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As VisitBritain, I use my extensive international strategy and marketing experience to lead both UK and international travel industry stakeholders towards a successful increase in tourism numbers and value to the UK. Relationships with partners in both the public and private sectors help make Britain’s tourism offering more competitive to meet strategic market trends and adjust to emerging market risks.My role has a number of overarching priorities: building clear communications campaigns that respond to international customer motivations, developing effective commercial relationships with global travel sector partners and high-level stakeholders across government, and working with partners in the UK industry to build new product that meets evolving customer needs in international markets. Increased tourism revenues and enhanced trade opportunities have been the measures of success - I am proud that the UK Government’s £23m ‘GREAT’ international tourism marketing campaign, delivered by my team during my time as Marketing Director at VisitBritain, generated £500m in additional economic impact for the UK economy.Managing senior stakeholders and an agenda that combines policy, commercial interests, consumer satisfaction, and the needs of large corporate partners as well as SMEs demands a mix of negotiation, influencing & communication skills, problem-solving abilities, commercial astuteness, and motivational leadership. I have lived and worked in 10 cities on 5 continents, speak 5 languages, and thrive in international, multicultural environments.
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Global Marketing DirectorVisitbritain Apr 2022 - PresentLondon, England, Gb -
Europe DirectorVisitbritain Feb 2017 - Apr 2022London, England, Gb• Senior leadership role at the government-funded national tourism agency working with partners to develop the tourism industry and promote Britain worldwide through marketing & communications activity• Leading VisitBritain’s Europe strategy, ensuring implementation of business and marketing plans, managing and motivating team of 35 across seven European markets• Overall activity budget of £7m, attracting £3m additional funding from the private sector, and delivering £99m in additional economic impact for the UK economy• Won stakeholder approval for new Europe strategy presented to the Board in June 2017 and secured buy in for increases in annual European budget to mitigate risks to UK tourism business from Brexit• Realigned staff and resources across the Europe-wide organisation to deliver a focused strategy and prioritise large-scale commercial partnerships with Expedia, EasyJet, and other travel sector businesses, motivating the European team and key UK tourism stakeholders to respond to the Brexit landscape• Re-positioned key Britain brand destination messages in European markets and re-aligned Europe-wide communications campaign activity and budgets in response to consumer research commissioned after EU referendum result• Drove new UK tourism product to market by changing the focus of Europe B2B team from reactive client relationship to proactive business development
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Interim Marketing DirectorVisitbritain May 2016 - Jan 2017London, England, Gb• Role to lead VisitBritain’s marketing strategy, working in partnership with commercial and government partners• Led, directed and took full accountability reporting into ministers for the UK Government’s £23m ‘GREAT’ international tourism marketing campaign, which generated £500m in additional economic impact• Embedded commercial partners across marketing activity to extend reach to international customers• Managed a complex external stakeholder environment, built positive relationships with senior stakeholders at No10 and other UK Government partners, focused on constructive, collaborative initiatives to reconstitute politically sensitive partnerships with national & regional tourist boards• Developed a new strategy to re-establish VisitBritain in the business events sector following a 5-year absence, secured stakeholder approval and ongoing funding from other UK Government departments, oversaw the set-up of a new team and the roll out of the new strategy • Consolidated the newly restructured marketing division, drove adoption of a process-driven and outcome-focused culture, built strong working links across the business, set up new content unit
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Acting Director Overseas Operations, Trade & CommercialVisitbritain Nov 2015 - Apr 2016London, England, Gb• Reported to the CEO managing 130 staff in 23 locations leading VisitBritain’s international operations and B2B activity with the UK tourism industry, focused on delivering strategy, budget management and efficiencies• Oversaw commercial operations including e-commerce retail sales with a turnover of over £21 million• Increased the UK tourism product sold overseas by tourism suppliers to international buyers through a range of overseas events and initiatives• Led planning & implementation of a restructure of VisitBritain’s international operations as part of a wider corporate reorganisation, reallocating resources to fit the corporate priorities of the new CEO
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Head Of Overseas OperationsVisitbritain May 2012 - Oct 2015London, England, GbAchievements & Responsibilities• Concurrently led two major international business development programmes including VisitBritain’s operations in over 20 international markets• Restructured UK tourism’s Asia operations, set up a new hub office in Dubai, established a bespoke regional operation for the China market, recruited key senior international positions for operations in Brazil, India, Japan and the Gulf, negotiated international co-location agreements with the Foreign & Commonwealth Office
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Project Director ChinaVisitbritain Nov 2012 - Mar 2015London, England, GbAchievements & Responsibilities• Concurrently led two major international business development programmes including a specific remit to boost tourism from China• Seconded to the British Embassy in Beijing to develop a 3-year strategy to maximise the potential of the China market for tourism-led trade expansion, provided direction & clarity to stakeholders on strategy for China, moved senior UK government stakeholders in China from being sceptical of VisitBritain’s ability to deliver the tourism agenda to overwhelmingly backing plans to develop the China market• Led the award-winning ‘GREAT Names for GREAT Britain’ marketing campaign from inception to delivery, raised awareness of Britain as a tourism destination in China and engaged tourism businesses in the UK with market opportunity in China - the campaign won 3 awards at the Cannes Lions d’Or, including a Gold award in the travel industry category
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Manager Latin AmericaVisitbritain Apr 2009 - Apr 2012London, England, GbAchievements & Responsibilities• Led the development and implementation of the Latin America strategy, championed the introduction of consumer marketing, ensured the organisation achieved its targets• Increased return on investment from consumer marketing campaigns delivered with partners (eg British Airways)• Built a high-performing team in São Paulo, handled recruitment and dismissals, implemented government funding cuts in 2011 with the closure of operations in Mexico
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2012 Games Strategy ManagerVisitbritain Oct 2008 - Mar 2009London, England, Gb• Developed Britain’s international tourism strategy for the London 2012 Olympic & Paralympic Games, led input into the government’s tourism strategy and delivery of Games strategy to internal stakeholders
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Senior Executive, 2012 MarketingVisitbritain Apr 2007 - Sep 2008London, England, Gb• Co-ordinated internal network support for the strategy to maximise the benefits of the 2012 Games
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Project Executive, Ceo'S OfficeVisitbritain Feb 2006 - Mar 2007London, England, Gb• Worked on special strategic projects, research, briefings, speeches & presentations for the CEO
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Product Development ExecutiveEurowelcome Latin Travel Sep 2003 - Jan 2006• Identified prospects to develop tour operator business in new markets in South America.
Robin Johnson Skills
Robin Johnson Education Details
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University Of CambridgeModern & Medieval Languages (Spanish & Italian) -
Winchester College
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Cim | The Chartered Institute Of MarketingProfessional Certificate In Marketing
Frequently Asked Questions about Robin Johnson
What company does Robin Johnson work for?
Robin Johnson works for Visitbritain
What is Robin Johnson's role at the current company?
Robin Johnson's current role is Global Marketing Director at VisitBritain.
What is Robin Johnson's email address?
Robin Johnson's email address is rp****@****ail.com
What is Robin Johnson's direct phone number?
Robin Johnson's direct phone number is +4420757*****
What schools did Robin Johnson attend?
Robin Johnson attended University Of Cambridge, Winchester College, Cim | The Chartered Institute Of Marketing.
What skills is Robin Johnson known for?
Robin Johnson has skills like Marketing Strategy, Tourism, Strategy, Marketing Communications, Event Management, Marketing, Management, Marketing Management, Online Marketing, Public Relations, Digital Marketing, Business Planning.
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