Marketing Director

Icon Outlet at The O2

Introduction

AEG is a leading global provider of innovative live sports and entertainment.

AEG hosts, creates and develops live content through state-of-the-art facilities, sports franchises, concerts, festivals, stage shows, exhibitions and broadcasts. AEG Europe are leading the way in London, Berlin, Stockholm, Hamburg, Moscow and Glasgow.

The O2 is owned and operated by AEG and is arguably the jewel in their property crown. The O2 is a 28-acre multi use development located in North Greenwich and sits alongside the River Thames with over 650,000 square foot of leisure and entertainment use. The O2 arena has a capacity of 20,000 and was opened in June 2007 as the centrepiece of the multi-million pound development.

The O2 is in an exciting time of growth and change. When it opened in 2007, The O2 was a game changer in the world of live entertainment. It has maintained its spot as No.1 entertainment venue in the world for over ten years, and continues to set the standard for entertainment in many ways. The O2 is now in

a period of renewal and re-energizing to ensure it stays ahead of the competition for the next 10 years, including the expansion of the campus to include a designer retail outlet and the upgrade of many of the entertainment spaces outside of the arena.

AEG and Crosstree Real Estate Partners (the Joint Venture) have partnered together to lead this development, and are co-owners of the ring of space – known as the Entertainment District - inside The O2. This joint venture excludes The O2 arena in the centre of the campus, which remains 100% owned by AEG.

Crosstree Real Estate Partners are a real estate investment fund with the extensive backing of the Bertarelli family. Crosstree was launched in 2011 to invest in property- related assets with an initial focus on the UK market. Unlike traditional institutional property funds with narrow return requirements and fixed investment periods, Crosstree seek to build a diversified portfolio

across property sectors and the risk/return spectrum, hence their investment in The O2.

The ring of space owned and being developed by the Joint venture, and known as the Entertainment District, currently consists of 350,000 ft.² of mixed leisure development, including a 10-screen cinema a 2,500 cap live music club and an exhibition building alongside 25 bars and restaurants. As part of The O2’s exciting developments, the Joint Venture is creating a 90 unit, 220,000 ft.² designer retail outlet, called Icon Outlet, which will open in October 2018. Icon Outlet will be the home of premium brands like Aspinal, Micheal Kors, Hugo Boss and Kate Spade across 90 retail units

The Joint Venture Is now looking to appoint a Marketing Director to market Icon Outlet at The O2.

Purpose of RoleThe Marketing Director is responsible for creating all marketing and communications strategies for Icon Outlet at The O2, and overseeing the delivery of all marketing and communications activities through an in-house team and external agencies or suppliers.

Main Activities

Strategy and Planning• Articulate a long term commercial marketing strategy

for Icon Outlet at The O2 including the creation of a compelling visitor programme that builds understanding of both brands whilst significantly growing income and ensuring long term financial sustainability of the business units

• Create, deliver and regularly review annual strategies for marketing, corporate and consumer communications which underpin commercial revenue streams and objectives for Icon Outlet at The O2

• Oversee the delivery of site-wide marketing and communications activities which ensure that Icon Outlet exceeds its budgeted revenue targets

• Work in partnership with the asset manager and leasing team to create highly targeted and productive marketing campaigns, which will drive revenue and long-term tenant investment in Icon Outlet at The O2

• To serve as brand guardian for the Icon Outlet brand, and ensure that all strategies and activities are designed to support its brand strategy and guidelines

• Work with retail and F&B brands, and venue teams, to ensure second to none customer experience for consumers and shoppers

• Lead and manage the creative design process to bring ideas and content to life in a manner that supports commercial objectives and the brand message

• Exceed commercial targets through the creative and optimal implementation of the marketing and communications strategy

• Lead and manage all research programmes, to ensure that up to date performance data is available to all key stakeholders, and used as needed to shape any future commercial or marketing activity

• Oversee all marketing budgets to ensure spend is maximised against commercial targets and does not exceed agreed budget allocations

