• Marketing Director, Hudson Yards Experiences

    Job Locations US-NY-New York
    Job ID
    4377
    Function
    Marketing
    Location Name
    460 West 34th Street
  • Overview

    Related Companies is the most prominent privately-owned real estate firm in the United States. Formed over 47 years ago, Related is a fully-integrated, highly diversified industry leader with experience in virtually every aspect of development, acquisitions, management, finance, marketing and sales. Headquartered in New York City, Related has offices and major developments in Boston, Chicago, Los Angeles, San Francisco, South Florida, Washington, D.C., Abu Dhabi and London, and boasts a team of over 3,500 professionals. With over $50 billion in assets owned or under development, the company’s portfolio is made up of best-in-class developments in premier high-barrier-to-entry markets across all asset classes. 

    Related was recently named one of the “50 Most Innovative Companies in the World” by Fast Company Magazine. Related has dramatically redefined the concept of metropolitan luxury by introducing extraordinary residential properties in Boston, Chicago, Los Angeles, San Francisco, New York City and Washington, D.C. With each new building, Related has been hailed for setting new standards of excellence in the luxury marketplace. Related also owns an extensive portfolio of workforce and affordable housing and has several new rental developments underway across the country. Among other leadership initiatives, they were the first landlord to accept credit card payments, one of the first developers to build sustainable high-rise buildings and the first national developer to go smoke-free. Related’s commitment to hospitality-level service in its residential buildings includes a proprietary training program that empowers employees to exceed its residents’ expectations, and an exclusive strategic partnership with Hello Alfred to provide a suite of personal life-enhancing services to residents. Related is also a strategic investor in category-defining companies including Equinox® and SoulCycle. For more information about Related Companies please visit www.related.com.

    Responsibilities

    Related and its joint-venture partner Oxford are in the process of designing, building and preparing to operate the following attractions:

     

    • Observation Deck - an immersive one-hour Guest Experience at the top of the tallest tower in HY (approximately 1,200 ft). HYOD will set a new standard in the Observatory experience. It will include the highest and largest outdoor deck in NYC, unique sets and permanent scenery, state of the art electronic show equipment, custom designed media, and all necessary back of house facilities (ticketing, locker rooms, offices, etc.). HYOD will provide an unparalleled Guest experience for 1.5 to 3.0 million annual visitors. The attraction’s build-out, to be complete by Fall 2019 and managed by Related’s staff, will be accomplished through the coordinated efforts of the project’s experience designer (The Rockwell Group), the Facility Architect and Engineers (i-Crave, JBB, etc.), and various external vendors and consultants.
    • The Vessel - a unique climbable sculpture and attraction that is the centerpiece of the plaza at Hudson Yards. Entrance to the Vessel is anticipated to be free of charge, but guest flow will be controlled by the issuance of timed tickets. As many as 3 million annual guests are expected to spend an average of 30 minutes on the Vessel. Designed by Thomas Heatherwick.

     

    The Marketing Director will be part of the Marketing leadership team and responsible for creating and executing a proactive, effective and integrated marketing strategy that drives revenue, brand recognition, and loyalty.

      

     Primary Responsibilities

     

