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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:

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 & Customer Experience
Led by Leanne Mallon, this team is responsible for the digital experience and performance across earned and owned digital channels, and building relationships to increase customer lifetime value. The Digital Development team lead on developing technical solutions to support and deliver VisitScotland's digital portfolio. The Planning team work cross-department to deliver multi-dimensional digital, design and IT projects, leading the planning and delivery of key transformational projects being delivered on behalf of the organisation and our partners.

Brand Scotland
Led by Jordan Hewitt (maternity cover for 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. Jordan 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.

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.

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:

VisitScotland
Ocean Point One
94 Ocean Drive
Edinburgh
EH6 6JH