What’s the background?
Who wouldn’t want a role where your job is to literally ‘bring the fun’ every day? You’ll be tasked with leading the marketing strategy for some of the most iconic attractions in the country. Way better than marketing widgets and thingamebobs!
As part of a global entertainment business you would take responsibility for the Blackpool cluster of attractions with the purpose of driving footfall and revenue across all sites. However, the remit extends beyond this and you’ll help to promote Blackpool as a destination with the benefits that increased tourism brings to the attractions in your portfolio.
Responsibilities:
You’ll be part of the Senior Leadership Team, driving the strategic plan for short and long-term goals fundamental to achieving volume, revenue and EBITDA targets. The Head of Marketing will manage a localised Marketing team and report into the UK Marketing Director whilst working closely with the Regional Director to ensure everyone is rowing in the same direction.
This is a highly significant role, pivotal to the success of the Blackpool ‘cluster’ of attractions with a focus across strategy development, brand planning, new product development, campaign management, activity implementation, cluster synergies and evaluation. You’ll working with internal support functions, external agencies, and key resort stakeholders to ensure success.
- Formulate and deliver the marketing and communication strategy for the Blackpool Cluster working in conjunction with the operational, research and insight, trade, finance, schools, digital and revenue management teams, which delivers against all key KPIs.
- Own and deliver pricing strategy via Cluster combination/pass tickets and pricing initiatives to deliver annual volume and combi penetration targets.
- Develop powerful consumer experiences and PR moments through best-in-class end to end marketing strategies across all platforms.
- Develop effective relations with Blackpool Council (VisitBlackpool) and Resort partners driving Resort marketing initiatives.
- Lead the ‘Resort Repositioning’ marketing strategy and deliver destination campaign in line with agreed objectives, owning/influencing annual DMO outputs.
- Drive innovation and adopt latest best practice by keeping ahead of developments in the field of audience/ market insight, content, marketing, brands, pricing and product development and digital.
- Ensure a rigorous testing and improvement plan is underway to optimise web traffic and conversion rates and deliver industry leading digital activity.
Experience needed:
- Degree educated or professional marketing qualification (desirable)
- A minimum of 10 years’ marketing experience and an impressive record of achievement in a world class FMCG, entertainment or leisure organisation
- Experience managing agencies and delivering multimedia through-the-line campaigns.
- Excellent commercial understanding and analytical skills, with a deep knowledge and understanding of how a P&L operates.
- Experience of complex budget management.
- Possess up-to-date knowledge and experience of global marketing and have a deep understanding of the threats and opportunities for entertainment companies in a digital age.