CRM and Insights Manager

Job Title: CRM and Insights Manager
Contract Type: Permanent
Location: Gateshead
Salary: £24,898 (SCP 28) per annum
Job Published: August 21, 2018 13:09

Job Description

North Music Trust Job Description

CRM and Insights Manager

Application closing date 23.59 on Tuesday 11th September 2018

Job Information

Job Title

CRM and Insights Manager

Department & Team

Business Support


Sage Gateshead

Working Hours

36 hrs per week

Salary and Scale

£24,898 (SCP 28) per annum


Position in Organisation

Reports to

Head of Business Support

Responsible for


Works in conjunction with

Business Support Team

Marketing and Communications

Ticket Office


Programme Teams


Budget accountability




Introduction to Sage Gateshead

Founded in 2004, Sage Gateshead has an international reputation as a new centre for music combining performance, education and participation working across a wide range of musical genres and reaching a broad audience. It is also one of the region’s leading conference centres.  Founded with a mixed business model, the charity’s turnover of £15million combines, box office, commercial, fundraised income with public subsidy.


Sage Gateshead runs:

  • Royal Northern Sinfonia, the UK’s only full-time contract chamber orchestra
  • One of the largest Music Creative Learning Programmes in the UK
  • A Performance Programme of events and festivals across musical genres (folk, classical, rock, indie, jazz, electronic) for 360 days of the year
  • One of the biggest conference and events businesses in the region
  • A folk development agency, Folkworks
  • An iconic visitor attraction, designed by Foster + Partners on the banks of the Tyne with a large public space, three auditoriums and 25 learning spaces. 
  • A series of railway arch spaces


In 2014 Sage Gateshead completed its first decade. During this period the charity had:

  • 6 million visitors
  • 1.5 million participants
  • 1000 conferences
  • 4000 concerts
  • £283 million of economic benefit to the region


In 2016/17 Sage Gateshead delivered:

  • 451 Concerts
  • 10,609 Workshops
  • 112 Conferences & Events




Overall purpose of the job


Working closely with colleagues across the organisation but within the fundraising and marketing & communications teams, the CRM and Insights Manager is responsible for:


  • Providing data driven insights from our CRM system that enable effective strategic and operational decision-making


  • Providing accurate and timely data and insights to support sales, and to ensure that marketing and communications can be precisely targeted to support engagement, retention and high levels of ROI


  • To contribute to the creation of a CRM strategy with a particular emphasis on system development, data quality, testing, audience insights/segmentation and evaluation



Responsibilities and Duties


  1. Undertake data analysis and maintain data integrity
    1. To manage data analysis using a variety of internal and external datasets, and to provide benchmarks to measure performance
    2. To manage the development and monitoring of audience segmentation modelling to improve targeting and monitoring performance of key audience segments
    3. Investigate unusual or unexpected activity or significant data variances
    4. Ensure data infrastructures and integrity are maintained and meet the reporting needs of the company
    5. Enforce data collection, measurement and reporting standards
    6. To maintain system and data integrity and carry out data analysis as required
    7. Work with the Head of Business Support and ICT to support with system changes and upgrades


  1. To manage a programme of CRM development in conjunction with colleagues from across the organisation
    1. Produce data lists for email, digital marketing and direct marketing campaigns
    2. To feed into the development of direct fundraising and marketing strategies
    3. To produce weekly, monthly, event and festival insights from a range of digital and traditional sources so that teams can assess campaign performance and monitor audience engagement
    4. To manage data requests and respond to enquiries made for insight and analysis
    5. To manage the compilation of fundraising, sales and marketing Key Performance Indicators
    6. To assist where required with the day to day requests of research agencies and companies undertaking research on our behalf
    7. To manage the collation of qualitative insights as required
    8. To manage the collation of qualitative research across the organisation, supporting the exploration of audience perception


  1. Provide support with the set-up of events in both the Events and Box Office systems
    1. Set-up events in both the Events and Box Office systems
    2. Ensure events are set-up on time and accuracy of event information is maintained to the highest level
    3. Enforce deadlines and timelines


  1. Maintain protocols and procedures
    1. Support with devising and maintaining company-wide processes and protocols to ensure efficient and consistent operational practice
    2. Maintain procedures and evaluating as necessary to meet the needs of the organisation
    3. Enforce procedures and processes


  1. Maintain a firm understanding of the changing objectives and operating environments of all departments and teams in order to fully support the balance of activity required to achieve their objectives.


  1. To accept appropriate individual responsibility for the observance, promotion and implementation of the North Music Trust’s policies on Equal opportunities, Health and Safety and Customer Care.


  1. Other duties as required and appropriate to the post.



Knowledge, experience and skills required to do job


Essential (required)

Desirable (optional)




Educated to degree level in either Maths, Statistics, Computing or similar, or to have relevant comparable experience



Certification or diploma in data reporting, or similar




Has excellent demonstrable experience of using CRM systems within a marketing environment for both analysis and communications purposes.


Has excellent demonstrable experience of producing reports, interpreting results and sharing insights within CRM / data driven systems.


Has excellent demonstrable experience of applying quantitative and qualitative research approaches.


Demonstrable proficiency in the use of Microsoft Excel to a high standard


Has demonstrable experience of audience development or customer relationship management.


Has excellent experience of working in a sales and marketing, and of producing impactful related results.


Has excellent demonstrable experience of direct marketing (both online and offline) and is committed to developing knowledge in this area.


Has a very good grasp on maths and statistics, preferably with professional qualifications in the area.



Knowledge of Sage Gateshead’s   CRM system, Tessitura, would be an advantage but not essential as training can be provided


Can demonstrate input into the development of CRM strategy for a sales and customer focused organization.


The ability to use SQL undertake data analysis





Skills or knowledge

Works with a high level of accuracy


Is highly organised, with a methodical approach and great attention to detail.


Articulate and able to communicate complex information.



Appreciation of arts audiences and experience within the cultural or not-for-profit sector


Terms and Conditions

We believe Sage Gateshead is a great place to work - an innovative and friendly environment, where no two days are ever the same.


The holiday entitlement for this post is 33 days pa pro rata (including statutory holidays). 


The salary for this post is in the range from £24,898 (SCP 28) per annum.


We also offer subsidised parking for staff members, as well as a discount in our café, and access to a voluntary health cash plan, bike to work scheme, childcare vouchers, travel ticket scheme and auto-enrol pension.


How to Apply

Applications must be made on a North Music Trust online application form. 


We regret that CV’s cannot be accepted. If you have any queries about your application please contact 0191 443 4624.


Completed applications should be returned no later than 23.59 on Tuesday 11th September 2018.