify relevant influencers, negotiate partnerships, organise media trips, ensure integration of influencer content across our owned channels, and evaluate activity.
  • Lead on US Screen Tourism publicity activity; develop and implement plans in close collaboration with New York and Head office colleagues; identify new opportunities and build relationships with key stakeholders including Screen Ireland in LA and Northern Ireland Screen.
  • Manage relationships with existing key media accounts located in Western USA; identify and nurture new accounts that will deliver incremental coverage; lead on publicity activity for identified product areas such as outdoor and soft adventure.
  • Execute the annual programme of publicity activity in Western USA including media events, St. Patrick’s Day, Ministerial visits, digital communications and organising media visits to Ireland. Ensure alignment with national strategy.
  • Act as touchpoint for Failte Ireland, Tourism Northern Ireland and island of Ireland industry partners in relation to all Western USA publicity activity.
  • Work in close collaboration with the Publicity & Communications team in New York including weekly meetings and collaborate with the wider US team to ensure Digital PR, screen tourism and Western USA publicity activity aligns with, and is integrated into, our national programme of activity. Lead and contribute to national projects as required.
  • Leverage San Francisco as the Tech capital of the world to keep on top of emerging trends and new technology; monitor market trends/intelligence and competitor activities for reporting and planning.
  • Ensure all results are input in a timely manner; analyse results using tools and dashboards to make evidence-based decisions and improvements; maximise the use of the KLEAR platform for influencer campaigns.
  • Manage and monitor allocated budgets and adhere to financial procedures.
  • Ensure adherence to the company’s GDPR compliance policies and procedures in respect of your area of work
  • Support and represent Tourism Ireland at events, shows, fam trips and corporate functions as required. This role will involve some unsocial hours and travel. Such other duties as the Company may from time to time reasonably require.


The person



  • A minimum of 3-5 years’ relevant previous experience and track record of achievement in a digital marketing / communications / PR role.
  • Proven experience and track record of achievement dealing with traditional and emerging media and applying new and emerging technologies to marketing and communications campaigns.
  • Strong understanding of US travel media landscape and an established network of relevant Press, Influencer and PR contacts in the Western USA region.
  • Proven experience in event and project management with strong organisational skills.
  • Excellent communication skills both written and oral including an ability to write digital-first content.
  • Budget management skills and demonstrable attention to detail.
  •  Good team player with strong interpersonal skills and a proven ability to manage effective relationships with colleagues and stakeholders.
  • Excellent IT Skills including MS Office.
  • A commitment to Tourism Ireland’s values and evidence of demonstrating these values in practice


-  Respect

-  Collaboration

-  Ownership

-  Creativity



  •  Educated to degree level with a qualification in marketing / communications / business.
  •  Experience in the travel and tourism sector.
  •  Good knowledge of the island of Ireland and its tourism product.



Job Detailstop

Location San Francisco, CA, CA 94104, United States
Annual Salary 66,307.00 - 98,789.00/Yearly
Industry Sectors Other
Function Other

Location Maptop

Contact Informationtop

Contact Name Jennie Devlin
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