Job Description. Marketing Planning Manager Cunard Global. 300m International

Transcription

1 Job Description Job Title : Marketing Planning Manager Cunard Global Department : Reporting to (Job Title) : Commercial Cunard Marketing (UK & International) Marketing Director No of Direct Reports : 0 Size of Department: 1 Budget Responsibility (direct) : 0.1m Revenue Responsibility (direct) : 300m International Date of issue: January 2014 Issued by (name): Angus Struthers Overall Purpose of Role: Working with the Marketing Director, International Director, Regional Heads and Heads of Marketing to deliver integrated and comprehensive marketing communication plans that deliver the Cunard strategy for both short and long term business needs. To ensure that tactical and strategic priorities throughout the year are reflected in the plan and that buy in from key stakeholders is achieved to deliver these changes To work with Insight,, Commercial and Finance to ensure a cohesive approach to campaign planning, execution and performance, and to make sure these findings are key in improving the marketing planning process and results for the business. To manage the annual budget process and ensure transparency on a monthly basis, whilst forecasting potential requirements by the marketing department to hit targets and assist in managing the business case process to deliver these needs on budget and time The role has direct responsibility for all related UK activity and requirement to be coordinated with Cunard international sales and marketing activity. Page 1 of 6

2 Main Activities and Responsibilities Strategic Leadership Work with the Marketing Director, International Director, Regional Heads and Heads of Marketing to deliver integrated, insight driven, cost effective multi channel media communication and promotion strategies in accordance with brand guidelines to deliver forecast passenger and revenue(olbd) numbers. Ensure that performance reporting is at the heart of the marketing plans to continually ensure spend and activity is accurate and efficient in delivering the passenger mix. To this end they will work with the Insights and Cunard Global Marketing teams to monitor the effectiveness of all marketing activity to ensure that the right message is getting to the right person at the right time, in the best format and in a cost effective manner. Responsible for the delivery of Summary and Budget Plans that outline UK & International Marketing activity and ensure these are inclusive of all Cunard international sales and marketing activity as required. Assist in the delivery of Business cases, by providing financial and analytical analysis, as and when needed to achieve Cunard s objectives (e.g. in selection of promotions and promotional partners). To coordinate all International input to the campaign planning process ensuring that timetables are met to help optimise launch activity. To take a lead role in Wave planning and Launch planning managing, preparing and presenting all business case elements in a timely manner Technical (including systems) and /or Professional Responsibilities To keep abreast of technological advances (e.g. in campaign management software) and propose cost effective changes in working practices where advantageous To be up to date with Marketing techniques in order to deliver innovative and compelling campaigns To have a strong understanding of the budgeting process from customer sourcing to price setting to promotional planning and delivery and evaluation People Management / Coaching / Development / Resourcing Recruit, develop and performance manage support person/s. Support and influence the Heads of Departments (in Marketing, Pricing and revenue management, Sales, Insights) to ensure collaborative approach to campaign planning in order to deliver team objectives To ensure that all relevant internal and external stakeholders have visibility of communication plans to achieve buy in and seamless integration Manage, motivate and develop Special project personnel according to their needs and potential and the requirement of the business Page 2 of 6

3 Ensure all agency partnerships are nurtured to ensure cost effectiveness and exploitation of their resource Budget Management / Financial Responsibilities / Revenue / Sales / Cost Management Oversee the annual marketing budget process to deliver comprehensive marketing plans to deliver enquirer and passenger targets Ensure monthly overview of budgets is transparent and reflects necessary market trading adjustments to the plan Deliver weekly updates of trading for the marketing team to ensure complete understanding of ongoing business needs Administration Responsibilities Ability to manage all admin responsibilities linked to budget, planning and team management responsibilities To ensure HR paperwork (as required) is in order Other Responsibilities To participate in Cunard marketing 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 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 employee s control (list not exhaustive). Ad hoc duties as required Special Requirements (Equipment Used, External Contacts etc): Page 3 of 6

4 Be familiar with leading edge marketing techniques and services Other Features of Job (travel, hours of work, working conditions etc): Some travel to ships and overseas Potential unusual hours during launch planning or special project (e.g. inaugural) periods Location: Southampton Offices Page 4 of 6

5 Person Specification Job Title: Marketing Planning Manager Cunard Global Department: Cunard Marketing Education, Qualifications and Training Degree or equivalent professional education Desirable: CIM Business Management MBA Experience Previous experience of working with Head of Department level Demonstrable high calibre of analytical analysis Recent experience of planning and tracking of integrated multi channel marketing campaigns Experience of influencing at a senior level Team Management Budget planning and forecasting experience Performance reporting Planning experience Desirable: Travel, leisure or service related industry Reputable brand experience Experience of marketing to anabc1 45+years of age 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). Team leadership Marketing skills Planning ability Analytical skills Budgetary control skills Numerical data analysis skills Project management skills Spreadsheet + presentation skills Commercial understanding Strategic thinker Page 5 of 6

6 Analytical and logical Excellent communication and influencing skills 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. Customer focus 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 Intellectually astute Page 6 of 6