Topgolf

  • National Field Marketing Manager

    Job Locations US-TX-Dallas
    ID
    2018-7784
    Position Type
    Salary
    # of Openings
    1
    Address
    8750 North Central Expressway
    Category
    Marketing
  • Overview

    Working with Topgolf locations (US) nationwide, the National Marketing Manager (NMM) is responsible for overseeing development and execution of each venues grassroots strategy and venue marketing programs. The NMM is based at the Home Office and supports, guides and develops the Marketing Managers at each Topgolf location nationwide to execute grassroots activities, community engagement efforts and local programs.
     
    Local campaigns and outreach efforts target our core audiences and have direct impact on new visit counts. This role relies heavily on analysis of local results and return on investment (both $ and resource). The NMM is responsible for holding MMs accountable for using this data to make strategic decisions for their market.
     
    The NMM is responsible for marketing of new venue openings. They must develop a local activation plan with the local MM to generate leads and recruit new Topgolf members. Cross-functional collaboration at Home Office, recruitment of the MM and training of the local management team is key to their success.
     
    This role heavily supports marketing programming and efficient, accurate communication to our venues nationwide to ensure a seamless and positive Guest experience. 
     
    Role requires some travel (approximately 1 out of market trip per month), but varies throughout the year.

    Key Responsibilities

    • Develop and analyze effectiveness of event-in-a-box toolkits venues can utilize to drive new and repeat visits.
    • Support development of national campaigns, development of SOPs and communication to the field
    • Own all elements of marketing for new venues, including recruitment/management of new venue MMs
    • Recruit and train new Marketing Managers
    • Develop and implement interim MM process for venues without an MM to continue marketing efforts until replacement is found
    • Manage TEAM recap portal, improve functionality and monitor use
    • Work with MMs to ensure successful execution of 20+ national programs annually 
      • Quarterly recaps to Director of Operations in each venue; guide DO’s in what to expect and how to support their MM 
      • Planning, fulfillment, activation and execution of tactics:
        • On-site branding
        • Promotions
        • Partner integration
        • Digital and social media activation
        • Grassroots activations
        • Local/regional media
        • Monitoring performance and tracking results of national campaigns activity and making recommendations for future activity (KPI’s, budgets/financial returns, ROI, planning, sizing)
    • Ensure MMs meet social and iPad lead gen goals, monitor performance, coach as needed
    • Ensures brand guidelines and styles are implemented at all levels and within all activity
    • Manage, develop and train our in-house team of Brand Managers to provide MMs with holistic marketing plans. Including (but not exclusively):
      • Grassroots training and ongoing support
      • Regular reviews of venue financial results, local marketing planning and budget spend
      • Monthly tactical plan for venues
        • Issued at least 1 month in advance of promotion beginning
        • Includes themes and tools available for the MM and grassroots teams
        • Includes tactics for garnering awareness, selling tickets, driving attendance 
        • Includes social media tactics related to local marketing efforts
        • Measurable objectives set for the teams
        • Promotional merchandise supplier
    • Provide guidance for local MM budget spend and forecasting

    Key Qualifications

    • Bachelor’s degree required, with an accredited program in marketing
    • 5 to 7 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 required

     

    MINIMUM QUALIFICATIONS, JOB SKILLS, ABILITIES

    • Proven leader
    • Expert in marketing tactic and execution of programs across a multi-venue operation
    • Excellent communicator and collaborator
    • Excellent in coaching techniques and able to train junior team members
    • Expert in field marketing tactics
    • Excellent knowledge of social media marketing as a key component of the marketing mix
    • Expert in brand strategy and communications and consistently follows the brand guidelines in all marketing efforts
    • 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
    • Expert knowledge of marketing planning tools and strategies
    • 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
    • Expert knowledge of Word, Excel and PowerPoint
    • Proficient in the processes associated with briefing agencies and managing agency projects
    • Proficient in demographic profiling tactics and segmentation analysis
    • Proficient knowledge of technology platforms and their impact on the guest experience and revenue projections
    • Working knowledge of partnership and sponsorship programs
    • Naturally creative in their approach

     

    Topgolf is truly everyone’s game, with 41 venues entertaining more than 13.5 million Guests annually, original content shows, next-gen simulator lounges through Topgolf Swing Suite, the global Topgolf Tour competition, pop-up social experiences like Topgolf Crush, Toptracer technology as seen on TV, and the world’s largest digital golf audience. 

     

    Topgolf is an equal opportunity affirmative action employer and administers all personnel practices without regard to race, color, religion, sex, age, national origin, disability, sexual orientation, gender identity or expression, marital status, veteran status, genetics or any other category protected under applicable law.

     

     

    INDS

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