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Visit Scotland | Alba

Our Marketing & Digital 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 Directorate is made up of the following teams:

Brand and Content
Led by Cat Leaver, this department is responsible for the planning, development and delivery of VisitScotland’s brand, creative, content, partnership marketing, visitor experience touch points and digital user experience (UX) output to support the needs of the organisation and our pan-agency marketing projects. 

As the guardians of Scotland’s destination brand, the teams ensure that all our creative content and campaign outputs are consistent and aligned to its values, essence, and attributes. VisitScotland’s participation in the cross-agency Brand Scotland collaboration is led by this department, providing strategic and operational support for the delivery of the national brand programme of work.

Digital Delivery
Led by Stuart Lewis, the Digital Delivery department is made up of specialist technical teams covering the complete software development lifecycle supported by project and programme management and web operations teams. The department facilitates the delivery of a portfolio of strategic digital programmes for all areas of VisitScotland, including our corporate and consumer websites, along with marketing, data, events, and business process improvement projects.

Market Development and Intermediary Marketing
Led by Helen Campbell, this team is driven by both data and insight, establishing the investment focus for the territories, identifying the markets and specific market regions, segments and propositions for prioritisation in order to deliver the best return for Scottish tourism, as well as using data-focused insights to establish the most effective communications channels, including consumer PR.  

Stakeholder management is integral to the success of our approach and therefore team responsibility includes stakeholder management to leverage buy in across agencies including VisitBritain, Scottish Government, local industry destinations / local authorities and includes responsibility for developing our Global Partnership strategy and approach to identify the optimum partners by market.

Performance Marketing
Led by Leanne Mallon, this department is formed of digital and data marketing experts across Social Media, Performance Media, Search Engine Optimisation, Email Marketing and Marketing Automation, who are responsible for the performance, optimisation and engagement across our global earned and owned digital channels. The department delivers a programme of continuous marketing activity, creating integrated visitor journeys to build advocacy and retention to increase customer lifetime value.

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, having held the interim role for 15 months while the previous Director of Marketing was on secondment to Scottish Enterprise.  

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

Vicki Miller's Register of Interests

Published March 2022