Job Responsibility of Business Development Head - DOC

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					                              Head of Sales & Marketing

                                   Job description

Purpose of Post

This is a critical role within the organisation taking responsibility for the strategic
direction of sales and marketing to optimise the vital revenue streams required by
artsdepot from ticket sales, funding and other business development opportunities.
Working closely with the Director, this role also assumes responsibility for
communication and PR strategy including the development of the brand and profile of
artsdepot to a wider audience.

Report to: The Director

Management of: Marketing Team (3), Box Office Manager & team (4) Major Donor
Fundraiser (1)

Member of: Senior Management Group

Principal Responsibilities

Strategic Planning

       Create, develop and implement the delivery of artsdepot’s sales and
        marketing strategy, to meet the needs of the overall business plan, reporting
        back to the Director and Board

       Develop and manage creative sales & marketing initiatives in support of the
        artsdepot brand, artsdepot range of activities and artsdepot as a destination;
        through strategic partnerships and with third party organisations

       Research and develop a market research programme which will inform
        artsdepot activity and offer a greater understanding of audiences to help
        optimise revenue streams and develop a greater understanding of the
        artsdepot brand

       Lead the strategic direction of Box Office and its policies and procedures

       Use the greater understanding of the brand to work with the Director and
        Front of House teams to introduce a customer service policy

       Through a greater understanding of artsdepot audiences and leveraging of
        the artsdepot brand, work closely with the Major Donor Fundraiser to produce
        and implement a strategic fundraising campaign targeting high level donors,
        trusts and foundations.

JD/head of sale & marketing                                              September 2008
       Work closely with the Head of Programming & Education to research and set
        income and audience targets for the artistic programming tri-annual seasons
        including performances, education work and gallery exhibitions

       Develop a brand communication strategy in conjunction with the Director to
        optimise artsdepot profile and awareness in the local community, pan-
        London, the media, artistic companies, corporate users and other key

       Develop with the Head of Business Development a marketing and
        communication strategy in support of commercial business initiatives with
        particular reference to corporate hirers and the artsdepot catering offer.

       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.

       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 and to the overall management of artsdepot in order
        to ensure an ongoing, viable commercial operation.

       Lead, manage, and direct the work of the Department to ensure departmental
        targets including attendance and income streams are achieved.

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

       Monitor the performance and potential of staff and ensure the necessary
        direction and training are provided.

       Manage the Departments budget in compliance with artsdepot procedures,
        ensuring timely reporting, and authorise expenditure up to agreed levels.

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

Sales & Marketing Campaigns

       Create sales & marketing campaigns, with the Marketing and Box Office
        teams, 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

JD/head of sale & marketing                                             September 2008
       Responsibility for artsdepot marketing literature, production and distribution
        including copywriting, artistic and agency liaison

       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

       Liaise 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


       With the Director, act as the main spokesperson to the media

       Protect the use of the artsdepot brand in all forms of communication internally
        and externally including the introduction of brand guidelines.

       Oversee with the Director, an internal communication policy so all staff,
        volunteers and Board members have up to date knowledge about artsdepot

       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, co-funders, partners, potential sponsors and the Senior Management

       Work with the Business Development team to manage business recovery
        procedures for all eventualities

Other Sales & 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

JD/head of sale & marketing                                                September 2008
       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                                                 September 2008
Personal Specification


 Proven track record in a similar/complimentary strategic sales & 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 of Box Office leadership and managing the operational aspects of
  leading the team.

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

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

 Strong 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                                                 September 2008
 Passionate about live performance and the arts in general


 Experience of fundraising

 A proven working relationship with the press

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

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

JD/head of sale & marketing                                             September 2008
Conditions of service

 Salary is £30,000 according to experience

 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.

 There will be an annual salary review effective from the beginning of each financial
  year. There will also be an annual performance appraisal when you will have the
  opportunity to set your targets for the coming year with your Line Manager.

 You will be able to take four weeks holiday during your first two years of
  continuous employment, and five thereafter excluding statutory public holidays.

 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                                                September 2008

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