VisitScotland's marketing 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. VisitScotland conducts 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:


Market Strategy and Development Led by Denise Hill, this team is responsible for market strategy and planning, proposition development, aviation and strategic marketing partnerships, trade marketing and internationalisation support, and key in-market programmes internationally.
Global Brand Marketing

Led by Helen Campbell, this team is responsible for brand management and engagement, campaign execution, media management, Consumer PR & events and campaign management.

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.

Director of Marketing – 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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