Senior Marketing Manager
We are LEGOLAND California Resort - the place where FUN is built and memories are made. Across our Resort we have two fantastic LEGO themed Hotels, a Water Park, a SEA LIFE Aquarium, more than 60 rides and attractions, 20 food and beverage locations, and 14 retail stores – the opportunities here are endless!
About the Role
Develops and implements marketing plans to:
Create and deliver appropriate strategies for the successful direct-to-consumer marketing of LEGOLAND California Resort, delivering budgeted consumer visitor numbers, gate revenue, and yield targets.
Working with all the relevant internal departments and external agencies, to ensure a consistent delivery of the LEGOLAND brand platform both on and off-site.
Manage creative team and partner on programs affiliated with all direct-to-consumer marketing channels
In partnership with the Head of Marketing, devise marketing plans, above/below-the-line marketing activities, and budgets to deliver budgeted visitor numbers in line with yield and phasing forecasts.
Brief, manage, and execute annual media plan on behalf of LEGOLAND California Resort, working with external media partners
In partnership with local tourism authorities, develop co-plans and activation to ensure the LEGOLAND brand is prominent in local marketing initiatives
Along with the Brand Manager, plan and execute annual school field trips and schools marketing plans to deliver budgeted volume, revenue, and yield
In partnership with the HR team, develop co-plans for annual recruitment activity to deliver hiring campaigns
Ensure seasonal campaign brand toolkits are developed for the wider marketing and sales teams in advance of every campaign
Oversee and reconcile, annual marketing budgets and phased spends
DATA & INSIGHTS
In partnership with the central North American Marketing team, launch research initiatives to provide insights on consumer marketing program including but not limited to:
Brand Tracking Awareness to evaluate ROI on media investment and brand awareness
Product feedback and analysis to make any enhancements to local ticket, pass, or product offerings
Creative concept testing as required
Ensure insights from on-going market research sources are used throughout the season to generate and pivot consumer marketing plans.
Track and manage ticket yields via consumer visitor mix and subsequent admission revenue as required.
BRAND AND PEOPLE MANAGEMENT
Manage the LEGOLAND brand, in all its forms, for the LEGOLAND California Resort. Work closely with departmental heads and external agencies to ensure and implement consistent brand deliverables across paid advertising, in-Resort activations, and owned channels
Oversee all production on paid media program including such channels like TV, Radio, Digital, In-Resort signage, outdoor and more
Work closely with the national Trade Sales team, PR team, Partnerships & Promotions team, LEGOLAND Vacations team and the Merlin Central Marketing teams to ensure close alignment on all sales and marketing activities
Attend People Managers meeting and resort communication meetings and briefings to ensure good cross functional relationships across the wider Resort. Ensure all marketing activities that affect other park departments are implemented in alignment and with the buy-in of those affected
Directly manage Brand Manager, Creative Services and in-house Graphic Designer
APPLIED KNOWLEDGE & SPECIALIST SKILLS
Demonstrate knowledge and leadership through the application of classic marketing skills including advanced marketing and paid media planning
Be the voice of the consumer in all strategic discussions
Demonstrate intermediate to expert skills with the MS Office suite of products. Adobe Suite a plus.
Strong presentation skills, both presenting and design of marketing plan presentations
Background and Requirements:
Advanced knowledge in marketing planning, creative production, and media planning on a general basis.
Experience working closely with third-party agency partners and a vast network of internal stakeholders.
Requires strong organizational skills, excellent interpersonal skills, considerable knowledge of marketing, proficient arithmetic skills and record keeping skills, strong word processing, big data organization, database skills, and ability to work effectively with others.
Must be able to self-initiate activities, coordinate tasks and exhibit project management and follow-up skills. Strong typing and computer skills are necessary; expertise in Microsoft Office products (Word, Excel and PowerPoint) and other PC software required. Knowledge of office support functions and equipment required. Advanced knowledge on Adobe Suite a plus.
Education and Experience:
Bachelor’s degree in a related field from a college or university required.
Minimum six to eight years of marketing-related work experience and/or training or equivalent combination of education and experience required.
Management experience overseeing a small creative team.
Must be available to work some weekends and evenings for event and marketing purposes on an as needed basis.
** Please consider whether you'll be able to travel to and from the Resort. Some shifts may fall into unsociable hours.**
Alongside company paid holidays, you can also look forward to enjoying a great benefits package, free tickets to Merlin attractions globally and 30% discount in our retail shops and restaurants.
Everyone Matters at Merlin.
At Merlin we welcome the world to our magical attractions and resorts every day and we want to reflect that same multicultural mix inside our business too. We strive to create an inclusive and diverse workplace where people can be themselves, have the same opportunities and thrive together. Because at Merlin, everyone matters! Together, we work to create a workplace where everyone feels valued, no matter their age, race, gender, disability or sexual orientation. Although we understand that we'll always be learning and growing, we aim to be the most inclusive and flexible employer in our industry.
We want to ensure that everyone has the opportunity to perform their best at interview, so if you have additional requirements due to disability or ill health please get in contact with LLC.HumanResources@legoland.com.
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