JOB DETAILS

JOB DETAIL

1. Marketing Strategies | Support Regional and local Sales Team
- Develop and implement marketing strategies to achieve annual revenue, visitor growth, yield and profit targets (EBITDA) aligned with attraction goals and revenue objectives.
- Lead above-the-line (ATL) and below-the-line (BTL) campaigns, ensuring strong brand performance and cross-brand synergy.
- Identify target markets, customer segments, and visitor behaviors, tailoring strategies to optimize reach, engagement, and conversion.
- Monitor market trends, consumer insights, and competitor activities to maintain a competitive edge.
- Align trade and digital sales initiatives to drive both direct and B2B revenue growth.
2. Digital Marketing
- Oversee all digital marketing initiatives, including website management, SEO, SEM, CRM, email marketing, social media, and other digital advertising performance metrics.
- Develop and execute e-commerce and performance marketing strategies to enhance online ticket sales and promotions.
- Leverage data analytics and customer insights to measure campaign effectiveness, optimize ROI, and drive data-driven decisions.
3. Marketing Collateral and Content
- Lead the creation of high-quality marketing materials, including brochures, videos, digital content, and advertising assets.
- Ensure all content is engaging, brand-consistent, and strategically aligned with business objectives.
- Foster partnerships with media agencies, brand partners, influencers, and external stakeholders.
- Oversee storytelling, content marketing, and creative direction to enhance brand messaging.
4. Branding
- Drive brand performance and recognition through integrated marketing and cross-brand collaboration.
- Stay informed on market trends, particularly inbound and domestic tourism forecasts, visitor behaviors, and industry innovations and competition.
- Ensure all marketing communications align with global and regional brand guidelines.
- Maintain brand positioning and customer perception, reinforcing Merlin’s attractions as mustvisit destinations.
5. Event Promotion
- Plan and execute high-impact marketing campaigns to drive awareness, attendance, and ticket sales for key events.
- Develop and implement customer engagement strategies to maximize participation and repeat visits. Align product offerings with the CAPEX budget and a planned calendar of events.
- Collaborate with internal teams and external partners to optimize event marketing impact.
- Implement data-driven decision-making processes to optimize marketing spend and campaign effectiveness.
6. Annual Pass
- Strategically expand the Annual Passholder base to drive both volume and revenue growth. Focus on increasing annual pass sales and enhancing repeat visit incentives and communications.
- Maximize incremental revenue through enhanced customer loyalty and repeat visits.
- Monitor renewal rates and customer engagement, implementing CRM and retention strategies to optimize passholder value.
7. Data Analysis and Reporting
- Strong understanding of the attractions, tourism, and entertainment industries, including visitor trends, guest experience drivers, and competitive positioning.
- Regularly analyze sales, marketing, and visitor data to identify trends, opportunities, and areas for improvement.
- Ability to leverage data analytics, customer insights, and CRM to enhance marketing performance.
- Provide weekly trading reports, performance reviews, and ad-hoc insights to senior leadership.
- Utilize data-driven decision-making to refine marketing strategies and sales initiatives.

REQUIRED WORK EXPERIENCE

- Proven track record in digital marketing with at least 5 years of relevant experience, preferably in the tourism or hospitality industry.
- Strong understanding of domestic and international tourism markets.
- Expertise in digital marketing, including SEO, social media, paid media, and email marketing.
- Data-driven mindset with the ability to analyze and interpret key metrics to inform strategy.
- Strong ability to influence, negotiate, and build meaningful relationships with internal and external stakeholders.
- Demonstrated ability to meet and exceed KPIs, with measurable success backed by data.
- Exceptional multitasking skills with a flexible, adaptable approach to managing deadlines.
- Willingness to work flexible hours, including weekends and public holidays as required.