Stephen Pratt Email & Phone Number

Bournemouth, Gb

Responsible for the planning and delivery of key strategic brand projects for SEA LIFE (the world’s largest aquarium brand), The Dungeons (Europe’s leading historical entertainment brand) and LEGOLAND® Discovery Centres (indoor LEGO® attraction brand). • Worked with senior stakeholders, agencies and brand partners to develop and launch innovative new products and attractions into the global marketplace to drive guest visits and revenue. • Collaborated with tactical marketing… Show more Responsible for the planning and delivery of key strategic brand projects for SEA LIFE (the world’s largest aquarium brand), The Dungeons (Europe’s leading historical entertainment brand) and LEGOLAND® Discovery Centres (indoor LEGO® attraction brand). • Worked with senior stakeholders, agencies and brand partners to develop and launch innovative new products and attractions into the global marketplace to drive guest visits and revenue. • Collaborated with tactical marketing teams across the world to plan and produce compelling integrated marketing communication plans.• A key member of the project team responsible for the successful launch of 5 attractions in Europe, Asia and North America in 2014.• Created a new visual identity for SEA LIFE that strengthened its positioning as a premium, credible and must-see global visitor attraction brand amongst primary target audience of ABC1 families with children.• Re-modelled SEA LIFE’s conservation communication framework based on usage and attitude insight, then rolled-out in 4 global territories.• Developed a brand new global education programme and supporting through-the-line marketing campaign in collaboration with LEGO® - piloting in North America, January 2015.• Worked with Executive Producers from a leading children’s TV show to create, launch and market the world’s first ‘Octonauts’ attraction - launching in Australia, April 2015. Show less

Analysed customer insight and worked with stakeholders to re-define the brand proposition, values, personality and creative look of The Dungeons, then activated the brand across all customer touch points. Planned and implemented a compelling multi-million pound re-launch campaign to support the strategic objectives of changing brand perception and driving commercial growth. Coordinated tactical initiatives to address short-term trading challenges. • Re-launched the Dungeons brand… Show more Analysed customer insight and worked with stakeholders to re-define the brand proposition, values, personality and creative look of The Dungeons, then activated the brand across all customer touch points. Planned and implemented a compelling multi-million pound re-launch campaign to support the strategic objectives of changing brand perception and driving commercial growth. Coordinated tactical initiatives to address short-term trading challenges. • Re-launched the Dungeons brand across 7 European sites on time and on budget by January 2013.• Successfully project managed the communication launch plans for the new London and Berlin Dungeon attractions opened in March 2013: end of year trading +46% against budget.• Managed external agencies and media planners to create the integrated ‘Fear is a funny thing’ advertising campaign, that included TV, out-of-home, press, paid search, social, digital and email.• Launched new Dungeons desktop and mobile websites that achieved primary strategic objectives of increasing acquisition (unique visitors +22% YOY) and sales (revenue +34% YOY).• Led 4 direct reports including Digital Manager, PR Manager & 2 Marketing Executives. Show less

Responsible for devising and implementing the trade marketing strategy and annual communications plan to deliver budgeted EBITDA for 3 of the UK’s leading resort theme parks: THORPE PARK, LEGOLAND® Windsor and Chessington World of Adventures. This included maximising marketing opportunities through third-party ticket agents, hotels, travel & tour operators and leading digital consumer campaigns to drive short break sales. Analysed and reported on trading performance by business channel and… Show more Responsible for devising and implementing the trade marketing strategy and annual communications plan to deliver budgeted EBITDA for 3 of the UK’s leading resort theme parks: THORPE PARK, LEGOLAND® Windsor and Chessington World of Adventures. This included maximising marketing opportunities through third-party ticket agents, hotels, travel & tour operators and leading digital consumer campaigns to drive short break sales. Analysed and reported on trading performance by business channel and initiated remedial tactical activity to address shortfalls. Show less

Working centrally across a range of brands including The London Eye, Madame Tussauds, Alton Towers Resort and Warwick Castle, this role involved working with external agencies to plan, execute and measure ROI of cross-group CRM, direct mail and online marketing activity. Campaigns were targeted at a range of sectors including schools, organised groups, corporate and third party online.

Media Production Degree

A-Levels

Gsce'S