Marketing Manager

Reporting Manager:

VP - Marketing & Corporate Communications

Job Purpose Summary

The Marketing Manager delivers the Hamleys portfolio by utilising an array of marketing platforms and tools to communicate footfall generating marketing activities, bookable events, and brand alliances in the UK. This role will be a marketing business generating role with sales & footfall KPIs to deliver through external collaborations and partnerships, institutional sales etc. The Marketing Manager be required to work closely with multiple stakeholders such as store ops, entertainment team, VM & Design, Warehouse, agencies, web teams and external collaborators.

Overall purpose of role:

• Lead on Hamleys brand and marketing management for campaigns and footfall driving activations/ communications to be used as best in class for franchise business.

• Lead the UK Marketing media and activations to elevate the Hamleys brand and drive footfall into all bricks and mortar stores, keeping awareness of all UK store locations high and front of mind.

• Develop key campaigns that resonate with our customers and audiences. Working always to connect audiences with the Hamleys brand.

• Use insight and data to continue to develop and challenge best practices to meet objectives.

• Experiences: To ideate and execute highly engaging experiences thought through a child eyes across Hamleys store network and website including campaign activations, events, sales promotions, and alliances

• Partnerships: Develop local and national brand partnerships to deliver a portfolio of, experiential activity in�store, online and externally

• Project Manage the entire portfolio of events including PR, Charity and day to day.

Key Responsibilities and Accountabilities

• Marketing Management

• Manage UK yearly marketing calendar of key marketing and event plans.

• Take plans from ideation through to implementation and execution across digital and UK store formats.

• Identify key marketing channels to maximise coverage, awareness and engagement throughout the year in all locations.

• Manage all UK social media inclusive of content creation, planning, scheduling and reporting.

• Manage the UK Marketing Team.

• Manage all UK agencies including media buying, PR, design and creative advertising.

• Lead on campaign direction for all seasonal and non-seasonal brand tentpoles.

• Brief campaign execution across all functions of the UK business inclusive of designers, store operations, entertainment, agencies and digital to ensure campaign execution is consistent across the business.

• Be the brand ambassador in all internal and external communications to lead in driving a consistent brand message.

• Develop key relationships with centre management in which all Hamleys stores are located within the UK.

• Manage the UK marketing budget allocation.

• Support the business in all opportunities where marketing and PR is required to elevate the key objectives.

Partnerships:

• Manage 3rd party supplier brand relationships to partner on activating their property in Hamleys retail spaces and social media.

• Source new brand collaborations and partnerships at local and national levels for new client acquisition to increase awareness and drive customers to the store

• Where applicable, scouting new collaborations and partnerships that drive new revenue into the business

• Spearheading the retail marketing profile with an objective of increase in footfall across all retail doors through localised partnerships, events and digital marketing styling sessions, pop ups, previews etc

• Attend events and exhibitions as Hamleys brand ambassador to develop relationships and research for upcoming marketing campaigns.

• Responsible for supporting the PR agency in setting meetings with hotel, theatre, VIP, Influencer, and event agencies and building strong working relationships.

Events:

• Lead all key events and in-life activations inclusive of store launches, new area or product go to market, or PR stunts both in-store and in external locations.

• Plan and implement in-store campaign events to support branded campaigns and elevate it’s offering both behind closed doors and to the public.

• Coordinate with all areas of the business (visual, entertainment, operations and merchandising) throughout the development process of the regular in-store themes and events.

• Develop a range of events that meet the needs and requirements of the business as well as providing the best-in-class Hamleys experience

• All events must be developed to be tailored to a number of store formats

• Collate information about possible partners and events for review to support selection process.

• Ensure that all events are carried out to maximum affect and monitor their success in relation to all areas of the business

Coordination & Planning:

• Manage content creation e.g. in-store video and photography, liaising with store operations depts.

• Create a clear line of communication between Hamleys Marketing, store management and VM

• Input into development of the UK marketing strategy with creative, innovative and practical solutions.

• Responsible for creating a detailed overview of all upcoming events, marketing and communication campaigns is delivered to all key stakeholders on a weekly basis.

• Responsible for all post campaign analysis for business review.

• Responsible to measure the success/ROI of all marketing activity through Marketing P&L management across all UK stores.

• Understand competitor’s activity and customer mix to inform the customer proposition and gauge what marketing activity is relevant.

Person profile Personality:

• Minimum of 5 years experience in a similar role

• Professional and logical approach to problem solving,

• Strong initiative and self – motivation,

• Determination to succeed with a ‘can do’ attitude,

• High levels of enthusiasm and energy,

• Innovative and creative,

• Ability to work to deadlines,

• Flexibility in approach to work,

• Works independently with effective time management,

• To seek and handle both positive and negative personal feedback,

• To show a willingness to learn and self-develop.

Specific Job Skills:

• Event and marketing experience,

• Ability to work in a fast based environment,

• Project Management,

• Team Management,

• Stakeholder Management,

• Energetic and creative,

• Excellent written and verbal skills,

• Understanding of retail marketing,

• Self-motivated and results driven,

• Organised, efficient with good attention to detail,

• Excellent numerical skills,

• Social media account management experience (Facebook, X and Instagram)

• Strong commercial acumen.

Computer skills:

• Microsoft Office (Word, PowerPoint and Excel).

Education:

• Marketing, Event Management related degree (Desirable)