    • Support sustainable Marketing, Sponsorship and Sales strategies B2C.
    • Supervises or executes and monitors assigned activities in conjunction with agencies, direct report(s) and other partners.
    • Creates and maintains SOP for assets: Library of images, video and branding assets.
    • Evaluates outcomes, providing on-going analysis and interpretation. Evaluates effectiveness of campaigns.
    • Delivers executive management reports.
    • Recommends resource allocations and manages budgets.
    • Paid Media: In cooperation with our media agency and VP of Marketing, support development of annual media plans, adjusts quarterly. Supervises media placements by month and by week. Manages the annual media and production budget, updates monthly. Manages and executes barter, value in kind, partner and sponsor/promotional placements. Directs the internal creative team to prepare and traffic advertising creative. Maintains the inventory of advertising creative assets. With agency assistance, maintains updated flowchart, tracks KPIs and overall campaign effectiveness and reports weekly. Continually makes recommendations to adjust for success.
    • Support execution for market research, develop quantitative and qualitative, on and off-line studies, with appointed research agencies or where necessary work with in house staff to collect and compile customer and competitor information.
    • Lead on Hudson Yards’ Experiences brand strategy and custody.
    • Oversee digital marketing efforts and collaborate with corporate digital team and agencies to ensure the development and execution of robust online marketing (inclusive of all relevant and emerging social media platforms, as well as CRM campaigns, online advertising, paid search, etc.)
    • Oversee the deployment and optimization of digital tools to support revenue goals.
    • Manage and work to oversee creative agency to develop advertisements (print and online), produce photo and video shoots of the property and design printed collateral to support sales efforts and guest needs.
    • Coordinates local ad schedule and timeline with agency partners, ensuring all buys funnel into specific property needs while embracing and targeting ObDeck Experience and Vessel guest Experience.
    • Monitors and maintains printing and amenity inventory.
    • Monitors with our business analysts market trends.
    • Monitors share of voice within our competitors.
    • Work with sales team to support goals through creation of b2b initiatives and offers. Promote via direct marketing (print and online), grassroots efforts, trade show display and public relations success in target trade outlets and delivering brand standards.
    • Create and support monthly/quarterly reports and presentations to report ROI for marketing initiatives to share with corporate and ownership teams.
    • Work with the Visitor Operations, Customer service and HR teams to ensure that all aspects of the ‘product’ are in line with the Hudson Yards overall experience (e.g. merchandise, staff knowledge, signage etc.) and visitors’ needs met.
    • Maintain evaluation methods to ensure ROMI is measured, understood and, where issues occur, processes are in place to continually optimize spending to deliver consumer sales.
    • Oversee timely and accurate provision of admissions and other management information data to enable informed decision making.
    • Support development of strategic partnerships, which add value to the marketing effort and/or deliver added value to the bottom-line.

     

    Non-Essential Functions:

     

    • Be involved in non-mandatory departmental meetings and committees
    • Assist with property events.

    Qualifications

    Core Competencies:

     

    • Superior communication skills (written and verbal).
    • Creative aptitude, including excellent copywriting and proofreading skills.
    • Accuracy and attention to detail.
    • Ability to manage moving parts.
    • Basic knowledge of HTML and CMS systems.
    • Knowledge and connections within local arts, culture, culinary, hospitality fields.
    • Teamwork and decision making.
    • Customer service/relations.
    • Design background or experience managing creative a plus.
    • Knowledge of the city of New York and the local neighborhood.

     

    Essential:

     

    • Minimum 5+ years commercial visitor attraction or leisure related, ticketed /booking sales experience.
    • Extensive B2C marketing experience.
    • Experience managing external agencies to develop marketing campaigns that deliver against brand and direct response objectives.
    • Experience in digital marketing (website, search, E-CRM, display and social) to generate sales.
    • Experience in working in high profile, high pressure commercial environment.
    • Proven experience of budget management and performance against target and budget.
    • Use of Microsoft Office at an 'Advanced' level including producing reports and formatting (Excel, Word, PowerPoint).
    • Knowledge of SalesForce (CRM), or the ability to quickly learn.
    • Dynamic approach to generation and execution of marketing activity.
    • Ability to communicate accurately and effectively in verbal or written English, persuasive and diplomatic with highly developed judgment.
    • Numerate and able to produce statistical comparisons.
    • Organized, methodical and able to work to deadlines and targets.
    • Strong self-motivation and drive with demonstrable initiative.
    • Undergraduate degree required.

     

    Desirable:

     

    • Experience in consumer ticketed event marketing.
    • Experience working in marketing a large 1m + visitor attraction.
    • Experience marketing within leisure/culture/arts sectors.

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