Job Description. Head of Brand

Transcription

1 Job Description Job Title : Brand Manager Department : Cunard Marketing Reporting to (Job Title) : Brand Director No of Direct Reports : 0 Titles of Direct Reports: Size of Department: 3 Head of Brand Brand Manager x 2 (matching role profiles) Budget Responsibility (direct) : Revenue Responsibility (direct) : Circa 200k pa NA Date of issue: November 2017 Issued by (name): Lee Powell Overall Purpose of Role: To work with the Brand Director, VP Marketing and multiple senior stakeholders across the business including the Operation (ship and shore), providing the vision and direction to maintain and grow Cunard s status as an iconic brand around the world. The focus of the role will be to ensure the successful long term strategic development of the Cunard brand, by defining and managing the entire Cunard customer journey in-line with the needs of our target audience and the long and short term commercial objectives of the business. The role will also ensure Cunard is identifying, developing and capitalising on opportunities to work with brand partners and individuals as well as extending the Cunard, and associated brands trademark and licensing opportunities. At all times, Cunard s product, service and communications design will be managed against a tightly defined set of Brand Values and accompanying Brand Guidelines. Key Interfaces Brand Director, VP Marketing, Marketing Team, Product & Commercial Services Team, Guest Experience Team, Finance Directors, Operations Directors, Fleet Services Managers, Head of Commercial Planning, Customer Services Managers, Insight Director, Finance Managers, Sales Directors and VP, Director Legal/Legal Counsel, Marketing, strategy, research and design agencies. Page 1 of 6

2 Main Activities and Responsibilities Strategic Leadership Global perspective and remit: The Brand Manager s remit is global in scope, ensuring that all brand development work from design to product and service reflects the customer and commercial requirements of Cunard s global passenger make-up. Customer Insight Strategy: Provide direction and commercially aligned briefs to the Insight Director to enable a clear understanding of our target audience. Monitor the evolving market conditions and brand health to ensure the long-term financial and reputational success of the Cunard brand. Use customer insights and Cunard s brand values to identify suitable brand partners or individuals to enhance the customer experience and benefit the business. Customer Brand Proposition Strategy: Develop and maintain a distinctive, differentiated and engaging customer brand proposition, including visual identity, tone of voice, product and service style that informs what we do and how we do it across the entire customer journey. Brand development should reference beyond the cruise industry and benchmark within the world of luxury. Trade Brand Proposition Strategy: Support the brand offer that engages our trade partners, recognising the changing dynamics of the market place and provide compelling reasons to recommend Cunard over the competition. Brand Standards /Specification Strategy: Working with Brand Director, VP Marketing, Insight Director, Marketing Services, Product and Commercial Services, Guest Experience teams to use insight to evolve and periodically refresh the brand standards/specification, to ensure a clear understanding by key stakeholders of what is to be delivered at what cost. Product and Service Development Strategy: Continue to drive the development strategy for Cunard, based on customer insight, market trends and cues from within the luxury sector (notably hotels and restaurants), and in line with our desired market positioning. Product and service visions are to be developed across the entire customer journey and prioritised in accordance with customer importance against current performance and evaluated against relevant ROI. The Brand Manager is responsible for the coordination, writing and be called upon for the presentation of business cases for all related product and service developments. Continuous Product Improvement Strategy: Provide support and direction as an integral part of the design, delivery and on-going management against each vision ensuring the appropriate cost/quality level is delivered. Consistency: Ensure the brand specification delivery is maintained and monitored throughout the customer journey, identifying any shortfalls, initiating corrective action where necessary and communicating updates to all key stakeholders at a global level. Measurement: Working with the Insight Director ensure the brand s market performance and customer satisfaction is monitored against key criteria at a global level, and recommend action to correct shortfalls, sharing best practice throughout the fleet. Refits and New build Strategy: Coordinate the briefing and specification of all customer focussed refits and new builds to ensure adherence to the brand strategy, cost effective consistency and development of the fleet to meet researched customer and potential customer needs, devising new ship concepts and signatures based on sound business cases. Page 2 of 6

