Overview:
We are seeking a visionary and results-driven Head of Marketing and Partnerships to lead our marketing efforts for our multi site attraction from its pre-opening phase through to its establishment in the market. This role will be instrumental in building and growing the brand, executing impactful campaigns, and driving productivity and growth. The ideal candidate will have a deep understanding of the entertainment industry, a proven track record in brand development, and expertise in creating data-driven marketing strategies.
Building strong relationships of leadership internally and externally by ensuring our core values; Pioneers, Act, Trust, Hunger, Excellence, Nimble, Talent and Smart have visibility within the business.
Pre-Opening Marketing Strategy:
- Develop and execute a comprehensive pre-opening marketing strategy to build anticipation and awareness for the new attraction.
- Oversee market research to identify target audiences, trends, and opportunities, ensuring a well-informed marketing approach.
- Collaborate with content teams to produce compelling content and promotional materials that resonate with potential customers.
- Work with external vendors and campaign partners to maximise the efficiency of expenditure, keep within cost of sale ambitions and deliver conversion to the attractions and experiences advances.
- Work on maximum launch impact across all verticals.
- Work with and support building and operational teams on pre-opening permissions across signage and visibility.
- Work with IP owners on approvals from a marketing perspective and ensure long term planning within contractual requirements for sign offs.
Brand Development & Growth:
- Lead the development and positioning of the attraction’s brand, ensuring it aligns with The Path Entertainment Group’s overall brand vision and IP holder.
- Establish the brand as a leader in the market through innovative and impactful marketing initiatives.
- Drive brand consistency across all marketing channels, including digital, social media, PR, and on-site experiences.
- Report to directors and seniors around effectiveness of spends, impact on targets, key metrics from yield to volume and secondary expenditure in building.
- Innovate and identify the most impactful marketing strands, and continue to develop the campaign for Path’s projects to ensure they are at the cutting edge of reaching the audience efficiently.
Campaign Management:
- Design and implement multi-channel marketing campaigns that effectively reach and engage target audiences, driving foot traffic and sales.
- Bring local market knowledge of the key marketing channels to reach audience.
- Work closely with the IP to build trust and confidence and smooth sign off of campaigns, and continue to maximise the brand as a means of reaching an audience.
- Set clear objectives, KPIs, and metrics for each campaign, ensuring alignment with business goals.
- Continuously monitor and optimize campaigns based on performance data, making data-driven decisions to maximize ROI.
Market Positioning & Growth:
- Develop strategies to ensure the attraction is effectively positioned within the competitive landscape, identifying unique selling points and value propositions.
- Work closely with sales teams to create and implement strategies that drive ticket sales and customer retention.
- Leverage partnerships, influencers, and media to amplify the attraction’s visibility and reach.
- Represent Path Entertainment and key industry events, seminars and conferences and ensure the business continues to develop important contacts, partnerships and is developing it’s skills and knowledge in marketing and partnerships.
Analytics & Performance Measurement:
- Establish robust metrics and measurement tools to track the effectiveness of marketing initiatives and campaigns.
- Analyze marketing performance data to derive insights, identify trends, and make informed decisions on future strategies.
- Prepare regular reports on marketing performance, providing actionable recommendations for improvement and growth.
- Work with Ticketing team on CRM management and best use of data as part of wider campaign of effective CRM management.
Team Leadership & Development:
- Lead, mentor, and develop the marketing team, fostering a culture of creativity, innovation, and excellence.
- Ensure the team is equipped with the necessary skills and knowledge to execute high-impact marketing strategies.
- Collaborate cross-functionally with other departments to ensure cohesive and aligned marketing efforts.
- Ensure KPIs are set and regularly reviewed.
- Ensure performance reviews take place and development plans are set.
Budget Management:
- Oversee the marketing budget, ensuring efficient allocation of resources to maximize impact.
- Contribute to annual budget creation.
- Track and manage expenditures, ensuring campaigns are delivered within budget and provide a strong return on investment.
- Communicate budget internally and working closely with finance and ticketing on sales impact, targets, effectiveness, conversion and adjust accordingly.
- Reporting for external stakeholders including, but not limited to, directors, shareholders and IP owners and partners.
Partnerships:
- Secure a series of commercial partners and sponsorship across the two experiences, Monopoly and Clue NYC, generating qualified opportunities with partners who will form valuable long-term partners.
- Develop a sales programme (to include perks, opportunity and prospecting pack for potential sponsors) that is aimed at developing a go-to-market approach to target and engage brand partners who will enhance the customer experience and boost commercial revenues.
- Build a targeting strategy of endemic and non-endemic brands whose audience aligns with either or both properties, before developing tailored messaging that is based around the core assets for each site and the activation / takeover opportunities available.
- Implement a wider commercial plan that will align to the business strategy throughout 2025 and beyond.
- Seek and drive a pipeline of opportunities across both properties, timed with upcoming releases and other marketing opportunities, seasonal, third party or otherwise.
- Developing and Implementing Partnership Strategies lead the development of comprehensive partnership strategies aligned with the company's objectives, focusing on securing sponsorships and partnerships that enhance brand visibility and revenue generation.
- Research and identify potential sponsors and partners that align with the company's brand values and target audience demographics. This may include brands, organisations, influencers, and other entities relevant to the industry.
- Initiate and conduct negotiations with prospective partners to establish mutually beneficial agreements. This involves drafting proposals, pitching partnership opportunities, and finalising contracts that outline terms, deliverables, and expectations.
- Actively negotiate the partnership relationship and collaboration through the management of the legal contract cycle and negotiations.
- Oversee the ongoing management of existing partnerships, ensuring that all parties fulfil their obligations and deliverables as outlined in contracts. This may involve regular communication, performance tracking, and troubleshooting to address any issues that arise.
- Work closely with internal teams such as marketing, sales, events, and content production to integrate partnership initiatives into overall business strategies and events.
- Coordinate cross-functional efforts to maximise the impact of partnerships across various channels and platforms.
- Measuring and Analysing Partnership ROI: Establish key performance indicators (KPIs) to measure the effectiveness of partnerships and sponsorships. Analyse data and metrics to evaluate ROI and inform future partnership decisions and strategy adjustments.
- Stay abreast of industry trends, emerging technologies, and competitor activities related to partnerships and sponsorships within the entertainment sector. Use insights to innovate and adapt partnership strategies accordingly.
- Serve as a primary point of contact for external partners, representing the company professionally in all interactions. Attend industry events, conferences, and networking opportunities to expand the company's partnership network and visibility.
- Responsible for managing the partnership budget effectively, including forecasting expenses, tracking expenditures, and optimising resource allocation to maximise ROI.
- Prepare regular reports and presentations to communicate partnership performance, ROI, and strategic recommendations to senior management and stakeholders.
- Work with the franchise partners/ultimate IP owners who will be securing local partnerships and sponsors and managing the third party approvals and interaction.
- To achieve business KPI’s based on revenue brought into the company versus budget.
Health and Safety:
- Proactively support the Company’s health and safety agenda.
- Attend Statutory Fire and any relevant Health and Safety training, be fully conversant with and abide by all rules concerning Fire and Health and Safety. Be vigilant in ensuring this is managed effectively across the operation.
Equal Opportunities
The Path Entertainment Group is committed to promoting equality of opportunity for all and will not discriminate against individuals on the basis of race, color, ethnicity, national origin, sex, gender identity, gender expression, sexual orientation, age, marital status, disability, religion, pregnancy, veteran status, or any other legally protected characteristic in the engagement of personnel. This commitment extends to compliance with all applicable laws and regulations, including those governing equal employment opportunities in the United States.
