Head of Marketing
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Key skills for this role
About the Role
Plan and execute integrated marketing campaigns, manage brand strategy, and develop partnerships to drive revenue and attendance while ensuring compliance with IP regulations.
Key Skills for This Role
Full Job Posting
Marketing, Campaign, IP Management
- Plan and execute communications and marketing campaigns across all channels (owned, earned, paid) with a key focus on achieving positive return on investment against campaign spend. Work alongside the Head of Creative Services to curate a full roll-out/adaptation of the creative across all mediums, ensuring each execution meets the creative objectives and all assets delivered on time.
- Ensure high quality and consistency across all communication channels with a 360 integrated approach to delivering marketing campaigns with the objective of meeting assigned business outcomes: primarily to drive positive attendance, revenue and per cap targets
- Develop the strategy for new products/ride launches including the development of the launch marketing campaign, pricing and competitor analysis with the Strategy department.
- Manage the relationship with relevant IPs, including the ownership of the approval process, ensuring all internal and external parties adhere to contractual IP rules and regulations.
- Ensure the website content meets IP and brand requirements, all information is correct, relevant and delivers an exceptional online experience.
- Work alongside the Brand Marketing Director to manage the relationships with (Miral Group) stakeholders and all relevant agencies to ensure all contractual deliverables are executed on-time, in line with the theme park/attraction(s) brand and marketing strategy.
- Identify and execute brand partnership opportunities that will increase brand awareness and/or drive attendance volume for the business with existing and new partners/sponsors.
- Perform other miscellaneous support functions as required.
Brand Management / Strategy
- Brand owner, guardian and final approver for all theme park/attraction(s) brand(s) and Brand Guidelines, responsible for the development, assurance, continuity, IP usage, content creation, and compliance with foundational brand standards across all internal and external communication.
- Work closely with the Brand Marketing Director to develop and execute a Brand Strategy across the theme park/attraction(s), to maintain positive brand integrity and perception across all marketing initiatives.
- Work closely with the Brand Marketing Director to develop an audience segmented content strategy with the objective of increasing brand strength (salience, awareness, consideration and brand buzz) across all the theme park/attraction(s).
- Responsible for all in-park marketing communication to deliver on a positive guest journey and increase guest incremental spend. Includes making sure directional signage is clear, promotional material meets campaign objectives, park map is up to date and overall park ambience and feel meets the standards and expectations of the Operations team
- Conduct regular audits of all B2C/B marketing material to ensure all assets are in line with brand guidelines, ensuring all B2C/B parties adhere to contractual IP rules and regulations and internal brand standards.
- Deep understanding of customer insights, using data to drive positive marketing outcomes.
- Constant focus on competitor movement, locally, regionally and globally.
Creative Agency Management
- Own the external creative agency relationship, ensuring that delivery deadlines are adhered to and creative concepts are developed in-line with campaign objectives, targeting the right market/relevant consumer and compliant with IP rules/regulations and internal brand standards.
- Develop all external creative agency briefs, ensuring that the objectives of each marketing campaign is defined and supports the annual content strategy.
- Work closely with Legal/Procurement team(s) to manage the creative agency financial relationship, including retainer and third-party production fees and usage rights are in-line with contractual obligations.
- Development/maintain of all theme park/attraction(s) Brand Guidelines, to set the foundational brand standards and expectations of all creative execution. Distribution across Miral Group and external parties including, partners and sponsors.
Commercial, Budget & Reporting
- Ensure that the Marketing Promotions Calendar is executed to ensure campaign drivers are meeting expected business revenue and attendance targets
- Create and update the Marketing Drop Schedule to ensure full 360 overview of each Marketing Campaign (Sales, Marketing and PR) and ensure that the overall plan will meet campaign objectives.
- In partnership with Department Leaders Develop the Marketing Campaign Overview for all marketing initiatives to ensure all relevant departments in the business are aware with full details
- In partnership with Department Leaders compile Post Campaign Overview for all marketing initiatives to share results (including sales results and campaign ROI) with the business and advice on any remedial actions for improved success for future campaigns.
- Create other reports and document as required.
Essential
- Educated to degree level or equivalent in Marketing
- Minimum 8 years of Marketing experience
- A natural team leader with a confident, assertive and approachable personality
- Commercially astute, data-driven and results oriented
- Highly deadline driven
- Resourceful, pro-active and innovative thinker
- Strong project management skills
- Ability to navigate a busy and challenging environment
- Strong presentation skills in both public speaking and PowerPoint format
- Solid attention to detail
- Agency management
- Media planning and buying
- Analytical in thinking and able to manipulate data in Excel
- Strong copywriting skills
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