JOB SUMMARY
Reporting to the CEO, the Vice President of Marketing is responsible for translating business goals into marketing strategies and campaigns to achieve overall financial and strategic objectives. The VP of Marketing plans, directs, implements, and manages all the marketing, advertising, public relations, and promotional activities for all of CMX Cinemas’ brands, driving growth in revenue and attendance and directly impacting long-term profitability.
ESSENTIAL FUNCTIONS AND RESPONSIBILITIES
- Design, implement and monitor effective marketing strategies, campaigns, and promotions that align with business goals, driving growth in revenue and attendance and contributing to the organization’s long-term success
- Increase attendance and enhance brand awareness and loyalty by managing promotional strategy and advertising for all print and digital platforms, including social, website, SEO, in theatre onscreen, mobile app, email, paid advertising, and influencer/affiliate marketing
- Implement creative marketing strategies, campaigns, and promotions that will grow, engage, and retain social media followers and impact incremental attendance; regularly analyze key metrics to assess trends and activity and make any necessary changes to improve effectiveness and social reach
- Oversee the daily activity and productivity for the internal marketing team and external graphic designers, marketing and advertising agencies, PR firms, and website and mobile app designers/developers
- Establish short and long-term goals for the marketing team and manage associated performance
- Develop and maintain strong relationships with film studios, influencers, landlords, vendors, dignitaries, key organizations, and VIPs in each market
- Serve as the primary contact for all media inquiries and coordinate press releases
- Continually develop and implement strategies to increase brand equity, brand awareness and emotional connection for all brands including CMX CinéBistro, CMX Cinemas, and CMX Stone Bar, while ensuring brand integrity is maintained
- Monitor the correct implementation of the CMX brand in every facet of use
- Engage in continuous evaluation of consumer and market trends, best practices, and competitor activities; adjust strategy to capitalize on shifts in the marketplace
- Constantly innovate and improve the collection and use of guest data and expand AI efforts to drive theatre attendance & revenue.
- Oversee Customer Relationship Management (CRM) for company website and third-party review sites such as Trip Advisor, Yelp, and Google
- Manage and build the Company’s loyalty, subscription, and personalized marketing programs to attract and retain guests, resulting in increased attendance and revenue growth
- Work with Operations, Film, and Culinary to drive attendance and F&B sales and Per Cap through the development and execution of marketing strategy for key initiatives relating to films, chef prepared food & beverage, and traditional concessions
- Work with IT and external developers to develop and manage content of CMX Cinemas’ website and mobile app
- Support and manage marketing initiatives, such as the Gift Card Program, ensuring proper communication and distribution of collateral materials to all locations
- Develop, promote, implement, and champion Corporate Social Responsibility endeavors, in conjunction with other company leaders
- Partner with Operations to develop Marketing plans and associated budgets for all locations and impact financial performance through effective control of marketing budgets
- Conduct monthly review of financial statements, sales, and other performance data with operations management to ensure goals are met
- Provide monthly reporting on market share, YoY performance, loyalty behavior, online reputation and customer feedback, movie and F&B campaigns, and paid social performance
- Determine effectiveness (ROI) of digital campaigns and promotions through tracking data such as clicks and conversion rates and adjust strategies, promotions, and campaigns as necessary
- Negotiate all advertising and other marketing related vendor contracts
- Work with Human Resources to brand CMX as an “Employer of Choice” including career page, job ads and HR initiatives.
- Develop and execute marketing plans for new theatre openings through large scale awareness and exposure
- Lead brand integration for acquisitions as needed.
KNOWLEDGE, SKILLS AND EXPERIENCE
- 5-7 years proven work experience as a VP or Director of Marketing or other senior Marketing roles
- Marketing work experience within the dine-in movie theatre industry required with additional experience within the entertainment, restaurant, and/or hospitality industries preferred
- Bachelor’s degree in marketing, communications, or related field preferred
- Customer Relationship Management (CRM) and Customer Segmentation using large data sets of information.
- Prior success in building brand equity and brand awareness for emerging brands
- Track record translating business goals into successful marketing strategies with proven positive financial results
- Must be metric driven and have the ability to draw insight from complex marketing data analytics
- Thorough understanding of and ability to affect impact on financial statements.
- Strategic mindset with ability to implement short and long-range strategy while achieving day-to-day results
- Solid knowledge and understanding of Search Engine Optimization (SEO), Paid Search, Programmatic, OTT Advertising and Search Engine Marketing (SEM), including Web Analytics
- Solid knowledge of digital marketing tools and techniques, including social media platforms
- Experience with Microsoft Office Suite
- Excellent communication and presentation skills, including the ability to interact easily with diverse groups of people
- Strong analytical, project management and problem-solving skills
- Strong listening skills and the ability to collaborate cross functionally with other areas such as Operations, Culinary, Finance, and IT
- Excellent planning, organization, delegation, and multi-tasking skills
- Able to work in a fast-paced, high energy environment
- Dedicated to guest-first mentality, genuine hospitality and guest engagement, continually seeking to enhance the guest experience
- Dedication to the team member experience, recognizing the significant value this has on the guest experience
- Strong supervisory, leadership, and people development skills
ORGANIZATIONAL RELATIONSHIPS
- The VP of Marketing reports to the CEO. The position oversees the daily activity and productivity for the internal marketing team and external graphic designers, marketing and advertising agencies, PR firms, and website and mobile app designers/developers. The position also requires close collaboration with Film, Operations, Culinary, and IT.
WORKING CONDITIONS AND ENVIRONMENT
- ·The position is primarily a remote position but the successful candidate must reside in one of the company’s major markets in the state of Florida (ie. greater Tampa or Miami areas) and will require some travel to theaters and for other special events.
Working for CMX Cinemas comes with a lot of great perks:
⦁ Competitive compensation
⦁ KPI Bonus Program
⦁ Health, dental, vision insurance
⦁ Health Savings Account (H.S.A) with employer funding
⦁ Life and disability insurance
⦁ 401(k) with employer matching
⦁ Paid vacations
⦁ Free movies and meal privileges
CMX Cinemas is proud to be an Equal Opportunity Employer, promoting diversity and inclusion of all as being foundational to our culture.
