Product Marketing Manager, Licensing

Are you ready to make your mark in the world of Formula 1? At Formula 1, we are passionate about delivering the world’s greatest sports and entertainment spectacle leaving a positive legacy wherever we race. Innovation has always been at the heart of what we do ever since our first Grand Prix in 1950. Now, more than 75 years on, the sport remains a pioneer, developing technologies that have made a significant impact on society beyond the track.

The Product Marketing Manager is responsible for managing and optimising F1’s marketing performance across our licensed products. Reporting into our Head of Brand, this role will develop global growth strategies, develop and manage campaigns and performance including paid media (search, social media, display, app advertising), as well as collaborate with the content and social teams on integrated strategies across owned and earned media.

In this role, you will work closely with many cross functional departments at F1 including licensing, brand, social, digital content and digital product while also collaborating closely with our licensing partners to build Formula 1’s credibility within this space, drive and implement user acquisition strategies for F1 products, which then translate to monetizable opportunities.

As Product Marketing Manager, you must be both a strategic and analytical mindset, an understanding of audiences and brand building, how to create engaging and creative content that encourages acquisition and monetisation and a proven track record in driving successful digital marketing campaigns. You must be a self-starter, able to manage multiple stakeholders and be comfortable working within a fast paced and dynamic environment.

Main Duties and Responsibilities

• Strategic Marketing
  • Build a deep understanding of the consumer licensing landscape, the attitudes and behaviours of key audiences, where to connect with them and with what content with a view to achieve F1 and F1 Licensees’ growth and engagement objectives.
  • Develop annual, regional marketing plans that prioritise key categories and partners.
• Campaign and Activation Strategy
  • Manage the development and delivery of creative, culturally relevant campaigns and unique activation ideas that will drive awareness and interest in F1 licensed products.
  • Collaborate and support licensing partners on their campaigns and activation concepts, and develop integrated plans and toolkits with F1 Marketing support.
• Media Planning and Agency Management
  • Develop the acquisition growth strategy to reach targets across owned, paid and earned.
  • Manage media agencies to plan and execute the campaign.
  • Understand evolving media landscape, content themes, digital trends and competitive environment, applying insights to drive relevant brand strategies.
• Partnership Marketing
  • Develop close working relationships with Formula 1 licensing partners to identify opportunities to co-ordinate activities and calendar planning.
  • Work closely with the licensing partners to optimise user journeys, purchase propensity and purchase conversion rate with a view to drive incremental engagement and revenue.
• Performance and Financial Management
  • Forecast, measure, and analyse campaign performance across the funnel.
  • Implement a holistic measurement framework to understand the incremental impact of the campaigns, as well as preparing for privacy changes.
  • Effectively manage associated budgets.

What Are We Looking For?

Prior to the role it would be essential that you have:

• 5+ years’ experience working in a strategic planning role within a brand led organisation or agency.
• Experience in overseeing and managing owned and paid media campaigns and marketing activations from strategy to execution.