Overview

Hard Rock International (HRI) is one of the most globally recognized companies with venues in over 70 countries spanning 265 locations that include owned/licensed or managed Rock Shops®, Live Performance Venues and Cafes. HRI also launched a joint venture named Hard Rock Digital in 2020, an online sportsbook, retail sportsbook and internet gaming platform. Beginning with an Eric Clapton guitar, Hard Rock owns the world’s largest and most valuable collection of authentic music memorabilia at more than 86,000 pieces, which are displayed at its locations around the globe. In 2022, Hard Rock Hotels was honored as the number one brand in Outstanding Guest Satisfaction for the second year in a row among Upper Upscale Hotels in J.D. Power’s North America Hotel Guest Satisfaction Study. This designation is the fourth consecutive year the iconic brand has been among top brands in this category.

HRI is the first privately-owned gaming company designated U.S. Best Managed Company by Deloitte Private and The Wall Street Journal for the second year. Hard Rock was also honored as one of Forbes’ Best Employers for Women, Diversity and New Grads and a Top Large Employer in the Travel & Leisure, Gaming, and Entertainment Industry. In 2021, Hard Rock Hotels & Casinos received first place ranking in the Casino Gaming Executive Satisfaction Survey conducted by Bristol Associates Inc. and Spectrum Gaming Group for six of the last seven years. For more information on Hard Rock International, visit www.hardrock.com or shop.hardrock.com.

Responsibilities

Vice President Marketing - Hard Rock Cafe

This role is one of the most critical positions within the organization fostering a powerful public image and reputation for the company and its products. Oversee the strategic development, direction and implementation of all sales and marketing activities for Hard Rock Cafe and its brand extensions. Relentless focus on building this ubiquitous brand and on the strategies and programs necessary to nurture and build it. Serves as the brand leader and ensures that all the company’s activities are brand-centric in nature and are consistent with the overall marketing strategy, and this individual will bring the voice of the guest to the table.

Reporting Structure

Position Title: Vice President Marketing - Company Cafe
Reporting To: Senior Vice President Marketing & Brand Partnerships
Direct Reports: Director of Marketing; Director of Digital Marketing

Responsible for the Cafe and Rock Shop guest experience, including:

Cafe Brand Health Strategy, Consumer Research and Insights
Cafe Brand Sales and Marketing Strategy
Cafe Public Relations Strategy and agency management
Cafe Media and Advertising Strategy and agency management
Cafe Marketing Calendar and Activations
Cafe Digital Marketing Strategy
Marketing Retail

Essential Functions

Brand Strategy -

Define, articulate and drive the development of Hard Rock International Sales and Marketing and branding strategies within the context of the cafe division global business strategies.
Develop strategic short-term and long-term Marketing plans for the cafe division and for each segment of the business.
Identify and exploit cross promotional opportunities to enhance Brand awareness, trial, repeat visitation and relevancy.

Marketing & Creative Services -

Develop and maintain a structurally efficient Marketing organization; select, develop, motivate and evaluate creative subordinates. Foster a team-oriented environment.
Oversee the public relations, advertising and overall communications for the cafe division.
Serve as the key liaison between the cafe division and the trade and consumer press; be responsible for all advertising and public relations agency relationships.
Support Marketing campaigns and materials that complement and enhance sales and marketing efforts to consumers.
Supervise the preparation and administration of marketing budgets in accordance with corporate guidelines, establish and monitor sales and marketing policies and procedures; function as a key advisor, decision-maker, and member of the senior management team.
Supervise the development of all collateral materials including promotional pieces, press kits, provide creative input and direction when necessary.

Research & Development -

Manage the consumer research and development efforts to assure our products and offerings are in alignment with our brand strategy and reflect our image while achieving positive financial results.
Liaise and support the cafe operations senior executive team leaders in Operations, Franchise, Food & Beverage, Design & Construction, Merchandise, Retail, E-Commerce and Licensing to coordinate execution and launch of the highest quality products.
Continue to challenge the status quo in the offerings to our guest.

General Functions -

Drive incremental Accountable for positive P&L results, increasing sales.
Oversee the public relations, advertising and overall corporate communications for Marketing cafes.
Develop strategic short-term and long-term marketing plans for the cafe division.
Troubleshoot the marketing activities; anticipate, identify and form solutions to problems that may arise.
Develop marketing campaigns and materials that complement and enhance marketing efforts to consumers.
Serve as the key liaison between the company and the trade and consumer press; be responsible for all advertising and public relations agency relationships; coordinate and oversee press releases.
Supervise the preparation and administration of marketing budgets in accordance with corporate guidelines, establish and monitor marketing policies and procedures; function as a key advisor, decision-maker and member of the senior management team.
Supervise the development of all collateral materials including promotional pieces, press kits, ; provide creative input and direction when necessary.
Develop and maintain a structurally efficient sales and marketing organization; select, develop, motivate and elevate creative subordinates.
Foster a team-oriented environment.

