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1 Job Description Job Title : Head of Brand Department : Cunard Marketing Reporting to (Job Title) : Marketing Director No of Direct Reports : 2 Titles of Direct Reports: Brand Manager Partnership Manager Size of Department: 3 Budget Responsibility (direct) : Promo/partnerships 0.2m, plus Capex/Opex recommendation Revenue Responsibility (direct) : Date of issue: Dec 2013 Issued by (name): Angus Struthers Overall Purpose of Role: Working with the Marketing Director, Operations Directors, Marketing Heads and Brand Marketing Managers, provide the vision and direction to maintain and grow Cunard s status as an iconic brand around the world. Ensure the successful long term strategic development of the Cunard brand, in line with the needs of our target audience and the long and short term commercial objectives of the business. Grow brand health and the overall market value of the Cunard brand. Key Interfaces Director of Marketing, Chief Commercial Officer, EVP Operations, Chief Information Officer, Chief Financial Officer, Heads of Marketing, Product Services Director, Operations Directors, Fleet Services Managers, Head of Commercial Planning, Customer Services Managers, Insight Director, Finance Managers, Head of Sales, agencies for new builds, refits, brand agencies, marketing agencies Main Activities and Responsibilities Page 1 of 6

2 Strategic Leadership Global perspective and remit: The Head of Brand s remit is global in scope, ensuring that all design, development and implementation of brand development work from design to product and service reflects the customer and commercial requirements of Cunard s global passenger make up. The Head of Brand is responsible for ensuring that all relevant international Cunard teams receive direction and support for the ongoing brand development and adherence to any guidelines. The brand guardianship extends to both shore side and ship side activity. Customer Insight Strategy: Provide direction and commercially aligned briefs to the Insight Director to enable a clear understanding of our target audience. Monitor the evolving market conditions and brand health to ensure the long term financial and reputational success of the Cunard brand. Customer Brand Proposition Strategy: Develop and maintain a distinctive, differentiated and engaging customer brand proposition, including visual identity, tone of voice, product and service style that informs what we do and how we do it across the entire customer journey. Brand development should reference beyond the cruise industry and benchmark within the world of luxury. Trade Brand Proposition Strategy: Develop and maintain the brand offer that engages our trade partners, recognising the changing dynamics of the market place and provide compelling reasons to recommend Cunard over the competition. Brand Standards /Specification Strategy: Working with Marketing Director, Insight Director, Creative Services manager and Product and Fleet Services, use insight to evolve and periodically refresh the brand standards/specification, to ensure a clear understanding by key stakeholders of what is to be delivered at what cost. Product and Service Development Strategy: Continue to drive the development strategy for Cunard, based on customer insight, market trends and cues from within the luxury sector (notably hotels and restaurants), and in line with our desired market positioning. Product and service visions are to be developed across the entire customer journey and prioritised in accordance with customer importance against current performance. The Head of Brand is responsible for the coordination, writing and presentation of business cases for all related product and service developments. Continuous Product Improvement Strategy: Provide support and direction as an integral part of the design, delivery and on going management against each vision ensuring the appropriate cost/quality level. Brand partnerships: Identifying, sourcing and managing relationships with brand partners and individuals, ensuring Cunard are maximising opportunities for raising brand awareness and working with the Sales and Marketing teams to develop revenue opportunities. Brand extension/trademarks: Work with Legal to ensure the Cunard brand is sufficiently protected at a global level. Identify and develop opportunities to use the Cunard brand and trademarks as a revenue stream beyond the ship e.g. branded goods/retail, trademark use. Consistency: Ensure the brand specification delivery is maintained and monitored throughout the customer journey, identifying any shortfalls, initiating corrective action where necessary and communicating updates to all key stakeholders at a global level. Measurement: Working with the Insight Director ensure the brand s market performance and customer satisfaction is monitored against key criteria at a global level, and recommend Page 2 of 6

3 action to correct shortfalls, sharing best practice throughout the fleet. Refits and New build Strategy: Accountable for the briefing and specification of all customer focussed refits and new builds to ensure adherence to the brand strategy, cost effective consistency and development of the fleet to meet researched customer and potential customer needs, devising new ship concepts and signatures based on sound business cases. Communication Strategy: Liaising closely with the Marketing Communications Teams, evolve brand guidelines as necessary, provide brand direction to strategic campaigns and develop key brand messages to be incorporated into the integrated communications plan (both internal and external). People and Culture: Work closely with HR to align brand and culture and provide guidelines and behavioural frameworks that enable our people to live the brand both ship and shore and establish measures of success for the brand scorecard People Management / Coaching / Development / Resourcing Support the Marketing Director in leading and inspiring the marketing team, acting as role model for the behaviour and attitudes expected of those around us Manage, motivate and develop the Brand team and create an environment for personal growth and succession planning Develop an environment for constant education and immersion in the evolution of the Cunard brand with peers across the business Budget Management / Financial Responsibilities / Revenue / Sales / Cost Management Accountable for the brand development budget, including brand stewardship and brand partnerships Take into account the cost impact of all proposals and ensure cost efficiency of all brand products and services, to match customer budgets and meet brand commercial objectives Administration Responsibilities Ensure all areas of responsibility meet with legal and regulatory protocol Ability to manage all admin responsibilities linked to budget, planning and team management responsibilities Ability to construct sound commercial based business cases for any changes necessary to the brand specification Conduct regular 121s and performance management Compile a monthly report covering the principle activities of the department Other Responsibilities Develop, deliver and be accountable for regular brand steering meetings to secure senior level buy in to all major brand initiatives Lead or represent the Cunard brand across all relevant projects / initiatives with accountability to provide brand direction and specification. Page 3 of 6

4 Attend Marketing Department Meetings and Product/Marketing Meetings and develop good working relationships with key Operations and senior shipboard personnel Liaise closely with key interfaces through agreed work flow processes Manage all external agencies (used as required for brand development projects) harnessing a culture of collaboration and co development as well as budget/time management. Foster a close relationship with CCS to ensure correct delivery of the brand through sales channels 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): Other Features of Job (travel, hours of work, working conditions etc): Regular overseas travel for ship visits Potential unusual hours during project development/ship re fits or launch periods Location: Southampton Offices Page 4 of 6

5 Person Specification Job Title: Head of Brand Department: Cunard Marketing Education, Qualifications and Training Experience of leading Brand Management for a significant, lauded service based brand across communications, product and service offering. Desirable (one or more of): CIM Business Management or Hotel Management Degree MBA Product and/or architectural and/or service design qualifications Experience Blue chip brand management experience developed in a BtoC environment Experience of managing, developing and implementing brand and customer centred strategies: o Product/architecture/service design o Branding design (creative look/feel/tone) Use of research to evidence and plan Experience of product development Experience of influencing at a senior level Team Management Commercial cost /quality understanding Desirable: Hotel/hospitality/leisure 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 Writing ability, Analytical skills, Budgetary control skills, Numerical data analysis skills, Relevant legislative understanding, Page 5 of 6

6 Project management skills, Spreadsheet and presentation skills, Commercial understanding. Strategic thinker Project Management Analytical and logical Excellent communication and influencing skills Good presentation 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, 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. Intellectually astute Page 6 of 6