Director of Arts & Head of Marketing & Communications. Print & Media Officer

Transcription

1 Job Description Head of Development Job Title Department Section Grade Reports to Staffing Responsibility Organisation Head of Marketing & Communications Cultural Trust Arts & Museums M3 Director of Arts & Museums Yes direct reports Attached JOB PURPOSE: The post holder will develop and lead strategic marketing and communications across Luton Culture to develop a strong brand, maximise awareness, increase engagement and communicate effectively both externally and internally, locally and nationally. ORGANISATION CHART: Director of Arts & Museums Head of Marketing & Communications Web & Digital Officer Print & Media Officer Group Bookings Coordinator Box Office - 1 -

2 PRINCIPAL RESPONSIBILITIES: % 1 Specific responsibilities Develop, implement, monitor and continually improve the Luton Culture Marketing and Communications Strategy to ensure marketing and communications are embedded into the culture of the organisation and that organisation-wide marketing initiatives are fully and effectively implemented. To oversee all marketing, promotions, signage and communications throughout the organisation, including projects and joint publicity literature. Provide marketing and communications expertise to inform and embed coherent marketing and communications throughout the organisation Manage and develop Luton Culture s website(s), social media and press to ensure positive customer impact, clear communications and increase use. Utilise e-marketing and other technological opportunities and ensure a co-ordinated approach in delivery is implemented across the whole of Luton Culture. 3 Work as a key member of the Trust s Heads of Development Team, to raise performance and participation in arts and culture. Develop partnerships to grow participation with our arts and cultural programme. Monitor and report to the Leadership team, via the Head of Finance and HR on key KPI performance targets. 4 Strategic Lead the strategic marketing, public relations, communications (internal and external) and corporate identity/branding of Luton Culture, developing strategies and transforming policies into practical solutions to maximise awareness of Luton Culture and increase use and participation. Lead and develop audiences and maximise revenue from ticket sales Establish and maintain strategic partnerships, contracts and relationships with funders, clients, project partners, external agencies, arts and cultural organisations, voluntary groups and other stakeholders to facilitate the development and delivery of projects and initiatives to maximise the promotion of Luton Culture and to develop promotional and advertising opportunities. Monitor and report to the Leadership team on marketing performance and budgets against agreed targets. 6 Management Manage and lead Luton Culture s marketing and communications team, supporting and developing them and monitoring their performance. Ensure the team are up to date with marketing best practice, actively promote positive public relations and develop strong local and national networks. 7 Project management - Lead and support capital and other projects relating to the Trust s audience development and data capture and digital marketing presence and initiate and implement strategic policy, practice and major campaigns across the organisation to a local, regional and national market. 8 Financial sustainability Assist the Leadership Team in securing possible sources of funding to contribute to the sustainable development and implementation of the Business Plan and to support the Trust s independence through writing bid and grant applications. Lead the Heads of Development team in developing targeted sponsorship packages

3 PRINCIPAL RESPONSIBILITIES: % 9 Advocacy and Networking Represent and act as an advocate for the Trust at partnership networks and public programmed events to exchange and develop ideas and information to promote the Trust s arts and cultural programmes. 5 DIMENSIONS: Supervisory Management: Marketing Team Box office and bookings Financial Resources & Responsibilities: The post holder is the cost centre manager for the following revenue budgets and is responsible for the sustainability of the teams self-financing activities and businesses including management and report of external capital and grant funded projects. Core Salaries of approx. 100,000 Core marketing budgets of approx. 55,000 Core income targets of approx. 5,000 Projects Project/external funding up to 100,000 The post holder is responsible for Luton Culture s marketing budgets and Key Performance Indicators (KPIs) linked to these budgets. Annual KPIs shall be developed and the post holder will be included in target setting and budget allocations, reporting to the Leadership Team. As a budget manager, the post holder must ensure that assigned budgets are regularly monitored and the overall budget for the cost centre is not exceeded. In particular he/she will assess statements of income and expenditure on a monthly basis, together with records of commitments, to make predictions of the annual income and expenditure for all items of financial responsibility. Physical Resources: All marketing equipment and resources throughout Trust sites Digital website and social media platforms and their maintenance, licensing and up keep Work Ethos: To respect colleagues and to work together to achieve high standards of customer excellence in all our work. Produce reports against targets for budgets and performance KPIs to Leadership Team. Work flexibly and positively to achieve the business objectives of the Trust. Other: Able to work across Trust sites when necessary to support other teams in order to meet the business requirements of the organisation. Able to work evenings and weekends as necessary (approximately twice a month)

