Marketing the Natural History Museum

Transcription

1 Marketing the Natural History Museum The Natural History Museum is at an exciting point in its long history. In 2015 we launched a new strategy to 2020, which acknowledged that our purpose; to challenge the way people think about the natural world has never been more urgent or more important; and set out a clear direction for the Museum s public engagement and science activities. The Museum has enjoyed a decade of success, with visitor numbers to South Kensington growing by more than 5% pa since 2002 to a current 5.3 million visits. This success has been achieved against a challenging backdrop, with a rapidly changing funding landscape resulting in a clear need to increase self-generated income. We are on a journey of becoming more focussed, more commercially astute and more brand aware. The Head of Marketing sits within the Audience Development department of the Museum s Public Engagement Group and is pivotal in the successful delivery of the Museum s new strategy and the public engagement strategy. Over the past 2 years we have already made inroads into identifying our target audiences, building our audience insight and using this to inform programming and marketing decisions. We have established a new CRM function, built our digital marketing capabilities and are strengthening our sense of institutional marketing. Over the next 5 years we need to build on this excellent foundation to develop a strong institutional brand through all our marketing activities whilst retaining a clear consumer focus and delivering our commercial objectives. Our new Head of Marketing will have the strategic and diplomatic skills to achieve this and be a powerful audience advocate. The success of this nuanced approach will result in the growth of our target audiences, selfgenerated income and the reputation and positioning of the Museum nationally and internationally. Digital marketing will be at the heart of the future marketing operations. The Head of Marketing will build on the foundational CRM system, social media and new digital insight to achieve targeted, personalised campaigns that drive customer engagement and selfgenerated income. Strong leadership and application of focused digital strategy will deliver a step change in ROI and consistent brand experience for our audiences. Over the next 5 years we need a strong, diplomatic and strategic Head of Marketing to be a driving force for change. You will be a powerful advocate for museums and understand the complex and nuanced purpose of marketing in a major international museum. At the same time you will draw from your digital and commercial experience to challenge us and set a new sector standard.

2 Job description and person specification 1. Summary Information Job Title: Department: Contract Type: Pay Band: Salary: Location: Hours: Application closing date: Head of Marketing Public Engagement, Audience Development Permanent appointment Technical and Professional 4 44,000 per annum plus benefits South Kensington, London 41 hours per week (including a 1 hour paid lunch break per day) 9am on Monday 1 February Role Summary The Head of Marketing provides strategic direction for marketing activity across the Museum and leads a team in the delivery of multi-platform, content-rich campaigns that deliver the Museum s brand and business objectives. Working with colleagues across the Public Engagement Group they define an organisational marketing strategy that builds market share of target audiences and champion and embed a strong audience focus throughout the Museum. They will lead their department in the delivery of multi-channel campaigns that drive attendance to temporary exhibitions and public programme, achieve stretching visitor targets and build a coherent positioning in the Museum s core areas of origins and evolution, biodiversity and sustainability. They will conceive and commission research programmes across physical and digital platforms that inform programming, service provision, effective campaign planning and deliver KPI reporting. 3. Role Competences (requirements) Applicants must demonstrate evidence of the detailed competence outlined below to be considered for the post. Please address each competence in the Other Information section in the online form. Knowledge, skills and experience required 1. Has the ability to interrogate and articulate Museum strategic objectives and work in collaboration with key partners across the Museum to inform marketing strategy and practice. 2. Significant experience of championing and embedding an audience focus within an organisation 3. Demonstrable experience of successfully building and managing multi-skilled teams across marketing functions (research, campaigns, CRM, social, communities), in a Museum or equivalent

