JOB DESCRIPTION Job title: Reports to: Hours: (PR and Media) Marketing Manager Full-time (37.5 hours per week) Contract: Fixed term until January 2020 Purpose: Develop and execute innovative and successful marketing plans to meet audience and box office targets for productions; and manage relationships with the media (traditional and online), influencers and amplifiers on behalf of the marketing team Background to the Grand Opera House In 1895 Frank Matcham, the most prolific theatre architect of the Victorian era, bestowed on Belfast one of his finest and most opulent creations. The Grand Opera House opened on 23 December 1895 with a pantomime, an annual tradition which has continued to the present day. The Grand Opera House flourished during its early years, offering escapism via the worlds of comedy, music hall and drama. During the Second World War, the Theatre presented weekly performances by the Savoy Players, a repertory company of actors who were performing in Ireland at that time. They famously performed for General Dwight Eisenhower when he visited the Grand Opera House with Field Marshal Montgomery in 1945. The end of the War brought touring opportunities to Belfast once again, and audiences were treated to leading opera and ballet performances, plus popular acts including George Formby, and Laurel & Hardy. In 1963, an unknown Italian singer named Luciano Pavarotti made his UK debut on the stage of the Grand Opera House in the role of Lieutenant Pinkerton in Madama Butterfly. In 1972, Rank, who had bought the Grand Opera House, took the decision to close the building and sell it to property developers. Subsequently saved from demolition by the Arts Council of Northern Ireland in 1974, the Grand Opera House was the first building in Northern Ireland to receive Grade A listed status and following restoration, the Theatre reopened in 1980. In 1994 the Arts Council handed over the management of the Theatre to the newly-formed, and commercially-focused Grand Opera House Trust. The Act II extension to the Theatre opened in October 2006 and provided much-needed hospitality facilities and lift access between the floors, as well as more back-of-house space, including additional dressing rooms. The auditorium has a capacity of 1,048. The Grand Opera House is one of Northern Ireland s iconic buildings, Belfast s foremost cultural asset and the only remaining Victorian Theatre to have survived in Northern Ireland. Its splendid
interior is one of the finest examples of theatre architectural decoration to be found anywhere in the world. As Northern Ireland s Premier Theatre, the Grand Opera House presents an outstanding programme of musicals, plays, ballet, opera, comedy, dance, and locally-created work, family shows, as well as one of the UK's most successful and historic pantomimes. In 2017, almost 300,000 people attended around 300 performances and events at the Theatre. The charitable objective of the Grand Opera House Trust is to promote, maintain, improve and advance the education of the public of Northern Ireland in the arts. The Trust s aims are to: Present a world-class theatrical experience. Extend and enhance its reputation nationally and internationally. Exercise responsible stewardship of the landmark building. Maintain a distinctive outreach programme. Sustain and develop a successful organisation. Provide a positive experience to people visiting and working in the Theatre. The Theatre s Vision is to: create and deliver extraordinary experiences for everyone. In January 2017, the Trust appointed Ian Wilson as Chief Executive. Throughout an extensive arts management career spanning 25 years, he has masterminded the growth of sales and attendance, and has been instrumental in increased profitability and profile of the businesses and shows with which he has been involved. Under Ian Wilson s leadership a new direction for the Grand Opera House has been established with three guiding principles forming the cornerstone of all business decisions: engagement, excellence and ambition. The Chief Executive and Grand Opera House Trust are currently working on a significant restoration and development project that will see the splendour of Frank Matcham s auditorium returned to its former glory, and the development of other areas of the Theatre to better serve the rich and colourful history of the unique heritage, arts and entertainment treasure. Overview of the marketing and sales team The marketing and sales team is responsible for: promoting productions and meeting ambitious audience and box office targets managing key communication channels and interfaces, such as the website, social and traditional media, partners and bloggers developing audiences to ensure that the Grand Opera House is the entertainment venue of choice for the broadest demographic possible managing box office operations and the Theatre s Customer Relationship Management system, providing an excellent service to audience members wishing to book tickets or find out more information about productions, and analysing audience data to improve marketing and communication
