Download Marketing Manager Job Description

Marketing Manager Job Description
Organogram
Head of Marketing
Marketing Manager
ZSL London Zoo
Groups, Trade
and Education
Marketing
Manager
Marketing
Executive
JOB TITLE: Marketing Manager – ZSL London Zoo
DEPARTMENT: Marketing
DIVISION: Marketing & Communications
RESPONSIBLE TO: Kate Davies - Head Of Marketing
DIRECTOR: Rich Storton
GRADE ALLOCATED: 3.12
Main Purpose of Job
Reporting to the Head of Marketing, this role is responsible for the development and
implementation of consumer related marketing activities for ZSL London Zoo as well as the
long term strategic development and brand positioning.
The post holder will be responsible for meeting London Zoo’s sales, marketing and brand
objectives including Overseeing Groups, Trade and Education Marketing and Promotion of
Consumer events at the Zoo. The role will be responsible for achieving the zoo KPIs for
visitor numbers, admission spends and admission income, plus sundry visitor spends.
The role will oversee the visitor experience at London Zoo, achieving the target visitor
satisfaction KPIs and ensuring the visitor experience is monitored, managed and constantly
improved.
Main Duties/ Key Responsibilities:

Achieve business KPIs: visitor numbers / spends / income / sundry visitor income.

Strategically plan and implement the annual marketing planning and advertising
campaign for the zoo.

Complete and manage the zoo admission income budget. Ensure we achieve
budgeted admission income and mitigate any underperformance through
contingency marketing activity.

Complete and manage the zoo marketing expenditure budget. Ensuring all activity is
completed on time and on budget and we increase marketing effectiveness by
generating a better return on investment for all marketing activity.

Evaluate all marketing activity to demonstrate return on investment and
effectiveness.

Identify new market opportunities for the zoo, ensuring we remain competitive and
increase frequency of visit and drive incremental profit.

Build and implement a rolling 5 year brand strategy for the zoo.

Work with the Events Manager to plan Marketing activity to support ticket sales,
brand positioning and growth of the consumer events calendar at ZSL London Zoo.

Plan, lead and manage key development projects across the zoo which will improve
the zoo experience. For example capital investment projects to develop new zoo
experiences.

Work with the groups, trade and education marketing manager to ensure delivery of
all strategic marketing to these sub-groups.

Input into all departments that have influence on the brand and the visitor experience
ensuring we maintain the brand values and continually improve the visitor
experience.

Achieve visitor satisfaction KPI targets.

Monitor and improve visitor experience. Map customer journey and improve all areas
of the journey from pre-visit, zoo arrival and welcome, through to visitor services on
site including experience of catering, retail outlets, facilities, shows, exhibits, play and
exit and post visit. Identify and action improvements and commercial opportunities.

Work closely with other departments to ensure all aspects of the zoo are delivering
visitor experience targets and exceed customer expectation.

Work closely with Interpretation to ensure effective on site communication.

Day to day account management of creative, media and print agencies ensuring that
projects come in on schedule and within budget.

Represent ZSL within key external bodies and third parties along with media owners
and brand partners.
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
Lead on local engagement with media, local bodies, councils, supporters and the
wider community. Build up a network of key contacts who can help the zoo grow
through commercial, fundraising and other methods of support.

Monitor local competitors and act appropriately to competitor activity and
developments.

Ensure good internal communications particularly cross function at the zoo to ensure
buy in and support for any brand or visitor experience initiatives. Verbally presenting
ideas and information to colleagues and senior staff.

Compiling, analysing and distributing financial and statistical information.

Carrying out market research and customer surveys to assess satisfaction, demand,
brand positioning and awareness. Interpreting market research and making informed
recommendations.

This role will report into the Head of Marketing so will on occasion represent ZSL
both internally at senior management meetings including on request Council,
Committee and Director meetings along with external meetings.

Taking part in the VEM scheme and working occasional weekends will form part of
this role.
Person Specification
A.
KNOWLEDGE AND EXPERIENCE
1.
VOCATIONAL AND TECHNICAL SKILLS
Experience of spreadsheets and financial reporting is essential. Marketing experience is also
essential along with a hands on approach, with experience of improving visitor services for a
leisure brand. Media Buying and creative development essential.
2.
EXPERIENCE
A minimum of four years marketing experience gained in a brand marketing environment or
the leisure/service industry is required. Ideally will have ability to demonstrate how they
have improved visitor experience at a leisure brand. Ideally will have managed a small team.
3.
INTERPERSONAL SKILLS
The job-holder needs a confident professional manner and well developed interpersonal
skills. Ability to work well in cross-functional teams as representative of marketing function.
The job-holder must be able to work effectively on their own as well as part of a team.
B.
RESPONSIBILITY
1.
HUMAN RESOURCE MANAGEMENT
Will be responsible for the groups, trade and marketing manager and the marketing
executive.
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2.
PHYSICAL RESOURCE MANAGEMENT
Responsible for office equipment. Also responsible for transport, car and storage of graphic
panels. Responsible for control and monitoring of income and expenditure budget for the
zoo with approval of the Head of Marketing and Marketing Director. Frequently has access
to sensitive company issues.
3.
COMMUNICATION
Strong written and oral communication skills across a number of audiences including
consumer, client and internal are essential in this role.
4.
LIASION
The job-holder will be required to liaise regularly with all departments and at all levels within
the organisation, as well as with external companies and agencies. The ability to present
ZSL confidently and effectively to all levels of personnel is essential.
C.
MENTAL DEMANDS
1.
JUDGEMENT AND DECISION MAKING
The job-holder should plan their work and priorities with regular feedback to the Head of
Marketing. There is a lot of autonomy in the role however major decisions with cost
implications will be discussed with the Head of Marketing and Marketing Director.
2.
ORIGINAL THOUGHT AND PROBLEM SOLVING
The job-holder must show creative ability in devising plans for the effective promotion of the
zoo products in order to meet targets. They will be expected to deal with day to day issues
and decisions. The candidate must demonstrate a good understanding of market research
and have an analytical pre-disposition, excellent planning and finishing skills with attention to
detail are also very important.
3.
CONCENTRATION
A high level of attention to detail is required, particularly when planning and implementing
budget control. The job-holder must be highly organised and able to manage multiple tasks.
4.
FLEXIBILITY
The job-holder must be flexible in their approach as some early morning; evening and
weekend work may be required on occasion. They will be expected to manage their time to
ensure that deadlines and objectives are met. They will also be required to travel between
the sites on a regular basis. They will also be expected to represent ZSL nationally and
internationally at conferences.
D.
WORKING CONDITIONS
The job-holder will be located at ZSL London Zoo, Regent’s Park.
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