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Senior Leader, Marketing in San Diego, CA at BetterJobs

Date Posted: 2/13/2019

Job Snapshot

Job Description

Primary Purpose and Function of Position
Lead the development and execution for the marketing discipline for SeaWorld and Aquatica. Develop tactical plans that increase annual attendance, competitive position, brand distinction and revenue.

Principal Duties and Responsibilities
Develop creative and successful marketing strategies and tactical plans to include annual attendance, revenue and expense budgets, admission pricing and advertising strategies/campaign development.
Drive price value, retail positioning, offers and communication of offers. Leverage best practices and consult with identified pricing SME for best retail positioning of offers to drive incremental volume and demand.
Define, enhance and increase value and awareness of brand and drive intent to visit, brand favorability and net promoter scores.
Think creatively and innovate. Challenge team to drive continuous growth and improvement.
Provide strong leadership to 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.
Effectively assess complex information to provide the best direction to the business in a highly-visible, high exposure role. Monitor metrics and feedback in a fast-paced environment, and course-correct and optimize as necessary to ensure proper utilization of resources.
Collaborate to develop and execute strategic business plans that include a balance approach to product growth, increased financial return, positive employee culture and superior guest experience. Deliver on the brand promise. Periodically lead brand campaign development for multi-parks as assigned.
Guide proactive and reactive PR efforts, including social media, key influences, crisis management and brand health. Lead or support as appropriate in corporate affairs and communication efforts.
Lead public relations and comprehensive communication strategies, both in pitch and crisis management. Guide community outreach strategy and activities.
Participate in destination efforts were appropriate. Leverage advertising and PR to increase awareness of SEA parks and drive intent to visit. Participate on boards and committees.
Drive investment for marketing resources for return on advertising spend and best use of team. Conduct detailed review of analytical dashboards for park performance and digital marketing. Demonstrate and leverage strong grasp and application of analytical data and use innovative tools such as digital optimization and artificial intelligence.
Collaborate and lead consumer research to gain consumer insights which are actionable. Leverage key visit drivers and develop plans to remove barriers to visitation.
Work with park revenue departments to develop marketing efforts for in-park revenue, both prior to and during visits. Leverage capital attraction investments and park initiatives such as short-term events such as seasonal celebrations, festivals, and/or concerts to drive business growth. Support with strong marketing plans. Drive strong awareness prior to arrival.
Provide oversight and guidance for internal creative services and graphics department as well as external advertising agencies.
Partner with other parks and departments to develop five- and ten-year business plans.
Lead development of high-level presentations addressing marketing and park plan topics, financial performance, market updates, etc.
Create and manage a significant budget covering all areas of marketing. Align budget resources with prioritized marketing strategies and tactics.
Actively engage with peer group such as Sr. Sales Leader and corporate peers to develop strong and collaborative relationships to drive the overall business growth and success. Provide tools to ensure brand communication strategies are executed consistently.

Qualifications for Position
Capable of executive level oversight of multiple areas to include: advertising, promotions, media and public relations, digital marketing, social, loyalty programs, data and analytics.
Ability to simplify complex business challenges to drive alignment of impacted stakeholders.
Excellent written and verbal communication skills to include polished oral and visual presentations.
Must have strong creative campaign development skills that align with brand stewardship.
Superior multi-tasking, competing priority management and speed to execution designed for a fast-paced, flexible and demanding environment.
Effective tactical execution, including alignment, identification and prioritization of resources. Superior analytical aptitude with strong bottom-line orientation.
Experience in developing and managing complex budgets.

Educations and Experience Requirements
Bachelor s degree or equivalent combination of education and experience. MBA is desirable.
10 years of experience in sales or marketing including at least 5 years leading a marketing team.