Marketing Manager

Position Overview

The Marketing Manager will lead the development and execution of our pre-opening and post-launch marketing strategy. This person will be responsible for introducing Complete Play and Discovery to the market, building awareness and excitement ahead of the 2027 opening, developing strategic partnerships, and creating campaigns that drive memberships, ticket sales, group visits, birthday parties, and special-event bookings.

The ideal candidate combines high-level strategic thinking with hands-on execution. They should understand the children’s entertainment, family attraction, education, hospitality, or retail sectors and be comfortable working in a fast-paced, entrepreneurial environment.

Key Responsibilities

Pre-Opening and Launch Strategy
Develop a comprehensive marketing strategy and launch plan leading up to the 2027 opening.
Build and manage a detailed marketing calendar covering brand announcements, opening milestones, community activations, presales, membership campaigns, and grand-opening events.
Create campaigns that generate early awareness, build an engaged audience, and grow a strong email and membership waitlist.
Coordinate the grand-opening marketing campaign across digital, traditional, public relations, community, and partnership channels.
Ensure marketing initiatives remain aligned with construction, operational, programming, and opening timelines.
Brand Development and Positioning
Establish and maintain a clear, consistent, and engaging brand identity across all customer touchpoints.
Develop messaging that communicates the organization’s commitment to inclusive play, discovery, education, and meaningful family experiences.
Oversee the creation of marketing collateral, digital content, signage, promotional materials, and launch communications.
Ensure all content and campaigns reflect the organization’s values and meet established brand standards.
Digital and Social Media Marketing

Lead the social media strategy across relevant platforms, creating engaging content before and after opening.
Develop an influencer outreach program targeting New York City family, parenting, education, travel, and lifestyle creators.
Manage digital advertising campaigns and optimize performance across paid search, social media, and other digital channels.
Oversee website content, search visibility, online listings, and digital customer journeys.
Coordinate on-site content capture during construction milestones, previews, special events, and daily operations after opening.

Email Marketing and CRM
Develop and manage the organization’s email marketing and customer relationship management strategy.
Create newsletters, presale announcements, opening updates, membership campaigns, promotional offers, and retention communications.
Segment audiences to deliver relevant messaging to families, schools, members, community partners, and event clients.
Use CRM data to increase repeat visits, renewals, bookings, and customer engagement.
Analytics and Performance
Establish and monitor key performance indicators for brand awareness, website traffic, audience growth, lead generation, presales, ticket conversions, memberships, bookings, and campaign return on investment.
Use Google Analytics, advertising platforms, CRM reports, and customer insights to evaluate campaign performance.
Prepare regular marketing reports and present recommendations to leadership.
Use performance data to optimize messaging, campaigns, audience targeting, and marketing spend.
Pricing, Promotions, and Revenue Growth
Collaborate with leadership on pricing strategies, membership offers, launch promotions, group packages, and seasonal campaigns.
Develop campaigns that support ticket sales, memberships, birthday parties, school visits, group experiences, and private events.
Identify promotional opportunities that drive attendance during both peak and off-peak periods after opening.
Balance brand-building initiatives with measurable revenue goals.

Traditional and Community Marketing
Oversee local marketing initiatives, including community outreach, physical signage, flyering, direct mail, and neighborhood promotions.
Develop relationships with schools, camps, parent groups, residential buildings, hotels, cultural organizations, and local businesses.
Plan and execute previews, pop-up experiences, community events, and promotional activations before the opening.
Build a strong local presence while positioning Complete Play and Discovery as a destination for families throughout New York City and beyond.

Qualifications
At least five years of marketing experience, preferably within children’s entertainment, family attractions, education, museums, hospitality, toys, retail, or a related consumer-focused industry.
Demonstrated ability to develop and execute a marketing plan from the ground up.
Experience launching a new brand, venue, product, or location is strongly preferred.
Proven experience managing marketing budgets and evaluating campaign performance.
Experience developing professional relationships with sponsors, community organizations, and external partners.
Strong understanding of social media platforms, digital advertising, influencer marketing, CRM systems, and email marketing.
Proficiency with Google Analytics and other marketing measurement and reporting tools.
Experience managing at least two direct reports, interns, freelancers, or agency partners.
Strong professional writing, editing, presentation, and verbal communication skills.
Excellent project-management skills, with the ability to manage multiple deadlines and priorities.
Comfortable working on-site and participating in community events, content creation, previews, and opening-related activities.
Genuine enthusiasm for children, families, inclusive experiences, education, creativity, and the power of play.