Meet Jackie Martins, Butlins

Jackie Martins is sales and marketing director for Butlins

Jackie Martins, sales and marketing director, Butlins
Jackie Martins, sales and marketing director, Butlins

What's your job title?

Sales and marketing director.


Brand controlled?

Butlins.


What are your main priorities over the next 12 months?

Looking after my team and our guests - then I know we'll be successful. Plus, Butlins is 75 years old in 2011, so we're doing a lot of planning for that. Do I feel the weight of history on my shoulders? Absolutely.


Agencies used?

Zed Media for press, TV, inserts and online display, Lakestar for other digital work, and we are lucky enough to have a fabulous in-house team for our creative work.


Has the recession had an impact on your ad campaigns?

It certainly had an impact on our guests, especially at the start of the year, and changed the shape of our advertising plan. Media that was previously declining in responsiveness came into its own.


How is Butlins using the media to position itself?

Mums are the biggest influence on researching and booking a holiday, so we're using all sorts of media tools, advertising, PR, social networks and new product development to appeal to them.

 

When is your next advertising push?

January and February remain an important time for the travel industry and that's our main focus.


How has your career background prepared you for your current job?

I spent many years at Turner Broadcasting (now part of Time Warner) working with some wonderfully creative people. Coupled with that, my time at Virgin Media included working with huge sales teams on both door-to-door and telesales, so I know all about "the numbers" and what it takes to bring in the business. Both skills are hugely important at Butlins.  


If you could get just one message out to media agencies what would it be?

Take time to build trusting relationships with your clients - you are part of their team. And cut down on the number of charts.

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