Plan and manage marketing and promotional strategies and activities to grow the Grand Ole Opry brand and business to achieve target results. Be an active business driver, partnering closely with marketing and venue leadership to align business goals/key focuses and design effective marketing plans to grow new customers, support lead-generation efforts, enhance the brand story, and increase attendance, traffic, and sales revenues. This role has a direct and significant impact on the Grand Ole Opry’s growth and profitability. Reports to Director of Marketing of Opry Entertainment Group (OEG).
- Define specific market, competitive, and audience growth opportunities based on research, data, and/or insights. Inform and share insights with operating leaders to garner support for and alignment on marketing strategies.
- Track and understand current business objectives, financial results, and other key indicators, such as show attendance, cover volume, etc. Define opportunities (or adjustments needed), setting clear objectives.
- Develop and maintain an overarching marketing strategy that includes current position, desired position, and roadmap to get there. Ensure cross-brand and portfolio-wide strategies as appropriate.
- Translate insights and overarching strategy into actionable, annual, quarterly and campaign plans that our channel team members are guided clearly by and can execute successfully on, including:
- Customer identification and demand for products and services
- Competitive evaluation and/or other considerations (prior year tactics and results; new or direct competition; seasonal factors, etc.)
- Budget/spend parameters based on goals
- Positioning, key messaging, features and benefits, call to action information
- Brand intersections, OEG cross-brand opportunities
- Creative, promotions, events, partners, or publicity needs
- Timelines and calendars
- Clear objectives with performance indicators to achieve
- Any other details needed to optimize for success
- Ensure clear timing and priorities of tasks and initiatives for assigned brand(s) are communicated with operational and marketing team members.
- Develop and manage a marketing budget for the assigned brand, including expenditures, media, research and development appropriations, ROI, and profit-loss projections.
- Communicate the marketing plan(s) with stakeholders, business partners, leaders, and channel team members. Actively communicate results with business leaders and partners.
- Oversee and manage tactical plan(s) and execution through acquisition marketing and marketing services teams from start to end, ensuring quality of tactics that meet brand standards, maximize the opportunity, and achieve performance targets.
- Inspect and ensure integrated marketing initiatives meet goals for driving engagement, data capture, traffic/attendance, revenue, and lifetime value for OEG business and brand(s). Make recommendations or necessary plan adjustments to improve performance or shift in direction.
- Requires frequent presence in the venue to inspect marketing efforts, ideate new opportunities, and evaluate customer experience. Know current operational priorities. Participate actively in operations meetings, results reviews, and site visits.
- Work with venue leadership and key to create and evaluate new products, including, but not limited to, proprietary programming (examples: new concert series, promoted and produced events, event productions, exclusive content development, etc.). Seek and create new promotional opportunities for OEG brands.
Perform other duties as assigned.
Opry Entertainment Group
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