Marketing Manager

Below is the first framework for the Head of Marketing role at Ileseum Clubs as a replacement for Mr Abbas and having a person more attuned for Ileseum growth and requirements. This document is made from the point of view of Ileseum and HF can be added and includes all the key responsibilities and expectations—from strategic vision to execution, team leadership, market research, and external engagement. The role is designed to support Ileseum’s high-growth trajectory over the next five years. These can be adapted to the EDAP once the basic framework is confirmed

Comprehensive Framework for the Head of Marketing

Ileseum Clubs

1. Overview and Strategic Context

Ileseum Clubs is poised for rapid expansion and transformation over the next five years. The Head of Marketing will be a visionary leader responsible for:

• Brand Creation and Visibility: Crafting and sustaining a powerful, globally recognized brand.
• Sales Pipeline Development: Creating robust pipelines for memberships, academies, and club services.
• Event Promotion and Sponsorships: Designing high-impact events and securing strategic sponsorships.
• Revenue Diversification: Identifying and capitalizing on new revenue streams and untapped markets.
• Product Discovery and the 7P Process: Driving innovation through systematic product discovery and applying the 7P marketing mix (Product, Price, Place, Promotion, People, Process, Physical Evidence).
• Optimal Brand Frequency and Placement: Ensuring maximum visibility through strategic media planning.
• Data-Driven Decision Making: Leveraging market research, consumer insights, and advanced analytics to optimize performance.
• External Engagement: Managing relationships with vendors, agencies, partners, and participating actively in industry events and conferences.
• Team Leadership and Communication: Leading the marketing team, communicating the marketing vision and plan, and crafting hiring plans to scale the team effectively.

2. Detailed Responsibilities

A. Strategic Marketing & Brand Leadership

• Integrated Marketing Strategy:
  • Develop and execute a comprehensive annual marketing plan covering ATL (mass media), BTL (direct/experiential), and TTL (integrated digital and traditional) channels.
  • Define clear, measurable objectives that drive membership growth, revenue enhancement, and elevated brand equity.
  • Communicate the Marketing Plan:
    • Clearly disseminate the marketing strategy across all internal teams and external stakeholders.
• Define the Marketing Vision:
  • Articulate a long-term marketing vision that aligns with Ileseum’s overall business goals.
  • Ensure the vision guides all marketing initiatives and inspires the team.
• Brand Creation, Management & Visibility:
  • Develop a distinctive brand identity and messaging strategy inspired by leaders like Nike and Apple.
  • Oversee website development, social media engagement, and digital presence to ensure consistent, high-impact brand visibility.
  • Brand Frequency & Placement:
    • Establish a media mix strategy that maximizes brand recall through strategic placements across digital, print, and broadcast channels.
  • Evaluating Market Positioning:
    • Continuously assess and adjust the brand’s market positioning relative to competitors to ensure a competitive edge.
• Crafting Strategies for All Marketing Teams:
  • Develop tailored strategies for sub-teams (digital, creative, events, etc.) that align with the overall marketing vision and objectives.

B. Product Discovery & 7P Process Integration

• Product Discovery:
  • Implement structured processes to identify new service opportunities and market gaps.
  • Use customer insights, market trends, and competitor analysis to fuel innovation.
• 7P Process Application:
  • Integrate the 7P marketing mix—Product, Price, Place, Promotion, People, Process, and Physical Evidence—into all strategic and tactical plans to refine offerings and enhance customer experience.

C. Sales Pipeline and Campaign Execution

• Pipeline Creation for Memberships/Academies:
  • Develop and optimize robust sales pipelines using best practices from premium fitness chains.
  • Collaborate with sales and operations teams to monitor and improve lead-to-membership conversion rates.
• Campaign Management & Execution:
  • Oversee the planning, execution, and monitoring of integrated campaigns (both ATL and TTL) ensuring timely and high-quality delivery.
  • Analysing Results of Advertisement Campaigns:
    • Use performance metrics to evaluate campaign effectiveness and optimize future initiatives.

• Telecallers Management & Performance Monitoring
  • Oversee telecalling teams responsible for lead generation, follow-ups, and membership conversions.
  • Develop scripts, training modules, and performance benchmarks to ensure quality communication and improved customer engagement.
  • Monitor daily call reports, response rates, and conversion metrics, ensuring alignment with overall sales targets.
  • Implement incentive structures and feedback mechanisms to boost team performance and motivation.