3 Act as ambassador for the Cunard brand across the business and role model the behaviour and attitudes expected of those around us as a key member of the Cunard Marketing team Budget Management / Financial Responsibilities / Revenue / Sales / Cost Management Accountable for elements of the brand development budget spend up to 200k Take into account the cost impact of all proposals and ensure cost efficiency of all brand products and services, to match customer budgets and meet brand commercial objectives Administration Responsibilities Ensure all areas of responsibility meet with legal and regulatory protocol Ability to manage all admin responsibilities linked to budget, planning and team management responsibilities Ability to construct sound commercial based business cases for any changes necessary to the brand specification Other Responsibilities Develop, deliver and be accountable for regular brand steering meetings to secure senior level buy in to all major brand initiatives Lead or represent the Cunard brand across all relevant projects / initiatives with accountability to provide brand direction and specification. Attend Marketing Department Meetings and Product/Marketing Meetings and develop good working relationships with key Operations and senior shipboard personnel Liaise closely with key interfaces through agreed work flow processes Manage all external agencies (used as required for brand development projects) harnessing a culture of collaboration and co-development as well as budget/time management. Foster a close relationship with Carnival s global sales and marketing teams to ensure correct delivery of the brand across channels HESS Responsibilities Lead by example by taking care of the health and safety of yourself and others Report all accidents, near miss incidents and work related ill health conditions to your manager/supervisor/team leader Follow safety rules and procedures Use work equipment, personal protective equipment, substances, and safety devices correctly Take part in safety training & risk assessments and suggest ways of reducing risks Appoint shore side risk assessment Subject Matter Expert's as required to review and approve Page 3 of 6

4 ship risk assessments Actively promote safe working within your team and encourage safe behaviours Demonstrate safety leadership in accordance with our Elev8 safety behaviours General Responsibilities Adhere to Corporate Policies and Procedures, including Code of Conduct, Audit Procedures and any control related responsibility for financial data entered, stored, or reported via business systems within employee s control (list not exhaustive). Special Requirements (Equipment Used, External Contacts etc): Other Features of Job (travel, hours of work, working conditions etc): Regular overseas travel for ship visits Potential unusual hours during project development/ship re-fits or launch periods Location: Southampton Offices Page 4 of 6

5 Person Specification Job Title: Brand Manager, Cunard Department: Marketing Education, Qualifications and Training Experience of taking a senior role in the Brand Management for a significant, lauded service based brand across communications, product and service offering. Desirable (one or more of): CIM Business Management or Hotel Management Degree MBA Product and/or architectural and/or service design qualifications Experience Blue chip brand management experience developed in a BtoC environment Experience of managing, developing and implementing brand and customer centred strategies: o Product/architecture/service design o Branding design (creative look/feel/tone) Use of research to evidence and plan Experience of product development Experience of influencing at a senior level Experience of building multi-faceted marketing relationships with third parties Excellent and proven negotiation skills Team Management Commercial cost /quality understanding Desirable: Delivering the above in the Hotel/hospitality/leisure sector Work Based Competencies Competencies that refer to the specific work related skills required for successful performance in the role. (e.g. technological competence, written ability, numerical ability, relevant legislative or procedural understanding, analytical ability, organisational ability and project management etc. Team leadership, marketing skills, planning ability writing ability, analytical skills, budgetary control skills, Page 5 of 6

6 numerical data analysis skills, relevant legislative understanding, project management skills, spreadsheet + presentation skills, commercial understanding. Strategic thinker Project Management Analytical and logical Excellent communication and influencing skills Good presentation skills Behavioural Competencies Competencies that refer to the personal characteristics and behaviour required for successful performance. Customer focus, Brand Champion personality, enthusiastic, driven, excellent communicator, good influencer, creative thinker, good planner problem solver, good overseer of agency relationships, good people manager team player, yet able to work on own initiative, good motivator decision maker, excellent attention to detail organised good commercial acumen. Ability to work well to tight deadlines, hands on attitude, approachable. Logical thinker, Can do attitude. Intellectually astute Page 6 of 6