Brand Manager, Insights & Loyalty
Gardaland Resort
Carlsbad, CA, Stati Uniti
6 gg fa

Brand Manager, Insights & Loyalty

We are LEGOLAND California Resort - the place where FUN is built and memories are made. Across our Resort we have two fantastic LEGO themed Hotels, a Water Park, a SEA LIFE Aquarium, more than 60 rides and attractions, 20 food and beverage locations, and 14 retail stores the opportunities here are endless!

We're now looking for a Brand Manager, Insights & Loyalty to join the team.

About the Role :

Work with the Head of Marketing on

  • Developmentof annual Marketing planning with key consumer insights, market conditions,trends, and KPIs.
  • Execute researchstudies, focus groups, and more to aid in the long-term planning of Resort’slong-term investment strategy.
  • Providesecondary support for all Annual Pass program marketing plans and sales.
  • Work with the Resort’s operational teams to ensure :

    Updates and sales collateral for all Annual Pass programs are developed

    Contracts, Terms and Conditions, and more for the operational execution of all Pass Programs

    Background andRequirements :

    Advanced knowledge inResearch methodologies, research study development, and techniques to runin-house, or brief third-party research agencies, to solicit key insights anddata to inform the business.

    Requires strong organizational skills, excellentinterpersonal skills, considerable knowledge of research methodologies,proficient arithmetic skills and record keeping skills, strong word processing,big data organization, database skills, and ability to work effectively withothers.

  • Must be able to self-initiate activities,coordinate tasks and exhibit project management and follow-up skills. Strong typing and computer skills arenecessary;
  • expertise in Microsoft Office products (Word, Excel and PowerPoint)and other PC software required. Knowledgeof office support functions and equipment required.

    Education and Experience :

    Bachelor’s degree in a related field from a college or university required.

    Minimum four to six years of research-related work experience and / or training or equivalent combination of education and experience required.

    Basic understanding of survey question development and flow, in-house survey platforms like Qualtrics, dashboard software like Power B.

    I., briefing third-party research agencies, and research study types.

    Knowledge of manipulating big data, creating data dashboards, and presenting key insights.

    Other Requirements :

    Must be available to work some weekends andevenings for event and marketing purposes on an as needed basis.

    Effectively supervises all internal and external research projectsto garner insights for future marketing & event plans, customer feedback,and capital expenditure projects.

    Also, oversees, plans, and executes AnnualPass marketing plans against set objectives.

    Key Objectives : Develops, implements, and summarizes researchstudies and marketing plans to :

    1. Aid in the development of annualMarketing planning with key consumer insights, market conditions, trends, andKPIs.

    2. Execute capitalexpenditure studies, focus groups, and more to aid in the long-term planning ofResort’s long-term investment strategy.

    3. Deliver AnnualPass program marketing plans, sales, and oversight on programs on behalf of themarketing team.

    Responsibilities : Marketing Insights

    Marketing Insights

    1. Develop and implementmarketing studies to evaluate current marketing program efforts includingadvertising, promotions, annual pass, and sales as needed.

    2. Develop reporting andgather insights from internal research methods, and outside research sources asnecessary, that identifies key business drivers : change in market share,product, resort experience, and consumer product awareness.

    3. Provide insights onconsumer behavior, market conditions, consumer trends and KPIs for Resortmarketing plans to ensure successful responsiveness to local conditions.

    4. Brief and ensurerelevant results with external research agencies for projects as neededincluding but not limited to, annual brand tracking, ad effectiveness studies,qualitative and quantitative research and focus groups.

    5. Research and monitorin-market initiatives vs. competitors.

    SOR and Demographics

    6. Ensure SOR,demographic and behavioral data is gathered and tabulated on a regular basisand disseminate to management team.

    Monitor for market and visitation trends indata.

    7. Administer the datacollection and monitor the guest experience across the attraction and report tomanagement team to ensure the site consistently.

    Continually review all keyquality measurements to ensure that they are relevant to the maximization ofrevenue via customer satisfaction.

    8. Undertakes monthlyquality audits and circulates results to the management team. Facilitates thedevelopment of operational quality policies and procedures across theattraction in conjunction with the management team.

    Ensures the findings aredisseminated to the appropriate areas.

    9. Administer MysteryShopper program and questionnaire with agency. Disseminate reports tomanagement and highlight key areas for improvement.

    Tie in findings withresults from Guest Satisfaction data and guest comments.

    Capital Investment Testing + ROI

    10. Execute market research studies for asneeded research such as future rides & attractions, theming, commercialproducts, Resort events, etc.

    which could include focus groups, working with anexternal research agency, or executing in-house surveys in the Resort andthrough our database.

    11. Proposes / identifies quality relatedCapex projects for consideration in the annual Capex review.

    12. Reviews data-led annual ROI studies forResort’s new investments.

    13. Identifies issues that will lead to thedevelopment of innovative ideas and solutions to both long-term problems andnew initiatives that will deliver significant competitive advantage andcommercial opportunity.

    Administer ongoing research programs with centralMerlin Research HQ.

    Annual Pass Marketing Programs

    14. Work with the Head of Marketing on :

    a. Thedevelopment and execution of annual marketing plans for Resort’s Annual Passsales

    b. Overseecreative development, copy, signage, pricing, and benefit updates for Resort’sAnnual Pass program

    15. Work with the Resort’s operationalteams to ensure :

    a. Updatesand sales collateral for all Annual Pass programs are developed

    b. Contracts,Terms and Conditions, and more for the operational execution of all PassPrograms

    Background and Requirements : Advanced knowledge in Research methodologies,research study development, and techniques to run in-house, or briefthird-party research agencies, to solicit key insights and data to inform thebusiness.

    Requires strong organizational skills, excellentinterpersonal skills, considerable knowledge of research methodologies,proficient arithmetic skills and record keeping skills, strong word processing,big data organization, database skills, and ability to work effectively withothers.

  • Must be able to self-initiate activities,coordinate tasks and exhibit project management and follow-upskills. Strong typing and computer skills are necessary;
  • expertisein Microsoft Office products (Word, Excel and PowerPoint) and other PC softwarerequired. Knowledge of office support functions and equipmentrequired.

    Education and Experience :

    Bachelor’s degree in a related field from a college or university required.

    Minimum four to six years of research-related work experience and / or training or equivalent combination of education and experience required.

    Basic understanding of survey question development and flow, in-house survey platforms like Qualtrics, dashboard software like Power B.

    I., briefing third-party research agencies, and research study types.

    Knowledge of manipulating big data, creating data dashboards, and presenting key insights.

    Other Requirements :

    Must be available to work some weekends andevenings for event and marketing purposes on an as needed basis.

    The Perks

    Alongside company paidholidays, you can also look forward to enjoying a great benefits package, freetickets to Merlin attractions globally and 30% discount in our retail shops andrestaurants.

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