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Senior PR Manager (Maternity Cover)

Job Summary: Fixed Term Contract / Maternity Cover

Working as part of the European Marvel marketing & PR team, the Senior PR Manager (EMEA) will lead the development of PR plans across Europe (UK, FR, DE) and export markets. The role will interface with Global Brand, PR and Studio teams to ensure EU needs are at the heart of the global communications strategy.

You will be tasked with creating and executing a AAA PR campaigns on-going Marvel games within Square Enix. Managing and working with our central PR agency and other partners to develop campaigns that will continue to establish the game as the entertainment launch of the year. You will also work hand in hand with our global influencer team and studio community teams to develop messaging and campaign beats.

Create the framework for the EMEA team to execute a best-in-class “Community First” campaign across all consumer touchpoints of the marketing plan.

Requirements

Key Responsibilities:

Ensure that Square Enix and Marvel PR plans are aligned with the overall global/regional direction set by the Global Communications team.

Drive cross-departmental teamwork to dovetail earned & owned media with other channels e.g. paid-media channels (advertising), trade media (retail).

Act as a key member of the Marvel EMEA team, driving consumer opportunities, and championing the PR discipline within the wider business. Be accountable for overall PR budget management.

Manage, train, coach and develop a PR Executive. Ensuring they develop a relevant skill mix in the team that is appropriate to the business strategy, and is results driven. Bring in external insights to develop and train the team to best practices.

Knowledge & Experience:

PRESS AND MEDIA:

1. Develop overarching EMEA PR strategy, develop campaign objectives and KPIs to measure actual vs. target at each step for each key beat. Ensure the campaign helps to deliver on key metrics:
2. Work with the global Brand / Product / PR to develop the key global beats to ensure that EMEA needs are met to drive a high impact campaign in EMEA markets (Ensure NA partnerships and media exclusives do not impact on EMEA needs).
   • Key focus:
3. Develop overarching EMEA PR plan aligned to overall marketing plan cadence, ensure we maximise audience reach through coverage and news.
   • Including:
4. Sign-off on all local plans before they are presented to Brand, Studio and Marvel Games teams.
5. Present the full EMEA PR plan to Brand and Studio teams, with focus on the Tier 1 and Tier 2 markets.
6. Oversee the executions of EMEA plans and market specific activities.
   • Facilitate asset creation and approval
   • Facilitate Studio access if required
   • Facilitate game access for content capture or streaming opportunities

• Awareness
• Interest
• Familiarity
• Purchase Intent

AMBASSADORS / CELEBRITY:

1. Work with Brand and Studio teams to define the parameters we want from our ambassadors – eg: credible, real Marvel fans, real gamers, social footprint, behaviour, Marvel approval…etc.
2. Work with local markets to identify and refine a short list of celebrities to work with throughout the campaign.
3. Help negotiate long-term partnerships including appearances, social amplification, interview opportunities…etc. Look for creative ways to drive awareness with a new broader audience.
4. Look for ways to creatively integrate influencers and community with ambassador activity.
   • For example:
     • Consumer events & Livestreams
     • Community events
     • Public appearances
     • Press coverage / interviews

INFLUENCERS (Content Creators & Streamers):

1. Work with the Global Influencer team to select and recruit suitable content creators and streamers to support the campaign at all key beats. Work with Marvel Games to ensure appropriate approvals for all targets.
2. Nurture and fuel the content creator/streamer community throughout the campaign, and beyond, to ensure continued engagement:
3. Work with influencer to create a plan to encourage long term loyalty through support, engagement and opportunities:

• Post-Launch content drops and key news / activity

• Monetisation opportunities (emoji, subscriptions, content promotion…etc.)
• Develop plans to help support key partners (1st and 3rd party partners), open commercial opportunities to key influencers if appropriate.
• Develop other creative opportunities to involve influencers to keep them engaged throughout the campaign. Ensure plans create visibility, disruption and conversation within the community.
• Develop full activity calendar for the year:
  • Support digital content
  • Support key consumer and community events
  • Support key anniversaries or events
  • Support community creations