Job Title: Head of Marketing
Grade/Salary: £30,000 - £35,000 depending on experience
Location: Blackwell (predominantly) and Lakeland Arts sites
Reporting to: Chief Operating Officer
Line Mgt: Marketing Co-ordinator, Marketing and Development Assistant
Purpose and key objectives
As Head of Marketing you will be responsible for the development and implementation of the Lakeland Arts’ marketing strategy to grow visitor numbers, extend our reputation for high quality programming and as a quality visitor destination and improve our commercial income.
You will lead Lakeland Arts marketing and communications strategies for Blackwell the Arts and Crafts House, Abbot Hall Art Gallery and the Museum of Lakeland Life and Industry, and our year one trading campaign for Windermere Jetty, Museum of Boats, Steam and Stories as well as develop our Friends Membership package.
Working with the Chief Operating Officer, Director or Programming and General Managers, the post holder will develop a long-term marketing vision for each Lakeland Arts venue, the Curatorial and Learning programmes, as well as support our Development team and fundraising activity.
- Lead the development and implementation of the Lakeland Arts Marketing Strategy to grow visitor numbers, widen our reputation for high quality programming and improve our commerciality.
- Develop, review and continually improve Lakeland Arts’ on and offline marketing, PR and communications with a strong emphasis on digital media, with the purpose of increasing visitor numbers, visits, memberships and building our on-line engaged community.
- In conjunction with the Chief Operating Officer and Director of Programming, develop and deliver cost effective marketing, PR and communications strategy and plan to develop audiences for Lakeland Arts programmes and activities, identifying appropriate funding and partnerships to support and enhance this activity
- You will be responsible for relationship management of all audiences, optimising digital marketing activity, making intelligent analytics-led recommendations to improve user experience of digital sites to drive conversion and develop on-line promotional material.
- Champion accessible, intelligent communication across all media and digital platforms to share information with the widest possible audience and raise profile of Lakeland Arts to wider audiences.
- Develop a digital strategy for Lakeland Arts enabling us to best inform existing audiences and grow new active digital communities for each of our sites including Windermere Jetty. To include evolution of compelling digital content, enhancing the customer experience, encouraging repeat visits, and securing digital customer data analytics.
- Promote, develop and manage the Lakeland Arts brand and values, including producing Lakeland Arts Design Guidance and acting as brand guardian managing the brand guidelines internally and externally.
- Manage, develop and enhance Lakeland Arts media relations, with specific focus on arts and cultural media.
- Undertake regular in-house and commissioned visitor research to inform Lakeland Arts understanding of its audience, and to inform LA’s strategic and business planning, and meet any external funding data requirements, including working in partnership with the Audience Agency
- Ensure all CRM databases are updated, developed, maintained and compliant with data protection legislation.
- Establish strong strategic partnerships and networks locally, regionally, nationally and internationally to build Lakeland Arts profile to develop awareness of its programming and activities, and to enhance groups travel visits.
- Oversee the delivery of LAs’ marketing collateral, publications and publishing plan with appropriate providers ensuring value for money.
- Support the Head of Development in preparing funding applications, negotiations with sponsors and donors and in drawing down and reporting on grants by providing relevant supporting evidence.
- Contribute to Lakeland Arts’ strategic and business planning in addition to other strategies and plans.
- Contribute to the overall success of the organisation, including attracting new audiences and delivering high quality visitor experience.
- Contribute effectively to regular Senior Management Team meetings.
- Support delivery of Lakeland Arts’ capital development projects.
- Support development of Lakeland Arts’ staff members - carrying out appraisals and identifying training and development needs for staff managed by the post holder.
- Report as required to trustees, Chief Operating Officer, Senior Leadership Team and other internal and external bodies, e.g. Arts Council England.
- Represent Lakeland Arts as required at stakeholder events, meetings, private views, events etc.
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 out of changes of legislation, regulations, orders, rules and working practices, methods and procedures and reviews, as directed from time to time
Full time working hours are 40 hours per week, Monday to Friday.
As a senior member of the organisation the post holder will be required to attend occasional events such as previews and marketing events, particularly those connected with responsibilities of the post.
The post holder will also take on relevant responsibilities as part of Lakeland Arts Disaster Plan for each Lakeland Art’s site.
Health and Safety
The post holder is required to carry out the duties in accordance with Lakeland Arts Health and Safety policies and procedures.
The post holder is required to have due regard to equal opportunities at all times, and to work in a fair and reasonable manner towards all people, ensuring service standards are maintained for all cultures.
The duties and responsibilities in this role profile are not exhaustive. The post holder may be required to undertake other duties that may be required from time to time within the general scope of the post. Any such duties should not substantially change the general character of the post. Duties and responsibilities outside the general scope of this grade of post will be mutually agreed with the post holder.
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Deadline for receipt of applications
This vacancy closes Monday 15 January 2018 at 12 noon. Please note that late applications will only be accepted if received within 1 hour of the closing time. Any forms received after this time will not be processed.