Director – Marketing & Sales

Scope of work (JOB PURPOSE)

Plans, directs and coordinates the marketing and sales efforts for LEGOLAND Dubai to meet or exceed attendance, revenue, profitability and other core objectives.

Main Responsibilities

• Designs and executes marketing plan with strategic intent to meet projected attendance, revenue and EBITDA goals.
• Continually evaluates marketing and sales strategies and plans to compete successfully with other local and regional attractions and theme parks.
• Directs and manages direct marketing, e-marketing, market research, public and community relations, advertising, promotions and sponsorships, sales staff and functions.
• Analyzes pricing and supports per cap goals. Analyzes attendance trends and research to generate new and innovative marketing programs and advise on marketability of new attractions for LEGOLAND Dubai.
• Secures a well functioning local and global integration between both Merlin and LEGO companies. Must assure that all Marketing and Sales efforts happen in accordance with our licensing agreement.

1. Develops and maintains effective strategic partnerships and working relationships with LEGO, key staff from Merlin Entertainments and other LEGOLAND parks, the tour and travel industry, hospitality, corporate, community groups, and external resources and vendors.
2. Advises on marketability of new events and attractions through research with guests.
3. Oversees and coordinates market research and analysis efforts from primary and secondary sources to define and target the market in conjunction with LEGOLAND Parks. Maintains an awareness of competitor programs and practices and LEGOLAND Dubai's competitive position in the market.
4. Generates new marketing ideas, initiatives and programs for attendance and EBITDA growth. This involves promotions, events, new attractions, advertising, and sales initiatives.
5. Actives participant in industry associations.
6. Formulates, develops, refines, finalizes, and implements an annual sales and marketing operating plan. Develops long term marketing strategies based on projections and objectives. Sets goals and objectives develops operating and staffing budgets, and determines timelines to meet volume, revenue and profitability targets.
7. Develops and supports LEGOLAND Dubai's strategic and operating plans as a member of the executive leadership team. Participates in planning, policy and direction setting, problem solving and decision making with other members of the leadership team.
8. Develops and maintains strategic partnerships and linkages with key players in the tour and travel industry, local and regional theme parks, hotels and resorts, and other community and business organizations to support LEGOLAND Dubai.
9. Assesses the need for external resources, defines requirements, reviews and selects service providers and ad production agencies, and contracts for outside services to support marketing and sales program objectives.
10. Maintains effective business relationships and manages the utilization of external resources to maximize effectiveness and manage costs. Monitors pull and effectiveness of LEGOLAND Dubai media.
11. Operates within proscribed budgetary and procedural guidelines to execute strategy, plans and programs through effective leadership, utilization of internal and external resources, and project and people management.
12. Provides information on attendance patterns and performance of sales and promotional initiatives, able to provide data to inform and shape decision making.
13. Promotes and demonstrates LEGOLAND's culture and core values through words and actions. Exhibits the ability to work effectively as a team member to contribute to the strategic and cultural direction of the organization.
14. Determines the organizational structure, budgeting and staffing requirements for the marketing division.
15. Provides program oversight, leadership and direction to MCs in the functional areas of direct marketing, market research, communications, including public and community relations, advertising, promotions and sponsorships, and sales.
16. Responsible for hiring, training, development, performance management, team building and other culture and people management activities.

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.

Qualifications, Experience, & Skills

• Degree in Marketing, Communications, business or similar field
• Minimum of eight years related experience with progressive management experience, ideally in FMCG and or Marketing Commercial sector Working experience in UAE or GCC is preferred
• Superior Written and Verbal Communication Skills, Math Skills, Product Knowledge, Creativity, Demonstrated Experience, Courteous, Basic Computer Literacy, Microsoft Office, Database Skills, Business, Accounting, Marketing, Finance, Target Market Analysis, Presentation Skills, Persistent, Flexible & Agile.
• Fluent in English. Arabic or other languages are a plus