About Us:
- At our core, we strive to ensure that every guest we welcome experiences nothing short of a magical, memorable, world-class visit. We are dedicated to our company purpose of bringing joy, creating connections, and making memories. Simultaneously, we are committed to fostering a culture where every member of our team embodies and exemplifies our company values of We Care, Go Together, Own Your Craft, Drive and Discover, and Enjoy the Ride.
Scope of Job:
- As the leader of the marketing team your role is pivotal in bringing our collective goals to life. You will spearhead the development and execution of our attractions' marketing plan, meticulously aligning it with our brand values and overarching business strategy. Your responsibilities extend beyond mere marketing; you are entrusted with driving the commercial objectives of our business, with a keen focus on right guest, right price, right time mentality and enhancing customer satisfaction. Through strategic leadership and innovative approaches, you will inspire your team to deliver exceptional results while staying true to our company's vision and values.
- In essence, you are not just a marketer; you are a visionary, a strategist, and a catalyst for success. Your contributions will shape the guest experience and propel our organization toward new heights of excellence. Together, we will continue to enchant and delight guests while upholding The Merlin Values.
Leadership:
- As the central member to the site leadership team, you are responsible for the leading the marketing team and ensuring alignment and synergy for your department. Leadership fundamentals are a core part of the role to development the marketing team to their fullest potentials.
Plan and Deliver Attraction Marketing Plan:
- Develop and execute the attraction marketing plan across all disciplines, including pricing, media, online, and trade, ensuring alignment with commercial and financial objectives.
Execute Annual Marketing Plan:
- Strategically plan and implement the annual marketing plan for the attraction, focusing on achieving volume, revenue, and RPC (revenue per customer) through consumer and trade sales channels, in accordance with the Marketing Brand strategy.
Audience Insight and Market Share Growth:
- Identify audience insights and enhance market share across key demographics to drive visitation and capitalize on opportunities for repeat visits through the enhancement of guest experiences, annual pass sales, and product development initiatives.
Effective Delivery of Marketing Activities:
- Plan and oversee the effective execution of site promotions, advertising, online campaigns, direct marketing efforts, and trade sales plans, ensuring alignment with target audiences, measured ROI, and the overall attraction brand plan.
Brand Consistency and Collaboration:
- Collaborate with the Marketing Support Teams to ensure all marketing activities adhere to overall brand guidelines and align with initiatives across other attractions, maintaining consistent brand identity.
Forecasting and Budget Management:
- Collaborate with the General Manager to establish budgets and forecasts for annual admissions, yield, and revenue budget across all channels, regularly reviewing performance against attraction goals.
Coordination with Wider Attraction Team:
- Coordinate with the key stakeholders at attractions to support in-attraction spending aligned with marketing activities (events and new product), aiming to maximize guest satisfaction scores.
Marketing Reporting:
- Generate and provide comprehensive marketing reports to the General Manager and Leadership team, detailing marketing activity, effectiveness, and ROI (return on investment).
Drive Online Sales:
- Drive online sales through strategic online activities and collaborate with the brand manager to optimize website efficiency, enhancing traffic-to-conversion rates.
- These essential job functions form the cornerstone of your role, ensuring effective planning, execution, and evaluation of attraction marketing initiatives to drive revenue growth and enhance guest satisfaction.
Health & Safety:
Employees are responsible for the safety of themselves, their colleagues, and guests (where appropriate), in line with the Group Policy (HS001) and the law. They must ensure that they follow safe working procedures for all work activities that they undertake, and they must not use any tools or equipment for which they have not been trained. Where incidents do occur, they must ensure that they are reported to their line manager and must cooperate with any investigation as appropriate.
Employee Responsibilities:
- Employees are accountable for their own safety and that of others, including guests where applicable. They must adhere to safe working procedures for all tasks and refrain from using any tools or equipment for which they haven't received proper training.
In the event of incidents, employees must report them to their line manager and cooperate with any subsequent investigations