DIRECTOR MARKETING AND DIGITAL, ARTS

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1 AND. DIRECTOR MARKETING AND DIGITAL, ARTS The Director of Marketing and Digital for Arts will lead and develop the global marketing, communications and digital strategy for the British Council s Arts programme. The Director will lead a team who will enable the delivery of challenging targets and objectives. As a market and customer champion, this individual is responsible for ensuring that audience- and market-led thinking and insights are embedded in decision-making, processes and strategies. This role ensures the organisation has the strategy needed to support the business planning process and drive the Arts programme s marketing and digital performance. 1 Director Marketing and Digital, Arts The British Council

2 Role Information Role Pay Band Location Duration Reports to: Director of Marketing and Digital, Arts British Council Senior London Indefinite Director Strategy, Arts Management Pay Band Role purpose The Director of Marketing and Digital will lead and develop the global marketing, communications and digital strategy for the British Council s Arts programme and will lead a team to enable the delivery of its challenging targets and objectives. This individual is responsible for ensuring that audience- and market-led thinking and insights are embedded in decision-making, processes and strategies. This role ensures the organisation has the marketing and digital strategy needed to support the business planning process and drive the Arts programme s performance. This role will be a member of our global Arts leadership team, and - acknowledging current under-representation - we particularly welcome applications from minority ethnic individuals. The post holder will be the one of the global leaders for marketing, contributing to overall global strategy. They will champion global campaigns and strategic imperatives. The role will lead on developing a strategy for digital cultural relations in Arts as part of a wider British Council offer, using digital to change our value proposition as well as to amplify. As a leader, the post holder will determine the needs and requirements for all marketing, channels and content for Arts, working closely with corporate digital and marketing teams to ensure effective approaches. They will be the glue for art form communications specialists and lead a collaborative and cohesive programme for all activities. About Us/ SBU Overview The British Council works with a wide variety of partners and stakeholders globally in a wider variety of environments, consortia and funding arrangements. We also work with government stakeholders in the UK and overseas and represent UK cultural and educational sectors internationally. Our purpose is to create friendly knowledge and understanding between the UK and other countries and we have been doing that for 80 years. We do this through our global connections in arts, working with multiple organisations and individuals. We also work through the learning and teaching of English, assessment and services in qualifications and educational mobility, research, skills and on social and international development contracts. Our network covers more than 100 countries worldwide. Arts is a cornerstone of the British Council s mission. We find new ways of connecting with and understanding each other through the arts, to develop stronger creative sectors around the world that are better connected with the UK. We believe arts and culture are vital to prosperous, secure societies, and that offering international cultural connections and experiences strengthens their resilience. We are uniquely able to make a difference thanks to our extensive and diverse networks in the UK and internationally, enabling us to respond to the individual context of each place. You can 2 Director Marketing and Digital, Arts The British Council

3 download a copy of our Strategy for Arts here. This new senior role in Arts will be part of our global leadership team and - acknowledging current under-representation - we particularly welcome applications from minority ethnic individuals. Our global team of experts based in the UK and globally work together to develop programmes. This post is part of the executive team (including communications, digital, evaluation, marketing, planning, strategy, finance). Director Marketing and Digital reports to the Director of Strategy, Arts and leads a team which consists of Head of Digital, Content Manager, Digital Programme Manager, Communications Manager and Communications Co-ordinator. The Director must be able to work with a high level of autonomy, managing strategy, stakeholders and developing solutions that drive the business forward. We have an ambition to grow our online audiences around the world, putting great content from UK artists and organisations in front of arts audiences and professionals and supporting new connections. We have started to deliver this through two major programmes in India and China, reaching audiences of millions and forging new relationships with arts organisations across the UK. We want to extend this programme and partnerships to deliver cultural relations digitally wherever possible. As one of a community of senior marketing and digital leads across the organisation, the Director must develop effective networks to ensure they learn from, work with and share their experience with other marketing teams across the globe. The Director will represent Arts in global marketing and digital forums. The Director will lead on the strategy, capability, resources, insight, return on investment and evaluation of all activity for Arts campaigns, and will contribute to the same at cross-organisational level. The post holder will ensure that all activity is in line with with British Council brand, strategic objectives, and that scale and scope is sustainable. They will manage delivery of marketing activity and relationships with suppliers. Key accountabilities 1.Increase awareness and experience of British arts globally with measurable impact, and use evidence of this impact to drive understanding of our work 2. Ensure new ideas, projects and programmes developed in Arts are driven by audience and market insight and data 3. Grow our reach across the UK to increase access to international opportunities. 4. Use digital to change our value proposition in Arts, as well as to amplify our work Main opportunities/challenges for this role: Develop and implement a global marketing strategy for arts, to garner market insight that will inform the development of new ideas, projects and programmes Develop and lead an appropriate approach to digital cultural relations for Arts Contribute to the global marketing team in support of professionalising our overall approach to market insight, new product development, assessment of impact and relationship management Main Accountabilities: 3 Director Marketing and Digital, Arts The British Council

