Download General Information - Vivacity Peterborough

F63 Version 1 (January 2010)
JOB DESCRIPTION
General Information
Job Title
Marketing Manager - Sports
Reporting To
Director of Marketing
General Purpose
1. Responsible for marketing and communications across Vivacity Sports
 Find, target and attract the right customers
 Retain the right customers
 Help them spend more and/or use services more
2. Generate and maintain a Gym membership base generating annual income to meet the targets detailed in the
business plan. This is a business critical factor for the overall Vivacity organisation and accounts for 25% of
the total Vivacity group income and is therefore the single largest income contributor within the group
3. Build awareness of community and disability sports participation opportunities and usage of non-Gym Sports
centre facilities, as part of the health & wellbeing agenda
In particular:








Develop and write the annual marketing plan for Sports and submit effectively supported budget
recommendations as part of the annual Group Planning process
Develop, test and evaluate Gym member acquisition plan
Research, develop and test a Gym membership retention strategy and programme
Developing effective responsive marketing campaigns
Co-ordination and enhancement of Vivacity’s online presence for sports
Analysis of audience and visitor behaviour
Tracking of effectiveness of all marketing activity
Provide marketing leadership with both marketing peers and operational service colleagues to ensure
continuous improvement in service and marketing communication relevance
Responsible for any Financials or Direct Reports
1. To manage budget through raising PO requests, tracking marketing spend, and producing regular budget
forecasts.
2. Marketing budget responsibility of £90,000 +
3. Make recommendations on service related income e.g. Gym membership fee structure and promotional price
offers
Key Deliverables
F63 Version 1 (January 2010)
JOB DESCRIPTION



Developing relevant and compelling consumer propositions with the product team to
o generate new Gym memberships and member retention to meet business plan targets
o generate enrolment on Swim academy to achieve business plan
o attendance and usage at all venues
Provide leadership on developing customer relevant marketing AND customer service. Gain support from colleagues
to integrate into ‘how we do things round here’ for the benefit of customers and optimum yield and revenue
To develop and implement the Sports marketing and communications plan aligned to the 5 year business plan for
Vivacity with a core focus on delivering more people, more often to the organisation, encompassing the following key
strands:
 Target audience development strategy for the 6 Vivacity Gyms, Premier Fitness, Hampton, Regional,
Werrington, Bushfield and Jack Hunt, to deliver new members, generate member secondary spend and
retention. .
 Research, define and develop Customer retention programmes to increase average tenure of members and
resist local market competitive promotional activity
 Swim academy programme marketing and communications strategy
 Overall interest and appreciation by a wide local audience of Vivacity’s role in helping develop local sporting
activity and talent
 Contribute to the ‘Health & wellbeing’ programme for Peterborough

To liaise with and assist the Marketing Director on overall Vivacity marketing strategy, in order to ensure that the
Sports strategy delivers against overall business objectives (Targets will be reviewed and agreed annually as per the
Vivacity business plan).

To be responsible for the planning, management, allocation and monitoring of the Sport marketing budgets, ensuring
that optimum funds are allocated against key activities, providing regular forecasts to feed into business reviews and
business planning.

To be responsible for tracking and monitoring effectiveness of all Marketing spend, to demonstrate ROI, and to
produce regular reports to feed into overall strategy.

To lead or supervise the production of marketing and communications materials, ensuring that they reflect Vivacity’s
brand values and ensure a clear, relevant positioning of Premier Fitness, the Gym network and individual Gym sites

The role involves making regular and frequent decisions on Marketing communications and therefore require strong
customer focus, complex specialist knowledge of a wide range of marketing techniques and brand management

To take a pro-active lead on Gym and Sports communications, developing excellent relationships with key local and
regional media, identifying the need for external support where necessary, and managing agency relationships to
deliver effective results.

To manage Vivacity Sports within Vivacity’s overall digital strategy, ensuring that online/social networking presence is
pro-actively managed and opportunities grasped.

Ensuring that day to day marketing support, working with partner organisations is maximised, ensuring that all
marketing and publicity materials are received or generated in a timely manner, that they are appropriately and
effectively distributed, and that all press and publicity activities are co-ordinated in a timely, efficient and well
organised manner, locally, regionally and nationally.

To work alongside Sports Operations management, including Gym Sales Manager on service initiatives and to ensure
that use of the new Clarity Live system realises its full potential

To work closely with the Gym Sales Manager to undertake analysis of the local Gym member audience, in order to
shape and inform overall sales and marketing strategies.
F63 Version 1 (January 2010)
JOB DESCRIPTION

To work with the all key stakeholders to recommend and implement consumer insight and audience research
programme for Gym usage, Swim academy, Sports development and health & wellbeing programme, using findings
to inform relevant management and shape future sales and marketing strategy.

Requirements - Experience
Candidates must have minimum three years’ experience of marketing/communications and audience development.
Demonstrable experience of developing and implementing marketing campaigns which have delivered effective
business results.
Experience of commissioning and managing external agencies.
Ability to produce compelling creative for a diverse range of audiences, that generates interaction, sales and revenue
Experience of delivering digital marketing campaigns (both paid and natural search, e-marketing, social networking),
and of using a database marketing system
Experience of consumer PR and media relations
Requirements – Qualifications
Graduate calibre – CIM or IDM qualification or other marketing qualifications would be desirable.
Requirements – Personal Characteristics
Ability to lead and motivate Marketing staff
Ability to lead on marketing strategy and planning and inspire confidence in non- marketing peers and colleagues
Highly organised, with ability to prioritise workload.
A self-starter who is not fazed by multiple demands on their time
Excellent communication and interpersonal skills
An ambitious and positive approach to work.
Analytical and numerate.
High levels of initiative, and ability to work independently.
A strong interest in Sports, personal fitness and health & wellbeing would be preferable but not essential
F63 Version 1 (January 2010)
JOB DESCRIPTION
Other Points
Position will be based at the Central Library, but will also require regular attendance at 6 different sports sites across
the sports network
Due to the nature of the role, occasional evening and weekend work will be required.