Position Description

Transcription

1 Ref : HRF013 Position Description Issue No. : 2 Date: Nov 2017 Position Title: Division: Department: Manager Marketing and Customer Experience Marketing Marketing Classification / Level: Job Grade 11 Ordinary working hours & days: Reporting to: Positions reporting to this role: Significant working relationships: Normal business hours Monday to Friday or as agreed with Director Director, Marketing Marketing Administration Assistant Marketing Festival Assistant Marketing Coordinators Marketing team Public Affairs team Development team Programming Department Internal customers (employees of Adelaide Festival Centre Trust) External customers (including, patrons, government officials, visitors and general public) Decision Making/Purchasing Authority: Special Conditions: Information on Adelaide Festival Centre Within agreed delegations limits. Some out of hours work will be required from time to time. Regular attendance at productions and sponsor/partner functions is required. Adelaide Festival Centre is central to the Arts in South Australia and an integral part of community life in the state. Adelaide Festival Centre welcomes the community, artists and companies and provides arts leadership in SA. We celebrate and showcase Australian artistic achievements, develop them for a world audience and bring stimulating ideas and projects to our state.

2 Department Overview Summary of Key Purpose: The objectives of the Marketing & Communications Department are to: Increase market share in the Arts industry; Improve public participation at events; Increase revenue through promotion and marketing of AFC products and events. To act as Deputy to Director, Marketing and manage Marketing Coordinator and Assistant positions including Fellow and Chinese Marketing Assistant, managing the traffic flow of work from senior members of team to these positions. Oversee all Marketing Strategies and work with the Director on the overall marketing of marketing campaigns for the Adelaide Festival Centre and strategy/business plan for Marketing & Communications. Work with the Director, Marketing on championing the AFC brands. To be the interface between Marketing and Front of House, Food and Beverage, Merchandise and other operations of the AFC business. This role will lay a key role in the development of partnerships with media, SATC and others to improve effectiveness of the Marketing team.

3 Position Description: Marketing Executive Marketing & Communications Key Result Area / Accountabilities: Strategy & Analysis and Customer Experience: Act as Deputy for the Director, Marketing. Work with the Director, Marketing on the marketing strategy for Marketing & Communications. Using customer relationship data analysis (via ENTA ticketing system) and strategies, develop initiatives that will deliver increased audience and attendance numbers to AFC (including Her Majesty s Theatre) in general and to AFC presented activities and events. Work with the Director, Marketing on integrating the AFC brand across all campaigns and on custodianship of all AFC brands (incl festivals, GreenRoom etc). Be the interface between Marketing and Front of House, Food and Beverage and Merchandise staff to ensure customer experience is consistent and meets AFC brand standards. Traffic manage workflow of Marketing Coordinators and Assistants to improve efficiency and effectiveness of these staff and assist Marketing Executives, as managers of the campaigns, to reach their objectives. Provide advice and leadership to Director, Marketing and team members on industry developments and benchmarks to constantly improve the efficiency and effectiveness of the Marketing & Communications team. Use sound analysis techniques on campaign results to refine and continuously improve marketing approached to challenges and new opportunities. Ensure that any lessons learned or new practices are rolled out across future campaigns and strategies and incorporated as part of the marketing tool kit on an ongoing basis. Champion the consistent and accurate capture of customer data to assist with meeting audience development and marketing objectives. Develop relationships with sponsors, potential alliance partners and other organisations e.g. Convention Bureau, SATC, Brand SA, Personal Conference Organisers, cultural institutions, Riverbank partners, businesses and charities. That will help build audiences through alliance marketing Mentor Marketing Executives, Coordinators and Assistants to increase skill set and improve results. Champion and provide advice to the organisation on best-practice customer service approaches within a Performing Arts context across all AFC customer touch points with the aim to enhance the experience and grow revenues. Ensure look and feel of venues, foyers, signage etc is commensurate with a leading performing arts centre and enhances the customer experience, including traffic flow while also maximising revenue opportunities. Oversee AFC events and opening nights to ensure brand, customer experience and other objectives are being met. Champion AFC s digital presence (website, social media, digital advertising). Marketing & Sales: Develop and implement campaign strategies in collaboration with Director, Marketing, Programmers and Development team. Liaise and negotiate with internal and external clients on all aspects of campaign activity ensuring all outcomes meet client requirements and are approved prior to implementing.

