Head of Marketing Job description

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					                                    Head of Marketing
                                  (9 month maternity cover)

                                      Job description

Purpose of Post

This is a critical role within the organisation, working with an external marketing
agency, with responsibility to devise, plan and implement a marketing strategy that
increases audiences and maximises sales. This role also assumes responsibility for
artsdepot’s communication and PR strategy.

Report to: The Director

Management of: Marketing Team (3)

Member of: Senior Management Group

Maternity Cover Start Date: Monday 1st March 2010

Principal Responsibilities

Strategic Planning

    •   Create, develop and implement the delivery of artsdepot’s marketing strategy,
        to meet the needs of the overall business plan

    •   Develop and manage creative marketing initiatives in support of artsdepot’s
        range of activities and artsdepot as a destination

    •   Develop a market research programme with the external marketing agency
        which will inform artsdepot activity and offer a greater understanding of
        audiences and sales

    •   Manage and develop the Friends scheme

    •   Work closely with the Head of Programming & Education to set sales and
        audience targets for the three artistically programmed seasons per year
        including performances, education work and gallery exhibitions

    •   Work closely with the Head of Operations and the Box Office Manager to
        ensure sales opportunities are maximised

    •   Introduce key marketing policies and processes in order to optimise audience
        engagement with artsdepot

    •   Formulate and plan the Departments annual budget within the context of the
        artsdepot’s overall budget

JD/head of sale & marketing (maternity cover)                           December 2009
    •   Plan, co-ordinate and review the work of the Department to ensure the most
        effective use is made of resources.


    •   As part of the Senior Management Group attend regular meetings and
        contribute to the development and implementation of strategies, policies,
        procedures and budgets

    •   Lead, manage, and direct the work of the Department to ensure departmental
        targets are achieved

    •   Recruit and introduce staff to the work of the Department to ensure that
        required standards are achieved

    •   Monitor the performance of staff and ensure the necessary direction and
        training are provided

    •   Manage the Departments budget

    •   Management of the artsdepot database, ensuring all records are up to date
        and in compliance with the Data Protection Act

Sales & Marketing Campaigns

    •   Create seasonal marketing campaigns, and additional promotions as required
        with the Marketing team, to maximise ticket sales through communicating with
        current and prospective audiences, establishing alliances, developing
        promotional opportunities in print and online and forming marketing and
        media partnerships

    •   Responsibility for artsdepot marketing literature, production and distribution
        including copywriting, artistic and agency liaison, printers and designers

    •   Management with the Marketing Officer of all press activity and pro-active PR
        campaigns to maximise media coverage through editorial, listings and

    •   Overall responsibility for the artsdepot website, its content and use of e-
        marketing strategies to support campaigns

    •   Liaison with all visiting companies and artists to support their marketing

    •   Evaluation and monitoring of all campaigns in print and on line, as well as,
        box office and sales reports, to inform future campaign initiatives

    •   Manage artsdepot’s Ambassador’s scheme and develop further ambassador
        initiatives and schemes.

JD/head of sale & marketing (maternity cover)                              December 2009

    •   Protect the use of the artsdepot brand in all forms of communication internally
        and externally

    •   Represent artsdepot with external stakeholders and the wider arts
        community, building constructive relationships to further the work and income
        of artsdepot.

    •   Ensure regular communication with members of the Senior Management
        Group, the Department, other members of staff and contractors and suppliers
        to facilitate the smooth operation of the venue

    •   Provide reports, project plans, budgets and other papers as required for the
        Board, Director and other stakeholders

    •   Work with the Head of Operations team to manage business recovery
        procedures for all eventualities

Other Marketing Activity

    •   Keep up to date on current arts marketing practice to ensure artsdepot
        remains a leader in its field; with active membership of relevant arts
        marketing organisations and networks

    •   Regular attendance at artsdepot performances, activities and press nights,
        within the venue and externally in the local community, as well as, an active
        interest in viewing work ahead of a performance at artsdepot

    •   To be fully conversant with the artsdepot facilities and terms of trading

Health and Safety

    •   Ensure all operations are carried out within the relevant Health and Safety
        legislation and that staff work within the artsdepot Health and Safety policy.

Equal Opportunities

    •   Ensure the intentions and requirements of the artsdepot’s Equal
        Opportunities, Race Equality Action Plan and Access policies are applied
        personally and by staff in the department.

In addition, undertake any other duty or responsibility that may reasonably be
allocated by the Director or the Board

It is a requirement of the Trust that all staff work in a flexible manner compatible with
their jobs and in line with the objectives the Trust must fulfil. Please note that the job
description for this position may be reviewed and amended to incorporate the future
needs of the department and the Trust.

JD/head of sale & marketing (maternity cover)                                December 2009
Personal Specification


• Proven track record in a similar/complimentary strategic marketing environment
  with transferable skills, minimum of three years experience

• Educated to degree standard with excellent written and spoken communication
  skills with the ability to present at a senior level; fully computer literate and

• A professional appearance and the social skills necessary to deal with a range of
  clients along with the self confidence and stature to represent the artsdepot at a
  senior level

• A strategic and commercial attitude towards Sales & Marketing

• Experience of managing financial budgets

• A creative, lateral thinker and energetic team player with a high level of enthusiasm

• Good copywriting skills with excellent attention to detail and accuracy in the fields
  of press and marketing

• Familiarity with Box Office systems and processes.

• Interest in corporate design with understanding of, and commitment to brand

• Ability to prioritise and work under pressure with good time management

• Understanding of HR best practice

• Staff management skills and the ability to motivate and develop individuals and
  team working

• Ability to develop policies and strategies for the Department and to manage,
  monitor and evaluate their implementation.

• Experience and understanding of data analysis and evaluation to meet business

• Diplomatic and negotiating skills with the ability to work with initiative and maturity

• Willingness to work flexibly and in particular be available for client contact and
  entertainment of business prospects which will require some evening and weekend

JD/head of sale & marketing (maternity cover)                               December 2009
• Passionate about live performance and the arts in general


• A proven working relationship with the press

• Experience of utilising the strength of an organisation brand for business

• Understanding of MS Office packages, ProVenue Databox box office system,
  Patron Mail e-mail system, Artifax venue management system and graphic design
  packages including web programmes

JD/head of sale & marketing (maternity cover)                            December 2009
Conditions of service

• Salary is £28,000 pro rata for 9 month maternity cover

• Regular opening hours of artsdepot will be from 9am until 11pm seven days a
  week, with later opening on occasions, although this may be subject to change

• This post will include out of office hours duties, such as evening meetings and
  events. These are considered to be part of your core commitment to artsdepot.

• There will be no overtime payments, but time off in lieu of significant extra working
  hours may be taken with prior agreement of your line manager.

• You will be able to take four weeks holiday pro rata during your employment period

• You will be expected to actively participate in the implementation of the Arts Depot
  Trust’s policies on equal opportunity, access, cultural diversity and health and

• The job description outlines the duties required of this post to indicate the level of
  responsibility. It is not a comprehensive or exclusive list and duties may be varied
  from time to time which do not change the general character of the job or the level
  of responsibility outlined.

Detailed terms and conditions will be outlined in the staff handbook.

JD/head of sale & marketing (maternity cover)                              December 2009