LEGENDS

Founded in 2008, Legends is a premium experiences company with six divisions operating worldwide – Global Planning, Global Sales, Global Partnerships, Hospitality, Global Merchandise, and Legends IQ – offering clients and partners a 360-degree data and analytics fueled service solution platform to elevate their brand and execute their vision. Currently, Legends works with marquee clients across business verticals including professional sports; collegiate; attractions; entertainment; and conventions & leisure. We are the industry leaders in designing, planning, and realizing exceptional experiences in sports and entertainment. For more information, visit www.Legends.net and follow us on Facebook, Twitter and Instagram @TheLegendsWay.

GLOBAL ATTRACTIONS

Global Attractions is the natural progression from Legends 360-degree platform for success. Our unrivaled guest experience and data-driven sales and planning methodologies give us an edge. Legends currently partners with more than a dozen premium attractions around the globe, including observation decks, museums, immersive experiences and iconic venue tours. We bring together some of the brightest and most experienced entertainment, marketing and operational minds in the industry to ensure each venue is poised to dazzle, delight and drive a steady stream of diverse guests and clients. Legends manages disciplines ranging from ticketing, special events, sponsorship and operations, to food & beverage, retail, guest services, HR, finance and analytics for our Attractions partners.

THE ROLE

The Head of Marketing is a pivotal executive role, tasked with driving revenue growth, expanding market presence, and deepening relationships with key partners to ensure a comprehensive and effective approach across the Attractions portfolio. This individual will guide a high-performing marketing effort, strategizing and implementing key initiatives, and collaborating with and supporting Legends team members on-property along with our various client partners. Reporting to the SVP, Special Projects, this role will embody leadership, energy and passion, while aiming to establish a world-class, results-oriented marketing effort. The role demands not just leading but also directly guiding & engaging in efforts to surpass revenue targets.

KEY RESPONSIBILITIES

Driving Guests to Physical Attractions

The main goal of this role is to drive foot traffic and business to Legends run attractions. Every initiative stemming from this position should have the ultimate goal to increase paid attendance. Whether that’s through direct paid campaigns, improving guest experience, building client relationships, or anything else, every effort should tie back to increasing the number of guests through the doors.

Strategic Planning

For both new clients and existing venues: drive research initiatives to identify market opportunities, conduct audience analysis , profile visitor demographics, and understand market dynamics; perform competitive analysis to remain aligned with nearby attractions' pricing, positioning, and unique selling propositions; map visitor journeys from arrival to departure to identify engagement, upselling, and cross-selling opportunities; collaborate with other departments on admissions/ancillary integration; develop revenue generation strategies through consumer research (Legends IQ), drive demand and pricing analysis to arrive at tiered admissions packaging and pricing concepts. Specify and implement Legends recommended tech stack, including ticketing systems, web, kiosk UI, and supporting systems, enabling upselling and cross-selling. Support on-site marketing teams as they build their annual business plans; develop rate and segment calendars, aligning promotional activations with resellers and groups; create promotional and programming strategies, including annual plans, events, and seasonal offerings; build strategies for engaging with local communities, agencies, and affinity groups.

Creative Development/Client Management

As required, collaborate with client partners and their respective branding agencies to develop each venue’s brand platform, style guides, and ad objects; help identify and secure resources for creative production (photographers, videographers, graphic designers); advise on production of creative advertising assets across digital, print, out-of-home, and broadcast channels; enroll Legends digital media team, and collaborate with local traditional planners/buyers; provide senior supervision of local venue media strategies based on client market needs; support teams as they extend style guide on-site; coach on design and alignment of guest experience elements (printed matter, exhibits, tours, programs, menus, merchandise, and photo platforms); comment on content development, including RFPs, hiring, and driving content creation for websites and social media channels; check in on public relations outcomes: provide support as teams engage PR agencies, and shape annual PR strategies with coverage KPIs; provide tools and establish best practices for customer response, and social-media management; implement strategies for actively engaging visitors throughout their experience (pre-arrival and post-visit emails, signage, screens, etc); provide resources for developing engaging signage and wayfinding; comment as teams support merchandise display efforts and other retail priorities; steer food & beverage menu publication and bar/restaurant branding (as needed); foster strategies for visitor engagement with photography, including retail photo opportunities and social media sharing incentives.

Implementation and Measurement

Review daily, weekly, and periodic flash and attendance data reports from all venues; hold regular touch points and business review meetings; support teams as they track visitor satisfaction surveys and analytics, measuring the effectiveness of marketing creative and media campaigns for continuous improvement.

Operations and Delivery

Recruit, onboard, and coach on-property marketing leadership and staff, facilitating resource sharing across verticals; encourage alignment between all division corporate departments involved in attraction implementation. Leverage the portfolio to centralize workstreams, create synergies, build efficiencies and sharing among teams.

ESSENTIAL FUNCTIONS

• Collaborate with Attractions division-level team and GM’s to foster effective client relations thru responsive, cohesive and results-oriented performance.
• Act as primary marketing voice across all on-property Legends Attractions marketing team leads, ensuring cohesion, best practices.
• Ensure leveraging of Legends’ corporate resources to full effect on behalf of each client and initiative.
• Maintain effective communication channels to Attractions and Corporate leadership on key marketing/sales progress and issues across the portfolio.
• Act as steward for property and division-based brand direction, and provide connectivity for Legends corporate guidance.
• Evaluate and advise on the impact of long-range planning, introduction of new programs and strategies.
• Provide the senior marketing POV in setting and achieving annual ticket sales goals across all properties.
• Provide input and oversight of all marketing-related aspects of new business development and new property launches.

QUALIFICATIONS

To perform this job successfully, the candidate must be able to perform each essential duty above at the highest levels. The requirements listed below are representative of the knowledge, skill, and/or ability required.

• Bachelor’s degree in marketing, business, or a related field; MBA preferred.
• Minimum of 10 years of marketing experience, with at least 5 years in a leadership role.
• Proven track record of developing and implementing successful marketing strategies for large-scale events, venues, attractions or sports properties.
• Strong understanding of the sports and entertainment industry.
• Ability to work in a fast-paced, dynamic environment.
• Tremendous communication and leadership skills, with the ability to work seamlessly with peers and senior leaders across all business functions.

• Ability to proactively manage and complete multiple projects simultaneously within time constraints and with strong attention to detail.
• Strong strategic thinking, analytical, and leadership skills, along with excellent written and oral communication skills.
• Ability to develop and deliver sound recommendations to client/owners and Legends senior management.
• Organization and planning skills, ability to prioritize and delegate effectively.
• Ability to work both traditional and non-traditional hours (nights, weekends, holidays) as required.

COMPENSATION

Salary Range: $180,000-$200,000

Competitive salary, commensurate with experience, and a generous benefits package that includes: medical, dental, vision, life and disability insurance, paid vacation, and 401k plan.

Location: Hybrid/Remote

Legends is an Equal Opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, age, national origin, sexual orientation, disability, or genetic information.

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