POSITION OBJECTIVE
The Job Holder will be responsible for building a category-defining brand that seamlessly integrates physical experiences with digital engagement, creating meaningful connections with families, children, young adults, and entertainment seekers across every touchpoint.
- DO - Key Responsibilities
1.Brand Strategy & Digital-First Brand Building
- Develop and lead the overall brand strategy, positioning the organization as the preferred destination for family entertainment, immersive experiences, celebrations, and community engagement.
- Build a digital-first brand presence across owned platforms, social media, content ecosystems, creators, communities, and emerging digital channels.
- Ensure the brand remains culturally relevant and connected to evolving consumer behaviors, entertainment trends, and family lifestyles.
2.Customer Growth & Digital Ecosystem Development
- Build and scale the organization's digital ecosystem, including website, mobile experiences, CRM, loyalty programs, membership platforms, and customer engagement channels.
- Drive customer acquisition, retention, repeat visitation, and lifetime value through integrated digital marketing initiatives.
- Lead CRM and lifecycle marketing strategies to enhance personalization, customer engagement, and conversion.
3Content, Social Media & Creator Partnerships
- Develop a distinctive content strategy that creates meaningful engagement across families, parents, children, young professionals, schools, and community groups.
- Build creator and influencer partnerships that authentically align with the brand's values, experiences, and target audiences.
- Leverage user-generated content, community engagement, and social storytelling to build long-term brand affinity.
4Integrated Campaigns & Revenue Marketing
- Design and execute integrated marketing campaigns across physical venues, digital platforms, social channels, partnerships, schools, communities, and corporate networks.
- Drive awareness and attendance for new attractions, seasonal events, festivals, memberships, celebrations, and experiential offerings.
- Partner with sales and operations teams to support revenue growth through targeted campaigns and promotional strategies.
5Experience & Product Marketing
- Collaborate closely with operations, experience design, programming, partnerships, and commercial teams to translate customer insights into compelling experiences and offerings.
- Develop strong narratives around attractions, events, memberships, loyalty programs, birthday celebrations, educational experiences, and corporate engagement programs.
- Support the launch of new experiences, attractions, and digital innovations through strategic go-to-market planning.
6.People Management:
- Provides inspirational and motivational leadership to his/her managers and staff alike through consistent communication, presence and proactive management style.
- Ensures that a proactive succession planning and competence program is adhered to and implemented within his/her function
- Takes full ownership and accountability for applying relevant HR policies within his/her areas and stores whilst owning recruitment and development of potential employees within his/her function
- Set KRA's for direct reports and responsible for performance management
Basic Qualification / Education / Vocational Training
MBA in Marketing
Minimum Experience
12-15 years of experience, with significant exposure to Physical retail or digital-first brands in Industry such as Family Entertainment Centers, Theme Parks, Leisure & Attractions, Retail, Hospitality, Consumer Brands, Entertainment, Experiential Marketing
Skills and Capabilities
- New-Age Brand Building Expertise: Strong understanding of content, culture, creators, communities, and commerce to build modern, consumer-centric brands.
- Strategic Brand Thinker: Ability to define long-term brand vision and positioning while ensuring disciplined execution of marketing initiatives.
- Culturally Attuned: Deep understanding of evolving consumer behaviors, lifestyle trends, and cultural shifts to create relevant and engaging brand experiences.
- Digital-First Mindset: Data-driven, digitally savvy, and content-led, with expertise in leveraging digital channels to drive engagement and growth.
- Change Leader: Comfortable challenging conventional thinking, driving innovation, and leading teams through transformation and business growth.
- Collaborative Operator: Works effectively across functions and leadership teams to align marketing strategies with broader business objectives.
- Commercial Acumen: Balances brand building with revenue growth, customer acquisition, retention, and marketing ROI.
- Customer-Centric Approach: Focused on understanding customer needs and delivering seamless, omnichannel experiences that build loyalty and advocacy.
