Regional Head of Marketing, Timeout
$130-140k
More information about location
Office located in Time Out Market New York Brooklyn, NY
Global media and hospitality business
Be an early applicant
Global media and hospitality business
501-1000 employees
Be an early applicant
$130-140k
More information about location
Office located in Time Out Market New York Brooklyn, NY
501-1000 employees
Company mission
To inspire people to have an amazing time in cities all over the globe.
Role
Who you are
- 8 + years of marketing experience with progressive seniority into a regional or multi-site marketing leadership role
- Proven experience leading marketing across two or more hospitality, leisure, retail or lifestyle venues with combined revenue of $30 million or more
- Track record of building and maintaining six-month working plans and 12-month overarching plans, and converting strategy into measurable commercial outcomes
- Experience owning a marketing P&L and managing agency, vendor and partnership relationships at director level
- Demonstrated ability to drive sponsorship and brand partnership revenue at scale
- Strong commercial acumen. Comfortable presenting marketing performance to senior operators, CFOs and CEOs
- Deep customer and CRM strategy expertise. Hands-on knowledge of CRM platforms, segmentation and lifecycle marketing
- Demonstrated team leadership experience with three or more direct reports across mixed disciplines (campaigns, content, events)
- Brand and creative direction skills. Able to set and defend brand positioning in front of operators, media partners and senior executives
- Excellent written and presentation skills
- Hospitality, food and beverage, or food hall sector experience preferred
What the job involves
- Reporting to: General Manager, Time Out Market DUMBO and General Manager, Time Out Market Union Square (joint hard reporting line)
- We are looking for a senior commercial marketing leader to take ownership of the marketing strategy across both Time Out Market DUMBO and Time Out Market Union Square
- This is a portfolio role. The Director of Marketing sits above the site marketing function and owns brand positioning, the forward marketing and content calendar, the marketing P&L, group brand alignment, and the line management of the New York marketing team
- This is a hands-on strategist role, not a hands-off director role
- The head of marketing will plan a minimum of six months ahead at all times, with a rolling 12-month overarching plan, so that the New York Markets are always six months ahead in the business
- The head of will set the commercial direction for site activations and programming, integrate event sales and brand partnerships into the marketing rhythm, and lead a team of three direct reports through a trackable KPI framework
- The role is responsible for ensuring that a $40 to $45 million combined portfolio is supported by a marketing function that operates at the strategic level the business now requires
- The Director will provide the direction, calendar and commercial integration that has been missing from the previous site-led marketing model
- Build and maintain a rolling 6-month detailed working plan covering campaigns, activations, content, programming, partnerships and event sales pipeline across both sites
- Build and maintain a rolling 12-month overarching plan setting the annual strategic shape: brand campaigns, seasonal moments, major activations, programming themes, partnership pipeline
- Ensure the team is always working six months ahead of the present. No reactive activation planning, no last-minute campaign briefs, no vendors signed off inside the 90-day window
- Own the content calendar across both sites end to end: brand campaigns, social content, CRM communications, PR moments, paid media
- Run the annual planning cycle with both General Managers and the SVP O&O
- Own the integrated marketing strategy across Time Out Market DUMBO and Time Out Market Union Square
- Set the brand positioning, audience strategy and messaging architecture for both sites in alignment with the Time Out Market global brand
- Hold brand standards authority across all vendor-facing collateral, menu boards, signage and concession-led marketing within the Time Out Market environment. Authorised to enforce brand consistency at the vendor level
- Own the marketing contribution to site revenue targets. Marketing performance is measured against site trading outcomes, not vanity metrics
- Integrate the event sales pipeline (delivered by the Regional Event Sales and Brand Activations Manager) into the marketing calendar
- Drive the brand activations programme to actively encourage and secure sponsorship revenue from liquor, beverage, lifestyle and media brand partners. Set the annual sponsorship and brand partnership revenue target with the GMs
- Lead the strategic conversion of brand relationships into hosted events, themed takeovers, seasonal activations and exclusivity deals
- Review and approve all major marketing investments and contracts within the agreed budget envelope
- Own the customer data and CRM strategy across both New York sites
- Set audience segmentation, lifecycle marketing strategy, retention programmes and customer acquisition strategy
- Interpret weekly trade data, marketing performance data and customer insight to direct the team's focus
- Own the marketing KPI framework. All marketing activity must be measurable and trackable against agreed KPIs
- Line manage three direct reports (Marketing Operations and Activations Manager NY Markets, Social Content Creator NY Markets, Regional Event Sales and Brand Activations Manager NY), all on hard reporting lines
- Set individual KPIs for each direct report covering both quantitative (revenue contribution, audience growth, conversion rates, paid efficiency, event sales pipeline) and qualitative (brand standards, planning discipline, cross-site coverage) measures
- Run monthly one-to-ones and quarterly formal performance reviews with each direct report against documented KPIs
- Build and develop the New York marketing team. Conduct quarterly time allocation reviews to protect DUMBO and Union Square focus equally
- Act as the primary marketing interface between New York Markets and the Time Out Group Marketing Director
- Lead the strategic relationship with the local PR agency, including agency selection, retainer scope and quarterly review
- Maintain alignment with Time Out Media editorial, advertising and Creative Solutions teams to maximise cross-divisional opportunities
- Represent New York Markets in group marketing forums and global Time Out Market marketing leadership meetings
- Own the combined New York marketing budget, comprised of the site-specific marketing budgets agreed annually for Time Out Market DUMBO and Time Out Market Union Square
- Authority to allocate and spend within the combined budget at discretion, including campaign investment, vendor commitments, agency fees, paid media and content production, subject to delivery against agreed KPIs
- Any spend in excess of the agreed combined budget requires approval from both General Managers and the SVP O&O
- Hiring decisions on direct reports made in consultation with General Managers and HR
Our take
Originally founded in 1968, the aim of Time Out was to provide reliable information about cultural happenings through the form of a magazine. It was intended to be an 'insider's guide' and included details about art, film, concerts, theatres and more.
Since then its diversified to include food and restaurants, and has straddled both the travel and hospitality sectors. And to keep up with the times, it has transitioned to digital advertising and social media.
Its also received new equity investment through a 2016 IPO, and made big strategic moves from this. Part of this move included stopping the print publication and instead placing a greater emphasis on its digital content. Time Out's current CEO, Chris Ohlund, has said he would be leading the company into its 'next phase of global growth' which has so far included the announcement of a global video collaboration program amongst its digital innovations.
Steph
Company Specialist at Welcome to the Jungle
Insights
5% employee growth in 12 months
Company
Company HQ
Holborn, London, UK
Leadership
Chris Ohlund
(CEO)He has served as Non-Executive Director at Facile.it, Casa.it, Parcel2Go.com, and Residently. Subsequently was Founder and Chairman at International Retirement Solutions AG. Joined Time Out first as Executive Vice Chairman, and now serves as CEO.
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