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Download General Information - Vivacity Peterborough
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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.