Marketing, Digital and Brand Scotland


VisitScotland's Marketing, Digital and Brand Scotland directorate looks after the needs of our visitors at every stage of their journey and works towards connecting the visitor with memorable and unique experiences. We conduct a lot of research to find out what attracts visitors to Scotland. This then shapes how we promote what we have to offer through our marketing. When visitors arrive, we provide information and inspiration that matches the experience they are looking to have. Finally, we find ways to keep in touch and remind visitors to come back again.


There are four departments in Marketing, Digital and Brand Scotland:


Visitor Marketing

Led by Helen Campbell, this team is responsible for delivering marketing strategy, consumer events and PR, campaign execution, business development missions and familiarisation trips.

Content, Design and Delivery Led by Vicki Miller, this team is responsible for content planning, development and publishing, digital design, digital product development and regional partnership marketing.
Performance Marketing Led by Leanne Mallon, this team is responsible for digital experience and optimisation, social media and community, search engine marketing, digital acquisition and relationship marketing.
Brand Scotland

This team is responsible for working with the Scottish Government and other agencies on Brand Scotland. The collective group of partners ensure collective efforts will stimulate increasing amounts of export-led growth for Scotland.

Director of Marketing, Digital and Brand Scotland – Charlie Smith


Charlie Smith joined VisitScotland in 2014 following 15 successful years working across marketing, sales and product management for large businesses such as BT, Orange, Vodafone, the Royal Bank of Scotland and OVO Energy.


Charlie, who is originally from Edinburgh, also takes a keen interest in Social Enterprises and is a Non-Executive Director of SportInspired, an organisation that aims to boost activity levels, confidence and life skills of young people across the UK and Ireland, through sport.


PDF document Declaration of Interests - Charlie Smith (size 396 kb)


Charlie is based at:


Ocean Point One

94 Ocean Drive



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