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Visit Scotland | Alba

The Marketing & Digital Directorate plays a key role in delivering our responsible tourism ambition with a strategic focus on inclusive and sustainable growth. Through a data and insight led approach, we ensure that Scotland is discoverable in key markets and in the channels visitors are using for travel inspiration, planning and booking.

Key priorities include:

  • Regional and seasonal visitor spread to generate a positive impact in communities and destinations across Scotland working collaboratively with industry stakeholders.

  • Inspiring and influencing visitors to make responsible choices

  • Ensuring diversity and inclusion across all our platforms and activities.

  • Promoting the natural and cultural heritage of Scotland and the protection of it for future generations.

The Directorate is made up of the following teams:

Brand and Global Marketing

Led by Cat Leaver, this department is responsible for providing strategic leadership and innovation across all elements of brand identity, creative and marketing delivery. The department consists of four teams Design, Multimedia, Global Marketing and PR. Each team plays a pivotal role in driving responsible growth of the visitor economy through guardianship of our destination brand, close working with industry and sectors, and our associated marketing activation, including partnership marketing activity for both business to consumer (B2C) and business to business (B2B) audiences.

Through collaboration and application of their expertise, the teams also facilitate delivery of a portfolio of strategic projects and programmes across all areas of VisitScotland and with wider strategic partners. Including leading on our involvement in the Brand Scotland partnership.

Digital Delivery

Led by Stuart Lewis, this department consists of specialist technical teams covering the complete software development lifecycle. Supported by UX, Solutions Architecture, Project & Programme Management and Web Operations teams.

Working in cross-functional Agile teams within the Scrum methodology. This department delivers a portfolio of strategic digital programmes across VisitScotland. Including the flagship websites and Along with marketing, data, events, and business process improvement projects.

Market Development and Intermediary Marketing

Led by Denise Hill, this department focuses on ensuring that demand for Scotland is converted. Making sure visitors are able to find the products and experiences they are looking for via the booking channels they prefer and trust. Around half of visitors across our key markets use travel intermediaries to book some or all of their travel. So developing the offering of those intermediaries, who can best position and sell Scotland to these target audiences is key.

Developing the product of the future and helping Scottish tourism businesses to be travel trade ready and to internationalise is also a critical focus of the department. Understanding the product and booking needs of the consumer now and, with industry. Continuing to evolve that product fit. We work to grow Scotland’s share of the global travel market and ensure our offering meets the needs of the evolving consumer.

Working in partnership with stakeholders in market to gain vital insights into both current and future demand. We work with VisitBritain, Scottish Government, SDI and, of course, with the optimal intermediary mix for each market, be that DMCs, wholesalers, tour operators and travel consultants. Partnerships also include our work with airlines and ferry partners to ensure access is maintained and capacity further developed to support growth from current and future markets.

Performance Marketing

Led by Leanne Mallon, this department is formed of digital and data marketing experts across Content, Social Media & Influencer Marketing, Performance Media, Search Engine Optimisation, Email Marketing and Marketing Automation.

The teams are responsible for the planning, delivery, optimisation and performance of our global owned and earned digital channels. The department delivers a programme of continuous marketing activity, creating integrated visitor journeys to build engagement and advocacy.

Director of Marketing – 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 also been instrumental in leading the organisation’s digital transformation programme of work.

On 1 November 2019 Vicki was appointed as VisitScotland’s Director of Marketing & Digital, having undertaken interim responsibility for the role for 15 months.

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:

First Floor
Pullar House
35 Kinnoull Street


Vicki Miller's Register of Interests

Published March 2022