Publicity Executive BeNe

Tourism Ireland; Amsterdam; Hybrid; EUR 40,000 - 60,000; Full time

Job summary

Tourism Ireland is looking for a Publicity Executive in Amsterdam to drive publicity efforts in the Netherlands and Belgium. You will spearhead PR campaigns, build relationships with media, and manage PR agencies, ensuring alignment with the Northern European strategy. The ideal candidate has over 3 years of experience in communications, speaks both Dutch and English fluently, and has established relationships within the media landscape. This role may require travel and work outside standard hours.

Qualifications

• 3+ years of relevant professional experience in publicity or communications.
• Strong stakeholder and agency management skills.
• Fluent in Dutch and English; proficiency in French is desirable.

Responsibilities

• Lead the development of publicity plans for the Netherlands and Belgium.
• Manage PR agencies in BeNe, ensuring alignment with strategy.
• Build relationships with key media and content creators.

Job description

Closing Date: 1st May 2026 at 12pm (GMT+1)

About Us

At Tourism Ireland, we market the island of Ireland overseas. We take pride in connecting millions of visitors each year to all the island has to offer. Tourism is an industry supporting over 300,000 jobs across the island of Ireland and it thereby contributes meaningfully to economies and communities. We partner with sister agencies, airlines, ferry companies, accommodation providers, visitor attractions and others to grow the value of tourism, and to provide visitors with an inspiring and unique experience. Set up under the auspices of the Good Friday Agreement, Tourism Ireland plays an important role as a North South body for a key industry on the island of Ireland, serving both Northern Ireland and Ireland.

Role

Tourism Ireland is seeking a dynamic and creative Publicity Executive to help drive operational excellence within the Publicity and Partnerships team in Northern Europe. You will lead the development and implementation of Tourism Ireland’s publicity and communications plans across the Netherlands and Belgium (BeNe), driving strong media relations, impactful PR campaigns, delivering high‑quality coverage that enhances the positive perception of the island of Ireland among Dutch and Belgian consumers. You will build and maintain strong relationships with key press, content creators and media stakeholders, ensuring compelling storytelling and consistent brand messaging.

The role also includes managing the PR agencies in the Netherlands and Belgium, ensuring efficient delivery and full alignment with the Northern European communications strategy, and achieving Tourism Ireland’s BPI targets for publicity activities across Bene.

Note: this role may involve some travel and work outside normal business hours.

Key Results Area

• Plan, devise, and implement publicity and PR activities for the BeNe market in line with the Tourism Brand Ireland guidelines and Tourism Ireland’s marketing strategy, ensuring motivating and high‑impact media coverage for the island of Ireland across all channels. This includes ongoing tracking, reporting, and evaluation of agreed publicity BPI’s for BeNe.
• Develop and deliver innovative PR projects that enhance the image and appeal of the island of Ireland. Identify relevant media trends and opportunities, maximizing the use of emerging channels to strengthen reach and engagement.
• Contribute to the strategic development of the BeNe market by planning, implementing, and evaluating integrated publicity plans, working closely with colleagues and the Manager, Partnerships and Publicity. Ensure full alignment and integration of publicity activity with all other marketing initiatives in the BeNe region.
• Oversee the day‑to‑day management of the PR agencies in the Netherlands and Belgium. In partnership with the Manager, Partnerships & Publicity, set goals, manage briefings, and ensure the delivery of high‑quality outputs. Support annual performance reviews and planning cycles.
• Build and maintain strong relationships with key journalists, media outlets, bloggers, content creators and other relevant stakeholders. Proactively target priority media with compelling stories and innovative initiatives to maximise motivating publicity for the island of Ireland.
• Ensure the effective execution of press trips, media events, and briefings, working collaboratively with colleagues in Dublin, Coleraine, the Mainland Europe strategic lead, Tourism Northern Ireland, and Fáilte Ireland.
• Manage the allocated publicity budget and associated resources to ensure optimal return on investment, in line with company policies and procedures. Oversee cost management, annual budget planning, agency fees, and event budgets.
• Monitor, measure, and report on the success of all publicity activities and BPIs, ensuring clear insights and actionable recommendations.
• Take responsibility for ensuring the management of personal data adheres to the company’s GDPR compliance policies and procedures in Bene.
• Represent Tourism Ireland at relevant industry, media, and corporate events, including press engagements and interviews, acting as an ambassador for the brand in the BeNe market. This role will involve some unsocial hours and travel.
• Such other duties as the Company may from time to time reasonably require.

The Person

The successful candidate will possess the following experience, knowledge and skills competencies and qualifications.

• 3+ years of relevant professional experience in publicity, communications, or a similar field.
• Relevant knowledge of the Dutch and Belgian media landscape, with established relationships.
• Strong stakeholder and agency management skills, with the ability to coordinate, brief and guide external partners to deliver high‑quality outputs.
• Proven proficiency in budget management and effective resource planning.
• Excellent organisational skills with a collaborative, team‑oriented mindset and a commitment to continuous growth.
• High level of initiative, strong organisational discipline, and a hands‑on, solution‑focused approach.
• Exceptional communication and interpersonal skills; persuasive, diplomatic, and confident when engaging with media partners and stakeholders.
• Demonstrated ability to identify and capitalise on emerging media trends or innovative storytelling formats.
• Fluent in Dutch and English (written and spoken); proficiency in French is desirable.
• All employees/candidates are expected to be able to show evidence of demonstrating Tourism Ireland’s values in practice.
• Respect
• Ownership
• Creativity
• Degree in Communications, Public Relations, Tourism or related field
• Knowledge of the island of Ireland and its tourism product.

Tourism Ireland is an equal opportunity employer. We strongly support diversity in the workforce. We are committed to an inclusive, barrier‑free recruitment and selection process and work environment. If you are contacted for a job opportunity, please advise us of any accommodation needed to ensure you have access to a fair and equitable process. Any information received relating to accommodation will be addressed confidentially.