Marketing Manager Assignment Brief

The Company

Chester Racecourse are a continuously growing organisation within the leisure and tourism
sector. Whilst the core activity is horseracing, there is continual scope for the development of
business opportunities within the brand through the enhancement of the organisations
commercial strategy. The organisation reported a turnover in excess of £26m in 2014, and aims
to continue to rapidly expand the brand portfolio. The business has shown resilience through the
global recession and is well positioned to embark on a period of sustained growth. The
organisation is diverse in its offering with several divisions delivering a complexity of services.

Chester Race Company Ltd, is made up from the following divisions:

Brand Brief Description

ChesterBET/BangorBET In house gaming/betting division
Express by Holiday Inn On Site Hotel, 97 rooms (93% annual occupancy)
Horseradish Catering Outside catering division
Restaurant 1539 On Site fine dining Restaurant
Common Hall Street Social Wine bar/Restaurant based in the City of Chester
The White Horse On site family gastro pub/restaurant
Bangor on Dee Racecourse Jump course (Racing all year round)
Chester Polo Hosting of annual high level Polo matches

The Role

The role of the Marketing Manager will strategically drive and develop all brands within the
Chester Race Company portfolio. As part of the senior management team, you will be required
to assist, and make innovative, justifiable recommendations in supporting the organisations
commercial and brand strategy. A pre requisite for this role will be for the individual to have the
knowledge and expertise to design, develop and maintain an efficient and sustainable CRM
system. The successful candidate will offer comprehensive, creative and dynamic support to the
brand identity and continue to develop commercial awareness as the organisation diversifies
into various industries. Heading up a team of 4 within the department, you will apply a keen
focus on employee engagement, personal development whilst demonstrating exceptional
leadership qualities. Responsible for a marketing budget in excess of £500k, you will possess the
experience and expertise in analysing marketing activities identifying criteria in order to
measure the return on investment. Working collaboratively with the Sales team, you will be
responsible for analysing trends in order to develop, apply and execute a successful marketing
strategy that continues to generate brand awareness. Whilst acting as a brand ambassador you
will develop and manage collaborative relationships with key local and regional stakeholders.

Marketing Manager 2015

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 Marketing Manager Assignment Brief

Report lines and key stakeholders:

CEO

Sales/
HR/H&S/I.T
You Catering/
finance

Graphic
Designer/
Marketing
Team

The Package
Basic Salary CIRCA £40k
Bonus competitive based on achieving agreed KPIs
Healthcare Private medical cover through BUPA (after 12
months service)
Cash Plan Individual cash plan with Westfield Health
Pension 3% contribution from employee, matched
with 7% from employer (after 12 months
service)
Life insurance Death in service – 4 times salary
Expenses All business expenses covered

The individual

 Proven Senior Management experience, being able to demonstrate both successful

business growth and outstanding interpersonal skills.
 Large venue and multi site operational experience
 An authoritative leader with presence; a good communicator and motivator.
 Experience in dealing with customers/clients at a senior level.
 Can demonstrate sales success and has led and driven new business innovations.
 Strong commercial background with good financial acumen.
 Ability to deal with people at all levels and engenders trust and respect amongst
employees.

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 Marketing Manager Assignment Brief

 A track record of effective senior leadership at a Senior Management or equivalent level,

with similar commercial scope and budgetary responsibilities.
 Experience of developing and delivering innovative strategic plans and monitoring
performance against agreed objectives.
 Proven experience of strategic financial management and budgetary control.
 Evidence of managing and developing high performing multi-disciplinary teams and an
ability to lead, motivate and manage staff effectively.
 Experience of organisational development and change management.
 A track record of establishing, managing and developing collaborative and commercial
relationships with a range of internal and external organisations.
 Experience of high-level external facing leadership, which has enhanced the profile and
brand of an organisation.
 Pragmatic with an energetic, persuasive and engaging personality.
 Creative flair with a strong commitment to quality, customer service and with an excellent
attention to detail.
 Strategic thinker and innovator with integrity and resilience.
 Collaborative style of working and enjoys working as part of a team whilst leading from
the front.
 A “do-er” who is able to ‘roll their sleeves up’ when required and resolves issues with
minimum fuss.
 People-centred with an ability to instil confidence and trust in others.
 Suitably qualified to a C.I.M level or equivalent

Skill Requirements

•Interpersonal •Business Skills

Skills

*Leadership *Financial
awareness
*Motivator
*Legal compliance
*Consensus Builder
*HR and H&S
*Team Builder
*Commercial
*Communication awareness
*Innovation *Strategic focus

*Planning *Operational
*Organising procedures
*Decision making *Maintaining quality
*Process standards of service
Management *People
*Ethical judgement Management
•Conceptual •Technical Skills
Skills

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