ROYAL ASCOT. Head of Digital, Broadcast & Content

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Rodger Carter
6 years ago
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1 ROYAL ASCOT Head of Digital, Broadcast & Content

BACKGROUND Ascot Racecourse was established in 1711 by Queen Anne and to this day remains the Royal Racecourse with Royal Ascot remaining one of the most famous race meetings in the

2 BACKGROUND Ascot Racecourse was established in 1711 by Queen Anne and to this day remains the Royal Racecourse with Royal Ascot remaining one of the most famous race meetings in the world, featuring the Royal Procession. The course hosts 26 days racing per year as well as, a number of non-racing events (Ascot Events) and a thriving conference and events business (C&E).

THE ROLE JOB TITLE Head of Digital, Broadcast & Content REPORTS TO Commercial Director NATURE AND SCOPE Write and implement a 3 year digital strategy to help define the direction for all digital

3 THE ROLE JOB TITLE Head of Digital, Broadcast & Content REPORTS TO Commercial Director NATURE AND SCOPE Write and implement a 3 year digital strategy to help define the direction for all digital related areas of the business, including broadcast, content, marketing, sales, hospitality and customer experience. DIRECT REPORTS Digital, Content & Broadcast (freelance) LOCATION Ascot Racecourse

PRINCIPAL RESPONSIBILITIES DIGITAL Write and implement a co-ordinated strategy for Ascot across digital, broadcast and all content to reflect the changing media and consumer landscape to deliver on

Working closely with both the Commercial Director, Director of Corporate Communications, Head of Marketing, Head of IT and relevant team members to develop and define the strategic direction for all

4 PRINCIPAL RESPONSIBILITIES DIGITAL Write and implement a co-ordinated strategy for Ascot across digital, broadcast and all content to reflect the changing media and consumer landscape to deliver on the brand vision. Working closely with both the Commercial Director, Director of Corporate Communications, Head of Marketing, Head of IT and relevant team members to develop and define the strategic direction for all digital related areas of the business. Oversee every element of the digital customers experience which is increasingly the customers first point of contact for the brand to ensure Ascot s brand promise is delivered with best in class service for customers. Oversee ongoing development of the Ascot website, App, booking portal and other digital assets (including external digital projects with other racecourses) to grow reach, audience, engagement and sales revenues setting clear targets and deliverables across the calendar. Direct all SEM, SEO, and web content to drive traffic and engagement on all platforms to support sales across all Ascot relevant revenue streams (including 3rd party such as online retail). Design and oversee implementation of digital audience growth and segmentation strategies through organic and paid opportunities as well as partnership where appropriate. Manage digital department budget (Capex and Opex). Work with Ascot Sponsorship and Marketing team and partners to deliver contracted rights across digital channels, and maximise relationships to encourage them to create digital elements to promote the association and drive brand reach. Provide analytics and metrics to evaluation of campaigns. Work with Sponsorship and Marketing team to create digital packages for up-sell or presentation to new sponsors including the development of reporting templates for the team to use to monitor success of any campaigns. Manage the digital editor, social media manager and social media intern Manage 3rd party for additional resource requirements around key race meetings e.g. Livewire. Oversee third party agencies scope of work, budgeting and delivery E3, Livewire and Rawnet. Work with Marketing to identify and develop coverage from key influencers. Monitor latest digital developments, introducing ideas for best practise across the business and input into the social media HR policies of the business.

5 PRINCIPAL RESPONSIBILITIES BRAND CONTENT Oversee and manage the creation and development of all content for use across all of Ascot s channels (working with internal teams and external agencies) including supervision on site during events and jointly producing, editing, placing and posting to drive brand reach, engagement and ultimately sales for key revenue streams. Video content (internally produced and via external agency) Ascot TV (in-venue CCTV broadcast each raceday) Run the in-house design team to deliver advertising production, brochure production, PDF and other Sales Team collateral Racecard and other publications (Royal Ascot Magazine) Content supply for marketing s (done in partnership with marketing) Manage external photography contracts Manage Content Executive, Lead Artworker and Artworker plus annual intern to support content production and freelance project support as required

