Scope of Job:

Create and deliver marketing strategies for the LEGOLAND New York Resort to increase brand awareness and drive business revenue, to ensure annual EBITDA targets are met. Lead all aspects of advertising and media, public relations, event marketing, partnerships & promotions, and relative budgets and policies. Develop and lead a high performing and effective Marketing team in close partnership with the stakeholders of the North American marketing leadership team. This position will need to have the ability to operate at a 30,000-ft strategic level while at the same time diving into the grittiest of details, to ensure that the Resort is heading in the right direction and delivering a holistic, end-to-end solution for marketing and brand opportunities.

Reporting Line:

Reports to the Division Director with a dotted line into Senior Vice President of Marketing - North America.

Key Objectives:

Provide strong leadership to the marketing team as well as other stakeholders to accomplish objectives and superior execution of marketing strategic and tactical plans. Drive a positive and inclusive culture. Provide clear direction, resources, training, development, coaching, and career path discussions for the marketing team.
Champion the customer perspective and ensure the delivered marketing plan and campaigns are customer led, based upon thorough analysis of business opportunities utilizing insights from market research, industry trends, and the competitive landscape.
Work closely with internal teams, department heads, and external agencies to ensure and implement consistent brand deliveries across all aspects of the attraction.
Formulate, develop, refine, finalize, and implement an annual marketing plan and calendar.
Develop long-term marketing strategies based on projections and objectives, in conjunction with the Regional Marketing SVP and Division Director/Managing Director.
Set clear and trackable must win battles, develop budgets, and set timelines to meet volume, revenue, and profitability targets via direct control of above and below-the-line marketing activities and budget allocations in close partnership with the Director of Revenue Management for North America.
Ensure LEGOLAND New York maintains their relationships with media in key markets and expands into new markets where appropriate.
Lead the delivery of optimized media campaigns across all suitable platforms in close cooperation with Head of Media for LEGOLAND Parks North America.
Measure campaign success and adjust strategy and tactics to increase efficiency, consistently look to optimize the approach and identify next phases of growth for the resort.
Represent the site-level Senior Leadership Team's marketing function, representing the guest's voice and LEGOLAND brand champion.
Align the social media strategy with the Head of Social Media for North America across all key platforms.
Monitor competitor programs and practices, industry trends, target audience, and guest behaviors, and ensure a strong position in the marketplace through optimized pricing, annual pass strategy, and innovative plans, campaigns, and offerings.
Partner with the guest experience team to ensure it is aligned with the core brand experience and guest expectations.
Develop and maintain effective strategic partnerships and working relationships with partners, staff from the parent company and other parks, community groups, and external resources and agencies.
Manage the development and execution of key promotions and partnerships, including with multiple strategic partners.
Collaborate with the Regional Head of Strategy and Insights to advise on new events and attractions through research with guests and analytical insight, and ensure events are marketed properly to deliver an exciting guest experience.
In conjunction with Human Resources, ensure a succession management program is in place able to meet the current and future organizational objectives.

Merlin Entertainments Group

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Marketing Director