Head of Marketing
Madame Tussauds New York, 234 W 42nd St
New York, New York, 10036
Welcome to Merlin Entertainments and Madame Tussauds New York and DC!
Do you have the Magic in you to create memorable experiences all for the love of fun? Do you wish to cast a spell of laughter and enjoyment to the people around you? Want to join a team that creates smiles and memories globally on a daily basis? Then you have the magic to be Team Merlin at Madame Tussauds New York and Washington DC!
About The Role
As the Head of Marketing at Madame Tussauds New York and DC, you will take senior strategic responsibility for establishing and managing our presence in the US market. In partnership with our global marketing team, you will lead the way in setting, executing and achieving strategic marketing objectives aimed at driving profitable growth, brand sustainability, market positioning and enhanced customer loyalty.
§ Work with Head of Marketing–Brands and the relevant General Managers to plan, develop and execute the strategy for the two attractions.
§ Plan, deliver & execute the Marketing Plan for the assigned large sites/clusters across all disciplines, including pricing, media, PR, schools, online and Trade, against commercial and financial results in line with the overall objectives of the business and Brand Marketing Strategy.
§ Deliver budgeted annual admissions revenue and visitor budgets through successful and measurable marketing performance.
§ 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.
§ Working 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 close proximity (MW/LLP) Marketing teams to ensure integrated approach to launches in the market.
§ Execute the on-going annual marketing plan in line with the commercial volume, SPH and revenue targets for the assigned large sites/clusters.
§ Analyse 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.
§ Understand target customer profiles and increase the market share of visitation within Individuals, Schools & Groups markets across both midweek and weekend trading periods.
§ In collaboration with the Head of Marketing – Brands, develop and execute a channel strategy for the assigned large sites/clusters in line with business objectives (both commercial and customer satisfaction), overall sales and the marketing strategy in the most cost effective way across all marketing activity in line with core audience insight through innovative events-driven product development, advertising, online, PR, promotional partnerships and trade strategies.
§ Maximize channel strategy for the assigned large sites/clusters to deliver 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.
§ Drive online sales through online media activity and work with the eCommerce Team to maximize efficiency of website from traffic to conversion.
§ Drive brand awareness to ensure attraction/s are a “must see” in the attractions’ market.
§ Liaise with Head of Marketing - Brand to ensure all communication is on brand and communicate the appropriate message as required by the assigned large sites/clusters.
§ Oversee and manage the relationship with external sponsor and suppliers specific to the assigned large sites/clusters, ensuring contractual obligations and business objectives are met
§ Plan and execute external presence, advertising, marketing collateral, media and sales activity across all audience profiles specific to the assigned large sites/clusters in line with brand guidelines and ensure effective measurement against attraction awareness and sales targets.
§ Be a key contact for local marketing contacts acting as a brand ambassador.
§ Play an integral part in Incident Management Response team, ensuring communications internally and externally are clear, concise and accurate.
§ 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.
§ Bachelor’s degree required, preferably in marketing, communications, business or related field or equivalent experience.
§ 4 + years of related experience, with 2+ years at management level.
§ Proven understanding of guest and brand research.
§ Dynamic and customer-service driven with excellent communication (both verbal and written)and interpersonal skills.
§ Strong analytical and planning skills.
§ Must be solution minded, creative and adapt easily to change. Ability to function in a fast paced, unstructured, entrepreneurial environment a must.
§ Creative mindset with strong knowledge of social web and content development.
§ Experience tracking, contributing to and leading media trends, integrated experience.
§ Management of multiple marketing channels online and offline.
§ Analytical/conceptual abilities and a capacity for creativity/innovation.
§ Strong interpersonal skills.
§ Entrepreneurial mentality – ability to build relationships and business.
§ Proven experience connecting business strategy and communication strategy.
§ Computer skills a must, advanced excel skills required including knowledge of MS Excel macros and proficiency in MS Word and PowerPoint.
§ Strong presentation skills.
About The Benefits
In return you will find a competitive salary and benefits package (including a medical, vision, dental, life insurance and 401(k) matching plan offering), share program opportunities, and benefit from free entry to all of our Merlin attractions which also extend to family and friends. In addition, you can expect continued growth of joining an exciting, global organization.
Merlin Entertainments, plc is a business built on fun. We are the world's second-largest visitor attraction operator. We operate over 100 attractions, eight hotels and three holiday villages in 22 countries across four continents and we run some of the best known names in global leisure. These include the likes of SEA LIFE, Madame Tussauds, the Dungeons, the Eye brand, and LEGOLAND. Whether you are serving delicious food, working in the office, maintaining the attractions, entertaining guest or operating rides, the objective is to provide a truly memorable experience and a great day out for all members of the family.
We offer flexible opportunities, in a totally unique environment. We know this is a great place to work, but don’t just take our word for it…click here to see us in action!