Welcome to another issue of the Marketing Expert Series! From journalism to property development, this week showcases Alexander Knight. Currently the Sales & Marketing Director for Asia at The London Resort Hotels, Alexander has worked for many different media companies throughout Europe and Asia before landing in the incredible position to help bring forth the massive production that is The London Resort Hotels.
When we take the time to think about ‘theme parks’, most of us will inevitably think of places like Disneyland, or Warner Brothers Movieworld. Theme parks exist in all shapes and sizes, of course, and the logistics required to develop and market them are immense. Join us as Alexander lays it out for us, taking us through his own background, experiences, and philosophies.
Hi, Alexander, thank you for joining us in our Marketing Expert Series. To get us started, can you tell us a bit about yourself? How did you get to where you are now?
I grew up in London in a family of journalists so had the media in my blood from day one. My first real job was at the News of the World newspaper. After which I was headhunted to be the production manager at The Moscow Times – just after the disintegration of the Soviet Union. That was fascinating as there was zero concept of marketing in Russia then.
I went back to London to work for Thomson, then Argus Media, which gave me an insight into oil and gas pricing – and marketing.
Subsequently, I moved to Singapore in 2006 and set up my own magazines to help property developers find clients. Now I am the Sales & Marketing Director for Asia of The London Resort Hotels – a £2 billion project soon to be under construction in Kent, UK. My three kids think it’s great as they are hoping to have unlimited access to Europe’s biggest theme park when it opens!
On your LinkedIn profile you state that your ultimate goal is to make sure that your client’s products and services are delivered to the right people. Has this been the overarching theme of your professional life?
Very much so. In my view, it is very important to help clients attain their sales goals as rapidly and painlessly as possible. Selling property is not easy – it is about trust and working closely with both vendors and vendees to make sure everyone is happy. Repeat business is the best kind!
Is there a single experience from your past careers that stands out?
I think the night that Freddie Mercury died was one of the most poignant. I was a junior on the newsdesk at the UK’s biggest selling newspaper when the news came in about Mercury’s death at just after midnight. We were all totally shocked but we carried on and proceeded to remake the first 9 pages of the newspaper in tribute to the singer.
The most interesting experience from a sales and marketing perspective was running my own publishing and events company – so many moving parts. Our ability to use our platform to get customers to come to events was just staggering.
And now you are the Sales & Marketing Director for Asia at London Resort Hotels, one of the biggest hotels and theme parks in the world. What is it like to work for such a massive brand with so many consumers?
We have such an amazing team spread across the globe. We are all extremely excited about The London Resort – the theme park looks like nothing I have ever come across before and the guests will absolutely love it! We are just about to launch a special club for those who want to ride the experience from now to opening and beyond. We are all now just getting strapped in now for the ride of a lifetime.
What do you most enjoy about your current role?
The way that doors open when I start talking about the project. There is so much interest in The London Resort that it really grabs and holds people’s attention. I also like knowing about all the amazing rides and other parts of the park that will be included.
There has been a lot of pressure on the hospitality industry during the pandemic, how have you and the London Resort Hotels worked to overcome these obstacles?
It has allowed us to plan for social distancing compliance and I am pleased to tell you that The London Resort will be the world’s first ever theme park and resort that has this baked in.
And what’s next for you, personally, when this pandemic eventually passes?
To travel. I hope that by Q2 2021 we will be able to move freely again. My family and I are keen to see relatives in the UK and Russia, where my wife is from. I am also keen to sit on a beach!
Any advice you’d like to share with young and aspiring marketers?
It’s all about the product and the client – assisting them in their business should be seamless. It is, however, very good to remember that life as – with work – is a two way street. Not only can a client fire you or your company, but you too can fire a client!
Thank you, Alexander, for joining our Marketing Expert Series. How can people connect with you if they’d like to know more about you?
Thank you too! They can connect with me on LinkedIn or just WhatsApp me.
The Marketing Expert Series features marketing and communications experts from across every industry. Every month, 2Stallions will showcase the stories and expertise of marketing experts from around the world, join us as we explore how marketers navigate the challenges of the regions and industries they work in. If you’d like to be featured in a next issue of the Marketing Expert Series. Please reach out to us via email.
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