3 consumer facing organisation. 4. Demonstrable experience of balancing the full marketing mix in campaign planning to achieve brand and business objectives: creative development, outdoor, digital, social & communities, CRM & e-marketing, promotions & partnerships 5. Significant experience in working closely with media relations teams in the development of integrated campaigns 6. Significant experience in conceiving and commissioning research programmes across physical and digital platforms that inform product development, service provision and effective campaign planning. 7. Significant experience in developing market based Segmentation models and embedding these within a Museum or equivalent consumer facing environment 8. Significant brand management experience 9. Significant experience of negotiating and managing complex multi-partner contracts with outsourced service providers within UK Government procurement frameworks 10. Significant experience of managing large budgets with a track record of achieving high ROI 11. The ability to develop and maintain effective and valuable relationships that enable collaboration across diverse teams with key internal and external stakeholders 12. Innovative, creative and future facing, with the strength to test and champion new working practise across matrix teams 13. Experience and developed confidence in managing negotiations and overcoming resistance. 14. First degree/ degree level in marketing or equivalent Role competencies People management 1. Able to foster a culture that is positive about change and committed to delivery of the strategic plan. 2. Able to create a culture of development, high performance and people management 3. Aligns functions, resources and deploys people and skills optimally to achieve strategic priorities Communication 1. Identifies where mutually beneficial collaboration may be formed across business areas; facilities the development of such relationships to ensure they facilitate the delivery of the strategic plan. 2. Creates and drives forward a culture that demands active, two-way engagement with all stakeholders and communicates clearly, concisely, accurately and in ways that promotes understanding and commitment. Strategic awareness and planning 1. Uses long-term, innovative thinking and networking to stimulate new opportunities or solutions and early identification of corporate risks 2. Knows how to identify tensions, set priorities and make trade-offs between different sections/policy areas over different timescales (short, medium and long term). 3. Can optimise and effectively plan the use of available resources to deliver strategic aims to deadline and to the standard expected. Commercial acumen 1. Marinating awareness of changing trends, markets and research in tourism and creative sector 2. Champions the role of marketing in the organisation

4 Organisational 1. Effectively operates within the Museum s project and programme framework ensuring that appropriate governance structure is in place. 2. Demonstrates a commitment to (and promotes) equality and diversity ensuring Museum is an inclusive environment. 3. Encourages an organisational learning approach (learns from success and failures and seeks staff and other stakeholder feedback). 4. Main tasks and responsibilities (job description) Define, champion and deliver a marketing strategy for the Museum that builds market share of target audiences and achieves income targets Build a high performing professional team across marketing functions to ensure the effective delivery of campaigns for the public offer. Direct the marketing mix for the Museum s public offer: creative development, onsite, outdoor, digital, social & communities, CRM & e-marketing, promotions & partnerships Oversee all marketing activity at the Museum, as the Museum s lead. Provide direction and guidance on overall marketing approach to Business and Commercial units. Define and commission research programmes across physical and digital platforms that inform product development, service provision and effective campaign planning. Oversight and direction of the Museum s CRM function Oversee reporting of KPIs and market insights to Executive Board and Trustees Act as one of the Museum s brand champions, working with colleagues across the Museum to ensure the brand is maintained Represent audience perspective and deliver marketing insight at the Design Review Group and Public Engagement Programme Board. Work closely with colleagues in External Affairs to build an integrated approach to campaigns for the Museum s public offer Effectively manage the marketing budget Keep up to date with external developments in the marcomms arena to ensure the effectiveness of the Museum s marketing activities. Represent the Museum externally, networking with the Museum/Gallery and Visitor Attraction sector as the Museum s and speaking at conferences 5. Diversity and disability At the Natural History Museum we value the diversity of our staff and volunteers and the benefits they bring to our organisation. We welcome applications from candidates with disabilities. 6. Health and Safety All employees are required to understand and comply with the Museum Health and Safety Management Policy, including taking reasonable care for their own health and safety and that of others who may be affected by their acts or omissions whilst at work. 7. Application method You do not need to complete your application online, but we ask candidates to their application to Chris Wrigley, Recruitment Adviser on c.wrigley@nhm.ac.uk

5 Applications should include: A comprehensive curriculum vitae giving details of relevant achievements in recent posts as well as your education and professional qualifications. A covering letter that summarises your interest in this post, providing evidence of your ability to match the criteria outlined in the Person Specification. Details of your latest salary and notice period Please note that applications from candidates without a covering letter identifying how they match the roles knowledge, skills and experience will be rejected. 8. Selection and appointment Selection decisions are based on merit with candidates assessed against clear, objective competence at each stage of the recruitment and selection process. All offers of employment made are conditional and subject to satisfactory completion of all pre-employment checks. 9. Salary Information Salary for the successful candidate will be 44,000 per annum plus benefits. For a list of museum employee benefits please visit Different rules for pay on promotion may apply to internal candidates. Please refer to the Pay Chapter of the Staff Handbook or contact HR for advice 10. Contact for general enquiries HR general enquiries: Chris Wrigley c.wrigley@nhm.ac.uk