Application Pack
Digital Marketing Officer Ref: DMO 3/16/1
Table of Contents
Covering letter / Page 2Job Description / Pages 3-9
Application Form / Pages 10-19
Monitoring Form / Pages 20-23
Dear Applicant,
Ref: Digital Marketing Officer - 3/16/1
Thank you for your enquiry regarding the above post. I have pleasure in enclosing an Application Pack for your consideration.
If you decide to proceed, please complete all forms in full and return to the Human Resource Administrator at the address below.
It is essential that you return the monitoring form together with your application form if you are to be considered.
Your attention is drawn to the person specification contained within the Job Description; the essential and desired criteria. The short-listing of applicants will be based on these specifications and criterion, and should be borne in mind when completing your application form.
Please do not submit any additional information such as curriculum vitae as this will not be considered.
Please post completed applications to:
The Human Resource Administrator
The Grand Opera House
Belfast
BT2 7HR
Alternatively you can submit your application via email to me at and if you require any additional information please do not hesitate to contact me.
Please note the closing date for completed application for this position is Tuesday 16th August 2016 at 5pm after which no further applications will be accepted.
Yours faithfully,
Suzy Millar
HR Administrator
JOB DESCRIPTION & PERSON SPECIFICATION
Job Title: Digital Marketing Officer
Hours: Full-time (37.5hrs p/week)
Contract Duration: Permanent
Responsible For: The post holder will be responsible for research, planning and execution of digital marketing campaigns for performances and events that are taking place in the Grand Opera House. They will help to deliver the digital marketing strategy for the Theatre and will be a key contributor to the overall success of the marketing department.
Liaises with: Grand Opera House personnel; Visiting Production Companies; Design Agency; Media Buying House; Media Owners; Press; Sponsors; Suppliers.
Reports to: Digital Marketing Lead Officer
BACKGROUND
The Grand Opera House is Northern Ireland’s Premier Theatre, presenting a mixed programme of drama, comedy, ballet, opera, pantomime, musicals, and family shows. Designed by leading theatre architect, Frank Matcham and established in 1895, it is a landmark example of a Victorian theatre. In the late 1970s, it was completely renovated, so that its exterior and auditorium are almost exactly as they would have been in the 1890s.
In April 1994, the Theatre was leased for twenty-five years to the newly-formed Grand Opera House Trust, and since then, within the historic building, a theatrical enterprise has been developed which strives to be at the forefront in all aspects of presenting live theatre, presenting an aggressively-marketed programme to appeal to all tastes. In 2000, the Trust was granted the freehold of the Grand Opera House.
In May 2005 the Trust embarked on a challenging £10m building project, extending the Theatre, enhancing its current facilities and securing the long term success of the Trust.
The Theatre reopened in October 2006 and is equipped with many new facilities including; two new dining facilities, four new bars, an education/performance space (The Baby Grand), meeting and event hospitality rooms. We have also enhanced our facilities for people with disabilities, including a lift to all floors.
In the years since the Trust took over the Grand Opera House, the Theatre has developed as a target-driven and financially stable organisation and since reopening in October 2006 has recorded 70% average annual attendance, well above the average for other presenting theatres of its size.
The Grand Opera House is now preparing for a further exciting chapter in its distinguished history in the lead-up to the 125th Anniversary of the Theatre in 2020.
For further background, visit the Grand Opera House website at www.goh.co.uk
PURPOSE OF POST
The Digital Marketing Officer plays a vital role within the Sales & Marketing team in ensuring the Grand Opera Houses’ success in the achievement of its attendance and ticket sales income targets through professional digital marketing of shows, events, hospitality and the venue and maintaining and developing all digital products and activity to aid sales and marketing of shows and the Grand Opera House brand. The Digital Marketing Officer will assist with the delivery of our digital marketing strategy by generating sales using the website and other digital channels.
