General Manager - B2C Tourism Business (Travel/Tourism)

Black Pen Recruitment; Johannesburg; Hybrid; ZAR 800 000 - 1 200 000; Full time

Job summary

A leading recruitment agency is looking for a General Manager to spearhead a new B2C tourism brand. This role requires a background in tourism and digital marketing, overseeing brand strategy and customer engagement. The ideal candidate will have substantial management experience, adept leadership skills, and a proven ability to scale digital businesses. The position is hybrid, based in Johannesburg, offering an opportunity to lead a high-performing team in a dynamic environment.

Qualifications

• Minimum of 8-10 years in a senior management role in tourism, digital marketing, and e-commerce.
• Proven track record in scaling a digital B2C business.
• Experience in leading teams to deliver outstanding customer service.

Responsibilities

• Develop and execute a comprehensive business strategy for a B2C tourism brand.
• Lead cross-functional teams to achieve KPIs and business objectives.
• Recruit and build a skilled team of travel consultants.

Skills

Digital marketing channels knowledge

Leadership

Analytical skills

Team management

E-commerce platforms proficiency

Customer focus

Strategic thinking

Adaptability

Education

Bachelor's degree in business, Marketing, or Tourism

MBA or relevant postgraduate qualification

Tools

Google Analytics

CRM platforms

Job description

Our client is Southern Africa's leading integrated tourism group, operating businesses which range from travel management companies, hotels, lodges and restaurants to craft, curio and jewellery shops and foreign exchange bureaux. They are driven by a commitment to exceptional quality, service and value; its people-centred business philosophy; the development of mutually rewarding partnerships; constant innovation; and world-class technology.

Role Overview

Our client is launching a new B2C tourism brand aimed at establishing a strong presence in the digital travel market. They are seeking a General Manager with a proven background in tourism, digital marketing, and e-commerce to lead this division. This role will involve overseeing brand strategy, customer engagement, digital growth, and the recruitment and management of a high-performing team of travel consultants to deliver an exceptional customer journey.

Job Location: Bryanston

Job Type: Full-time

Workplace: Hybrid

Requirements

• Education: Bachelor’s degree in business, Marketing, Tourism, or related field. MBA or relevant postgraduate qualification is advantageous.
• Experience: Minimum of 8-10 years in a senior management role in tourism, digital marketing, and e-commerce, with a proven track record in scaling a digital B2C business.
• Strong understanding of digital marketing channels and e-commerce platforms.
• Experience in leading and motivating a team of travel consultants to deliver outstanding customer service.
• Data-driven with excellent analytical skills and proficiency in digital marketing metrics, Google Analytics, and CRM platforms.
• Exceptional leadership, communication, and team management skills.
• Knowledge of the tourism industry, with an understanding of consumer trends and competitive dynamics.
• Strategic Thinking: Ability to develop and execute a high-impact business strategy.
• Customer Focus: Prioritize customer experience and improve conversion rates.
• Leadership: Ability to recruit, build, and inspire a high-performing team.
• Adaptability: Ability to pivot and adapt to market changes and trends.

Responsibilities

Strategic Leadership

• Develop and execute a comprehensive business strategy for the B2C tourism brand to position it as a market leader.
• Lead cross-functional teams to achieve KPIs and business objectives.
• Establish and nurture partnerships and alliances within the tourism industry to enhance brand presence and credibility.

Team Leadership and Recruitment

• Recruit and build a team of skilled travel consultants, both local and international, to service customers with tailored, high-quality travel experiences.
• Provide training, mentorship, and leadership to the team to ensure best-in-class service standards and a seamless customer journey.
• Develop a customer-centric team culture that emphasizes service excellence and responsiveness to client needs.

Digital Marketing & E-Commerce

• Oversee digital marketing strategy, including SEO, SEM, content marketing, and social media, to drive online traffic and maximize conversions.
• Work closely with the digital agency to ensure effective customer acquisition and retention strategies.
• Develop an e-commerce roadmap that aligns with the brand’s goals and leverages analytics to drive growth.

Operations and Financial Management

• Oversee day-to-day operations, including budgeting, forecasting, and financial reporting, ensuring profitability.
• Implement data-driven decision-making processes to refine marketing tactics, optimize the customer journey, and enhance operational efficiency.
• Ensure effective CRM and reservation systems are in place to provide a seamless booking experience and optimize customer relationship management.

Customer Experience and Brand Development

• Lead brand-building initiatives that emphasize customer engagement and foster brand loyalty.
• Drive a customer-centric approach by improving the user journey across all digital touchpoints.
• Track and analyze customer feedback and behavior to adapt offerings and increase satisfaction.

Strategic Growth & Business Development

• Identify and capitalize on new market opportunities, partnerships, and products. Analyse market trends and customer behaviour to adjust marketing efforts and stay competitive.