Topgolf

Returning Candidate?

Senior Marketing Manager - Houston Market

Senior Marketing Manager - Houston Market

ID 
2017-6098
Position Type 
Salary
# of Openings 
1
Address 
560 Spring Park Center Blvd
Job Locations 
US-TX-Spring
Category 
Marketing

More information about this job

Overview

SUMMARY
Working with multiple Topgolf locations in a single market, the Marketing Manager(MM) is responsible for developing the grassroots strategy and managing the local marketing programs. The MM will execute the grassroots activities and local programs using the tools provided. Local campaigns and outreach efforts target our core audiences and have direct impact on new and repeat visit counts. This role relies heavily on analysis of local results and return on investment (both $ and resource).
The role receives guidance and direction from their Regional Marketing Manager at the home office when needed; many activities can be completed without supervisor approval.

Key Responsibilities

  • ESSENTIAL JOB DUTIES AND RESPONSIBILITIES*
    Local Marketing Programming
     Local Marketing Activation:
    o Know the local market! Where people go, when they go, latest offers and promotions of competitors (social media, key groups to follow, network participation)
    o Planning outreach programs as part of local campaigns to enhance community relations (networking, event opportunities, key players)
    o Work with the venue managers to educate and engage associates on important campaign details including campaign objectives, target audience, upsell tactics, offers etc. (local and national campaigns)
    o Coordinate all marketing request forms (MRF) before they are sent over to corporate marketing. Ensure the event/initiative fits within the current campaign and is in accordance with the Topgolf brand
    o Booking late night entertainment schedule
    o Participate in charitable outreach that can also be a business/networking opportunity, as well as potential outreach programs to build relationships with local charities
     Social Media:
    o Analyze venue data and metrics to identify opportunities to increase visits and spend per visit. Create promotions or campaigns to capitalize on these local opportunities with DO and venue teams
    o Owning the real time Social Media updates and interaction on venues such as Facebook, Twitter, Instagram, Yelp, TripAdvisor and Google
     National Campaigns:
    o Execute and activate the national marketing campaigns in-venue as directed by the corporate marketing team
    o Planning outreach programs as part of national campaigns to enhance community relations (networking, event opportunities, key players)
    o Tracking results of all national campaign activity and making recommendations for future activity (KPI’s, budgets/financial returns, ROI, planning, sizing)
    o Responsible for ticket sales and well as reporting back on campaign results from venue level
    o Throughout and following the national campaigns, actively producing social media, photographs, program summaries, and recaps.
     Corporate Partnerships:
    o Activate and manage venue implementation and activation of corporate partnerships
  • Creating and managing key partnerships with local businesses/organizations who can help with our word of mouth campaigns and build community relations (golf outings, festivals, local networking groups, charities)
     Brand Standards On-Venue:
    o Ensure all materials on display on venue comply with brand standards (timely/updated/in good shape)
    o Maintain the stock/version of promotional items (hand out items, promo cards, tents, banners, games, posters, brochures, etc.).
    o Sampling, run-of-show of events, specials, price-points, up-coming activities - “What’s new,” “What’s next,”
    o Working with management team and associates to deliver the ultimate guest experience, paying particular attention to: lighting, music, TV, programs, feedback, communication of events/activities, signage, offers (from corporate, venue and digital), menus, wearables and general ambience
    o Use web to print venue to create the venue materials where appropriate
     Budgeting:
    o Managing local marketing budget
    o Managing requests for donations/sponsorships of local sports teams, charities or schools
    o Managing budgets for staffing of off-venue marketing activity using marketing champions
    Role requires travel back and forth between assigned venues in market

Key Qualifications

  • RELATED COMPETENCIES
    BASIC AND PREFERRED QUALIFICATIONS (EDUCATION and/or EXPERIENCE)
     Bachelors degree required, with an accredited program in marketing
     Five years of relevant work experience required, including 3 or more years implementing integrated campaigns in an in house marketing environment across multiple locations
     Experience in field marketing is preferred
    MINIMUM QUALIFICATIONS, JOB SKILLS, ABILITIES
     Expert in marketing tactic and execution of programs across a multi venue operation
     Expert knowledge of marketing planning tools and strategies
     Excellent knowledge of social media marketing as a key component of the marketing mix
     Proficient knowledge of email and digital marketing tactics and strategies
     Proficient in project planning and execution
     Excellent presentation skills and ability to tailor content and presentation style to the audience
     Excellent communicator and collaborator
     Proficient in coaching techniques and able to assist with training of junior team members
     Expert knowledge of Word, Excel and PowerPoint
     Working knowledge of field marketing tactics
     Proficient in demographic profiling tactics and segmentation analysis
     Proficient in data analysis techniques and presentation of campaign results
     Strong business acumen with the capacity to analyze the impact of campaign and project implementation
     Proficient knowledge of technology platforms and their impact on the guest experience and revenue projections
     Expert in brand strategy and communications and consistently follows the brand guidelines in all marketing efforts
     Working knowledge of partnership and sponsorship programs
     Naturally creative in their approach

Connect With Us!

Interested in a different position? Join our talent pipeline for general consideration.