Full Time Job

Marketing Director, Studio Tour

Warner Media

Tokyo, Japan 02-04-2021
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  • Paid
  • Full Time
Job Description

Marketing Director, Warner Bros. Studio Tour Tokyo (WBSTT)


We are looking for a Marketing Lead for the new Warner Bros. Studio Tour in Tokyo. This is an exciting opportunity for a talented Marketing professional who will be a key member of the senior management team, leading the Tour marketing strategy to create brand awareness and grow the business.
As part of this role, there will be some crossover with the sister attractions Warner Bros. Studio Tour London & Hollywood – a working studio tour based in Los Angeles. The successful applicant will be expected to share learnings and best practices with the other Marketing teams.

Primary job functions
• Responsible for the successful planning and implementation of all marketing strategies and initiatives to ensure ticket sales and revenues are continually hitting budgets
• Take a digital-first, omni-channel strategy that drives tickets sales by maximizing campaign ROAS/ROI (Return On Ad Spend) and engagement
• Establish solid relationships with Travel Trade (OTA's , RTO's, Tour Operators, Airlines, etc.) to ensure travel trade sales channel delivers target sales
• Ensure that the Tour ticket availability is maximized at all times
• Work with the GM and senior management team on the sales planning and management of budgets.
• Management and development of team to ensure the on-going efficiency of the marketing function
• Partner with executive team Leavesden (UK) & (Burbank) to set strategic direction

Additional essential job functions
• Devise the Marketing Strategy (and collaborate on the Communications strategy) for the attraction to optimize yields from core markets(segments) including:
• Inbound International Tourists
• Local resident day out market
• Intellectual Property Fan base
• Schools/Education
• Manage and develop the Tour's branding and ensure brand guidelines are adhered to across the tour and in all external and internal materials
• Ensure that the Marketing and Communications elements of the overall joint strategy are fully integrated and seamless
• Participate pro-actively in the WB Tour Global senior management team, seeking to continuously improve all areas of the business
• Establish and review pricing strategies to maximize yields and optimize seasonality/ develop off peak. Work with Technical Solutions to maximize ticket availability and analyze reports
• Be responsible for delivering all channel marketing campaigns around key trading periods, features and events in order to maximize capacity during peak times. Ensure features are marketing led and maximize effectiveness of both marketing and the operation
• Devise and manage initiatives to drive new audience and customer development, tracking awareness, identifying opportunity and barriers to visiting
• Develop and nurture online social network fan bases through active participation on Twitter, Facebook, youtube travel resource and Harry Potter fan sites
• Oversee online and website presence and ensure all sites are maximizing the sales potential through the customer journey (CRM approach), are maintained and up to date
• Devise methods of conducting ongoing research to include: public awareness and guest satisfaction in all core market segments with the goal of maximizing NPS (Net Promoter Score). Ensure all of our research data is consolidated to proactively inform business decision making
• Oversee and manage the information in the Marketing Consumer Database, ensuring data protection considerations are fully legally compliant, and develop our CRM capability
• Work with data science teams to leverage internal and external audiences housed within the DMP (Data Management Platform) for targeting and campaign optimisation
• Build relationships and ensure approvals and coordination with other WB operations and marketing initiatives for Harry Potter, including Harry Potter Global Franchise Development and Consumer Products
• Build relationships and ensure approvals and co-ordination with JKR's Wizarding World Partners, including her agents, Pottermore, and other WW partners
• Work across the business to maximize secondary income partnering with commercial functions such as events, retail, e-commerce etc
• Lead, manage and control on-going marketing and admissions income (ticketing) budgets as agreed with attraction's GM, finance and Senior Management
• Develop and maintain a world-class learning and educational programme driving off peak business
• Train and develop the marketing resources as required for long term marketing expertise
• Set sales targets and objectives in conjunction with appropriate staff maintaining tight budgetary control throughout the year
• Benchmarking against other attractions
• Analyze the effectiveness of the marketing campaigns
• Ensure administrative work is accurate and up to date
• Attend conference calls and video calls across West Coast and London time zones
• Establish networks and contacts with major tourism and attractions bodies including but not limited to:
• Local and Regional Tourism Boards and Destination Management Organizations
• Inbound and domestic tour operators
• Industry and Professional bodies
• Industry media

• Previous leadership and marketing experience within a service-led fast-paced industry, ideally in the attractions industry within Japan/Asia and inbound tourism-based experience
• Demonstrated ability to plan and execute major marketing campaign
• Excellent commercial and digital marketing acumen
• Excellent negotiating skills
• Strong finance and analytical skills, including use of Excel
• Good written and oral communication presentation skills
• Good managerial skills
• Good customer service skills
• Proven track record in analyzing the marketplace, establishing revenue targets, and meeting and exceeding targets; as well as accurately assessing opportunities and marketplace threats, and developing action plans to combat threats
• Demonstrated ability to effectively lead and develop teams, prioritize work schedules, and multitask
• Proven track record of developing appropriate partner relationships with internal and external customers
• Fluency in written and spoken Japanese and English is required
• Graduate (BA/BS) required. Bachelor's degree in marketing or a closely related field is preferred

Many of our staff work flexibly in many different ways, including flexible hours or an element of working remotely. Please talk to us at interview about the flexibility you need.