4 Strategy development The Director of Marketing and Digital will be responsible for the development of the overall marketing, communications and digital strategies for Arts Develop global marketing and digital strategies for Arts, ensure thinking about diverse audiences is built into our strategy at all levels and agree with art forms and regions the delivery mechanisms, budgets, and programmes, ensure resources and budgets are monitored to deliver to plan Lead, shape, develop and evaluate the strategic marketing function for Arts to ensure it informs, drives and supports the global strategic objectives of the organisation in a flexible, cost-effective way Build in-depth understanding of the global operational context, opportunities and challenges facing Arts and how those relate to wider organisational issues to ensure new policies and practice are based on informed insight and joined-up thinking Manage campaign strategy to support various routes to market including digitisation of products and services. With focus on: Design effective campaign strategies in line with brand strategy and with agreed performance measures Ensure maximum share of voice in the market; work with communications and channel teams effectively Lead and manage consistent brand and marketing activities across Arts, ensuring alignment and clear objectives Build a brand champion network in Arts and support their objectives and plan Lead on market insight strategy, ensure all marketing programmes are audience led, create a repository of all market research or insight projects to ensure these are shared across Arts and externally where suitable, Leadership & sector expert Provide professional functional leadership on all aspects of marketing, communications and digital, act as a visible figure head and source of marketing expertise to all marketers in art form and regional teams. Stakeholder management & engagement Distil complex concepts and analysis into cogent and persuasive business case presentations, which convincingly influence decision-makers about the need for significant changes to policy or practice Maintain excellent relationships with stakeholders and suppliers to ensure effective, integrated and joined-up delivery of strategic marketing activity and its activation Develop networks within and outside the British Council to enhance own knowledge and expertise to achieve strong engagement and positive outcomes for the UK and British Council through Arts Lead on the relationship with regional counterparts and ensure marketing and communications from our organisation are co-ordinated and professional, so that our position is consistently strengthened and excellent Contribute to continuous improvement Lead the digitisation of our cultural relations offer in Arts Ensure quality assurance and impact assessment of campaigns to monitor and evaluate impact against agreed measures, identifying opportunities for improvement Support and manage partnership brands and ensure alignment with British Council brand and partnership toolkit 4 Director Marketing and Digital, Arts The British Council

5 Team leadership Role model leadership, British Council values and equal opportunities and diversity in developing strategies and plans and in interactions with colleagues at all levels Ensure high levels of professionalism are demonstrated by everyone in your area of work and that client and customer needs are reflected in ways of working, embed a culture of continuous learning and improvement and promote learning from our experience in the department and wider organisation Provide leadership, direction, coaching and challenge to directly reporting team Commercial & financial management Champion the use of data in decision-making at senior management level in Arts Using agreed British Council systems and processes, plan and manage core budget for their area, and any special initiatives or change projects for which they are responsible Report monthly and at year end on income, expenditure and risk, and apply learning from this to improve financial planning, management and performance in their area Undertake in-year cost/benefit calculations before making recommendations on changes to policy or practice to support commercially sound decision-making Key Relationships Global arts leadership team including Director Arts Marketing, communications and digital specialists in art form and regional teams Heads of Evaluation, Planning, External Relations, Fundraising and Finance for Arts Corporate Director of Strategy and Engagement; peers on global marketing team Corporate Director of Digital; peers on global digital team Corporate brand, communications, digital and external relations teams Arts professionals and audiences in the UK and around the globe Senior stakeholders including arts councils of the UK, DCMS and FCO Role Requirements: Threshold requirements: Passport requirements/ Right to work in country Person Specification: Job Specific Knowledge & Experience EU Passport/existing right to work in the UK Assessment Shortlisting Assessment stage Minimum / essential Desirable Assessment Leading and managing successful arts marketing strategies and campaigns Broad and deep awareness of arts in the UK and overseas, including marketing and digital trends Extensive skills and knowledge of marketing, digital and insight, product /service design in arts Strong professional networks. Experience in working internationally. Chartered Postgraduate Diploma in Marketing (CIM) Shortlisting 5 Director Marketing and Digital, Arts The British Council

6 including CRM, brand, market research, segmentation Consultancy skills - able to work with colleagues and identify and solve marketing problems and challenges and support implementation of solutions. Developing and managing relationships with senior stakeholders. Leading teams within a regional or matrix structure to deliver planned outcomes. British Council Core Skills Communicate and influence- Level 5: Influence and manage relationships at the highest levels to build mutual understanding, shape perceptions of the British Council and create positive change over the medium term. Manage Projects Level 4: For medium-to-large and/or high risk projects, coordinate a diverse team with awareness of equality and diversity impact as part of the project specifications and handle changes in specification or plan to meet unexpected circumstances Plan and Organise - Level 4: Shape forward plans for 3-5 years ahead for a major unit or multiple units, taking account of British Council strategy and the need to manage contingencies, risks and impact. Analyse Data and Problems - Level 4: Able to apply or devise specialised concepts and methods of analysis or commission them from others. Understands the output and uses the results to make clear and / or solve complex business, market or policy problems. British Council Behaviours Creating shared purpose (MOST DEMANDING) Inspire others to want to take a specific role as part of a shared purpose Connecting with others (MOST DEMANDING) Build trust and understanding with people who have very different views Shaping the future (MOST DEMANDING) Change the nature of what we do and the benefits we gain by thinking and planning with creativity Working together (MOST DEMANDING) Create the environment in which others who have different aims can work together Assessment Stage Assessment 6 Director Marketing and Digital, Arts The British Council

7 Being accountable (MOST DEMANDING) Dedication to the long-term mission of the British Council or the team Performance Management 7 Director Marketing and Digital, Arts The British Council