4 Trust Objective: Our vision is to be an award winning cultural Trust providing exemplary public engagement with arts and culture. Context: Luton Culture is a charitable trust with c250 members of staff and 17 venues. The Trust manages and programmes libraries, arts centres, museums, country parks and community centres. Key partners and funders include London Luton Airport Ltd, Luton Borough Council, Arts Council England, Heritage Lottery Fund and the Big Lottery Fund. The post of Head of Marketing and Communications is intended to give strategic and professional support to those working across all Luton Culture libraries, performance spaces, arts delivery, community centres and museums. The Heads of Development Team will respond to clear strategic direction set by the Trust s Directors to develop projects, programmes and initiatives which will support the delivery of the business plan. They shall work together to share skills and specialist knowledge across the Trust to avoid silo working and support each other to ensure delivery teams bring the development work together. This structure forms an integral part of the Trust new DDD model for business development: Working Environment: Normal office environment. The post holder will be primarily based at the Hat Factory Arts Centre but may be required to hot desk at any of the Trust sites. Equalities: The post holder will ensure that policies, procedures and activities for service delivery are revised and/or implemented in a way that supports equality for all. These activities should also reflect Luton Cultural Services Trust s commitment to work in active partnership with the community to regenerate Luton and to improve the quality of life for all who live, work or visit the town

5 Person Specification This acts as selection criteria and gives an outline of the types of person and the characteristics required to do the job. Essential (E): - without which candidate would be rejected Desirable (D): - useful for choosing between two good candidates Please make sure, when completing your application form, you give clear examples of how you meet the essential and desirable criteria Attributes Essential How Desirable How Experience In depth experience in the development and delivery of successful marketing and communications strategies, providing consistent customer care including brand development and the use of digital media, databases and website management Demonstrable experience in the cultural sector Demonstrable experience setting and managing budgets Demonstrable experience leading, managing and developing teams of people Practical experience developing and managing marketing campaigns that successfully engage new business, customers and income Skills/ Abilities Able to demonstrate an understanding of key marketing procedures and marketing in the creative sector and businesses / sponsors In-depth organisational skills - able to balance priorities and manage periods of heavy and conflicting workloads to meet deadlines and targets Demonstrable evaluation skills; able to use a variety of methods to measure the success of programmes, both quantitative and qualitative - 5 -

6 Please make sure, when completing your application form, you give clear examples of how you meet the essential and desirable criteria Attributes Essential How Desirable How Able to lead on design and publication for a wide variety of audiences and to negotiate with and gain support from a wide range of people including staff, the corporate management team and Board of Trustees, as well as external partners and supporters Equality Issues Demonstrable knowledge and understanding of equalities issues and legislation able to integrate equality and cultural diversity policies into business plans, strategies and service delivery Specialist Knowledge Demonstrable knowledge of best practice and innovation in communications), marketing and PR (including digital marketing techniques and web site design and CRM development) Basic knowledge of Health and Safety legislation Education and Training Chartered Institute of Marketing (CIM) or other relevant professional qualification or equivalent experience and training,4 Other Requirements Able to attend sites throughout the Borough and the wider East of England region & able to work out of normal hours Willingness to develop an awareness and understanding of the Trust s charitable status and activities and the ability to explain these to customers to advocate and seek support for the organisation (1 = Application Form 2 = Interview 3 = Test 4 = Proof of Qualification 5 = Practical Exercise) We will consider any reasonable adjustments under the terms of the Equality Act (2010), to enable an applicant with a disability (as defined under the Act) to meet the requirements of the post

7 The postholder will ensure that Luton Culture s policies are reflected in all aspects of his/her work, in particular those relating to: (i) Equal Opportunities (ii) Health and Safety (iii) Data Protection Act (1984 & 1998) - 7 -