Experiential Marketing

Department: Marketing
Commitment: Permanent Full Time
Location: New York
Reporting to: Director of Brand Activation

Role Overview

Experiential Marketing is a new role. We are looking for a dynamic leader and doer who has a passion for both grassroots and digital marketing to own and lead the local customer brand experience and activations at Time Out Market. The person we are looking for should be able to paint with all the colors in the marketing palette—digital, social, community, traditional and all elements that will create brand favor and drive consistent customer footfall. The ideal candidate will become an integral ambassador for the Market, brand and citywide culture on a whole. They will be expected to be on-site in our Market and, although being a self-starter is a requirement, they will work across a broad team touching many facets of our business. This is a crucial time in our society where we and our cities need champions looking to help us re-emerge. If that is you, this posting is your Bat signal.

Key Responsibilities

  • Collaborate and execute local Market digital marketing activities
    • Social media - organic and paid (knowledge of running paid social & PPC)
    • Influencer programming
    • Coordinate inclusion of Market activities with CRM team and local editor
    • Ensure Market content on Time Out and Time Out Market web is updated and all information is correct working with Editorial team
    • Manage and coordinate vendor digital platform alignment
    • Manage community digital platforms
    • Oversee Market aggregate and review sites (Google, Yelp, etc)
    • Execution of Market-specific consumer offers/promotions on Time Out Market app
    • Execution of Market-specific promotions/offers with delivery partners (DoorDash, Caviar, Uber Eats)
  • Market lead for all consumer related programming locally
    • Liaise between chefs and public
    • Collaborate with PR agency and local editor
    • Where relevant (Boston/NY), collaborating with landlord marketing team on broader activations and  promotions calendars
  • Local grassroots marketing
    • Connect Market with neighborhood - local resident programs, social media groups etc
    • Work with local gatekeepers to promote the Market
    • Work with local boards and collectives to be part of the community
    • Coordinate memberships/participation with, restaurant associations, concierge groups, Tourism and Convention bureau,  BIDs, charitable organizations, local chamber of commerce, etc. 
    • Forge local partnerships ie: relevant festival, BID events, Convention activities, local tourist-focused businesses - hotels, cruise/ferries, tour operators, etc.
    • Explore local advertising opportunities
  • Activations
    • Execute weekly/monthly programming with curation support from Time Out editor to align with Time Out editorial content
    • Coordination with PR firm/TOM PR Manager and on-site facilitation.
    • Liaison with all third-party activations - cultural, sponsors, etc.
    • Conceive programming - including outreach, negotiate and book
    • Coordinate day-of in close collaboration with Market operations team
  • Asset capture
    • Take social media content
    • Direct third party shoots
    • Collect from vendors/partners
  • Promotions - App and Social Media based
    • Work with team on consumer-facing promotions
    • Utilize a broad array of tools including the Time Out Market App platform
    • Blend local calendar with global Time Out objectives
  • Point of sale marketing
    • Responsible for executing all physical consumer message/promotional signage pertaining to Market
    • Partner with Creative Director for art
  • Competitor research
    • Monitor competitors and neighborhood establishments on consumer activities and promotions/programming
  • Reporting and research
    • Set and track KPIs with weekly where relevant/monthly performance reports on marketing activities - footfall, social performance, influencer, paid and inhouse advertising, app use, top vendors, consumer offers, etc.
    • Optimizing performance on an on-going basis using data tools
    • Gaining local customer insight through surveys and word-of-mouth
    • Budget management

Skills and Experience

  • Individual with a strong passion for the industry and the capability to identify and evaluate opportunities, navigate and influence outside of formal reporting lines and produce tangible results
  • Proven working experience in digital, social or traditional marketing
  • Demonstrable experience managing marketing campaigns and activations and using digital tools
  • Highly creative with experience in identifying target audiences and devising programs that engage, inform and motivate
  • Strong analytical skills and data-driven thinking
  • Up-to-date with the latest trends and best practices in activations
  • Knowledge of social media and analytic tools such as google analytics
  • Strong communication and writing skills
  • Ability to capture content that is social-media-worthy for our brand
  • Experience leading consumer-focused projects and/or platforms
  • Recognizes achievements that support team success
  • Models and holds others accountable for leading ethically and with a high degree of integrity
  • Minimum Education: BA/BS Bachelor’s Degree
  • Minimum Years of Experience: 5+ Years of relevant professional experience demonstrating progressive career growth

Interested in applying but don't tick all the boxes on the list? Don’t worry—we aren’t just box tickers—please apply, we'd still love to hear from you.