contributing to the financial success of the Grand Opera House not only through ticket sales, but also by developing partnerships with sponsors and corporate clients promoting other events happening in the Theatre, and general news stories about the Grand Opera House developing and managing relationships with Friends of the Grand Opera House The marketing and sales team is structured as overleaf: Head of Marketing and Sales Marketing Manager (PR and Media) (Digital) (Social Media) (Business Development) Marketing Assistant Friends Co-ordinator Box Office Co-ordinators Ticket Sales Manager Box Office Agents The primary objective of each marketing officer is to deliver the audience and sales targets set for their assigned productions, by developing and implementing comprehensive marketing plans incorporating the full marketing mix. Each marketing officer also has responsibility for overseeing and managing a key marketing channel or audience group on behalf of the whole team, specifically: PR and media, digital marketing and communication, social media, and business development (corporate sponsorship, sales and hospitality). (PR and Media) Main duties and responsibilities 1. Production marketing Working closely with third-party producers and other members of the Grand Opera House marketing and sales team, develop and implement comprehensive marketing plans for productions throughout the year. This will involve researching target audience groups, agreeing budgets and marketing
collateral with producers, devising PR, advertising, social media and e-marketing campaigns, and working with stakeholders, partners and influencers to help promote key messages and deliver against targets. It will also involve campaign evaluation, budget management and contributing to a team culture of continuous improvement. 2. Management of relationships with the media (traditional and online), influencers and amplifiers Oversee and manage the Theatre s relationship with print, broadcast and online journalists, including arts critics, features and entertainment writers and bloggers, in order to drive positive messaging about the Grand Opera House and its productions. Also identify and monitor online influencers, and work with them to promote productions and amplify messages about the Theatre. In common with other members of the team, the will be expected to monitor and respond to out of hours social media messages and enquiries. In addition, the will be expected to play a full role in other cross-team marketing initiatives, and support the wider goals of the marketing and sales team. Reporting to the Marketing Manager and working closely with other members of the marketing team, the will also work with the Head of Marketing and Sales, the Chief Executive and the finance, technical and audience services teams. The purpose of this job description is to provide a concise statement of the major responsibilities of this position in a standardised format. It is not intended to describe all elements of the work that may be required. PERSON SPECIFICATION Profile/Attributes: The will be a confident, articulate, flexible and professional self-starter, capable of prioritising workload. They will have a keen and diverse understanding of sales, marketing and communications, as well as an ongoing desire to ensure they are always up to date on latest marketing trends. Displaying strong teamworking ability, the successful candidate will be expected to foster and maintain excellent relationships with all employees and internal and external customers, presenting a positive disposition and professional image. The will behave as an ambassador of the Grand Opera House at all times, and will have a passion for the arts and a genuine interest in theatre and entertainment. Skills You will need to have/be: excellent marketing and audience development skills; a thorough understanding of the marketing mix and how it can be used; creative curiosity and the confidence to innovate; the ability to analyse, evaluate and continuously improve
Experience: strong written and verbal communication skills attention to detail and accuracy an excellent understanding of traditional and online media, an innate understanding of what makes a good story, and the ability to persuade journalists and bloggers to cover your story a keen interest in and knowledge of the online influencers and amplifiers in Northern Ireland who can help spread messages about the Grand Opera House and its productions ability to work independently and flexibly capacity to prioritise and work across multiple projects excellent team work skills organisational skills with ability to deliver a high volume of quality work creative skills for contributing new and innovative ideas ability to work well under pressure and meet deadlines knowledge of existing and emerging social media platforms passionate about the arts, with a genuine interest in theatre Essential: Minimum of 3 years experience working in a similar role in a marketing team. Significant experience in the development and implementation of multi-platform marketing campaigns Significant experience of working with traditional and online journalists in Northern Ireland, and driving timely and on-message media stories Experience of working with online influencers to amplify key messages through social media Experience in writing compelling press releases and marketing copy Desirable: Experience in the use of ENTA or other box office / CRM systems Experience of marketing the arts Qualification from the Chartered Institute of Marketing or Marketing Institute of Ireland, ideally in digital marketing SALARY 24,000 pa WORKING HOURS 37.5 hours per week, plus frequent attendance at evening performances and monitoring of social media out of hours LOCATION
The post holder will be based in the Grand Opera House, Great Victoria Street, Belfast, but it may be necessary for some of their duties to be performed elsewhere. Where travel expenses are incurred, they will be reimbursed. EQUAL OPPORTUNITIES The Grand Opera House is an Equal Opportunities employer and a copy of our Equal Opportunities Policy is available on request. POLICIES AND PROCEDURES It is a condition of service that all employees of the Grand Opera House adhere to the Trust s policies and procedures as set out in the Staff Handbook.