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International Brand Manager

Amsterdam · Full time · Sales Generalist

Stage Entertainment

Stage Entertainment is one of the world’s largest musical theatre producers and owners. We have offices and own theatres across Europe and in New York and produce some of the biggest titles in musical theatre. Our international show portfolio ranges from iconic titles such as Mamma Mia!, Chicago, Lazarus, Disney’s The Lion King and Aladdin to originally developed work from within the group such as Anastasia and Tina – The Tina Turner Musical, a wide variety of shows that excite broad audiences from London to New York, from Madrid to Hamburg, and from Amsterdam to Paris.  ‘Touching hearts, creating memories’ is our mission and with 3,000 brilliant, talented, diverse individuals worldwide we deliver a premium experience to those +7 million people who visit a Stage Entertainment production or venue each year.

We live, breathe and dream live entertainment, are connected by a shared passion and put our heart and soul into everything we do. We respect everyone’s talents and embrace our differences and the unique role we each play in the bigger team. Regardless of who you are or where you are from. We bring people together. That is at the heart of everything we do. When we create, produce or perform.

Stage Entertainment is part of Advance Publications, Inc., an American media company. Directly and through various subsidiaries, the group owns amongst others Condé Nast and is the majority shareholder in Reddit.

As a leading company we have the unique combination of sophisticated creative and business capabilities, while we keep pace with change, always explore new directions and look for ways to improve and innovate.  

Are you our International Branding Manager who shares our passion and dares to challenge and likes to be challenged?

Overview of the Group Commercial Team

Our ambition:

  • Build long term relationships with our theatre visitors by engaging with them across digital channels & touch points in a highly personalized and relevant way
  • Earn recognition as the live entertainment brand that delivers a premium experience

The Group Commercial Team is a Centre of Excellence that covers all aspects of the Sales & Marketing domain and reflects the strategic relevance of being data driven, consumer oriented and digital focused.

The way the Group Commercial Team operates is based on the 'One Company' philosophy of intensive global/local collaboration, agile way of working, co-creation and synergies, with a closely-knit squad community.

The Role

Stage Entertainment are looking for an exceptional individual for the role of International Brand Manager. The primary responsibility is to lead and enable international marketing strategy and commercial operations for TINA - The Tina Turner Musical in order to maximise the commercial potential of the show globally, which is currently playing in 5 markets with 3 more to shortly follow.

The role will also collaborate on brand development and positioning of licensed productions that have significant potential for multi-territory productions and future original content musicals in development.

As International Brand Manager for TINA - The Tina Turner Musical, you will be responsible for devising and implementing marketing strategies to strengthen the musical brand’s success internationally and for coordinating, supporting and enabling local marketing campaigns. You will work closely with the TINA team at Group level, the marketing teams of each market, and our global marketing agency AKA. In addition to working with the TINA and international content teams, the candidate will fully participate in Stage Entertainment’s international marketing community, sharing expertise and gaining learnings across all markets.

The team operates within Stage Entertainment’s 'One Company' philosophy that thrives on intensive local and global collaboration with a close-knit international community. The role will be reporting to the Group Creative Managing Director and Producer of TINA - The Tina Turner Musical, and the Group Commercial Director.

Responsibilities include, but are not limited to:


  • Devise and oversee execution of global brand marketing strategy
  • Global governance (including approvals and creative asset and copy management) aligned with global positioning, storytelling, brand traits, and visual identity and tone
  • Support markets with toolkits and guidance on show positioning, creative concepts, storytelling, brand traits, visual identity and tone
  • Manage cross-territory and cross-agency orchestration and scheduling on key brand communication
  • Enable coordination and quality control of global and local agencies’ content delivery on a day-to-day basis
  • Oversight/steering of global and local social media brand engagement and interaction
  • Harness and grow show-specific brand knowledge within Stage Entertainment over time.


  • Lead on strategic creation and deployment of new assets to maximise lifespan of the production across territories.
  • Oversee local agencies’ creative strategy, content delivery and brand engagement in the context of the global strategy.
  • Provide training and support to local marketing teams on content strategy.
  • Maximize impact of advertising by deploying group-wide approaches for testing and tracking of campaigns, creative concepts and key messaging.

The role will be based in London or Amsterdam, and some travel will be needed (average 2 days per month, mainly to Germany, The Netherlands, Spain, UK), to work in detail with the local teams and build relationships with key stakeholders.

Candidate Profile


  • Significant experience in brand management at a senior level, combined with extensive experience handing long-running musical theatre accounts on the West End and/or Broadway.
  • In-depth experience across the full spectrum of branding and marketing, (digital) media, content creation and management of marketing/media/advertising agencies.
  • Experience of working with different cultures and across territories.
  • Experience of working effectively with a range of diverse partners
  • Experience of managing multiple priorities


  • Strong stakeholder management and interpersonal skills with the ability to develop fruitful relationships across the Group, local countries and global marketing agency.
  • Flexible mindset, switching easily between strategic and operational levels.
  • Strong communicator, decision-maker and presenter.
  • Ability to ensure brand excellence across all content and all territories
  • Ability to co-ordinate delivery of marketing and branding strategies across territories
  • Fluency in English

Do you own your actions and take responsibility for results, dare to challenge and like to be challenged and you do this by putting your heart and soul in it? Then we are looking for You!