Head of Communications and Marketing

Transcription

1 JOB DESCRIPTION JOB TITLE : REPORTS TO : Marketing Officer (Maternity Cover) Head of Communications and Marketing DATE JD PREPARED : May JOB PURPOSE You will be responsible for assisting with the development, planning and delivery of marketing and communication activities for The Hepworth Wakefield. You will work with the Head of Communications and Marketing to develop, manage and implement the gallery s marketing and communications strategy. This involves inventively communicating our core values, cultural offer, programme and business offer to a wide external audience including local, national and international visitors, and key stakeholders using the full range of communication tools including media, digital, web and print. You will play a key role in maintaining the brand identity and developing a visitor base for a new organisation. Many of our visitors will be new to the arts, but we also seek to attract experienced arts audiences so the postholder will be required to work creatively to reach a wide range of people. You will help build the profile of the gallery to raise awareness, drive visits and increase earned income. You will be required to take forward day-to-day co-ordination of marketing activity, developing and implementing marketing and communication campaigns for The Hepworth Wakefield in liaison with the Head of Marketing and Communications. You will support and develop long-term relationships with local, regional and national marketing contacts and develop mutually beneficial marketing partnerships. You will also build key relationships with arts industry and visitor destination organisations, networks and strategic partners. 2. DIMENSIONS Budgets To work within the budgets set by the Head of Communications and Marketing Campaign budgets as required by Head of Communications and Marketing. People You will be required to manage marketing agencies, web agencies, freelance designers,

2 photographers, interns and work placements working within or contracted by the Communications and Marketing department. You will be a key contact with stakeholders, funders, strategic partners and sponsors. You will have regular contact with, market research agencies. Physical Resources Personal PC and other office equipment in the Marketing and Communications Department 3. KNOWLEDGE, SKILLS AND EXPERIENCE REQUIRED Qualifications: Essential: Desirable: Relevant marketing qualification or equivalent experience Educated to degree level. Knowledge: A good working knowledge of marketing communications strategy and current practice in a cultural, tourism or third sector environment An understanding of the current profile of visual arts attenders in England, barriers to attendance and strategy initiatives to develop arts audiences An understanding of print production processes, design and website technologies, including awareness of how ICT can be used in marketing communications Understanding and commitment to Equal Opportunities, Cultural Diversity and excellent customer service An understanding of contemporary and historical art. Competencies Excellent written and

3 interpersonal communication skills, both verbally and in writing Experience of devising and maintaining budgets Impeccable attention to detail and understanding of design principles and visual style Excellent written English, copy writing and proof reading skills Good planning and prioritisation skills and the ability to manage your own workload, completing tasks to deadline and within financial targets Excellent IT skills including Microsoft Office, internet, database management, CMS, CRM, digital marketing and third party systems Ability to work proactively and creatively with partners (both internal and external) on developing strategic marketing campaigns Photoshop, InDesign and basic design skills Experience More than 3 years relevant work experience in a marketing or communications role in a tourism, notfor-profit or cultural organisation Experience of brand development and management Experience of delivering events and event management Excellent track record in delivering Experience of media relations, including national, local and regional press and broadcast media

4 successful and innovative marketing campaigns with clearly defined objectives and outcomes Demonstrable experience in devising and delivering commercially-led campaigns, i.e. generating income through sales, earned income, ticketed event, visitor spend, fundraising and membership schemes Successful track record in increasing audiences, markets and visitors. Experience of working with external suppliers, contractors and freelancers including briefing and managing designers, agencies, print/media buying and production Experience of devising and delivering successful and engaging digital projects with target audiences/markets online

5 4. KEY RESULT AREAS Marketing and Communication To develop dynamic and innovative marketing campaigns for The Hepworth Wakefield to ensure visitors numbers of over 300,000 a year in line with the Communication and Marketing strategy. To adhere to pre-determined campaign budgets To continue to develop The Hepworth Wakefield website and social media channels, developing engaging content for all digital channels To ensure effective communication with exhibiting artists, businesses and community users To write accurate, engaging copy and research and clear copyright for images for brochures, liaising with visiting artists, sponsors and galleries and partners as appropriate To compile marketing and interpretation material as required including What s On programmes and manage all Hepworth Wakefield print production; liaising with internal departments, galleries, partner organisations, printers, suppliers and mailing houses To ensure consistent branding of The Hepworth Wakefield To devise, implement and execute targeted direct mail campaigns with effective use of CRM, devising appropriate promotions, including researching distribution lists and target markets To generate dynamic content and update The Hepworth Wakefield and other related partner websites and social media channels To support digital projects and developments in line with the digital strategy and action plan To deliver e-communications to target audiences including e-newsletters, e-invites and e- flyers To support commercial activity working closely with the Commercial Managers to ensure focus on growing the business To support fundraising initiatives by supporting the Development Team to deliver successful giving campaigns and targeted membership, Patron and corporate schemes Audience Development To support the audience development strategy with the Learning Team, Collections and Exhibitions Team to ensure effective promotion of their work to the relevant audiences To work closely with the Visitor Services Team in meeting visitor expectations and providing high levels of customer service and satisfaction To devise and implement marketing campaigns that support the audience development strategy Evaluation, data management and research To effectively manage The Hepworth Wakefield database adhering to data protection laws and current legislation To oversee the delivery of market research, customer surveys and visitor comments To monitor visitor figures and audience data and create reports

6 To monitor, evaluate and report on the effectiveness of marketing campaigns Press and media To assist in writing press releases, compiling press packs, organising press trips, site tours, press previews and photocalls as required To deal with routine press, marketing and public enquiries To promote all aspects of The Hepworth Wakefield Access facilities Fundraising and external affairs To contribute information about the reach and impact of activities for funding applications and proposals to potential sponsors and donors To develop and maintain national and international professional networks with, relevant agencies, tourism agencies, arts marketing professionals, funders and other institutions to develop working relationships beneficial to The Hepworth Wakefield and its audience To attend professional openings and network events to represent The Hepworth Wakefield To deputise for the Head of Communications and Marketing at events, meetings and conferences as required To act as a representative of The Hepworth Wakefield at external events as required To undertake training deemed necessary by your line manager To support The Hepworth Wakefield s communication objectives by sharing information with your manager, team and colleagues as appropriate Health and safety Actively observe equal opportunities policies and organisational procedures 5. COMMUNICATIONS AND WORKING RELATIONSHIPS Operational Head of Communications and Marketing Communications and Marketing Assistant Press Officer Management Senior Management Team, including the Director, Deputy Director, Head of Collections and Exhibitions, Head of Learning and the Development team. External Creative agencies, designers, print suppliers, marketing and media contacts Tourism and destination partners, funders and stakeholders Local, regional and national networks, Research agencies, funding bodies, photographers

7 6. ADDITIONAL INFORMATION The post will require someone with a high degree of motivation and enthusiasm who can work across all gallery departments and is driven by results. You will be visitor and audience focused in all areas of your work. The postholder will be: Strategic Organised Flexible Engaging Enthusiastic Highly diplomatic and persuasive Able to demonstrate grace under pressure Collaborative Proactive and can do Creative Politically sensitive and aware Detail oriented Data driven Highly literate Creative Innovative This job description outlines the principal responsibilities and duties of the post holder. It is not meant to be, nor is it, an exhaustive list of specific responsibilities and duties. The post holder will be expected to undertake any other duties which could reasonably be expected as being within the remit of the post and which arise methods and procedures and reviews, as directed from time to time. Regular weekend and evening work will be required for which time off in lieu will be offered.