4 Develop, implement and manage budgets associated with sales campaigns to ensure cost-effective delivery of campaign strategies including the use of Tech One finance system to process purchase orders and invoices. Negotiate media bookings, on behalf of clients and the AFC, and develop media schedules. Develop, implement and manage database activities including the preparation of mailing lists and the development of market research tools. Identify graphic design needs for campaigns. Analyse and interpret media ratings and survey material in order to direct future campaign activity. Ensure digital marketing initiatives are aligned to Adelaide Festival Centre s brand platform, positioning and identity and that they assist in meeting sales targets and increasing campaign effectiveness. Source and coordinate content for the website and the daily updating of social media tools relevant to assigned campaigns and work with team members to share learnings. Track, analyse and report on the effectiveness of all elements of marketing campaign strategiesfrom print, electronic, on-line, digital, PR, promotions, surveys etc. As a marketing professional, provide leadership and direction within the department and maintain knowledge of contemporary marketing practices, sharing learnings with others. Media: Develop and maintain relationships and communication processes with media partners and work with Public Affairs, Development and Publicity teams on maximising opportunities for Media and Adelaide Festival Centre. Market Research: Develop, maintain and report on market research activity via BASS ticketing systems and customer feedback mechanisms. Identify and target new market segments and commercial marketing opportunities and develop proposals to realise potential. Promotions and Special Events: Identify and develop opportunities for specific strategic promotions and cross-promotions for Adelaide Festival Centre programs, activities, offerings and events. Identify opportunities for marketing partnerships to engage stakeholders of sponsors, suppliers and other external parties including precinct partners (Convention Centre, Stamford Plaza, Intercontinental, Hilton Adelaide, TransAdelaide, Adelaide Oval, North Terrace cultural organisations, Universities), Arts organisations, media, SATC, Education Adelaide etc to increase awareness of our activities and ultimately engagement and ticket sales

5 Position Description: Marketing Executive Marketing & Communications Assist with maintenance of Risk Register. Perform any other duties as directed by the director, within level of skills, experience and competence. Provide outstanding customer service on a daily basis by demonstrating respect, listening to and working with our customers, both internal and external, to achieve positive outcomes, where possible, for all involved. At all times behave in a manner which is conducive to the values and expected behaviours at Adelaide Festival Centre. Be aware of and comply with Adelaide Festival Centre policies and procedures including EEO, prevention of Bullying and Sexual Harassment in the workplace and customer service guidelines. EBMS (Event Business Management System) Attend compulsory EBMS Training and seek further EBMS Training as needed to perform this role. Work Health & Safety Responsibilities (WH&S) Care for your own and others health and safety. Comply with any reasonable instruction from the department, so far as you are reasonably able. Cooperate with all reasonable departmental policies and procedures. Comply with the WHS legislation. Wear and maintain Personal Protective Equipment (PPE) as directed. Use other safety and emergency equipment provided in the workplace. Assist with and conduct risk assessments. Report a hazard, incident, injury or illness arising from workplace activities within 24 hours. Implement WHS policies, procedures and safe systems of work. Exercise Due Diligence. Be proactive to ensure AFCT complies with its safety obligations. Acquire and update your knowledge of health and safety matters. Understand the operations you are delegated to carry out, and the hazards and risks associated with these operations. Ensure AFCT has, and uses, appropriate resources and processes to eliminate or minimise health and safety risks arising from work being done. Ensure that AFCT has appropriate processes in place to receive and respond promptly to information regarding incidents, hazards and risks. Ensure AFCT has, and uses, processes for complying with duties or obligations under the WHS Act. Verify the provision and use of resources and processes referred to above.

6 Position Description: Marketing Executive Marketing & Communications Key Competencies: Requirement Qualifications / Education Tertiary qualifications in marketing or similar Highly Desirable Knowledge/Skills/Abilities Excellent communication and interpersonal skills. Sound negotiating skills. Project and campaign management skills. Market research skills. Team leadership skills. A consultative team-building style with the ability to accept responsibility for making decisions. Lateral thinking and problem-solving skills. Ability to prioritise workloads to meet strict deadlines. Ability to meet tight deadlines. Proactive, enthusiastic, results-orientated focus. High degree of computer literacy including database manipulation and reporting skills. Ability to establish and maintain successful working relationships with a wide range of culturally diverse people, both internal and external to the organisation. A strong commitment to the delivery of excellent customer service. A passion for and high level understanding of the arts/entertainment industry. Highly Desirable Experience Significant experience in a marketing management role in either an arts or entertainment industry, including show/event marketing, or commercial marketing environment.