Job title: Senior Manager, Brand Marketing
Job type: Permanent
Emp type: Full-time
Industry: Travel and Tourism
Skills: Marketing Strategy/Planning
Location: Beijing
Job published: 2019-09-11
Job ID: 34376

Job Description




  • Support direct report manager the development and implementation of the Resort Experiences initiatives that support the broader short and long-term marketing strategy for Universal Beijing Resort including cross-divisional planning and providing of strategic input to other Marketing & Sales departments. Collaborates with Consumer Brand Management, Sales Management and Integrated Communications/Marketing Services to ensure the campaigns remain relevant to consumers and that all initiatives support the brand direction and business objectives. 
  • Develops marketing plans designed to engage targeted consumer segments via a variety of brand engagement activity. 
  • Keeps a forward facing view on future business development opportunities for the brand, and for the sub-branded products, services, events and other revenue generating activity. Develops new product and services ideas, enhancements to differentiate the brands and exceed consumer expectations.

Brand Planning & Management

  • Leads the team in the strategic planning and marketing execution of the campaigns and programs in order to drive attendance, profitable revenue, brand loyalty and preference among key segments. 
  • Develops and implements brand strategies and initiatives to increase penetration in key markets (Locals, Domestic Tourists and International Tourists) and segments through targeting and cohesive communications. 
  • Integrates the Trade discipline into all destination objectives and strategies.
  • Ensures all campaigns’ level of effort, budget and overall resources are commensurate with business objectives and strategies.

Marketing Communication & Activation                           

  • Leads the team in the creation of Marketing integrated plan and communication strategy , linking the business strategy to the campaign creative development.
  • Directs creative strategy, briefs and briefings for internal and external agencies.
  •  Develop integrated marketing communications, including online and offline media, PR, CRM, E-commerce, Social, Promotions, and Partnership Marketing are strategically aligned with overall brand standards, delivers a consistent brand voice and will ultimately achieve the brand/business results desired in market

Product Marketing

  • Leads the development of product briefs, industry research, reporting/analytics, and general coordination of product or experience launches and enhancements 
  • Partners with creative teams/agencies by ensuring they have a deep understanding of the product objectives and priority, while also helping the teams translate the product concepts into messaging and other appropriate product deliverables 
  • Leads global implementation of assigned theme park initiatives that add brand equity and profitability; such as attraction launches, seasonal events and multi-resort celebrations. 
  •  Responsible for identifying new business development opportunities, products, services, events and other revenue generating programs.


  • Bachelor’s degree Marketing or Communications; preferably an MBA. 
  • 10+ years of progressive marketing and/or advertising experience preferably in the travel, entertainment or tourism industry.
  • A track record of performance meeting targets and objectives.
  • Strong analytical, planning, forecasting and budgeting/financial skills.
  • Marketing and customer service orientation.
  • Strong understanding of consumer and brand research.
  • A passion for and experience with new technology and media channels.
  • Cross-functional expertise and the ability to thrive in a fast-paced and complex environment.
  • Strategic and analytical thinker with strong critical decision-making and communication skills.
  • Experience presenting to and working with executives.

Experience/Knowledge Preferred:

  • Marketing or selling experiences (e.g., theater, concerts, immersive attractions)
  • Hospitality, Lifestyle , Travel & Resort Industry, Entertainment &/or Theme Park experience
  • Brand Management
  • Customer Insight, Retention & Loyalty
  • Integrated Marketing Communications
  • Digital & Technical Savvy (Social Media Experience+)
  • Licensed Partner Marketing models