D. Event Coordination, Sponsorships & External Partnerships

• Event Promotion & Sponsorships:
  • Design and execute flagship events (e.g., Ileseum IP events) and localized club activities to drive engagement.
  • Forge strategic partnerships with sponsors and advertising agencies, inspired by models such as Red Bull’s experiential events.
• Managing Relationships with External Partners:
  • Oversee vendor sourcing and management for marketing collaterals (print, digital, merchandise).
  • Maintain and nurture existing partnerships while proactively securing new collaborations with brands, corporates, and academies.
• Attending Industry Events:
  • Actively participate in industry meetings, marketing events, and conferences to stay abreast of trends and expand the company’s network.
• Identifying Corporate partnerships:
  • Design corporate wellness and employee engagement programs through sports leagues and training sessions.
  • Partner with companies on Corporate Social Responsibility (CSR) projects focused on youth development, accessibility in sports, and infrastructure improvements.
  • Collaborate with corporate clients to provide customized sports solutions for employee well-being and leadership training.
  • Build alliances with educational institutions, real estate developers, and hospitality groups to integrate sports facilities within their ecosystems.

E. Data Analytics, Market Research & Consumer Insights

• Market Research & Analysis:
  • Conduct comprehensive research to analyse market trends, competitor activity, and consumer behaviour.
  • Analysing Consumer Behaviour and Customer Personas:
    • Develop detailed customer personas and continuously analyse consumer behaviour to refine targeting and messaging.
• Performance Metrics:
  • Establish robust performance metrics (KPIs) to track campaign outcomes, customer engagement, and overall marketing ROI.
  • Data-Driven Marketing:
    • Utilize advanced analytics and a data matrix to inform strategic decisions and optimize marketing efforts.
• Discover Marketing Trends:
  • Stay ahead of emerging trends by continuously exploring new technologies and marketing strategies.

F. Budget Management & Resource Utilization

• Managing the Marketing Budget:
  • Oversee and optimize budgets for online ad spends, marketing team salaries, agency fees, and offline/hyperlocal marketing expenses.
  • Ensure cost-effective campaign execution with a strong focus on ROI.
• Cost Optimization:
  • Monitor expenditures closely and implement strategies to achieve budget adherence and resource efficiency.

G. Team Leadership & Human Resource Planning

• Leading the Marketing Team:
  • Mentor and manage a dynamic, cross-functional marketing team to drive creativity, accountability, and operational excellence.
• Setting and Monitoring Team Goals:
  • Establish clear goals for the team and continuously monitor progress toward achieving these objectives.
• Crafting Quarterly and Annual Hiring Plans:
  • Develop hiring strategies to scale the marketing team in line with business growth and emerging needs.
• Communicating and Aligning Team Strategies:
  • Ensure that all sub-teams are aligned with the overarching marketing vision and strategic objectives.

H. Brainstorming New Initiatives

• Innovation and Idea Generation:
  • Lead brainstorming sessions to generate new initiatives and creative solutions that drive marketing innovation and business growth.

3. Key Result Areas (KRAs), KPIs & Scoring System

Will be made after the responsibilities is confirmed and agreed to by PS, AB and MS.

4. Strategic Focus for the Next 5 Years

As Ileseum Clubs embarks on its ambitious growth journey, the Head of Marketing will focus on:

• Scaling the Brand Globally:
  • Developing a global brand strategy, elevating market presence through innovative digital experiences and consistent messaging.
• Building Robust Sales Pipelines:
  • Implementing systematic approaches to drive memberships and academy enrolments, informed by data-driven insights.
• Innovative Event & Sponsorship Models:
  • Designing signature events that position Ileseum as a lifestyle and community hub, while cultivating strategic sponsorships with major corporates.
• Exploring New Revenue Channels:
  • Proactively identifying and testing emerging digital channels and untapped markets to diversify income streams.
• Driving Product Discovery & Innovation:
  • Utilizing structured product discovery and the 7P process to continually innovate and adapt offerings.
• Continuous Market and Consumer Analysis:
  • Regularly evaluating market positioning, consumer behaviour, and customer personas to refine strategies and messaging.
• Team Expansion and Leadership:
  • Crafting quarterly and annual hiring plans to scale a high-performing marketing team and fostering a culture of creativity and accountability.
• Active Industry Engagement:
  • Attending meetings, marketing events, and conferences to stay updated on trends, network with peers, and represent the Ileseum brand.

5. Industry Benchmarking & Expectations

The Head of Marketing at Ileseum Clubs will be expected to emulate the strengths of industry leaders by being:

• A Visionary Brand Manager:
  • Building and sustaining a globally recognized brand identity.
• A Sales Pipeline Architect:
  • Creating robust systems that deliver consistent membership and academy growth.
• A Strategic Event and Sponsorship Leader:
  • Organizing high-impact events and securing influential sponsorships.
• An Innovator in Product Discovery and Revenue Diversification:
  • Constantly exploring new products, services, and revenue channels.
• Financially Astute:
  • Managing budgets meticulously and ensuring optimal resource utilization.
• Data-Driven and Consumer-Centric:
  • Leveraging market research and consumer insights to drive decision-making.
• A Proactive Leader:
  • Communicating the marketing plan, defining the vision, and leading the marketing team while crafting tailored strategies for each sub-team.
• An Active Industry Participant:
  • Representing Ileseum at conferences, events, and through continuous external engagement.

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