Head of Marketing Strategy Insights

Job Description

Head of Marketing Strategy & Insightsposted 1 day ago in , in * Post Date : May 22, 2022 * 1 Click(s) * View(s) 6 * Share:The Head of Brand Strategy will drive all strategic marketing initiatives and long-term business growth across all theme-park/attraction(s) managed by Farah Experiences. All marketing efforts to focus on exceeding commercial objectives, meeting forecast sales targets, revenue and per cap budgets. Performance will also be measured against marketing return of investment (ROI), brand performance and commercial metrics, as well as Annual Pass member guest satisfaction results. Working closely with the Marketing Director, the Head of Brand Strategy will develop the Farah brand masterplan, Product strategy, Multi-Park strategy and Annual Pass strategy alongside supporting the Head of Brand(s) to deliver function specific strategic plans that align with the wider marketing and business strategic intent. The Head of Brand Strategy will also manage the theme-park/attraction(s) strategic relationships / IPs and lead the Brand Strategy team to execute all marketing initiatives. Moreover, the Head of Brand Strategy is also responsible as the key liaison for the Brand Marketing Department for operational marketing support across shared service and asset specific management teams. Your job responsibility will also include:Strategic Relationship Management* 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.* Manage the relationships with Miral, Experience Hub and all relevant Stakeholders to ensure all requested deliverables are executed on-time, in line with the theme park/attraction(s) brand and marketing strategy.* Manage the relationships of existing sponsors and partners. Drive activity outside of the current agreements that will increase brand awareness and/or drive attendance volume for the business, in-line with Miral expectations.* Develop the Multi-Asset Communication Strategy for the theme park/attraction(s), creating a dynamic communication approach that can support the future growth of the business.* Develop long-term product strategy in partnership with the Revenue Management team, with the objective of business growth (revenue, per-cap, attendance).* Develop the B2B Marketing Strategy that will assist in driving the overall Sales Strategy, with defined objectives of growth for each sales sub-segment across Travel and Trade, Corporate, Government, Schools and Events.* Develop hotel integration strategy (Yas Island + Regional hotels) to ensure consistent brand exposure, with the objective of business growth (revenue, per-cap, attendance) and increasing brand awareness.* Drive Farah Experiences consumer insights strategy, working closely with the insights team at Miral to ensure an integrated approach.* Develop the strategy for new products/ride launches at pre-existing theme park/attraction(s) and integration strategy for new attractions managed by Farah Experiences.* Support the Head of Brand Content to develop a brand and audience segmented content strategy with the objective of increasing brand strength (salience, awareness, consideration and brand buzz).* Support the Head of Brand Planning to develop an integrated Media strategy with the objective of increasing brand awareness, engagement and conversion.* Constant focus on competitor movement, locally, regionally and globally.* Lead on Yas Insights reporting from Sales & Marketing, work with the Business Intelligence team to ensure accurate reporting across all segments.Loyalty & Annual Pass:* Develop the Annual Pass & Loyalty Strategy for the theme park/attraction(s) and deliver on Annual Pass budgeted attendance numbers, sales revenue and yield targets.* Develop the Annual Pass Communication Strategy that will encourage repeat visitation and increase incremental in-park spend. Initiatives to include enhancing the Annual Pass Guest journey, from online to in-park, development of exclusive events and in-park discounts that will reward and elevate loyalty toward Yas Theme Parks/attraction(s) brands* Work closely with the Revenue Management and Business Insights team to ensure accurate understanding of Annual Pass numbers and revenue per product type. Insights to focus on forecasting annual pass expirations as well as utilize the numbers to analyze future revenue opportunities.* Develop the ability to monitor Annual Pass Member satisfaction, working with Guest Services, theme park/attraction(s) Operation teams, IT and Business Insights teams* Lead on the management of Annual Pass Member issues/complaints/questions, working closely with Yas Concierge to ensure all enquiries are closed successfully* Work closely with Operations, Guest Services and IT to ensure all Annual Pass sales, renewals, offers are set-up and executed properly.* Lead the Annual Pass Committee including all relevant parties across the business involved in Annual Pass initiatives to ensure cross-departmental ownership of the product.* Lead on integrating loyalty schemes across the wider business including Miral, Experience Hub, sponsors, and partners.In-Facility Marketing Management:* Working closely with the Brand Strategy Manager, develop and execute an in-facility marketing communication strategy, with the objective of improving consumer journey, digital integration and increasing incremental in-facility spend across the theme park/attraction(s).* Own 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.* Oversee in-facility marketing communication in relation to marketing initiatives to ensure deliverables are in-line with agreed strategy, that they support a positive guest journey and increase in-facility incremental spend.Strategy, Business Growth and Insight* Develop Farah Experiences mid-long term brand strategy for the theme park/attraction(s), with the objective of business growth (revenue, per-cap, attendance) and increasing brand strength (salience, awareness, consideration and brand buzz).* Support the Operations, Retail, F&B, Guest Experience, Shared Service team(s) with any adaptations to the guest experience which require guest communications.* Work closely with the Head of Brand Content to ensure the park maps / apps / websites are kept up to date with relevant operational information pending any changes to guest experience or the operational model of the theme park/attraction(s).* Work closely with procurement teams to ensure all in-facility marketing communication is in-line with contractual IP rules and regulations and of the quality accepted by Farah Experiences in-house brand standards.* Deep understanding of customer insights, using data to drive positive marketing outcomes.* Constant focus on competitor movement, locally, regionally and globally.Relationship Management / Operational Support:* Manage the relationships with all internal Farah Experiences departments, MOPA, Qasr Experiences and all relevant Stakeholders to ensure all requested marketing operational support deliverables are executed on-time, in line with the theme park/attraction(s) brand and marketing strategy.* Attend all theme park/attraction(s) ExCom meetings to update shared service and in-facility teams on up-coming marketing activity and report back to the Head of Brand(s) regarding any relevant information.* Develop strong relationships with all park/attraction(s) Deputy GMs, Head of Departments, Directors and support team(s) to ensure that the business is working together on all marketing initiatives.* Support Guest experience team with any in-facility even

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