Associates

Joanna Royle

A tourism marketing specialist, with over 20 years' experience and a strong track record of achieving challenging business growth targets. Joanna has in depth knowledge and experience of strategic planning, brand management, event marketing, campaign management, e-marketing and communications.

Joanna has recently gone into consultancy. She is currently working with a renowned World Heritage Site to develop and deliver a communications strategy for a major event, as well as working on brand strategy and developing marketing campaign plans.

Joanna started her early marketing career working in textiles, engineering and manufacturing, gaining valuable experience across both consumer and business to business markets. She then decided to combine her personal interest in the outdoors with her marketing expertise and joined the Peak District National Park Authority as Business Planning and Marketing Manager. Her responsibilities included leadership and co-ordination of the strategic business planning process, mentoring staff through business planning, development of marketing strategy and delivery of campaigns.

She then went on to join Welcome to Yorkshire (previously Yorkshire Tourist Board), where she rose to become Marketing Director. Joanna served on the Board and was responsible for leading strategic marketing across Yorkshire, ensuring sustainable growth and achieving very challenging targets. She worked closely with the six sub-regional partnerships and her role included strategy development and implementation, marketing planning and segmentation, market intelligence, branding, business tourism and marketing campaigns across all channels, on and off-line. Joanna successfully led the strategic development and brand positioning of Yorkshire, achieving considerable success in increasing both awareness levels and intention to visit. Joanna led her team to develop an effective marketing information system through systematic market research, intelligence gathering and analysis and used this to inform the development of multiple award winning multi-channel marketing campaigns, delivering high returns on investment and measurable increases in brand awareness.

Joanna has represented the English regions at various national level project boards and working groups on a range of strategic projects.

Joanna is a Chartered Marketer with a Post graduate CIM Diploma in Marketing and a Fellow of the Chartered Institute of Marketing.

She was recently invited to contribute a chapter on regional marketing to an academic text book "Managing Regional Tourism," edited by Professor Rhodri Thomas of Leeds Metropolitan University.

Key areas of expertise

Strategy and Action Planning; Destination Marketing; Market Research; Business Tourism; Arts & Heritage; Green & Environmental Matters / Sustainability; Communications Audit / Plans / Campaigns; Media Planning and Implementation.