• Keep up to date with market forces, including competitor activity, changes and innovations in media, retail developments etc. and provide regular business updates and analysis

Main Activities

Stakeholder Management• Act as the main marketing and communications

representative for Icon Outlet at The O2, amongst all internal and external stakeholders

• Ensure a consistent flow of information to internal and external stakeholders, to ensure they remain briefed and up to date on all aspects of marketing and communications activities

• Prepare and present marketing and communications updates as required

• Establish a close working relationship with The O2 arena and destination marketing teams, and The O2 GM, to ensure that all marketing and communications activities are consistent with the guest experience of the wider venue and also to share best practice and ideas

• Ensure projects are developed in collaboration with Commercial and Operational teams to ensure optimisation of capacity across the site.

Leadership and People• Lead, manage and inspire an internal team

and external agencies/suppliers, encouraging innovation and delivering a high quality, customer focused range of marketing and commercial initiatives

• Day to day management of a marketing team to ensure the delivery of organisational responsibilities

• Provide and promote the highest level of customer service (both internally and externally)

• Continuously seek ways to improve personal, team and business performance

• Provide leadership, inspiration and a positive outlook to all direct reports and broader teams.

• Drive and manage the performance of the team through the setting and regular reviewing of objectives.

General• Provide and promote the highest level of customer

service

• Continuously seek ways to improve personal, team and business performance

• Ensure that you comply with all Health and Safety regulations and safe working practice as required by current legislation and the Company’s Health and Safety Policy and practices

• Ensure that all relevant information is communicated speedily and accurately in a way that ensures that the information is received and easily understood

• Ensure that all materials and resources are effectively and efficiently utilised to minimise waste and reduce costs

• Undertake any other relevant duties or reasonable request as requested by the Centre Director

Key Projects in the First Six Months

• Creation and delivery of a launch plan for Icon Outlet, creating buzz and excitement around the opening to drive consumer footfall and spend as well as retail industry interest for the leasing and asset management teams

• Creation and delivery of a Christmas marketing and communications plan for Icon Outlet to drive maximum consumer footfall and spend during this key retail period

• Creation of an annual marketing and communications strategy post launch for Jan-Dec 2019

• Arrange and oversee post-launch research plan, to inform development of 2019 marketing and communications plans

• Ensure thorough inductions and work management plans for the marketing manager and marketing executive, as well as establish strong relationships with key venue stakeholders to ensure the seamless delivery of launch plans

• Manage the annual marketing budget, including launch event budget to ensure no overspend

• Establish processes and procedures for the internal marketing team, to ensure the effective and well managed delivery of all marketing and communications activities

Key Skills• Previous substantial experience in marketing and

communications within the retail sector; luxury or destination retail experience is preferred

• Experience in a senior marketing or head of department role for a minimum of 5 years

• Commercially aware with experience of budgeting, forecasting and planning experience in an operational environment

• Extensive marketing experience across all marketing and communications channels (digital, media, events, advertising, PR, tourism marketing)

• Excellent experience in campaign planning, execution, agency management & post-event analysis

• Strong commercial acumen and budget management skills, with the demonstrable ability to drive cost effective marketing programmes.

• Experience in crisis management and corporate communications

• Have strong experience of stakeholder management; Excellent communication and strong stakeholder influencing skills

• Ability to grasp issues quickly and agree action

• Ability to think of new creative marketing initiatives

• Excellent verbal and written communication skills with a strong track record in building good internal and external working relationships across diverse business areas and functions

• Have previous experience of supervising and motivating teams

• A team player with a flexible and positive attitude to work

• An extremely organised approach to work with high attention to detail and the ability to multi-task and prioritise a high-volume workload

• Committed and resilient

• A role model for customer service

How to ApplyTo apply, the candidates should send the following:

• Letter of application highlighting relevant experience

• Up to date curriculum vitae• Details of current remuneration

For a confidential discussion about the role, please contact:

Paul ChidleyT: +44 (0)20 7092 6962M: +44 (0)7432 735 900pchidley@sportsrecruitment.com