Campaign Management
1. Support all campaigns with planned digital activity across all digital channels, including social media, e-marketing, CMS content and paid advertising working directly with the Digital lead and working collaboratively with all members of the marketing team and affiliate partners while adhering to brand guidelines
2. Research, develop, execute, monitor and review marketing campaigns for individual shows assigned including budget management. Co-ordinate marketing plans in cooperation with key stake holders to ensure success. Work closely with show production companies while maintaining a professional manner
3. Negotiate with media suppliers to achieve the best price for marketing activity. In conjunction with approved agencies compile and place TV, radio and press advertisements, ensuring best value
4. Work closely with the Digital lead to deliver online show announcements, show creation and show visibility through SEO and work across Grand Opera House subdomains to link to the main website
5. Implementation and development of digital products including the company website, greenroom, email marketing and social media channels. Utilising all digital channels to coordinate a greater quality of digital communications
6. Manage show programme compilation with appointed agency, assigning shows based on audience analysis and create and manipulate artwork according to the required marketing message
7. In conjunction with approved agencies assist in the compilation and management of show/venue related print material, ensuring the highest possible standard print distribution process, including ensuring timely and professional delivery and display of all materials
8. Ensure the highest levels of customer care when dealing with production companies, members of the public, press, Sponsors, external agencies and other internal departments
9. Proactively contribute to specific marketing strategies such as Groups and Associations, Friends, Schools, conferences and events, hospitality Marketing based on analytical research
Analytical Research
1. Use analytics software to monitor the performance of the Grand Opera House website and other digital marketing tools, and make recommendations for improvement, researching new online media opportunities that may benefit the business including mobile, social media, providing accurate reports and analysis to the Digital Lead
2. Report on any demographic changes to customer profile(s) of the users and audience, feeding such changes into the Digital Marketing Strategy on an ongoing basis
3. Demonstrate effective return on investment, e.g email tracking through ENTA Marketing and social media tracking such as insights. Understand and utilise google tools search, display, website, social, mobile keeping up to date with current digital trends
4. In conjunction with all members of the Marketing team provide post campaign show reports with analysis of campaign effectiveness and KPI’s
Email Marketing
1. Write and dispatch email marketing campaigns, developing and integrating content marketing strategies including the template designs, calls-to-action and key messages for segmented audience
2. Manage a database of 100,000+ ensuring fresh and relevant data for targeting customers using ENTA reports, segmenting lists based on customer behaviour such as sales history, group bookings, gender and location. Optimise and develop email address catchment throughout digital channels and convert leads into customers using email software
3. Manage the schedule of email marketing campaigns, working with all members of the marketing team to ensure full deliverance of email activity in a manner which is timely but protective of the Grand Opera House brand so as to best optimise customer engagement and minimise list decay and unsubscribes
4. In consultation with the Digital lead, test email content using A/B split tests to ensure ongoing improvement in customer conversions and report on the findings in line with the Digital Marketing Strategy. Develop documentation and road maps for processes, and promotions that succeed through email
5. At all times when capturing, recording and using customer data, ensure that the Grand Opera House’s Data Protection Policy is adhered to stringently
Social Media Management
1. Manage the Grand Opera House social media profiles and presence, including Facebook, Twitter, LinkedIn, and additional channels that may be deemed relevant, by generating content for engaging posts
2. Manage the schedule of social media post activity, working with all members of the marketing team, in a manner which achieves optimum exposure for the Grand Opera House without diluting the theatre’s brand or message
3. Create shareable content appropriate for specific networks to spread both our brand and our content, to help distribute content that educates and entertains our audience and supports our marketing goals. Using analytic reports, social media analytic software such as Hootsuite, Insights and twitter analytics, work collaboratively with all members of the marketing team and other departments within the Grand Opera House to generate evaluation reports for campaigns
