Robin Johnson

Global Marketing Director

Robin leads our global marketing division, shaping our England and Britain marketing strategies and leading the delivery of our campaigns to ensure that we are meeting our objectives and those of our partners. In addition content creation and distribution, digital and social media, PR, brand

About the Marketing division

Working as a key partner on the GREAT Britain campaign – both internationally and domestically – our work boosts Britain’s appeal as a tourism destination, improving its ranking in the eyes of international travellers, and increasing visitor spending in all parts of Britain. This is supported through our work with global brands such as the FA Premier League and film-makers on brand partnership campaigns.

Digital is at the heart of our marketing, with a focus on content creation, curation and distribution for England and Britain. Not only is our content is distributed through, and our dedicated social media channels for Britain and England to inspire visitors to travel to destinations and regions all over Britain and England, but we also have a robust strategy to ensure that our content is where potential visitors are making their holiday decisions. 

Supporting our overseas PR network, we provide central resources for international journalists, including an online media centre which includes regularly updated, copyright-free features and previews about new developments, attractions, events, anniversaries and accommodation throughout the UK. 

Robin's biography

Robin joined us in 2006 and has worked across a number of strategic roles both in the UK and internationally.

Most recently Robin was Europe Director Interim Marketing Director leading the tourism strand of the UK Government’s global GREAT Britain campaign and Interim Director for Commercial, Trade & Overseas Network running our international network of 95 staff across 23 locations, our retail operations and our B2B activity around the world. Prior to that he was Head of Overseas Operations and Project Director China leading the development and implementation of Britain’s tourism strategy in the high profile and competitive China market. This included the award-winning ‘GREAT Names for GREAT Britain’ China marketing campaign, which won Gold at the Cannes Lions d’Or in 2015.

Robin has also held roles for us in São Paulo leading on strategy and activity across Latin America, and in London working on the development and implementation of our strategy to maximise the UK tourism opportunities of the London 2012 Olympic and Paralympic Games.

He was appointed Global Marketing Director in January 2023 to lead and deliver innovative marketing campaigns, build on our relationship with GREAT and industry collaboration.


Other Team Members

Serena Jacobs

Finance Director

Portrait of Andrew Stokes

Andrew Stokes

England Director

Saul Batzofin, Interim Transformation Director

Saul Batzofin

Interim Transformation Director

Portrait of Gavin Landry

Gavin Landry

International Director

Louise Bryce, Partnerships Director

Louise Bryce

interim Partnerships Director

Women with short blonde hair, wearing patterned dress

Debra Lang

Professional Services Director

Portrait of Patricia Yates, lady with blond hair in dark suir

Patricia Yates

Chief Executive