Collaboration is key – new Marketing Manchester boss tells business community

Victoria Braddock, the new managing director of Marketing Manchester, the official place promotion agency for Greater Manchester, wants the business community to work even more closely with her team to bring more conferences and events to the city.

She also told TheBusinessDesk.com that there’s a subtle change in how the city region will promote itself all year round, including at MIPIM, but at other property events too. 

Her promotion to the top job comes after 20 years of service at Marketing Manchester, where she started in the Visitor Information Centre and included brand development manager, head of marketing, and most recently as director of strategic partnerships and marketing.

“For me, the most important part of what we do at Marketing Manchester is that collaboration between the private and public sectors. Developing closer relationships is fundamental to what I want to do. 

“Obviously we’re very connected to the visitor economy and we partner closely with MIDAS, Manchester’s inward investment agency and do their marketing strategy, but getting closer still to the business community will elevate that work to another level,” she told TheBusinessDesk.com.

Although work such as attracting sporting events to the city is a highly visible part of the job, she also works with leading academics on attracting scientific conferences and specialist events. 

She also said having a high-profile political Mayor has made an enormous difference to the kind of access to decision makers internationally.

“The Mayoral model is something that people are used to wherever you go in the world. Andy helps us to get right to the top with our relationships and that really elevates what we can do.”

Central to the marketing of the city region internationally is MIPIM, held every March in Cannes, France, which her team organise Manchester’s presence at.

She says the approach will change with a more strategic year-round approach anchored around four key events   – MIPIM, London Real Estate Forum, Expo Real in Munich and UK REiiF, held so far in Leeds.

“Working all year round allows us to be consistent with our messaging, we want to talk to these audiences with a regular drumbeat, it will reinforce stronger relationships,” she said.

As part of The Growth Company, she will lead Marketing Manchester as the Destination Management Organisation for Greater Manchester, which includes the brands Visit Manchester, Manchester Convention Bureau and Sports Bidding Unit, and the Manchester Invest Partnership; focused on raising the profile of the city- region nationally and internationally as a place to visit, meet, study, and invest.

During her time at Marketing Manchester, she has supported the growth of the city-region and its position as the UK’s global gateway to the North; navigated the difficulties of the pandemic; and has developed major campaigns and initiatives to take Greater Manchester to the world.

Alongside her work at Marketing Manchester, she’s also a trustee of Empower Youth Zones and member of the Regional Advisory Group for the National Trust in the North.

She added: “For over 20 years I have been passionate about promoting this city-region and have relished seeing it grow in strength over the years.

“The coming years will be filled with opportunities to take our work to a wider national and international audience, and I’m excited to set out my vision and work with my fantastic colleagues, partners and stakeholders to showcase the region as a leading destination.”

She starts her new role on the 23rd of November and her appointment follows an extensive external recruitment process after the resignation of Sheona Southern, who will leave Marketing Manchester in late November after eight years as managing director.