JOB DESCRIPTION. Head of Marketing (Maternity Cover) Responsible for: Marketing Officers (2) Graphic Designer. Background

Transcription

1 JOB DESCRIPTION Post: Reporting to: Head of Marketing (Maternity Cover) Executive Director Responsible for: Marketing Officers (2) Graphic Designer Background In 2012, Bristol Old Vic completed the first phase of a 24 million redevelopment project. The beautiful 250- year-old Georgian theatre and backstage facilities were completely renovated, re-instating and revealing the heritage of this intimate and unique performance space. In Sep 2018, the second phase of the redevelopment was completed, transforming Bristol Old Vic s Front of House spaces, Bar & Kitchen, Coopers Hall and Studio Theatre to create an original, modern cultural facility that will have an important place in the city s infrastructure for decades. The completion of the redevelopment established two new areas of business in Commercial trade and Heritage tourism. As the oldest continuously working theatre in the country and an Arts Council England National Portfolio Organisation, Bristol Old Vic has four broad aims: To produce and present a pioneering range of work, supporting the development of artistic talent from all genres and connecting with audiences from a range of backgrounds across Bristol and the South West. To establish Bristol Old Vic as a cultural and tourism destination by sharing its rich tapestry of social, cultural and architectural history and connecting with existing and new audiences. To be a destination venue in the city, providing a vibrant and accessible community space for everyone to enjoy that will feature a restaurant/café/bar and event facilities for hire. To engage with the communities in Bristol and across the South West, providing participatory opportunities for young people and the disenfranchised using the transformative power of theatre. The role The Head of Marketing is responsible for ensuring that Bristol Old Vic maximises revenue across all income streams, primarily via a successful theatre programme, but also through planning campaigns that support new areas of the business. This work sits alongside a key role in leading marketing for touring and international theatre projects and delivering new audience development work. Working with the Executive Director and Head of Communications and interacting with all departments within the organisation, this post sets departmental and campaign strategy and supports the implementation, monitoring and evaluation of work across all relevant channels. Key responsibilities Work with the Executive Director in long-term strategic marketing planning relating to Bristol Old Vic s new business model, including new audience development campaigns and business development work. Line manage three members of staff (2 x Marketing Officers & Graphic Designer) ensuring they work efficiently and productively within clearly set guidelines.

2 Lead on the development of campaign strategy for the theatre programme, including taking the creative lead for the planning of each season and each Bristol Old Vic produced show. Ensure that Box Office income is maximised wherever possible and that income targets are achieved each season, working across all marketing channels including print, direct marketing, above the line spend and, increasingly, digital activity. Work with external agencies on strategic campaign planning for regional, national and international touring work, in partnership with external theatres, producers and companies (Inspiring Visitors). Work with the Bristol Old Vic producing team to set financial targets and pricing for each show, with the aim of maximising yield across each financial year. Build and sustain a positive and effective relationship with the Commercial team at Bristol Old Vic and help set and execute marketing and campaign strategies that support the growth in income in this area. Continue to develop and execute a marketing activity plan for Bristol Old Vic s Heritage offer, with the aim of creating and nurturing a daytime visitor market for schools, groups and tourists. Oversee the print production of the Bristol Old Vic season brochure, working with the Graphic Designer, Marketing Officer and external agencies to ensure that the format, copy and images are relevant to the Brand and that budget and distribution lists are allocated efficiently. Co-ordinate work-plans to allow all team members to manage the implementation of Bristol Old Vic s digital presence, including the website, social media channels and digital advertising. Work with other team members to put in place effective marketing campaigns for the Development Director and her team. Work with other team members to put in place effective marketing campaigns for the Director of Engagement and her team. Assist Bristol Old Vic s Head of Communications, in any practical way to help them deliver national and regional PR wherever possible. Efficiently allocate and manage the core marketing budget and show-specific marketing budgets. Write bi-monthly reports for committee and board meetings, and attend on behalf of the department. Work with the Box Office Manager and Marketing Officers to gather appropriate data to create an accurate and useful evaluation report for each Bristol Old Vic produced show, in order that Bristol Old Vic s audience insight base continues to grow. Work collaboratively with organisations across the city and region, with the aim of raising the profile of Bristol Old Vic s knowledge and practice with peers and to help develop the profile of Bristol as a creative and vibrant city. Other duties To keep up to date with new trends in marketing and the cultural sector that would allow Bristol Old Vic to deliver a better standard of service. Promote and comply with legislation and Bristol Old Vic s policies on equal opportunities and health and safety both in the delivery of services and the treatment of others. Identify and undertake training and development as required in order to meet personal and business needs.

3 REVIEW ARRANGEMENTS This job information cannot be all encompassing. It is inevitable over time that the emphasis of the job will change without changing the general character of the job or the level of duties and responsibilities entailed. This information may be periodically reviewed, revised and updated in consultation with the post holder to reflect appropriate changes.

4 Person Specification Essential Desirable Experience/Knowledge A background in marketing management, ideally but not essentially from within the cultural sector Experience of planning and managing a range of large audience-focussed campaigns Attention to detail and an ability to think creatively for marketing campaigns Experience of planning campaigns for touring work and supporting external venues and associated partners Demonstrable experience of working with external agencies to facilitate design work, photography and campaign implementation. Significant demonstrable experience working with digital platforms (including CMS systems and social media) in order to develop audiences Significant relevant experience using the marketing functionality of a ticketing system, ideally Spektrix. Skills A background of work experience within a producing theatre environment. A knowledge of graphic design packages, for example InDesign and Photoshop. An in-depth knowledge of Bristol s cultural scene, and of the national theatre ecology. Experience of working with international partners to support their requirements for touring work Demonstrable experience of working to develop new audiences into an artform Experience of setting campaign strategy for corporate sales and catering within an arts organisation Experience of line managing and developing staff to fulfil their potential and meet team objectives. Proven interpersonal, teamwork and decisionmaking skills. Excellent communication and copywriting skills Numeracy, literacy and IT competence, commensurate with the demands of the role An ability to deal with multiple projects and work with a number of stakeholders at any one time Experience of budget management and financial controls. Confidence and enthusiasm when working with statistics, in order to understand and refine campaign approaches. A passion for the cultural sector and for the positive force that the Arts can have on society. An understanding of personnel practice in relation to Line Management.

5 Terms & Conditions Salary: Contract: Hours: Holiday/leave: Pension: Notice: 26,000 30,000 pro rata per annum dependent on experience Fixed term (10 months) This is ideally a full-time role (35 hours per week), but could be offered as a part-time role (28 hours per week). The Head of Marketing may be required to work extra hours in order to fulfil the role (for example, evening press nights) and if this occurs then time off in lieu is offered. 5.6 weeks (including bank holidays) pro rata initially, rising to 6.6 weeks (pro rata including bank holidays) after five years service. It is the law that, depending on your age and level of earnings, we may be required to automatically enrol you into a workplace pension scheme where both you and the company will be required to make contributions (auto enrolment pension scheme) After a two-month (eight-week) probationary period (during which there is one week s notice), eight weeks notice on either side. Conditional Offer of Appointment: Pre-Appointment Checks Any offer to a successful candidate will be conditional upon: Receipt of at least two independent references, which are satisfactory to Bristol Old Vic. N.B. References produced by candidates will not be accepted. Verification of identity and Right to Work in the UK to be produced at interview stage.