What we look for in a candidate

Time Out is a company filled with individuals as diverse as the cities we live in and cover.  At the same time, there are common characteristics and values we all share. To join our team, you’ll want to…

  • Have a passion for brand building
  • Be commercially astute
  • Be skilled in managing multiple high priority projects at the same time
  • Either have experience at or want to dive headfirst into a fast-paced transformative company in pursuit of excellence
  • Think globally
  • Have excellent communication and relationship-building skills
  • Have a high sense of ownership, urgency and drive
  • Be a team player
  • Hospitality experience preferred

About Our Culture

At Time Out Group we believe in diversity and equal opportunity for all people. We do not discriminate against external or internal candidates on the basis of age; disability; gender, gender reassignment; race; religion or belief; sexual orientation; marriage and civil partnership; pregnancy and maternity. We believe that diversity develops creativity and enables personal and professional growth where we all learn from each other. We believe in an open culture where ideas are shared candidly and where there is no fear of failure, but rather an understanding that we must experiment and have the freedom to succeed. We believe that everyone has the right to express themselves as they are as this enriches us all. We believe in an open world, social justice, and the pursuit of happiness, after all, we are in the happiness business.

About Time Out Group plc

Time Out Group is a global media and leisure business that inspires and enables people to explore and enjoy the best of the city.

It all began in London in 1968 when Time Out helped people discover the exciting new urban cultures that had started up all over the capital. Since then, this iconic brand has consistently maintained its status as the go-to source of inspiration for both locals and visitors alike.

Time Out Group has been named one of the Most Innovative Companies for 2020 by Fast Company - this prestigious annual list honours the businesses making the most profound impact on both industry and culture, showcasing a variety of ways to thrive in today’s fast-changing world. The Group comprises two highly synergistic business divisions: Time Out Media and Time Out Market.

Time Out Media’s digital and physical media proposition comprises websites, mobile, social media, print and live events. Across these platforms, Time Out distributes its high-quality content – written and curated by local expert journalists – around the best food, drinks, culture, art, music, theatre, travel and entertainment in 328 cities and 58 countries. The Company is monetising this global reach and its strong traffic from a desirable audience via digital and print advertising as well as e-commerce. Since its launch 50 years ago, Time Out has become a global brand that advertisers and consumers love and trust.

Time Out Market is a food and cultural market leveraging the Time Out brand to bring the best of the city under one roof: its best chefs, drinks and cultural experiences – based on the editorial curation Time Out has always been known for. The world’s first food and cultural market experience based wholly on editorial curation, Time Out Market captures decades of local knowledge, independent reviews and expert opinions. Everything that is being offered in Time Out Market must have been reviewed with four or five stars, and not one star less, by independent Time Out journalists.

The first Time Out Market opened in Lisbon in 2014 and is now Portugal’s most popular attraction with 4.1 million visitors in 2019. Following this success, five new Time Out Markets opened in North America in 2019 in Miami, New York, Boston, Montréal and Chicago, and we recently celebrated the opening of Time Out Market Dubai in April 2021. A further pipeline of other global locations includes Porto, Prague, Abu Dhabi and London.

Across both business divisions, the Group’s mission is to help people around the world go out better. 

Time Out is a dynamic, pioneering brand and so is our team. We want to work with the best and brightest talent because we work for the world’s greatest cities, the people enjoying them and the businesses in them. As a truly global team we get to collaborate with colleagues from New York to Paris, Tokyo and Sydney and beyond. It’s our integrity, passion, curiosity, creativity and openness that make us successful and a unique team.