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Vice President Marketing North America

3 months ago

Orlando, Florida, United States Gateway Full time
What you'll bring to the team

The Vice President of Marketing Gateway North America will take senior strategic responsibility for establishing and managing our presence in the US and international markets. In partnership with our Regional Marketing Director & wider global marketing team, lead and deliver marketing strategies for Gateway North America to increase awareness and drive business volume, revenue, and brand strength to ensure annual EBITDA targets are met. This role will lead all aspects of advertising and media, public relations, event marketing, partnerships & promotions, and relative budgets and policies. Develop and lead a professional, effective Marketing team in close partnership with the stakeholders of the North American marketing leadership team.

Key Responsibilities:
  • Champion the customer perspective and ensure the delivered marketing campaigns are customer led, based upon thorough analysis of business opportunities utilizing insights from market research, industry trends, and the competitive landscape for the assigned large sites/clusters.
  • Identify and develop profitable new channels for the assigned large sites/clusters.
  • Work with the General Manager (s) of assigned attraction(s) develop compelling product development ideas and feed into appropriate development teams.
  • Plan, organize and execute effective launch of new features and shows into the market for the assigned large sites/clusters.
  • Liaise closely with other Merlin sites in proximity Marketing teams to ensure integrated approach to launches in the market.
  • Analyze and report revenue/admission data and audience insight to General Manager and Head of Marketing - Brand to aid decision making for sales and marketing strategy to ensure budgeted revenue and admissions across all channels.
  • Maximize channel strategy for the assigned large sites/clusters to deliver the most cost-efficient route to market in line with overall sales and marketing strategy.
  • Identify, secure, and execute highly visible sales promotions with 3rd party brand partners and combined ticket packages/partner attraction promotional activity for the assigned large sites/clusters.
  • Support the relevant General Manager in delivering the results in monthly business review meetings, measuring performance in line with the marketing strategy for the assigned large sites/clusters.
  • Provide strong leadership to the marketing team and other stakeholders to accomplish objectives and superior execution of marketing strategic and tactical plans. Drive a positive and inclusive culture. Provide clear direction, resources, training, development, coaching, and career path discussions for the marketing team.
  • Work closely with internal teams, department heads, and external agencies to ensure and implement consistent brand deliveries across all aspects of the attraction.
  • Formulate, develop, refine, finalize, and implement an annual marketing plan and calendar.
  • Develop long-term marketing strategies based on projections and objectives, in conjunction with the Regional Marketing VP and Division Director/Managing Director.
  • Set goals and objectives, develop budgets, and set timelines to meet volume, revenue, and profitability targets via direct control of above and below-the-line marketing activities and budget allocations in close partnership with the Director of Revenue Management for North America
  • Lead the delivery of optimized media campaigns across all suitable platforms in close cooperation with Head of Media for Gateway Attractions across North America
  • Measure campaign success and adjust strategy and tactics to increase efficiency.
  • Represent the site-level Senior Leadership Team's marketing function, representing the guest's voice and brand champion.
  • Align the social media strategy with the Head of Social Media for North America across all key platforms.
  • Monitor competitor programs and practices, industry trends, target audience, and guest behaviors, and ensure a strong position in the marketplace through optimized pricing, annual pass strategy, and innovative plans, campaigns, and offerings.
  • Partner with the guest experience team to ensure it is aligned with the core brand experience and guest expectations.
  • Develop and maintain effective strategic partnerships and working relationships with partners, staff from the parent company and other parks, community groups, and external resources and agencies.
  • Manage the development and execution of key promotions and partnerships, including with multiple strategic partners.
  • Collaborate with the Regional Directors to advise on new events and attractions through research with guests and analytical insight, and ensure events are marketed properly to deliver an exciting guest experience.
  • In conjunction with Human Resources, ensure a succession management program is in place able to meet the current and future organizational objectives.
  • Other duties as assigned.
Qualifications & Experience

Education and Experience:
  • Bachelor's degree required, preferably in marketing, communications, business or related field or equivalent experience with 7+ years of related experience and 5 years at a management level.
  • Creative mindset with a strong knowledge of social web and content development and proven understanding of guest and brand research.
  • Experience tracking, contributing to and leading media trends with a focus on integrated experiences.
  • Experience managing multiple marketing channels online and offline.
  • Analytical/conceptual abilities with a capacity for creativity/innovation and experience connecting business strategy and communication strategy.
  • Strong leadership and talent management skills, experience successfully leading and developing a strong and growing department or division.
  • Solution minded, creative, with the ability to adapt easily, build relationships and function in a fast paced, unstructured, entrepreneurial environment.
  • Dynamic and customer-service driven with excellent communication (both verbal and written) and presentation skills.
  • Advanced computer skills including knowledge of MS Excel macros and proficiency in MS Word and PowerPoint.
Benefits

Benefits of Merlin Entertainments
  • Excellent health care options (medical, dental, and vision that encourage preventative care).
  • Outstanding Paid Time Off (PTO) that allows for adventure, rest, relaxation, or recuperation.
  • Merlin Magic Pass for friends and family to enjoy the parks & attractions
  • Recognition Programs and Rewards
  • 401(k) program with company match
  • Tuition reimbursement programs
  • Numerous learning and advancement opportunities
Pay Range

From USD $160,000.00/Yr.