Area Director Europe

Aruba Tourism Authority (ATA); Den Haag; Hybrid; EUR 120,000 - 180,000; Full time

Job summary

The Aruba Tourism Authority (ATA) European Office in The Hague invites applications for Area Director. You will lead the development and execution of the European marketing strategy and represent Aruba in Europe.

As a senior leader, you will manage budgets, guide a regional team, and collaborate with HQ to align strategies. Fluent in English and Dutch; Spanish required. The role is full-time in the Netherlands with a competitive salary and benefits.

Qualifications

• Bachelor’s degree in Marketing or Business, Tourism focus preferred.
• 10+ years senior management experience in sales/marketing, tourism/hospitality preferred.
• Financial and budget management expertise.
• Strong knowledge of the European market, trends in travel.
• Strong communication, presentation and networking skills.
• Fluent in English and Dutch; Spanish required; German/Italian preferred.
• Excellent leadership, negotiation, and relationship-building abilities.
• Strong project management and organizational skills.
• Analytical mindset with problem-solving ability.

Responsibilities

• Develops and revises the European marketing strategy aligned with ATA's global direction.
• Leads sales and marketing plan development and activity execution.
• Manages annual marketing and operating budgets for Europe and reports on usage.
• Oversees brand communications, messaging, campaigns, and promo activities in Europe.
• Represents Aruba at trade shows, conventions, roadshows, and events.
• Builds strategic relationships with island stakeholders, airlines, tour operators, media, and associations.
• Manages contracts and SLAs with agency partners, media, PR, research, and digital agencies.
• Ensures reporting on marketing initiatives, research data, travel trends, and Aruba's positioning.
• Directs and coaches the European team; sets priorities and conducts evaluations.
• Contributes input to ATA’s Multi-Annual Corporate Strategy; aligns with HQ.
• Drafts annual reports; responsible for financial planning and compliance with labor laws.
• Maintains positive team morale and supports organizational objectives.

Skills

Leadership experience

Budget management

Strategic marketing

Digital & social media

Analytical skills

Negotiation

Communication & networking

Project management

Team coaching

English & Dutch proficiency

Education

Bachelor’s degree in Marketing or Business

Job description

The European Office falls under the Marketing unit and is responsible for developing and executing all marketing, sales, and communication strategies, policies, and plans for the A.T.A. and the Aruba brand, as well as representing Aruba in the European market.

We are looking for an Area Director for our Europe Office based in The Netherlands. The Area Director is a senior leader within the European team of professionals, responsible for the development and execution of the marketing strategy in the European market, the representation of the A.T.A. in Europe, and the management and coordination of the regional office. The Area Director reports directly to the CMO and plays a critical role in positioning Aruba as a premier and sustainable destination within the region.

The responsibilities are:

• Develops, implements, evaluates and revises the marketing strategy for the European market in line with ATA’s global strategic direction;
• Provides leadership and direction in the development of sales and marketing plans and activities;
• Manages the annual marketing and operating budgets for the European office, ensuring accountability and reporting on utilization;
• Oversees the development of brand communication strategies, messaging, creative campaigns, marketing, promotional and sales activities in Europe;
• Represents Aruba at key trade shows, conventions, roadshows, fairs, and other promotional events;
• Builds and maintains strategic relationships with island stakeholders, airlines, tour operators, travel agencies, media representatives, and professional organizations across Europe;
• Manages, evaluates and negotiates relationships, contracts, and SLA’s with agency partners, media, PR, research, and digital agencies;
• Ensures accurate reporting on marketing initiatives, research data, travel trends, and the positioning of Aruba in the European market;
• Directs, motivates and coaches the European team; sets priorities, conducts performance evaluations, and supports professional development;
• Provides input to ATA’s Multi-Annual Corporate Strategy and collaborates closely with HQ colleagues to ensure alignment of strategies;
• Drafts annual reports, oversees the financial planning and control cycle, and is accountable for compliance with local labor laws and regulations;
• Ensures positive team morale and contributes to the wider organizational objectives of the A.T.A.

The qualities we are looking for are:

• Bachelor’s degree in the field of Marketing or Business, preferably with a specialization in the area of Tourism Management, with additional courses and trainings;
• Minimum of 10 years’ relevant senior management experience in the development and execution of sales and marketing strategies, preferably within the tourism or hospitality sector;
• Proven expertise in financial and budget management;
• Strong knowledge of the European market, business environment, and travel trends;
• Skilled in developing strategic marketing strategies, with a deep understanding of digital and social media platforms;
• Strong analytical skills: able to assess data, identify challenges and opportunities, and translate insights into actions;
• Excellent communication, presentation, and networking skills; strong negotiator and relationship builder;
• Demonstrated leadership skills: experience managing, motivating and coaching a team;
• Proficient in English and Dutch (written and verbal); Spanish is required; German and/or Italian preferred;
• Strong project management and organizational skills; team-oriented and collaborative;
• Analytical and problem-solving skills;
• Negotiation skills and ability to build consensus;
• Excellent communication, presentation and networking abilities;
• Project management and organizational skills;
• Strong financial insight and budget management capabilities;
• Ability to motivate, coach and manage staff effectively;
• Team oriented and collaborative approach.

We offer:

• A full-time position (40 working hours) at location The Hague, flexible working conditions, a competitive salaryandbenefits.