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Visit Scotland | Alba

Our 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.

The Marketing, Digital and Brand Scotland Directorate is made up of the following teams:

Visitor Marketing 
Led by Helen Campbell, this team is responsible for developing and delivering core market strategies along with appropriate campaign, content execution and consumer PR for our priority markets. This team also works cohesively with strategic market stakeholders and industry partners delivering campaigns, in market events, business development missions and familiarisation trips, maximising in market knowledge and optimising campaign potential.

Digital Development 
Led by Ken Coughlin, the Digital Development team is responsible for the creation of new software solutions and delivery for both the current and future digital landscape of VisitScotland. The team design and develop technical solutions which align with our strategic ambitions, and they support the software development lifecycle to develop critical web integrations for new and pre-existing systems and platforms. The team is comprised of a variety of skilled Java specialists who are responsible for development, to the highest standards, working collaboratively with their digital team colleagues and across the wider organisation.

Digital Programme Management
Reporting directly to Vicki Miller, the Planning team is headed up by the Senior Programme Manager, Rachel Rennie. The team, comprised of project managers, scrum masters and a studio manager, work with all disciplines and cross-department to deliver multi-dimensional digital and IT projects, plus all internally serviced print and design projects. The team is also responsible for supporting the planning and delivery of any transformational projects being delivered on behalf of the organisation and our partners.

Performance Marketing
Led by Mark Irwin, Interim Head of Department, this team enhances our customer’s digital experience through optimising activity on paid platforms, developing strategic indirect partnerships to drive discretionary income, drive advocacy for Scotland through our social media channels, online community and our influencer network, and building relationships to increase customer lifetime value through our annual email programme.

Brand Scotland
Led by Cat Leaver, this team is responsible for working with the cross-agency teams from VisitScotland, Scottish Government, Scottish Enterprise / SDI and Universities Scotland to deliver a strong nation brand via Brand Scotland and the Scotland is Now campaign. Cat leads the digital design and digital experience teams and works with key partners across sectors to ensure collective efforts will stimulate sustainable growth, drive resilience and deliver future prosperity for Scotland.

Director of Marketing and Digital – Vicki Miller

Vicki joined VisitScotland in 2005 after three successful years with Dumfries & Galloway Tourist Board where she held the posts of Head of Marketing & Visitor Services and Acting Chief Executive. Vicki played a key role in the region’s recovery post foot & mouth and delivered a three-year European funded Marketing programme working with local stakeholders. Since then she has held a number of Senior Marketing positions within VisitScotland including Head of Local Marketing, Head of Content Marketing and Head of Customer Experience. Vicki has been instrumental in leading the organisation’s digital transformation programme of work.  Prior to 2001, Vicki had eight years in Senior Marketing roles within the energy and financial services sectors working for Scottish Hydro-Electric and Bank of Scotland.

Vicki is based at:

Ocean Point One
94 Ocean Drive