Director Marketing and Communications Warner Bros. Entertainment Watford

Job description
Primary Purpose of Position
The Studio Tour is looking for a Marketing and Communications Director to lead the strategy and the marketing team to grow the UK business. As part of this role, there will be some crossover with the sister attraction Warner Bros. Studio Tour Hollywood – a working studio tour based in Los Angeles. The successful applicant will be expected to share learnings and best practices with the team.



Essential job functions

Responsible for the successful planning and implementation of all marketing strategies and initiatives to ensure ticket sales are continually hitting budgets. Work with the VP and senior management on the sales planning and management of budgets. Management and develop of long term staff to ensure the on-going efficiency of the marketing function. Partner with executive team (Burbank) to set strategic direction.



Devise the Marketing and Communications, Strategy for the attraction to optimize yields from core markets:
- Inbound International Tourists
- UK resident day out market
- Intellectual Property Fan base.
- Schools
Establish and review pricing strategies to maximize yields and optimize seasonality.
Be responsible for delivering campaigns around key trading periods in order to maximise capacity during peak times.
Establish networks and contacts with major tourism and attractions bodies including but not limited to :
- Inbound tour operators
- Industry & Professional bodies
- Industry media
Commission and oversee advertising output.
Commission and control publicity and press relations
Devise and manage initiatives to drive new audience and customer development.
Develop and nurture online social network fan bases through active participation on Twitter, Facebook, youtube travel resource and Harry Potter fan sites.
Oversee online and website presence and ensure all sites are maintained and up to date.
Lead, manage and control on-going marketing budgets as agreed with attraction’s VP, finance and Senior Management.
Develop and maintain a world-class learning and educational programme
Ensure ticket yields are being maximized by close relationships with MIS, ticketing and reporting
Oversee Marketing & Sales resources as they are brought on board. Line manage 3 direct reports, leading a team of 12 in the marketing team
Train and develop the marketing resources as required for long term marketing expertise.
In conjunction with the HR, manage recruitment for the marketing resource
Set sales targets and objectives in conjunction with appropriate staff maintaining tight budgetary control throughout the year.
Oversee and manage the information in the Marketing Database and ensure data protection considerations are fully legally compliant.
Devise, oversee and produce of in-house staff communications media.
Devise methods of conducting ongoing research to include:
- Public awareness and satisfaction in all core market segments
- Benchmarks against other attractions
- Future trends and “refreshing” requirements
- Repeatability factors and requirements
Analyze the effectiveness of the marketing campaigns.
Participate in Duty Management Cover of the Studios Tours as necessary including weekend, bank holiday, school holiday and late evening cover in rotation with other senior management for the duration of the contract.
Take leadership role in industry initiatives.
To ensure administrative work is accurate and up-to-date.
Ensure coordinate with other WB operations and marketing initiatives for Harry Potter.
Attend conference calls and video calls across West Coast and London time zones.

Person Specification



Knowledge/Skills:

Excellent negotiating skills.
Strong analytical skills.
Good written and oral communication skills.
Good managerial skills.
Good customer service skills
Proven track record in analyzing the marketplace, establishing revenue targets, and meeting and exceeding targets; as well as accurately assessing opportunities and marketplace threats, and developing action plans to combat threats.
Demonstrated ability to effectively lead teams, prioritize work schedules, and multitask
Demonstrated ability to plan and execute major marketing campaigns
Proven track record of developing appropriate partner relationships with internal and external customers.
Work Experience:


Previous management and marketing experience within a service-led industry, ideally in the attraction’s industry with London and inbound tourism based experience.



Education:


Graduate (BA / BS) required.
Bachelor’s degree in marketing or a closely related field is preferred

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