Head of Brand Marketing – Miral Destinations

The Head of Brand Marketing is the primary owner of the theme park/attraction(s) brand(s) and is responsible for the development, continuity, IP usage, content creation and foundational brand standards across all internal and external communication.

The Head of Brand Marketing will act as a dual gatekeeper for brand assurance alongside the Head of Creative Services for all Miral brands, including brand development via the external creative agencies and supporting all marketing initiatives and operational requirements for all the brands.

Working closely with the Brand Marketing Director, the Head of Brand Marketing will develop a brand and audience segmented content strategy with the objective of increasing brand strength (salience, awareness, consideration and brand buzz) across all the theme park/attraction(s).The Head of Brand Marketing is responsible for consistency of messaging across the online (websites, apps, social approvals) and offline (in-park, collateral, B2B) consumer journey across all theme park/attraction(s) B2C/B, developing/maintaining guest/partner communication with the objective of incrementally increasing conversion and revenue generation.

Job Scope

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.
• Work alongside the Head of Creative Services to manage workflow between external/internal creative agencies to support the Brand Marketing Team and wider business needs, remaining conscious of budgetary restrictions on all projects while protecting the brands integrity with quality deliverables.
• Work closely with the Performance Marketing team to roll-out the agreed content strategy using a collaborative approach between the internal/external creative and external media agencies.
• Manage all third-party production shoots with the external creative agency / internal commercial requests.

Brand Content Support

• Support the department leaders create content for all marketing initiatives, ensuring quality communication that is compliant with IP rules/regulations and in-line with internal brand standards. Work alongside the Head of Creative Services to ensure the full roll-out/adaptation of the creative across all mediums, ensuring each execution meets the creative objectives and all assets delivered on time.
• Develop an in-facility marketing communication across the theme park/attraction(s), ensuring all signage is clear, collateral, digital screens etc have contextual and brand relevant content with the objective of improving brand exposure and increasing in-facility spend.
• Ensure high quality and consistency across all visual and written communication utilizing a 360 integrated approach to curating marketing content.
• Manage copywriting and translations across all theme park/attraction(s) brand(s) ensuring consistency in multilingual tone-of-voice and compliant with IP naming conventions.
• Work closely with the Performance Marketing Team, Media Agency and Social Media Agency to approve all content concepts ensuring compliance with IP rules/regulations and the creative in-line with internal brand standards.
• Support the wider Miral Group business with brand requests.

Online Consumer Journey / Portals:

• Support the Head of Creative Services manage the online consumer journey, content creation and approvals for all digital channels (website, apps, and portals), ensuring all content is kept up to date and compliant with IP rules/regulations and in-line with internal brand standards. Developing/maintaining guest/partner communication with the objective of incrementally increasing conversion and revenue generation.
• Support the sales team manage the B2B content portal, ensuring all assets are kept up to date and compliant with IP rules/regulations and in-line with internal brand standards.

Team Management:

• Lead the Brand Management team in line with the leisure facility marketing organizational chart
• Constant focus on learning and development for the team with the goal to maximize business efficiency and create strategic marketing leaders of the future
• Create a team culture of positivity in order to drive successful outcomes for the business.
• Key lead for brand management within Sales and Marketing for all operational brands; across Digital Marketing, CRM, Social Media, Public Relations, Call Centre and Sales teams to drive a singular brand goal for mutual business success.
• Act as the brand representative and lead with Operations, Entertainment, Guest Services, F&B, Finance, Procurement, Legal and other internal departments
• Ensure that internal policies and processes are followed and adhered to at all times

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.

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