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					                                                  JOB DESCRIPTION

Job Title:                      Marketing Manager
Band:                           E
Post No:                        622
Department:                     Marketing department (part of the Public Engagement and
                                Learning Directorate)
Reports to:                     Head of Marketing
Line Management
Responsibilities:               1 x Marketing Executive

Overall purpose of the job

The Marketing Manager is responsible for setting visitor targets and then planning, implementing and
evaluating the external and onsite communications plan with aim of (1) maximising the number of
visitors to the Gardens, with a particular emphasis on paying visitors and (2) Ensuring that the onsite
communication supports a positive and engaging day visit as well as supporting secondary spend
(catering and retail)

The Marketing Manager is also expected to act as brand champion and as a communications leader
for Kew, working with a range of departments (including fundraising, education, horticulture, science,
retail and catering teams) to help improve their communications and ensure that Kew’s brand identity
is used consistently and successfully across the organisation.

Main Responsibilities

Develop and implement Kew’s visitor marketing communication plan, including:
 Input into strategic development of plan to support commercial, fund raising and communication
 Making decisions regarding the marketing communications channels mix and budget split,
   balancing on line and off line channels in consultation with the Digital Marketing team.
 Developing media and creative briefs for campaigns
 Managing marketing agencies
 Design, develop and run promotions with third parties
 Manage the marketing materials and website for group and travel trade visits.
 Manage visitor content on the website
 Review and assess communications performance and return on investment
 Find new and inventive ways to promote Kew on and off site.

Manage onsite visitor communications including but not limited to the visitor handout, festival inserts
and point of sale collateral. Balance the need to deliver commercial messages with Kew’s desire to
communicate its mission and core messages to the visiting public.

Act as champion for Kew’s Brand and co-ordinated communication across the organisation. Work
closely with a range of departments to help them develop their own communications in line with Kew’s
brand identity.

Manage Kew’s visitor market research programme, tracking visitor profile, motivations, satisfaction
and usage of the Kew Gardens site and reporting/presenting internally.

Manage the forecasting and reporting of the visitor income budget in conjunction with the Head of
Marketing and Finance.

Manage various other ad hoc projects – for example online ticketing, visitor web site development,
input into an external review of Kew by a funder.

The Marketing Manger manages the Marketing Executive role and champions the role and
understanding of marketing across the organisation.
The Marketing Manager will work closely with the Head of Marketing on all strategic marketing
decisions but will be expected to lead the activities listed above and manage the marketing
communications budget and the Head of Marketing budget on behalf of the team.

Please note that the list of responsibilities above may be flexed dependant on business needs and

                          PERSON SPECIFICATION

Education and Experience

Degree level qualification combined with a minimum of 4-6 years post qualification experience in
marketing communications roles.

Managed cost budgets of over £300,000

Business to consumer (B2C) marketing experience using a full range of the marketing
communications channels including on and off line media.

Previously managed media and creative agencies including pitching, contract development and day to
day management

Some experience of managing a market research brief and programme.

Experience of target setting and performance forecasting.

Line Management of at least 1 staff member or volunteer

A professional marketing qualification.

Previous experience in a visitor attraction or tourism, leisure, cultural or arts sector marketing or a
related commercial sector.

Experience of income forecasting, tracking and reporting.

Skills and Competencies

We are looking for someone with the full range of marketing skills and the ability to run campaigns
from conception through to delivery and evaluation in an on line and off line environment.

Essential skills

       A highly organised individual, with excellent forward planning skills, the ability to juggle
        multiple projects, and the personal drive to set and meet strict deadlines.
       Demonstrates the ability to generate new and innovative ideas, and have the tactical and
        commercial awareness to plan the best marketing mix for each campaign.
       Managing agencies, designers and copywriters requires a design led and creative eye
        combined with commercial discipline and rigorous process management to manage the
        agencies tightly.
       The role will be accountable for communications output and copy checking and attention to
        detail is paramount.
       The role requires interpersonal skills to get the best from colleagues who may lack marketing
        understanding, as well as the credibility to manage experienced marketing professionals at
        the agencies.
       As manager of Kew’s brand the Marketing Manager must be a persuasive and inspirational
        brand champion with a strong design eye and the ability to communicate the importance of
        good branding.
       Leading projects may require the ability and confidence to chair working groups and good
        communication and presentation skills will be essential.
       Good team working skills are essential including flexibility to work outside of the core role at
        busy times.
       Confidence with figures;their budgeting, reporting and forecasting is essential.
       Solid IT skills (MS Office/Outlook) especially Excel for data manipulation.

Desirable skills

       An interest in Kew as an organisation is desirable.

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