SUMMARY:
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POSITION INFO:
The Brand Manager will be responsible for leading the development, delivery and embedding of the brand strategy by positioning and growing the brand across various marketing and social media platforms using various marketing initiatives and communication channels, developing brand activities and campaigns (print, web, social media, broadcast, etc.), events, corporate responsibility programs and sponsorships, and using a variety of data to drive volume and profitability with the objectives of growing the brands reputation as the sports betting and online gaming brand of choice; ensuring that the brand remains recognizable, up to date and exciting to customers.
Work alongside the Chief Marketing Officer and Creative Director to develop the brand and CI guidelines aligned to the overall Brand strategy, and customised to market segmentation, based on an analysis of competitor product offerings in the online gaming industry
• Define and manage the brand communication strategy using a variety of media, initiatives and campaigns
• Own the development and messaging of the brand narrative
• Recommend strategies to position the brand for growth and for increasing brand salience amongst both the customer and the target demographic
• Develop and manage the development and distribution of internal communication around brand and CI requirements and standards to all staff to ensure effective and consistent messaging aligned to the strategy and standards
• Create innovative solutions and plans to target new markets and opportunities and optimise return on investment of brand campaigns
• Research and analyse industry trends, consumer insights and public perceptions on a regular basis, and ensure the brand is positioned correctly, translating brand elements into plans and go-to-market campaigns
• Work alongside agencies, to monitor product distribution and consumer reactions through focus groups and market research
• Collaborate with properties to identify and unlock opportunities, including branding, marketing and activations, joint promotions, retail and other opportunities to grow the brand presence
• Develop a marketing calendar for inclusion / participation at properties (for example the own Thursdays campaign)
• Manage the design, delivery and sign off of collateral (videos, billboards, screens, physical branding elements) to create a brand presence for the brand at properties
• Work with head of marketing to oversee new and ongoing marketing and advertising activities including the production of TV commercials, radio campaigns, OOH, print advertisements, on site activations and liaising with agency and the marketing team
• Manage the marketing plans, and design, execute deliver and sign off on all OOH Work with retail to create more of a presence for retail stores and identify any branding requirements around the space
• Design brand marketing plans for major sporting events (e.g. Poker Tours, etc.), working and integrating with the marketing team around delivering customer communications and utilising a range of communication channels as part of the campaign delivery
• Design and deliver branding at events and trade shows, ensuring that the use of the brand logo meets brand values and company guidelines
• Working with PR agencies, the events team and properties to co-ordinate activations and distribute PR aligned to the brand's PR strategy
Work with the Chief Marketing Officer, VIP team and marketing coordinator to develop budgeting; costing and production of branding assets for the brand, e.g. stadium / suite branding, car branding, property branding opportunities, branded Merch, vouchers etc.
• Monitor brand health and brand growth
• Co-ordinate partnerships and barter agreements
• Monitor quality of campaign deliverables in line with objectives and timelines stipulated in the strategy and campaign plan, and complete post-mortem feedback from operations and other stakeholders to evaluate the success and relevance of the promotions and campaigns, and assess ROI and KPIs
• Build relationships with influencers, journalists, media outlets and public figures
• Oversee social media accounts and ensure brand consistency
• Create designs and layouts for media outlets
• Write pitches, blog posts and articles, and supervise the sign off of marketing literature campaigns, ensuring the designs and messages meet the company brand and regulatory guidelines
• Maintain trademarks and domains, ensuring these are kept up to date, renewed when needed or cancelled when not needed anymore
• Maintain a repository of brand logos and imaging for use by teams for advertising
• Brief and manage vendors, including the sourcing and selecting of sponsors to assist in meeting prizes
• Review month end analysis and reports in line with ROI and effectiveness of campaigns and conduct impact analysis to continuously improve promotional mechanics and ensure that system and reporting supports business objectives.
• Where agreed, be responsible for sign offs on marketing collateral and campaigns
• Be a conduit between the brands (central marketing); and work with the head of marketing to ensure alignment with brand / marketing
Qualifications
• 3-Year Degree in Marketing or Communications
Experience
• 10 years experience in brand management with at least 5 years indepth experience co-ordinating brand marketing activities and campaigns
• Experience managing a brand across multiple markets
• Experience in the sports betting industry is an advantage
Accreditation/Registration/Licenses
• None
Work conditions and special requirements
• Travel may be required in line with operational requirements
• May be required to work overtime in line with operational requirements (this may include weekends, public holidays)
