Head of Marketing

POSITION OBJECTIVE

The Job Holder will be responsible for building a category-defining brand that seamlessly integrates physical experiences with digital engagement, creating meaningful connections with families, children, young adults, and entertainment seekers across every touchpoint.

• DO - Key Responsibilities

1. Brand Strategy & Digital-First Brand Building

• Develop and lead the overall brand strategy, positioning the organization as the preferred destination for family entertainment, immersive experiences, celebrations, and community engagement.
• Build a digital-first brand presence across owned platforms, social media, content ecosystems, creators, communities, and emerging digital channels.
• Ensure the brand remains culturally relevant and connected to evolving consumer behaviors, entertainment trends, and family lifestyles.

2.Customer Growth & Digital Ecosystem Development

• Build and scale the organization's digital ecosystem, including website, mobile experiences, CRM, loyalty programs, membership platforms, and customer engagement channels.
• Drive customer acquisition, retention, repeat visitation, and lifetime value through integrated digital marketing initiatives.
• Lead CRM and lifecycle marketing strategies to enhance personalization, customer engagement, and conversion.

3Content, Social Media & Creator Partnerships

• Develop a distinctive content strategy that creates meaningful engagement across families, parents, children, young professionals, schools, and community groups.
• Build creator and influencer partnerships that authentically align with the brand's values, experiences, and target audiences.
• Leverage user-generated content, community engagement, and social storytelling to build long-term brand affinity.

4Integrated Campaigns & Revenue Marketing

• Design and execute integrated marketing campaigns across physical venues, digital platforms, social channels, partnerships, schools, communities, and corporate networks.
• Drive awareness and attendance for new attractions, seasonal events, festivals, memberships, celebrations, and experiential offerings.
• Partner with sales and operations teams to support revenue growth through targeted campaigns and promotional strategies.

5Experience & Product Marketing

• Collaborate closely with operations, experience design, programming, partnerships, and commercial teams to translate customer insights into compelling experiences and offerings.
• Develop strong narratives around attractions, events, memberships, loyalty programs, birthday celebrations, educational experiences, and corporate engagement programs.
• Support the launch of new experiences, attractions, and digital innovations through strategic go-to-market planning.

6.People Management:

• Provides inspirational and motivational leadership to his/her managers and staff alike through consistent communication, presence and proactive management style.
• Ensures that a proactive succession planning and competence program is adhered to and implemented within his/her function
• Takes full ownership and accountability for applying relevant HR policies within his/her areas and stores whilst owning recruitment and development of potential employees within his/her function
• Set KRA’s for direct reports and responsible for performance management

Basic Qualification / Education / Vocational Training

MBA in Marketing

Minimum Experience

12-15 years of experience, with significant exposure to Physical retail or digital-first brands in Industry such as Family Entertainment Centers, Theme Parks, Leisure & Attractions, Retail, Hospitality, Consumer Brands, Entertainment, Experiential Marketing

Skills and Capabilities

• New-Age Brand Building Expertise: Strong understanding of content, culture, creators, communities, and commerce to build modern, consumer-centric brands.
• Strategic Brand Thinker: Ability to define long-term brand vision and positioning while ensuring disciplined execution of marketing initiatives.
• Culturally Attuned: Deep understanding of evolving consumer behaviors, lifestyle trends, and cultural shifts to create relevant and engaging brand experiences.
• Digital-First Mindset: Data-driven, digitally savvy, and content-led, with expertise in leveraging digital channels to drive engagement and growth.
• Change Leader: Comfortable challenging conventional thinking, driving innovation, and leading teams through transformation and business growth.
• Collaborative Operator: Works effectively across functions and leadership teams to align marketing strategies with broader business objectives.
• Commercial Acumen: Balances brand building with revenue growth, customer acquisition, retention, and marketing ROI.
• Customer-Centric Approach: Focused on understanding customer needs and delivering seamless, omnichannel experiences that build loyalty and advocacy.