Download Marketing Executive Job Description 2015

Job Description
Job Title:
Marketing Executive
Section (optional):
Department: Marketing
Directorate: Commercial and Communications
Responsible to: ZSL London Zoo Marketing Manager
Current job holder:
Approved by:
Head of Department/ Director:
Job Evaluation Committee Reference Number:
Grade Allocated: 6.5
Date Allocated:
Head of Marketing
Marketing Manager London Zoo
Marketing
Executive
Job Description
Key Purpose of the Job
The Marketing Executive will be responsible for supporting the ZSL London Zoo Marketing
Manager and the ZSL Brand Manager with implementation of marketing and
communications strategy and campaigns for ZSL London Zoo, ZSL Whipsnade Zoo and the
wider ZSL Brand including marketing support for all commercial events.
Responsibility for Resources
People
The Marketing Executive will be responsible for working with external media and creative
agencies. They will also be responsible for co-ordinating research projects with different
research agencies across the two Zoos, London and Whipsnade. They will also be able to
influence and engage key stake-holders across ZSL departments; especially Animal teams,
Development, Digital and commercial. They will be responsible with the London Zoo
Marketing Manager and Whipsnade Zoo Brand Manager for developing marketing
campaigns across multiple channels including OOH, Press, Radio, Digital, TV and social.
The role will be managed by the ZSL London Zoo Marketing Manager but with a ‘dotted line’
to the ZSL Whipsnade Zoo Brand Manager and will be responsible for supporting projects in
both these areas.
Other
The role will be responsible for KPI reporting on a regular basis on the following
 Weekly Stats reporting - Admission figures for both Zoos including income and per
caps
 Supporting compilation of the monthly council report
 Marketing campaign analysis including impact from media (OTS/OTH/Impressions)
and effect on KPI’s
 Research results including quarterly research from BDRC and coordination of
circulation to the organisation
 Input into ALVA and BIAZA visitor number reports with other Zoos and attractions.
The role will also be financially accountable for
 Revenue reporting on admissions numbers for ZSL London Zoo and ZSL Whipsnade
Zoo
 Spend tracking against expenditure budgets (London and Whipsnade)
 Supporting negotiating terms and contracts for media partners and creative agencies
 Invoicing and PO tracking on all spend
The role will also be a key ZSL representative at the following
 BIAZA events
 ALVA events
 Team meeting
 Agency updates and meetings
 Groups, Trade and Education shows when required although not a core component
of the role.
Main duties and key responsibilities
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Provide general and effective administration tasks for the Head of Marketing, ZSL
London Zoo Marketing Manager and Whipsnade Zoo Brand Manager and the wider
marketing team including general office management
Responsible for maintaining databases tracking KPI’s outlined above and regular
reporting to the Head of Marketing, London Zoo Marketing Manager and ZSL
Whipsnade Zoo Brand Manager
Responsible for working with line manager to ensure detailed media planning and
creative development as well as project plan management of activity including hitting
deadlines, detailed review of creative and copywriting, media planning and coordination with multiple media partners.
Supporting co-ordination of different ticket type set up with the IT department and coordination of ticket sales for new events.
Supporting media campaign planning and support for all commercial events at ZSL
London and ZSL Whipsnade Zoo.
Supporting ticket sales strategy for events across the two Zoos including working
with affiliate partners.
Working with the internal ‘Interpretation and Design’ team to co-ordinate production
of visitor facing communication including the ‘day planner’ and support for event and
marketing signage.
Supporting the Marketing team in brand management and ownership of the brand
guidelines for the three key brands, London Zoo, Whipsnade Zoo and ZSL including
supplying correct logos and guidance to third parties and internal partners.
Support the Marketing Manager and Brand Manager on annual financial planning
and strategy
If not covered in main duties and responsibilities above please make sure that
these questions are addressed under the following headings
Building relationships
The Marketing Executive will have key relationships multiple stakeholders. The job holder
will need to have a confident and enthusiastic approach and be able to engage in external
high level meetings with third parties. The ability to influence and listen will be crucial. The
Marketing Executive will need to be able to conduct themselves professionally at all times
when representing ZSL.
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Internal departments – Interpretation and Design, D&L , Animal Teams, Digital and
Commercial.
External Agencies – The Chase, Arena, BDRC, CACI
Mental Demands
The job-holder will not be required to make any major decisions without referring to
other members of the team, but should be able to make informed recommendations.
They will need to judge how to handle each contact depending on their needs.
They will need to be able to manage workload between multiple areas and prioritise
projects based on delivery and communicate this to their line manager
Flexibility
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The job holder will have to have a flexible approach to work and be able to manage
changing deadlines and multiple projects.
As many key stakeholders are involved externally and internally the ability to gather
feedback at appropriate times will be key
Working Conditions
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The job will be office based in London as part of the central Marketing Team
The job is responsible for KPI’s across both London and Whipsnade Zoo and travel
to Whipsnade is expected at least once a month
There will also be travel to trade shows in the UK
Expectations of job holder
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To ensure that the policy for equality of opportunity is adhered to and promoted in all
aspects of the post holder’s work.
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To ensure effective quality control and continuous improvement in all aspects of the work
and responsibilities attached to this post.
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Demonstrate professionalism towards sensitive and confidential information.
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To comply with and promote Health and Safety policies and procedures and to
undertake recommended Health and Safety training as and when necessary.
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To be committed to professional self-development, through participation in in-service
training as necessary for the successful carrying out of the job.
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To undertake such other duties as are commensurate with the grade of the post.
NB: This job description is designed to outline a range of main duties that may be
encountered. It is not designed to be an exhaustive list of tasks and can be varied in
consultation with the post holder in order to reflect changes in the job or the organisation.
Person Specification
The post holder will need to be an enthusiastic and confident individual who has the ability to
get people on side. They will be passionate about marketing and communications and be
able to identify new opportunities and bring new ideas to the team.
They will be flexible and open and able to support their line manager in delivery of projects in
tight time-scales.
The role will need to work autonomously at times and the post holder should be able to be
self-motivated and driven.
They will need to be professional in approach and be able to confidentially articulate ideas.
They should be comfortable meeting new people. A creative thinker would be beneficial and
certainly the ability to be able to critically review creative and strategy.
Qualifications & Experience
Proven knowledge of Marketing and practical experience of project management.
Knowledge
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Knowledge of visitor attractions
Knowledge of commercial marketing and disciplines
Knowledge of project management
Skills & Abilities
 Advanced skills in using MS office packages, specifically Excel and PowerPoint.
 An ability to manage competing priorities
 An ability to effectively communicate with different stakeholders
 Financial awareness and ability to report figures
 Experience in managing the creative process including amends, feedback, copy and
design quality checking and approvals process.
Other Requirements
Some rare weekends may need to be worked.