Head of marketing and Communications

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Summary

We're looking for a Senior Arts Marketing and Communications Professional to help us tell our extraordinary story, connect with audiences, increase our reach and maximise ticket revenue.

More Details

This is an exciting time to join Theatre by the Lake, as we continue to develop our artistic vision as Cumbria's producing theatre with renewed focus. We have recently undergone a major rebrand, revitalising and repositioning the way we present ourselves externally. We are growing our audience base and strengthening our ties into the local community.

The Head of Marketing and Communications will play a pivotal role in implementing our emerging brand and audience strategies. They will shape our public profile and celebrate our impact. Adopting a data-informed and dynamic approach to Marketing, they will increase our understanding of audience behaviour to develop customer relationships and drive sales.

As Head of Department, they will lead, inspire and develop a passionate team, and make a significant contribution to wider organisational culture and success as a member of the Senior Management Team

Responsibilities

STRATEGIC COMMUNICATIONS AND BRAND STEWARDSHIP

• Act as TBTL's brand champion, ensuring consistent implementation and messaging across the organisation
• Lead on the implementation of TBTL's brand strategy, growing our profile across Cumbria and beyond and amplifying our mission and impact
• Lead on PR, cultivating key relationships with local and national media to maximise profile and coverage
• Work with the Head of Development to communicate a compelling case for support and implement a fundraising communications strategy
• Develop robust and proactive PR and communications plans for crisis management
• Oversee the internal communications strategy ensuring all trustees, staff and volunteers are well informed about the programme/activities and the wider impact of the theatre, as well as internal organisational changes and developments.

AUDIENCES, MARKETING AND SALES

• Lead the implementation and continued development of our audience development strategy, to increase reach, deepen engagement and grow attendance
• Act as the organisational lead for Spektrix, maximising its potential with regard to understanding audience behaviours and developing personalised relationships
• Work with the Senior Management Team to embed an audience-informed approach to planning and programming across the organisation
• Lead on the oversight and delivery of TBTL's feedback channels including audience surveying, online reviews and handling of complaints
• Work with the Head of Development on the evolution of the TBTL Membership scheme to achieve agreed KPIs in line with the audience strategy
• To lead on the creation, and oversee delivery of key Marketing tools and channels including brochures, websites, social media and other resources, monitoring ROI to ensure value for money
• Oversee effective campaign planning for the in-house and visiting programme, harnessing audience insight and maximising impact through use of appropriate channels
• Lead on creating visuals, copy and other content for TBTL's in-house shows, including liaison with creative teams and co-producers
• Develop a digital strategy with measurable KPIs to underpin our audience development plan and inform a more targeted and cost-effective approach to campaign planning
• Lead a dynamic sales function, working cross departmentally to implement ticket sales initiatives and upsell secondary spend opportunities
• Cultivate beneficial partnerships with key advocates and tourist touchpoints, including the development of the Ambassador scheme
• Keep up to date with new developments and industry trends in Marketing

FINANCE AND ADMINISTRATION

• Work with the Executive Director and Head of Finance & Operations on the setting of departmental budgets.
• Lead on effective management and reporting of departmental budgets
• Play an instrumental role in the development of TBTL's pricing strategy and sales forecasting, using data analysis to inform decision-making
• Act as the designated Data Protection Officer for TBTL, ensuring that the organisation and its subsidiaries remain compliant at all times

LEADERSHIP

• Act as part of the Senior Management Team with shared companywide strategic and operational responsibility
• Act as Head of Department for the Marketing function, demonstrating effective leadership and running a cohesive and productive team
• Line manage the Marketing Manager, Marketing Officer and CRM Officer.

OTHER DUTIES

• Undertake any other duties that may be reasonably required in connection with the position, as a member of a small and collaborative organisation
• Act as a representative and advocate of Theatre by the Lake
• Engage with internal communications and stay abreast of organisational updates and developments
• Support of uphold Theatre by the Lake's commitment to inclusivity and sustainability
• Adhere to Theatre by the Lake's Safeguarding Policy including the reporting of any issues of concern in accordance with procedure

Requirements

ESSENTIAL

• Demonstrable understanding of marketing and communications in an arts-based environment with at least 3 years' experience at a manager level
• Experience of effective brand stewardship
• Able to manage concurrent projects to tight deadlines, with a calm approach under pressure
• Experience of using audience segmentation tools to drive better communications and increase engagement and sales
• Applied understanding of Google Analytics and CRM / ticketing software
• Experience of managing complex budgets and working within tight financial parameters
• Excellent copywriting, editing and proofing skills
• Experience of developing digital channels to improve engagement and sales
• Skilled relationship builder, particularly with media, funders, Trustees and other key stakeholders
• Demonstrable experience of motivating and leading teams for success
• A flexible approach to working hours including occasional evenings and weekends to suit the requirements of the business
• Sales-driven approach with experience of working to and achieving targets
• A passion for arts and culture

DESIRABLE

• Experience of working in theatre
• Knowledge of the media landscape in the Cumbria and the Northwest
• Experience of using the Culture Segments and/or Audience Spectrum profiling tools
• Professional Marketing qualification