Job Description
OVERVIEW
The Theatrical Marketing Consultant will be responsible for developing, leading and executing the consumer marketing campaigns for theatrical releases distributed by Universal Pictures International UK & Eire.
Reporting into the Head of Marketing Campaigns & Media, this position will play a key role within the Marketing team and the broader UPI UK & Eire business.
Titles in the Universal slate over this 18 month period include:
1. Wicked For Good, the epic conclusion to Wicked Part 1, directed by Jon Chu
2. Untitled New Animated Film Based On The World Of Super Mario Bros
3. The Odyssey, directed by Christoper Nolan
4. Minions 3
5. Untitled new films from Steven Spielberg and Jordan Peele
6. Shrek 5
KEY RESPONSIBILITIES
7. Manage the development and implementation of industry-leading marketing campaigns for designated Universal theatrical releases within a specified budget
8. Manage projects with a significant strategic and / or financial importance
9. Champion each assigned film to ensure it receives necessary attention and focus from internal teams, the broader organisation and agencies
10. Collaborate with Creative Services Manager and the Global Creative team to execute creative campaigns that fully meet the needs of the UK market
11. Brief and lead the management of external agencies including creative and media to ensure plans and creative are in line with the strategic positioning as directed
12. Project manage the cross functional team (including Publicity, Trade Marketing, Brand Partnerships, Creative, Data & Insights) to ensure that all integrated elements come together in market as scheduled and within budget – proactively help to problem solve where issues arise to ensure excellent execution
13. Manage social agency for allocated titles, from briefing to film release to deliver consistent content across the overarching film release campaigns
14. Review and optimize digital media plans based on in-depth understanding of paid, owned and earned channels
15. Continually strive to innovate and be ahead of the competition with new initiatives and ideas that deliver efficient return on investment and maximise box office. Where appropriate, partner with the Senior Manager, Special Projects, Events & Experiential and/or Senior Digital, Data & Insights Manager to deliver these projects
16. Organise and facilitate kick-off and brainstorming sessions for each assigned film to ensure that each film is uniquely nurtured and developed
17. Operate as a market expert. The Theatrical Marketing Consultant must know what is working in the market and fully understand the consumer, the exhibitor, the market and the competition. Share best practice with the broader marketing team
18. Work in conjunction with the Head of Marketing Campaigns & Media to seek efficiencies, develop initiatives and deliver best-practice in order to ensure UPI delivers market-leading campaigns
SPECIFIC DELIVERABLES
Campaign Development:
19. For each designated Universal theatrical release develop a fully integrated marketing plan with a clear communication strategy, a defined target audience and media plan, working together with the Marketing Director and relevant leads in each functional team (Publicity, Partnerships, Exhibitor marketing) to ensure alignment across the campaign
20. Ensure all Marketing Strategy documents are well drafted, accurate and up to date within the planning systems
21. Monitor and evaluate performance of assigned titles against marketing objectives
Insights, Data & Reporting:
22. Working with the Senior Digital, Data & Insights Manager, and the HO Research team:
23. Leverage internal & external data sources to monitor and continuously optimise campaigns to maximise box office performance
24. Collaborate with the Research team to define territory-specific insights needed, and incorporate learnings into campaigns
25. Champion key insights and share learnings across functional teams to drive and inform strategic decisions
26. Ensure opportunities for test & learn from media activity are utilised and the findings disseminated across the relevant team
Budget:
27. Responsible for managing the budget on each project or theatrical release allocated
28. Responsible for delivering each project within the agreed P&L budget and for achieving the best possible balance between value for money and quality for each activity
Communication:
29. Host, as required, regular team updates to ensure the marketing team are generating fresh and relevant ideas, that campaigns are evolving in line with expectations of the release and that the marketing team remains on strategy
30. Regular updates with Head of Marketing Campaigns & Media
31. Work closely with EMEA and HO teams to share ideas and provide regular campaign updates as needed. Attend cross-territory meetings as a representative of the UK team and circulate relevant notes to broader departments as necessary
32. Communicate and work with production companies & film-makers during the campaign planning process, as required
