The International Leisure Group Marketing Manager is responsible for driving awareness, consideration, and acquisition for International Leisure Group’s golf brands; Stromberg, Benross, Greg Norman, Rife, MGI, Tour Edge and Fazer.
Using various marketing tactics, strategies, and channels; you will grow the presence of each brand whilst amplifying their DNA, look & feel, and tone of voice – with a particular focus on their largest partner, American Golf.
With a clear goal to grow awareness and market share of these brands both within the UK & Europe; commercial acumen, creative thinking, and an exceptional knowledge of the golf/sport industry will be essential skills for this role.
Key Responsibilities:
- Be the custodian of International Leisure Group’s brands; Stromberg, Benross, Greg Norman, Rife, MGI, Tour Edge and Fazer - ensuring that creative, marketing activations, and partnerships, are always reflective of each brand’s DNA.
- Maintain the brand guideline packs and update when necessary.
- Educate B2B teams of each brand’s heritage, USP’s, tone of voice, etc.
- Manage the marketing budget and report back on efficiencies and ROI.
- Create and execute the marketing strategy for each brand – ensuring that all activations drive brand awareness and acquisition to achieve sales targets and KPIs. Regularly update senior stakeholders of successes and progress.
- Per brand, oversee end-to-end photoshoots for each season to create a bank of brand assets that can used across multiple channels, marketing activations, and for any B2B relationships (e.g. American Golf, Marketplaces).
- Work with the ILG and American Golf buying teams to understand new product’s features, benefits, and USPs and create marketing copy to promote these messages – sharing with B2B marketing teams also.
- Manage each brand’s social media channels with regular content that engages and grow the brand’s audience.
- Identify relevant influencers and ambassadors and build partnerships/relationships to engage them with the applicable brand. This should include the likes of gifting, product reviews, influencer events, and content creation.
- Work with the American Golf digital team (and relevant marketplaces) to ensure owned brand’s are fully represented online; from homepage placement to dedicated landing pages that showcase the brand and products. All product descriptions should clearly demonstrate features, benefits, and USPs that translate to all levels of golfer.
- Work with the American Golf marketing team to ensure each brand is represented across AG activations and channels; email, social media, campaign shoots, digital advertising, media, in store POS, etc.
- Ensure all brands are fully represented in American Golf stores; from window signage to internal POS – and that they stand confidently alongside their adjacencies.
- Liaise with PR agency to promote the brands and key products across relevant publications, press releases and other appropriate media.
- Identify new routes to market for each brand to grow audience and sales– i.e. market places, department stores. Each new market to be proposed to senior stakeholders with clarity on size of opportunity, reach, costs, etc.
- Devise roadmap of customer activations for each brand – from experiential events, competitions and prize draws, and promotions – to marketing to the brand’s audience and/or B2B partner databases.
- Ensure ILG brands have presence at major UK golf events: from giveaways and competitions, to influencer support and merch.
- Drive and deliver brand OOH activity; e.g. TV, radio, billboards, stunt marketing.
Candidate Requirements:
- Proven track record in marketing roles, demonstrating expertise in driving brand growth and customer engagement
- Commercially savvy with experience managing a P&L
- Strong communication and influencing skills
- Able to multi-task, work under pressure, and remain organised
- Knowledge of the golf/sport industry is key
- Adept with all Microsoft packages
- Confident at presenting and hosting large meetings
- Strong project management skills
- Experience in retail is not essential but would be an advantage