Key accountabilities
Brand Launch
\[ Successfully position and launch the brand in the market utilising the Brand Launch Formula, including;
o Building anticipation to capture the hearts and minds of key opinion leaders within the primary audience groups, well before the first venue opens.
o Localising messaging to ensure relevance to local consumers, while maintaining absolute consistency with the brand and culture fundamentals.
o Establishing communications and promotional activity which builds hype around the spirit of the brand and offering, the unique customer service and the exciting employment opportunities.
Brand Management
\[ Establish a strong and clear sense of brand integrity at every touchpoint with the key audience groups, being:
o Staff
o Media
o Priority customer group A – mums / families
o Priority customer group B – cool teenage crowd
\[ Ensure all sales and marketing initiatives are committed to engaging consumers and driving traffic to venues while maintaining brand consistency.
\[ Oversee the design of all brand collateral and production, and ensure the relevant approval processes with HQ are followed.
\[ Own customer engagement at all levels – pre-visit, within venues and after.
\[ Create a balance of safety messaging which is appropriately weighted in communications in relation to the other elements of the brand story.
Collaborations & Ambassadors
\[ Establish a strategy targeting key influencers and relevant brand ambassadors to target for joint initiatives.
\[ Actively target relevant brands for mutually-beneficial collaborations to grow brand awareness and engagement, leveraging each others’ scope and audience reach.
Digital & Social Media
\[ Leadership of digital strategy and execution in consultation with HQ Digital team, including social media, performance marketing, website and EDM.
\[ Drive social media engagement with a thorough content strategy targeting the cool teen groups.
\[ Manage digital agency to ensure performance and search marketing is maximised.
\[ Ensure local website is relevant, engaging and updated regularly in accordance with the brand guidelines.
\[ Manage EDM provider and actively drive database growth initiatives which may include acquisition; ensure regular targeted EDM comms are sent to database.
Media Relations
\[ Establish a strong media plan in conjunction with a PR agency (or inhouse PR) to ensure the relevant media outlets are targeted for each customer group.
\[ Target high profile TV networks / programs, radio shows, bloggers etc to build relationships in order to achieve ongoing coverage relating to the brand and venues.
\[ Proactively set up crisis management plans to be on the front foot in instances where the potential arises for negative media coverage.
Strategy & Relationship Management
\[ Develop the annual marketing plan and associated budget, in accordance with the brand guidelines and support materials provided by HQ.
\[ Manage the marketing cost centre and associated expense budgets and set appropriate re-allocation throughout the year as activities and priorities change.
\[ Develop relevant sales tools and materials to drive the business across all segments.
\[ Establish and manage external supplier relationships (including digital, design, PR, printing and production etc).
\[ Complete Quarterly Marketing Reports for submission to HQ factoring in the specific marketing performance KPIs, as well as other strategy and budget reporting as required.
Values, Behaviours & Leadership
\[ Set up and lead the marketing team to ensure they are working to clear objectives and work plans and support them to achieve success.
\[ Demonstrate visible, collaborative and team-focused leadership, living the values and encouraging all team members to do the same.
\[ Positively establish and maintain the culture through direct and indirect action, within the office team, throughout venues and across all external communication.
\[ Take every opportunity to promote the Vision, Values and Culture both internally and externally.
Performance KPIs
1. Net sales
2. Venue occupancy
3. Average ticket price
4. Social media following – Facebook, Instagram, other
5. PR reach – cool teens audience, families audience (article count and audience reach)
6. Brand consistency and integrity – assessed by HQ together with market
Job Details
| Posted Date: | 2019-03-19 |
| Job Location: | Dubai, United Arab Emirates |
| Job Role: | Marketing and PR |
| Company Industry: | Sports and Recreation |
Preferred Candidate
| Career Level: | Management |
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