4. Maintain customer service via social media in public and private posts engaging with customer feedback and communicating promptly liaising with other departments to ensure necessary and accurate information is given
5. Track, measure, and analyse all initiatives to report on social media ROI to drive consistent, relevant traffic and leads from the Grand Opera House’s social network presence. Ensure patterns of posts, content, imagery, copy and timing of posts are all relevant to deliver best engagement and maintain and develop followers across all channels
6. Research and report on competitor analysis across social media platforms, and report any potential infringement of the Grand Opera House’s Social Media Policy to the Marketing Manager and/or Head of Programme Services
7. Research and execute paid Facebook ads based on solid analytical evidence, devising key segments and marketing messages. Work closely with all members of the marketing team to plan and deliver this activity
8. Explore new ways to engage and identify new social networks and new technologies to maintain our audience and reach new target buyers, growing our followers across all social media platforms
CMS Management
1. Work closely with the Programming team and Box Office Management team, ensure accuracy of information, copy and imagery across all show pages on the Grand Opera House website, and deliver onsale e-flyers, social media posts and website presence in line with agreed timescales
2. Manage and analyse web analytics, to inform decision making
Health and Safety
1. Assist in the delivery of the Health and Safety strategy of the Grand Opera House
2. Conduct all duties in line with the operational guidelines set out in the organisation’s Risk Assessments and the departments safe working manual, particularly with regard to cash-handling and transferring cash throughout the building
3. Be vigilant in order to prevent accidents or incidents that might cause injury or harm to patrons or staff, and reporting hazards/maintenance issues through the appropriate channels
Policy and Procedures
1. Honest, timely and accurate conduct in all activities, including the handling of cash, cheque, credit cards stock, and gift voucher adhering to the theatre’s Financial Policies and Procedures at all times
2. To work in accordance with all Policies and Procedures of the Grand Opera House and to attend in-house/external training as required, and to conduct all aspects of business in accordance with the values of the Grand Opera House
3. To fully adhere to the dignity at work and equality of opportunity polices and all procedures as outlined in the staff handbook
4. The post holder will dress in accordance with the Grand Opera House dress code
Other
1. Along with all members of the marketing team, manage the print distribution process, including ensuring timely and professional delivery and display of all materials.
2. Attend Grand Opera House Press evenings, opening nights and other functions as required
3. Attend team briefings, departmental meetings, interdepartmental meetings and one-to-one meetings as required
4. Any other related duties which may from time to time be required by the Marketing Manager or Head of Programme Services, taking into consideration the level of the post and the capabilities of the post holder
PERSON SPECIFICATION
Profile/Attributes:
The Digital Marketing Officer will be a confident, articulate, flexible and professional self-starter, capable of prioritizing workload. They will have a keen and diverse understanding of all methods of digital and conventional marketing and communications, as well as an ongoing desire to ensure they are always up to date on latest trends.
Displaying an ability to work as a member of a team, the successful candidate will be expected to foster and maintain excellent communication and sustainable relationships with all employees and internal & external customers, presenting a positive disposition and professional image. The Digital Marketing Officer will behave as an ambassador of the Grand Opera House at all times.
Qualifications:
Essential:
Marketing degree or equivalent level; as an alternative 2 years’ experience within a similar role in a Marketing team.
Desirable:
Qualification from the Chartered Institute of Marketing, or Marketing Institute of Ireland or a related discipline.
Experience:
Essential:
· Minimum two years’ work experience in a similar role with responsibility for all of the following elements
a) delivering layered digital and traditional marketing campaigns from data analysis through to budget management in a B2C environment, including paid online campaigns, keyword research and SEO application
b) delivering B2C Email Marketing (CRM), within ecommerce, including data segmentation, A/B split testing and report generation
c) creating social media content plans and developing social editorial calendars and schedules, demonstrating excellent copy writing skills and video and image editing capabilities
d) Working with CMS, demonstrating excellent SEO copy writing skills, video and image editing capabilities
· Experience in dealing with a wide range of stakeholders and suppliers, including design agencies and web development agencies
· Experience of managing a varied workload across multiple projects and prioritising tasks accordingly