6 PRINCIPAL RESPONSIBILITIES BROADCAST Working closely with Commercial Director (with other key director input) to implement broadcast as part of the overall Content Strategy for the brand to maximise brand reach, profile and revenue across each revenue stream to include Terrestrial, Pay (UK & International), Betting (lbo, streaming) internationally and UK and archive. Implement results of Ascot s planned rfp for key media rights (planned for Dec/Jan 2017/8) with recommendations to board for final decisions during Implementation March Working with Commercial Director and media and legal consultants oversee post 2020 terrestrial and pay TV rights strategy. Ensure Ascot s broadcast and media strategy requirements are protected (rights management). Work, where required, with Commercial Director or licensed agencies to secure and contract broadcast partners. Drive maximum revenue from International broadcast, but as part of the broader International Brand strategy (therefore recommending markets where reach and partner profile will take precedence over revenue). Working closely with the Commercial Director, Finance Director and external media consultant to evaluate strategic digital media revenue opportunities in context of broader broadcast strategy and future relationships as part of both UK and International rights management (see above). Oversee all broadcast relationships including (working with marketing and racing teams), itv ruk (or its successor), International broadcast partners (including nbc, Sina, Eurosport and other key partners). Fully understand rights landscape across all contracts as part of Ascot s Content Strategy to maximise opportunities for Ascot s digital media channels within legal framework of key contracts (especially on near live/ non-live). Oversee final production and distribution set up for all broadcast and rights holder relationships, including budget and third party relationships. This shall include overseeing production of Ascot TV as part of the overall plan. This will include recruitment of and management of temp resource/agency support to manage this during key race meetings (working closely with marketing, PR and sponsorship teams on content planning). To oversee operational requirements of all broadcasters on site using temporary freelance Production Manager as required, working with operations and IT departments. Post 2019 potentially manage all onsite creation and technical delivery (with appropriate resource) for all onsite core content (integrity feed) for key media and date rights requirements and the effective delivery to the media rights licensee. Manage and develop Ascot Archive strategy (potentially with 3rd party support) to cost-effectively give access to important archive material for all business requirements. Support Ascot sponsor requirements for use of archive and footage within rules of contracts and put in place suitable process to support these important clients or establish process for Sponsorship Team to deliver. Report to the board as required. Manage and report on all broadcast revenue streams per licensee, rights holder and other collaborators to accurately forecast yearly income. Ensure Ascot TV fully supports the cross-department needs in an effective manner (marketing, retail, betting) whilst providing a best in class customer viewing experience.

OTHER RESPONSIBILITIES SENIOR LEADERSHIP TEAM Be an active leader within the business as part of cross-department project groups to ensure digital and broadcast is well represented and supportive of

7 OTHER RESPONSIBILITIES SENIOR LEADERSHIP TEAM Be an active leader within the business as part of cross-department project groups to ensure digital and broadcast is well represented and supportive of opportunities. Represent Ascot on external Broadcast Steering Groups with Racing Department (itv). Represent Ascot on external digital project groups (rmg). PERSON SPECIFICATION In addition to the skills, knowledge, and experience required, the sucessful candidate must display the following qualities: ESSENTIAL Dynamic, engaging and collaborative leader with a passion for getting the best out of people and teams. Clear strategic thinking and planning, ability to demonstrate implementation of strategies, across a business. Ability to clearly articulate, write and sell internally strategy, strong communications skills. Results driven; thrives on challenges; actionorientated and pragmatic in approach. Ability to create and manage resources and smooth operational processes with a tight team and external suppliers/temp resource. Ability to lead a team as well as work as part of a broader cross-function team towards a common goal. Strong attention to detail and a collaborative approach. Understanding of paid media and SEO. Proven to work to an agreed budget, managing projects in the most effective way securing maximum value for money at every point. Understanding of analytics and metrics. Confident interpersonal, presentation and communications skills. Strong influencing skills; persuasive, able to win support and engagement of others. Committed to demonstrating the highest professional standards of operation and delivery at all times. Ability to adapt to rapidly changing situations/environments, able to balance multiple priorities and remain focused and clear. Entrepreneurial spirit, passionate about their work. Strong work ethic persistent, take the initiative and be self motivated. Ability to work independently but also be a team player. Grasp the overall business strategy and be part of delivering the overall business vision.

8 PERSON SPECIFICATION (CONT.) DESIRABLE Degree level education. At least 8-10 years experience in either digital or broadcast, but demonstrating experience of both in past roles in a consumer facing business. Content develpoment experience preferred. Professional experience in sports, entertainment or rights holder preferred to demonstrate commercial capabilities within digital context/broadcast context. Experience in what constitutes an exceptional digital customer experience. Knowledge of technical requirements in digital or broadcast (accepted this might be much stronger in one). Understanding of performance metrics across digital and broadcast. Negotiated, concluded and overseen legal proceedings for commercial contracts (or some other relevant/close contractual experience). Management of a team. Management of a complex range of 3rd party suppliers and temporary resources. Effective and proven budget management

CONTACT SRi is the leading firm dedicated to the constant and growing demand for executive and management talent in sports, media and entertainment.

With offices in London, Switzerland, Munich, Singapore, Beijing, Tokyo, Sydney, Melbourne, Toronto, Los Angeles, Boston and New York, we can justifiably claim to be the largest search firm

9 CONTACT SRi is the leading firm dedicated to the constant and growing demand for executive and management talent in sports, media and entertainment. Our expert advisers provide search and consulting services operating as a global team, combining deep sector knowledge with world-class and cutting-edge talent acquisition and management practice. With offices in London, Switzerland, Munich, Singapore, Beijing, Tokyo, Sydney, Melbourne, Toronto, Los Angeles, Boston and New York, we can justifiably claim to be the largest search firm specialising in sports, media and entertainment. We are proud to be the exclusive partner in this search with Ascot. For a confidential discussion about the role, candidates should send the following information to: Letter of application highlighting relevant achievements and experience Up-to-date curriculum vitae Details of current remuneration JAMES O NEILL CONSULTANT +44 (0) (0) joneill@sportsrecruitment.com GEORGINA WHICHER CONSULTANT & HEAD OF RESEARCH +44 (0) (0) gwhicher@sriexecutive.com

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