Marketing Manager

Job Title

Marketing Manager Theme Parks & Family Entertainment Centres

Reporting To

Chief Executive Officer

Role Purpose

The Marketing Manager will be responsible for driving footfalls, revenue growth, and brand visibility for Theme Parks and Family Entertainment Centres. The role is responsible for driving local marketing execution, campaign management, partnerships, digital performance, and on-ground activations to ensure sustained visitor engagement across weekdays, weekends, peak seasons, and special events.

Key Responsibilities

Marketing Strategy & Planning

• Develop and execute annual and quarterly marketing plans, in collaboration with Operations Managers for various centres, aligned with business targets for footfalls, and revenues.
• Plan marketing calendars around school holidays, festivals, long weekends, seasonal peaks, and new attraction launches.
• Define target segments (families, kids, youth, schools, corporates, tourists) and tailor campaigns accordingly.

Campaign Execution & Promotions

• Lead end-to-end execution of marketing campaigns across digital, outdoor, print, radio, on-ground activations, and in-centre promotions.
• Design and execute offers, bundles, memberships, loyalty programs, and group packages in collaboration with Operations Manager.
• Drive Shared Services in Marketing Digital Marketing, Event Management, Influencer Marketing, ATL /BTL, and coordinate with creative agencies for campaign creatives, content, and brand consistency. Ensure the Shared Services deliver the campaign materials in line with the expectations.

Digital & Performance Marketing

• Work with Digital Marketing team to drive initiatives including social media, search, display ads, influencer collaborations, and local listings.
• Define and Track relevant performance metrics to measure performance and campaign ROI.
• Optimize campaigns continuously based on data and insights.

Local & On-ground Marketing

• Plan and execute local marketing activities such as school tie-ups, residential society activations, mall promotions, and corporate outreach in collaboration with Sales Team.
• Manage events, contests, roadshows, and experiential marketing activities to increase brand recall and trial.

Brand & Customer Experience

• Ensure brand positioning is consistently reflected across all touchpoints.
• Work closely with operations teams to align marketing promises with on-ground guest experience.
• Capture customer feedback and insights to refine messaging and offers.

Budget & Vendor Management

• Own and manage the marketing budget efficiently, ensuring optimal ROI.
• Identify, onboard, and manage vendors, agencies, printers, and media partners.
• Negotiate media rates, partnerships, and sponsorships where applicable.

Analytics & Reporting

• Track and report key marketing metrics, including footfalls, revenue impact, campaign effectiveness, and customer acquisition costs.
• Prepare regular dashboards and reviews for leadership.
• Use insights to improve future campaign planning and execution.

Team Management

• Should have the ability to manage and drive Matrix organisation to deliver results.

Key Skills & Competencies

• Strong understanding of consumer marketing in high-footfall environments.
• Hands-on experience in local, digital, and experiential marketing.
• Data-driven decision-making and ROI orientation.
• Strong execution and coordination capabilities.
• Creativity balanced with commercial thinking.
• Ability to work in fast-paced, seasonal, and weekend-driven businesses.

Qualifications & Experience

• Graduate or Postgraduate in Marketing, Business Management, or related fields.
• 10–15 years of marketing experience, preferably in entertainment, hospitality, retail, leisure, tourism, or QSR sectors.

Experience with Theme Parks, FECs, malls, multiplexes, resorts, or large-format consumer destinations will be a strong advantage.