33. Represent the Universal theatrical team by presenting at company hosted launches, media events, promotional partner event and exhibitor events and as need requires
34. As required, attend company conferences and meetings to represent the UK theatrical team
Digital & Social:
On allocated titles:
35. Monitor paid media performance across all major digital platforms to ensure proper delivery against audiences and relevant KPIs
36. Work with Global Digital and Creative teams on content rollout, identifying asset gaps and territory-specific needs
37. Responsible for regular digital reporting and measurement against KPIs as defined
38. Manage social agency briefing process, review and approve content calendar and community management and ensure assets and tone are appropriately utilised
39. Incorporate intelligent data collection and reuse into all activity across the Universal digital estate
40. Work closely with the Publicity lead to execute the content creator strategy
41. Using the latest trends in social media, ensure each film’s social creative is effective at engaging the target audience
Creative:
42. Work with the Creative Services Manager, Head of Marketing Campaigns & Media, and the Global Theatrical team during the development of the creative campaigns and communication strategies for each release
43. Responsible for adapting, developing and implementing the creative campaign and communications strategy for each managed campaign
44. Ensure that all communication going out from different individuals/functions is on strategy and within guidelines
Agencies:
45. Ensure all agencies appointed to work on Universal titles are accurately briefed in writing with expectations clearly outlined
46. Proactively manage agencies as needed to deliver quality and advantaged plans and materials
47. Strive to achieve a balance between value for money and quality with each agency, working with Creative Services Manager when required
Publicity:
48. Work with the Publicity team to ensure the Universal publicity team is an integrated part of the planning and implementation process for every campaign
49. Collaborate with the publicity lead to ensure strategic alignment throughout campaigns
Innovation
50. Seek out new and different approaches and ideas to bring freshness to each film. Ensure that recommended ideas are within strategy
51. Proactively bring new and different ideas and examples of innovative marketing – whether tactical or strategic – to attention of marketing team to spark new thinking
52. Responsible for organising and facilitating inspiring kick-off brainstorms of relevant films to ensure that each film has a strong raft of creative ideas specific to its objectives and strategy and subject matter
53. Where appropriate, collaborate with the Senior Manager of Special Projects, Events & Experiential to execute innovative activations that drive impact and maximise ROI
Qualifications
KEY COMPETENCIES
54. Thinks strategically
55. Self-starting and self-governing
56. Drives ideas through to actions and results
57. Builds relationships/team player
58. Inspires creativity and innovation
59. Communicates effectively
60. Enthusiasm and passion for film
ABOUT YOU
61. Excellent knowledge of all aspects of the marketing mix; ability to devise and execute innovative marketing campaigns
62. Demonstrated theatrical marketing experience coupled with a track record of achievement
63. In-depth understanding of digital marketing with extensive experience delivering social media campaigns and managing social agencies
64. Strong team player with ability to build and maintain relationships both internally within the organisation and externally
65. Excellent communication skills (both oral and written) coupled with excellent presentation skills
66. Excellent planning and organisational skills with the ability to work to tight deadlines in a fast-paced environment
67. Demonstrated experience of working within a dynamic and fast paced demanding environment
68. Excellent knowledge of the theatrical market and landscape
69. Experience with creative development
70. Agency management experience
71. Line management experience
Additional Information
As part of our selection process, external candidates may be required to attend an in-person interview with an NBCUniversal employee at one of our locations prior to a hiring decision. NBCUniversal's policy is to provide equal employment opportunities to all applicants and employees without regard to race, color, religion, creed, gender, gender identity or expression, age, national origin or ancestry, citizenship, disability, sexual orientation, marital status, pregnancy, veteran status, membership in the uniformed services, genetic information, or any other basis protected by applicable law.
If you are a qualified individual with a disability or a disabled veteran and require support throughout the application and/or recruitment process as a result of your disability, you have the right to request a reasonable accommodation. You can submit your request to AccessibilityS.