Ref: RP195-102

Job description / Role

Employment: Full Time

Building Fun
Join the team of the first LEGOLAND Park in the Middle East and help us create amazing experiences for families from around the world. At LEGOLAND Dubai we rely everyday on our Model Citizens (employees) in meeting our ultimate goal of bringing the LEGO values of creativity, imagination, learning, quality and fun to life and deliver truly memorable experiences to our guests. With over 40 interactive rides, live shows and attractions you will be able to find a diverse range of career opportunities in one of the most unique and stimulating work environments you could imagine. Come and work where work is PLAY. At LEGOLAND we make every child a HERO!

Play Your Part
The Head of Marketing is responsible to Create and delivery strong consumer marketing strategies and campaigns for LEGOLAND Dubai. Plan and implement local, regional and international marketing strategies to maximize visitor ticket revenues through promotions, communications, loyalty programmes, brand strategies, events and partnerships. Deliver budget consumer visitor numbers, gate revenue and yield targets. Strong collaboration with internal departments and external agencies. Ensure a consistent delivery of the LEGOLAND brand platform both on and off the site. Manage market research both for on-going product quality and marketing effectiveness measures and specific park development studies.

Main Duties
- Work with Sales and Marketing Director to develop and execute the marketing plan to drive visitor attendance.
- Via direct control of ATL and BTL marketing activities and budgets (including brand marketing,
- Work closely with the Head of Sales, PR & Social Media Manager, the Merlin Central Marketing Team and the Dubai Parks Destination Management team to ensure close alignment on all Sales and Marketing activities.
- Develop strong corporate partnerships to maximize sponsorship revenue and drive positive awareness of the LEGOLAND brand in the geographic area.
- Contribute as a key member of the marketing team to execute the annual sales and marketing plan.
- Develop strong consumer events to drive visitor attendance and repeat visits, supporting programmes for Annual Pass holders.
- Ensure on-going market research tracking activities are carried out through the year and support the Sales and Marketing Director in product development research and other ad hoc research requirements. Disclaimer: Job descriptions are not exhaustive and the job holder may be required to undertake duties which are in line with but not limited to the above responsibilities
- Identifies, develops, negotiates and manages partnerships, in-kind contributions, and pursues partnership-marketing opportunities such as strategic partnerships and alliances. Sets goals and objectives, develops prospects and contacts, develops and implements an action plan, negotiates agreements, and ensures contracts are approved and executed.
- Actively participates in industry organizations, trade shows, seminars, product launches, and other activities to represent and promote LEGOLAND while maintaining and developing a strong network of business contacts and prospects.
- Formulates plans, develops and implements a comprehensive strategic local and regional and international plan with Director of Marketing. Plan to define partnership, promotions potential, membership and creative strategy. Head of Marketing to work hand in hand with Director of Marketing to develop strategies, set objectives, budgets, staffing requirements and execute program activities.
- Creates designs, costs, schedules, implements, tracks and manages promotional programs such as discount coupons, prizes, give-a-ways, and other special programs to increase attendance to the park. Establishes and evaluates relationships with national promotional organizations and oversees same with regional and local promotional partners.
- Develops joint strategies for promotional opportunities with the LEGO Group, other LEGOLAND theme parks, and Dubai Parks Destination Management. Works cooperatively with marketing and sales department staff to coordinate and maximize efforts and build synergy. Evaluates effectiveness of promotions and approaches and makes changes to meet targets.
- Ensures accomplishment of financial/budgetary goals and performance of partnership contract commitments. Oversees and coordinates details of programs within a wide range of functions and individuals.
- Negotiates and drafts promotional agreements, including terms and conditions. Ensures contracts are approved and executed.
- Works actively and closely with the LEGO Group to develop ideas, promotions and marketing collaboration.
- Build strong relationships and a network with Heads of Marketing in other LEGOLAND Parks, to share best practice sharing.
- Network and build a strong link to Merlin Group Marketing.
- Researches, analyzes and tracks competitor activities and collects data to identify current industry trends. Evaluates front-end and back-end promotions and performs competitive analysis with other theme parks relative to their promotions and sponsorships. Utilizes findings to convey information, make presentations, and assist in setting or adjusting targets and action plans. Aligns staff, resources, programs and activities to accomplish objectives through effective program development and implementation, contacts, coordination, and utilization of internal and external resources.
- Identifies and develops a network with counterparts in the attractions and entertainment field.
- Develops the organizational structure, roles and responsibilities for the Partnership, Promotions, membership and brand group. Provides program oversight, coordination and management of employees in the above group. Is responsible for hiring, training, development, performance management, team building, and other people management activities.
- Serves as a contributing member on the Senior Sales & Marketing Management Team.

Health & Safety
Managers are responsible for all aspects of Health, Safety & Security within their department, in line with the Group Policy (HS001). In particular, they must ensure that risk assessments have been carried out, that safe working procedures are in place for all work activities and that all employees under their management are aware of the Group Health, Safety and Security Policy and their obligations under it. They must ensure that safe working practices are monitored and that risk assessments and procedures are reviewed regularly. Where incidents do occur, they must ensure that they are investigated appropriately and that where necessary, corrective action is taken to ensure that such incidents are not repeated.

Requirements

Are You a Star?
In order to be qualified for this role you should possess the below criteria
- Bachelor's degree in Marketing, business or related field
- Minimum of 5 years experience, ideally in the leisure industry, two years' experience in leading a team
- Good presentation and numeric skills.
- Fluent in English, another languages are a plus

The Best Part of The Story
We offer a competitive salary and benefits package which includes; housing allowance, annual flight allowance, comprehensive medical coverage, life and accident insurance and other generous allowances. We also care about your career development supported by Learning opportunities for those seeking a long-term future in the Company.

About the Company

Dubai Parks and Resorts offers new heights in experiential entertainment through an inspired concept that brings the best of the east and the west in the entertainment industry. Conceived and developed by Meraas Holding, Dubai Parks and Resorts articulates the Dubai leadership’s vision of positioning the emirate as a compelling global tourist destination.

The first phase of Dubai Parks and Resorts will comprise three theme parks: motiongate™ Dubai, Bollywood Parks™ Dubai, and LEGOLAND® Dubai. The development will also feature Riverland - a grand entrance plaza and Lapita, a family themed hotel. The first phase is scheduled for completion in 2016. Ground work commenced on site in February 2014

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Head Of Marketing salaries in UAE

Average monthly compensation
AED 27,500

Breakdown available for industries, cities and years of experience