Job Description. UK Head of Marketing Communications
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1 Job Description Job Title : Department : UK Head of Marketing Communications Princess Cruises (UK) Reporting to (Job Title) : UK Director No of Direct Reports : 2 Titles of Direct Reports: CRM Manager & E Manager, Marketing Services Manager Size of Department: 6 Budget Responsibility (direct) : Promo Budget 5m Revenue Responsibility (direct) : Date of issue: 2013 Issued by (name): Paul Ludlow Overall Purpose of Role : Responsible for initiating and overseeing the successful implementation of the evolving Princess Cruises marketing communications strategies, appropriate to the changing market place, to deliver the short and longer term commercial goals of the business. To include a powerful yet cost-effective online and offline communications strategy utilising appealing and creative advertising, CRM campaigns and marketing services solutions to deliver the strategic and tactical business objectives of targeted passengers and yields within the agreed promotional budget. Working in collaboration with the global head office to ensure best practice and consistency in approach to our customers. Page 1 of 6
2 Main Activities and Responsibilities Strategic Leadership To work with the UK Director, VP International Marketing, Sales and Commercial Managers to ensure the customer insight driven and cost efficient communication of the brand marketing activities, in accordance with the brand guidelines, to our targeted audience of potential passengers and existing passengers, delivering short and long term commercial objectives. To develop, plan and implement the Princess brand communications strategy, working closely with and influencing other commercial departments (eg sales and customer services) in order to deliver efficiently both short and long term passenger and yield objectives, through efficiently appealing to both the emotional and logical needs of our target passengers. To plan and execute CRM campaigns, based on customer insight and develop closer relationships with our customers. To work with an advertising agency to initiate and implement offline and online advertising. To manage the design studio function, to efficiently produce offline and online marketing materials, to brand guidelines and your campaign briefs. To help guide the migration from offline marketing activities to online marketing where appropriate to optimise efficiency, and support the use of online fulfilment for offline marketing activities. To monitor its performance in accordance with budgets and targets.. Provide customer insight through the data held on our customers and form plans to identify opportunity audiences Provide insight on market trends and identify cost efficient opportunities to reach a new to cruise audience People Management / Coaching / Development / Resourcing To manage, motivate and develop our marketing personnel, according to their needs and potential and the requirements of the business. To staff and run the department efficiently, and contribute to the formulation of the departmental admin budget. To oversee working relationships with outside agencies, ensuring cost effectiveness through regular review. Budget Management / Financial Responsibilities / Revenue / Sales / Cost Management / Cost Control To contribute to revenue growth through direct marketing, offline advertising, trade marketing and partnership marketing opportunities. To control the promotional expenditure according to the agreed budgets. To monitor the effectiveness of brand marketing activities to deliver efficiency of response and conversion rates, and optimise all spend accordingly. Page 2 of 6
3 Customer Responsibilities (Internal & External Customers) To successfully liaise with other relevant departments to ensure customer satisfaction from our appropriate communication of our product. To work efficiently and effectively with other departments. Technical (including systems) and/or Professional Responsibilities To ensure the efficiency and legality of all our brand communications To keep abreast of technological advances and propose cost-effective changes in working practices where advantageous. To keep abreast of changing marketing techniques, and work closely with the UK Director, to ensure consistency of online and offline elements of all campaigns. To plan and monitor the communications plan using excel spreadsheets and test and learn scenarios. To utilise best practise CRM techniques to ensure optimum CRM efficiency and performance. To oversee the set up and administration of CRM campaign execution through the use of Siebel and provide detailed reporting and insight using these tools. Administration Responsibilities To ensure the optimum organisation of the department to deliver efficiency within both the promotional and admin budgets when totalled. To manage budgets efficiently and on time. To ensure HR paperwork is in order. Other Responsibilities To participate in Princess activities as appropriate. HESS Responsibilities Lead by example by taking care of the health and safety of yourself and others Report all accidents, near miss incidents and work related ill health conditions to your manager/supervisor/team leader Follow safety rules and procedures Use work equipment, personal protective equipment, substances, and safety devices correctly Take part in safety training & risk assessments and suggest ways of reducing risks Appoint shore side risk assessment Subject Matter Expert's as required to review and approve ship risk assessments Actively promote safe working within your team and encourage safe behaviours Page 3 of 6
4 Demonstrate safety leadership in accordance with our Elev8 safety behaviours General Responsibilities Adhere to Corporate Policies and Procedures, including Code of Conduct, Audit Procedures and any control related responsibility for financial data entered, stored, or reported via business systems within employees control (list not exhaustive). To undertake ad hoc duties as required. Special Requirements (Equipment Used, External Contacts etc): Be familiar with leading edge marketing techniques and services. Other Features of Job (travel, hours of work, working conditions etc): Normally Monday Friday, but may vary according to the business needs. Some travel to ships and other offices overseas. Location: Southampton Offices Page 4 of 6
5 Person Specification Job Title: Department : UK Head of Marketing Communications Princess Cruises Education, Qualifications and Training Essential Degree level or equivalent education, marketing techniques training. CRM system, and excel proficiency. Design studio management. Desirable: Institute of Marketing Diploma. Experience Essential: Previous experience of operating at Head of Department level leading a Marketing Communications Department overseeing CRM, advertising, both online and offline, and a marketing services studio. Desirable: Travel, leisure or service related industries. Reputable, brand experience. Experience of marketing to a similar ABC1 45+ affluent audience Work Based Competencies Competencies that refer to the specific work related skills required for successful performance in the role. (e.g. technological competence, written ability, numerical ability, relevant legislative or procedural understanding, analytical ability, organisational ability and project management etc. Essential: Team leadership, marketing skills, planning ability writing ability, analytical skills, budgetary control skills, numerical data analysis skills, relevant legislative understanding, project management skills, spreadsheet + presentation skills, commercial understanding CRM system understanding Studio management skills Page 5 of 6
6 Behavioural Competencies Competencies that refer to the personal characteristics and behaviour required for successful performance. Please ensure that this is linked to the generic competency framework. For example Commercial Acumen, Communication, Customer Focus, Influence, Motivation and Commitment, New ideas/continuous improvement, Problem Solving and Decision Making, Team Work. Each level of competency required should be described specific to the level of the role. Essential: Customer focus, Brand Champion personality, enthusiastic, driven, excellent communicator, good influencer, creative thinker, good planner problem solver, good overseer of agency relationships, good people manager team player, yet able to work on own initiative, good motivator decision maker, excellent attention to detail organised good commercial acumen. Ability to work well to tight deadlines, hands on attitude, approachable. Logical thinker, Can do attitude. Page 6 of 6
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