Chief Executive Officer Visit JerseyCandidate Brief

IntroductionVisit Jersey was established in 2014 to replace Jersey Tourism, the government department, as an independent and more dynamic body responsible for the promotion of tourism to and in Jersey, reversing the decline that was taking place.

Visit Jersey’s ambitious vision is to attract 1m visitors generating £500m spend by 2030. Visit Jersey’s first Chief Executive (CEO) will be retiring in the summer of 2020 and the Board is now seeking his replacement to build on the outstanding groundwork and success of the first five years of Visit Jersey’s work.

Visit Jersey’s MissionOur role is to promote tourism to and within Jersey in an innovative, economic and efficient way, delivering on our vision of a vibrant and sustainable tourism industry.

Visit Jersey has a strong foundation with a motivated and passionate team and the support of the Minister for Economic Development, Tourism Sport and Culture (EDTSC). However, the 2030 ambition is bold and is predicated on Visit Jersey delivering ever-more effective marketing campaigns, sustainable access to the island and dynamic partnerships with stakeholders and trade partners so as to develop the products and market penetration to attract new audiences as well as to nurture repeat visitors.

2012 2013 2014 2015 2016 2017 2018 2020 2030

330,000 326,000 338,000 347,000 356,000

418,000 415,000438,000

600,000 292,000

45,20020,600 15,200 5,800 4,700 18,500

UK France Guernsey Germany Ireland Netherlands All others

Annual change in the number of staying leisure visits Total visitors by markets

About JerseyJersey is one of the Channel Islands situated in the English Channel some 19 miles from the French mainland and 100 miles from the south coast of Britain. It is world famous for its agricultural products (dairy and Jersey Royal potatoes) and is well known as a reputable and well-regulated financial centre. Jersey is independently governed with its own States Assembly comprising 49 elected politicians.

Tourism accounts for approximately 8% of the Jersey economy; it also provides many other benefits to the local community beyond its economic contribution. These benefits include availability of numerous air links across the UK mainland, a number of regular services to Europe and sea links with Poole and St Malo. Tourism also supports many cultural attractions such as the world famous Jersey Zoo established by Gerald Durrell.

Relationship between Visit Jersey and the Minister for Economic Development

A key objective of Government is to create a sustainable, vibrant economy and skilled workforce for the future. They are the principal funder of Visit Jersey and provided a grant of £4.9 million in 2019 to support the mission of Visit Jersey, subject to comprehensive performance targets and governance. Visit Jersey maintains a close working relationship with the Department for Economic Development, Tourism, Sport & Culture (EDTSC) and provides regular updates to the Minister and his colleagues.

The Jersey Appointments Commission will supervise the appointment of this role.

Role Specification

The Board is seeking to recruit the CEO’s replacement with a view to him or her joining Visit Jersey in July 2020 for a period of five years. Candidates may already be resident in Jersey or live elsewhere.

Principal Accountabilities

The CEO reports directly to Visit Jersey’s Board of independent directors and advises the Minister for Economic Development, Tourism Sport and Culture and government on all aspects of the development, value and impact of tourism.

Key Accountabilities

■ To further develop and implement the Visit Jersey Business Plan to ensure Jersey is a compelling destination of choice for visitors from existing and new markets worldwide

■ To ensure that Visit Jersey’s organisational structure, staff, agencies and operational systems are dynamic and effective in delivering positive and measurable results

■ To monitor the performance of Visit Jersey to ensure it is meeting its strategic objectives, provide supporting information to demonstrate achievements and adapt plans as and when required/beneficial in the light of experience, market shifts and global events

■ To ensure that corporate governance requirements are met and that Visit Jersey is financially and legislatively compliant

■ Responsibility for Visit Jersey’s accounting function and all financial planning and reporting

■ To lead, motivate, empower and resource the Visit Jersey executive team to ensure they are appropriately qualified and supported with effective monitoring and development

