Marketing Consultant, Theatrical

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: Wicked For Good, the epic conclusion to Wicked Part 1, directed by Jon Chu Untitled New Animated Film Based On The World Of Super Mario Bros The Odyssey, directed by Christoper Nolan Minions 3 Untitled new films from Steven Spielberg and Jordan Peele Shrek 5 KEY RESPONSIBILITIES Manage the development and implementation of industry-leading marketing campaigns for designated Universal theatrical releases within a specified budget Manage projects with a significant strategic and / or financial importance Champion each assigned film to ensure it receives necessary attention and focus from internal teams, the broader organisation and agencies Collaborate with Creative Services Manager and the Global Creative team to execute creative campaigns that fully meet the needs of the UK market 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 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 Manage social agency for allocated titles, from briefing to film release to deliver consistent content across the overarching film release campaigns Review and optimize digital media plans based on in-depth understanding of paid, owned and earned channels 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 Organise and facilitate kick-off and brainstorming sessions for each assigned film to ensure that each film is uniquely nurtured and developed 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 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: 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 Ensure all Marketing Strategy documents are well drafted, accurate and up to date within the planning systems Monitor and evaluate performance of assigned titles against marketing objectives Insights, Data & Reporting: Working with the Senior Digital, Data & Insights Manager, and the HO Research team: Leverage internal & external data sources to monitor and continuously optimise campaigns to maximise box office performance Collaborate with the Research team to define territory-specific insights needed, and incorporate learnings into campaigns Champion key insights and share learnings across functional teams to drive and inform strategic decisions Ensure opportunities for test & learn from media activity are utilised and the findings disseminated across the relevant team Budget: Responsible for managing the budget on each project or theatrical release allocated 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: 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 Regular updates with Head of Marketing Campaigns & Media 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 Communicate and work with production companies & film-makers during the campaign planning process, as required Represent the Universal theatrical team by presenting at company hosted launches, media events, promotional partner event and exhibitor events and as need requires As required, attend company conferences and meetings to represent the UK theatrical team Digital & Social: On allocated titles: Monitor paid media performance across all major digital platforms to ensure proper delivery against audiences and relevant KPIs Work with Global Digital and Creative teams on content rollout, identifying asset gaps and territory-specific needs Responsible for regular digital reporting and measurement against KPIs as defined Manage social agency briefing process, review and approve content calendar and community management and ensure assets and tone are appropriately utilised Incorporate intelligent data collection and reuse into all activity across the Universal digital estate Work closely with the Publicity lead to execute the content creator strategy Using the latest trends in social media, ensure each film’s social creative is effective at engaging the target audience Creative: 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 Responsible for adapting, developing and implementing the creative campaign and communications strategy for each managed campaign Ensure that all communication going out from different individuals/functions is on strategy and within guidelines Agencies: Ensure all agencies appointed to work on Universal titles are accurately briefed in writing with expectations clearly outlined Proactively manage agencies as needed to deliver quality and advantaged plans and materials Strive to achieve a balance between value for money and quality with each agency, working with Creative Services Manager when required Publicity: Work with the Publicity team to ensure the Universal publicity team is an integrated part of the planning and implementation process for every campaign Collaborate with the publicity lead to ensure strategic alignment throughout campaigns Innovation Seek out new and different approaches and ideas to bring freshness to each film. Ensure that recommended ideas are within strategy Proactively bring new and different ideas and examples of innovative marketing – whether tactical or strategic – to attention of marketing team to spark new thinking 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 Where appropriate, collaborate with the Senior Manager of Special Projects, Events & Experiential to execute innovative activations that drive impact and maximise ROI