The Genre Marketing Lead, is the ultimate strategist, facilitator and collaborator between Marketing and the North American businesses under our new genre vertical structure. We’ve got an incredible opportunity specifically within the Music & Theatre genre, our fastest growing business unit. The Marketing Genre Lead translates business goals into a holistic marketing strategy that is grounded in an understanding of our customer and leverages the marketing channels, brand and product marketing to drive the right audience at the right time. He or she will be responsible for partnering with the business and marketing team to identify growth opportunities for the genre, define the integrated marketing plan on what events/moments to prioritize and ultimately oversee the execution of the plan. This critical leader should be the team captain in supporting and representing marketing across the genre and energizing the marketing team to maximize efforts, while having fun, sharing best practices across the global business and scanning the horizon for our next incredible opportunity.
LOCATION:
The Music & Theatre Genre Marketing Lead, will be based in San Francisco, CA and report directly to the Director, Integrated Marketing Strategy, with a dotted line to the Music & Theatre General Manager (GM).
PRIMARY JOB RESPONSIBILITIES:
Drive integrated marketing strategy & innovation for the genre: Develop the Music & Theatre marketing strategy to support the business goals with a clear understanding of our customer, StubHub’s value proposition, the event landscape, competitive dynamics and marketing levers
Strategize when to drive additional demand to key events/priorities and whom to target in partnership with Marketing and the business
Understand our customer needs and how they behave when searching for event experiences and buying tickets
Possess an in-depth understanding of supply & demand, marketing and financial economics who is comfortable analyzing and sizing market opportunities (including revenue, cost, ROI implications)
Be a thought leader to identify innovation opportunities using your seasoned experience and knowledge of best-practice marketing tactics
Influence and lead a cross functional team to think outside the box and drive step-changes in performance
Lead the planning efforts in collaboration with Marketing & the Business: Prioritize go-to-market opportunities in a data-driven way in partnership with Integrated Marketing Director and Music & Theatre GM.
Assess the appropriate channel mix, strategies for each channel appropriate for the genre in close consultation with the channel leads and Marketing Leadership team. Identify opportunities to further optimize both evergreen and strategic campaigns to drive improved genre revenue and market share
Partner with the Brand & Creative team to brief and ideate on the necessary assets, messaging and CTAs to achieve the campaign objectives
Develop comprehensive artist/show/tour/event and retail marketing plans with clear objectives, timelines and tactics
Execute, analyze and learn: Be accountable for the successful execution of integrated marketing campaigns
Monitor the performance and measure the impact of campaigns, working closely with Analytics & Finance
Identify opportunities for improvement and drive a test & learn mindset within the team
Be willing to get your hands dirty in the detail to drive operational excellence
THE SUCCESSFUL CANDIDATE WILL NEED TO:
Be a collaborative and energetic leader, empowering cross functional teams to achieve shared business goals
Provide customer driven strategic thinking while being operationally focused to drive execution
Possess deep knowledge of how to drive successful integrated marketing campaigns, deploying marketing levers across Paid Search, digital, CRM, social, brand and product marketing.
Be analytically savvy and translate numbers into actions
EDUCATION, SKILLS AND EXPERIENCE
10+ years experience in marketing, preferably developing and managing integrated campaigns for large online B2C player
BA in Marketing, Business, Communications or equivalent work experience; MBA a plus
Experience in Music & Theatre industry is a plus, passion for live events a must!
Structured thinker, data driven decision maker
Strong written and positioning skills for all materials, including business communications.
Demonstrated hands-on management, planning, and execution and ability to meet deadlines under time pressure
Depth of knowledge of the online media space and a passion for sports and music.
Strong interpersonal & cross functional collaboration skills
Ability to multi-task and manage several complex projects in a fast-paced environment.
Proficient in developing and delivering business presentations
Flexible and adaptable, comfortable with ambiguity