■ To ensure the Chair and Board are kept informed of developments on initiatives contained within the Jersey Destination Plan and annual Business Plans and recommend courses of action to ensure successful delivery

■ To develop, leverage and maintain industry contacts to maximise effective market and product developments and identify strategies to ensure the interests of Jersey’s visitor economy are both safeguarded and vigorously promoted

■ Maintain up to date market intelligence about tourism and other developments locally and further afield which may affect Jersey’s visitor economy – positively and negatively – and develop strategies in response

■ Act as Jersey’s lead ambassador for tourism on-island and further afield

Key Experience

■ A proven creative marketeer with broad experience and a demonstrable flair for success

■ Evidence of the successful development, implementation and evaluation of a dynamic strategic plan within the travel and tourism industry. This could be for a destination/s but experience in the private sector (a tour operator, airline or OTA for example) is a distinct advantage

■ A broad range of contacts amongst diverse travel networks in the UK and overseas is an advantage

■ Evidence of reporting to and successfully working as a director and reporting to a board of independent directors

■ Evidence of leveraging public and private sector partnerships

■ A proven track record in and passion for actively developing a small but dynamic team. The Visit Jersey team numbers 16 (including some part-time roles)

■ Evidence of and commitment to exemplary corporate governance

■ Evidence of monetising destination marketing is an advantage

Key Personal Qualities

■ A dynamic, credible and inspiring leader who can quickly earn respect as the leading ambassador and catalyst for the continued growth of Jersey’s tourism sector

■ A clear communicator, with experience working with the media, and a good listener

■ An inspiring and engaging team leader with a flair for innovation

■ A robust character with the resilience and necessary diplomatic skills to be able to work in a high profile role and to deal with evolving island politics

■ The ability to fit in quickly in a thriving and vibrant island community

■ An understanding of the broader values and benefits of tourism to destinations and the accountability of a publically-funded body

Qualifications

Educated to degree level (not necessarily in marketing or tourism but preferred).

Executive Assistance to CEOPart Time (PT)

Analytics & Evaluation Executive

Head of Corporate Services

Book Keeper PT

Chief Executive O�cer

Head of Marketing Head of Trade UK BasedHead of Product

Product Executive Experiences

Product Executive Accommodation

Product Executive Events

DigitalExecutive

MarketingManager

PR Executive PT

PR Executive PT

CampaignExecutive

Visit Jersey Limited Organisation Chart

Living and Working in Jersey

The post of CEO of Visit Jersey is open to residents of Jersey and non-residents alike. For candidates who do not currently reside in Jersey, it is important to consider the wonderful appeal of life on our small island and, at the same time, the realities of holding a senior and highly visible role with a significant level of local interest.

Jersey is the largest of the Channel Islands with just 45 (beautiful) square miles of great natural beauty from its spectacular coastline and world-class beaches to its verdant interior and rich heritage.

As in any senior role in the tourism industry, this is not a ‘9 to 5’ role but there is an enviable work-life balance to be experienced in Jersey which is hugely attractive. You can go from office to beach or bike ride within minutes and the leisure activities, restaurants, attractions and events which are so appealing to our visitors are equally available to those who live on the island.

The successful candidate can expect:-

■ a competitive salary (with 20% tax rate)■ performance-related bonus■ private healthcare ■ 10% pension contribution (cash)■ relocation package■ 28 days annual leave

Candidates should be aware that accommodation is not provided – for the successful candidate who is currently living off-island, advice will be given. In the event that the successful candidate does not hold Jersey Housing Qualifications a special licence can be obtained which give the candidate housing qualifications for the period of his or her employment, including the right to purchase or lease property in Jersey.

Online resources

■ Visit Jersey■ Visit Jersey Business■ Locate Jersey■ Department of Economic Development, Tourism, Sport & Culture

Kristina Wallen Group Managing Director, HARP Wallen Global Executive Recruitment & Search

E: harpwallen@harpwallen.com T: +44 (0) 20 7112 9055