Non-essential Functions & Core Competencies -

Coordinate operations between departments.
Teach/coach and document employees who fail to meet standards to maintain a high-quality workforce.
Present a professional image to employees, guests, clients, owners and investors.
Attend client functions and designated parties to provide support, ensure guest satisfaction and promote future business.
Build business/market share by thinking of new ways to promote company and by participating in local events to increase sales and develop and maintain positive relationships within the business and social community.
Spearhead annual philanthropic initiatives.
Work as a team, helping all employees to complete the required activities that ensure we blow away Guest Expectations.
Maintain low staff turnover rate and high morale.
Operate ethically to protect the image of Hard Rock.
Utilize programs designed to help Save the Planet.
Breadth & Depth of Knowledge – Must know & apply the most advanced concepts, practices, and procedures.
Applies extensive knowledge & experience as an advisor to top management or acts as the recognized authority over one or more departments. Professional/technical qualification & certainly extensive experience within the function.
Planning & Organization – Prepare long-term plans that address corporate issues to meet the strategic business goals.
Decision Making – Takes decisions with major long-term implications for the organization, requiring judgement where the risks are high and the availability of advice & information is limited.
Business Awareness & Initiative - Stresses the need for the business to achieve pre-eminence in its market and stay ahead of its competitors by seizing opportunities and launching major companywide initiatives which improve the organization market position.
Nature of Contacts – Contacts involve establishing and maintaining relationships of major long-term significance to the company in which very high levels of persuasion and negotiation skills are typically required, in situations where strong opposition or potential conflict exists.
Teams- creates a climate of continuous improvement to ensure the organization has the people to meet its future needs.
Financial Accountability – Contributes to company’s overall budget; determines and changes financial priorities in line with financial, business, and organizational objectives.
Positive Impact – Scope to make major performance impact regarding many significant company objectives and results, with significant effect inside and outside the company. Will exert major influence on overall direction of company, as well as its results.

Qualifications

10+ years well-trained, disciplined marketing and brand builder in consumer products and differentiated guest experiences.
Proven professional accomplishments with leading, well-branded organization.
Career progression through increasingly responsible staff and management positions in marketing, ultimately presiding over a complete sales and marketing function.
Proven exposure to, and experience with, disciplined branding techniques and must have a track record of initiating ideas and seeing them through execution.
Contributed to increased revenues of products or services through unique sales and marketing efforts.
Experience building a business through creative partnerships.
Possess the financial acumen to see creative opportunities for the brand and to be able to seek and negotiate investment from external sources, as opposed to internal financial backing.
Ability to persuade and sell ideas up, down, and across the organization.
Energetic, resourceful, hands-on executive who operates effectively with minimum direction and who pursues objectives relentlessly.
Has a positive, upbeat attitude and is passionate about their business and organization.

Language Skills -

Must possess strong communication and listening skills, excellent speaking, reading and writing.
Comprehend and use technical or professional language, either written or spoken, to communicate complex ideas.
Ability to effectively present information in one-on-one and small group situations to customers, clients, and other employees of the organization.
Multiple language abilities a plus, fluency in English required.

Physical Demands -

Ability to move throughout the corporate office and cafes during visits (standing, walking, kneeling, bending) for extended periods of time.
Ability to sit for extended periods of time.
Ability to make repeating movements of the arms, hands, and wrists.
Ability to express or exchange ideas verbally and perceive sound by ear.
Manual dexterity, hand-eye coordination, and ability to work with hand above shoulders.
Ability to occasionally, regularly, frequently move objects (lift, push, pull, balance, carry) up to 10 pounds.
Ability to turn or twist body parts in a circular motion.
Ability to tolerate exposure to heat, cold, chemicals, and loud/noisy environments.
Ability to travel via auto or airplane for long periods of time.

Additional Details

Hard Rock International is an equal opportunity employer. We live our motto LOVE ALL – SERVE ALL, and strive to foster an inclusive workplace culture for every team member. Hard Rock welcomes and encourages applications from people with disabilities. Consistent with the Americans with Disabilities Act (ADA), it is the policy of Hard Rock to provide reasonable accommodation when requested by a qualified applicant or employee with a disability, unless such accommodation would cause an undue hardship. The policy regarding requests for reasonable accommodation applies to all aspects of employment, including the application process. If reasonable accommodation is needed, please contact a member of our Human Resources team.

Disclaimer

While this is intended to be an accurate reflection of the current job, management reserves the right to revise the current job or to require that other or different tasks be performed when circumstances change, (e.g. emergencies, changes in personnel, workload, rush jobs or technical developments).

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Vice President Marketing

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