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:
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.
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.
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 – 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