Senior Consumer Marketing Director, Motorsports, IMG, London

Reporting into Senior Vice President & Managing Director, Motorsports and the Senior Vice President, Consumer Marketing & Sales based in NYC, the successful candidate will create, drive and oversee all aspects of the Motorsports department’s global consumer marketing strategy and activity across direct and indirect revenue generating activity for the departments international portfolio. The individual will have proven experience at a senior level and be able to maximise existing consumer marketing activity, question and disrupt current practices where necessary, identify and create new direct and indirect revenue opportunities, provide leadership for the global events team and implement best practice across the department.

Application deadline is Sunday 8th September 2019, 11:59pm BST

Key Accountabilities

• Responsible for managing both the BSI Speedway and Rallycross marketing to include marketing executives and managers, digital executives and managers and social media executives
• Work with the IMG production team to ensure the digital and social media offering is in line with bot series broadcast offering. This will be both for at events and during the off season and the season itself for both series
• Maximize consumer attendance and revenue across IMG’s Motorports portfolio
• Manage the go-to-market process with cross-functional groups including, internal consumer marketing teams, event directors, event operations, sponsorship sales, revenue management, PR, digital product, internal and outside designers, e-commerce/ticketing software providers, legal affairs, and media planning
• Act as the ‘voice of the consumer’, lead the development of actionable insights that inform our consumer strategy, including primary and secondary research, market intelligence, evolving digital and mobile behaviour, knowledge of the competitive landscape
• Understanding of product packaging as it relates to ticket, travel, retail and corporate revenues.
• Use consumer insights to shape differentiated product/experience, improve sponsorship offerings, and market-clearing pricing decisions – in collaboration with event, sales, corporate marketing and yield management executives
• Develop and activate on site market research team during events.
• Monitor competitor activity and track industry trends
• Develop creative narratives (design, messaging, voice, content, advertising & promotions execution) that bring these experiences to life across linear and digital channels – in collaboration with event teams, corporate marketing, design and PR teams, as well as local agencies
• Lead the execution of a multichannel, multi-phase customer acquisition and engagement plan with a view to maximize attendee revenue and brand equity
• Oversee development of event-related digital platforms including websites, mobile apps, social media profiles, influencer programs, entry mechanisms and on-site engagement solutions
• Use analytics to monitor, evaluate and optimize marketing and communications strategies and effectively communicate those results to all stakeholders
• Manage marketing & PR budgets for each event, including spend, attendee and revenue forecasting, and track against yearly targets and other strategic KPI’s
• Manage relevant external suppliers, media partners, stakeholders and agencies; contracts, delivery and review
• In close collaboration with the operational team(s), oversee the ‘always on’ Customer Support function to ensure the efficient entry of online registrants and to maximize the on-site experience
• Manage photography, onsite content creation and media relations to meet agreed upon objectives
• Liaise with internal and external stakeholders (including event operational teams, sponsors, local & state government bodies, venues and federations) to plan and deliver PR narratives in line with agreed upon objectives
• Manage all event communications and coordinate crisis communications with division and corporate teams
• Oversee and protect the brand and brand guidelines for each event, recommending and executing brand enhancements and extensions where necessary
• Own the post-event consumer feedback process including event questionnaires, analysis, and internal communication
• Liaise with Events group senior management to develop long term growth strategy within Motorsports
• Liaise with Global Head of Consumer Marketing to assist development of internal best practice within event consumer marketers
• Lead and develop a marketing & digital team in identifying skills gaps and experience, presenting business cases for additional resource, tools and training to develop a strong team.
• Any other duties that are within scope of the role that may be required

Required Knowledge & Experience

• Experienced hands-on multichannel consumer marketing, with proven success in customer segmentation, pricing and promotions, brand communication, digital media planning and analytics, and social platform and content marketing (organic and paid)
• Experience leading change in a matrixed, geographically-distributed organization with proven business results
• Established experience in managing a Consumer Marketing and Digital team
• Experience in project and brand management
• Excellent contacts within marketing and PR agencies and media partners
• Technical understanding of digital acquisition techniques such as SEM, SEO, CRM, and emerging social targeting tools
• Working knowledge of revenue management and pricing, packaging and channel strategy

Working Conditions

• This is a permanent position based in Chiswick Park, London
• Working hours are 9:00 – 17:00, Monday to Friday, however, you will expected to be flexible to fully discharge all duties and responsibilities
• Occasional travel/weekend work may be required