JOB DESCRIPTION

Date: 19 June 2015

ROLE: Head of Marketing

DEPARTMENT:External Communications

Responsible to:Marketing and Communications Director

Responsible for: Marketing department (currently consisting of Marketing Officer x 2.5, Creative Designer x 1.5, Campaigns Coordinator x 0.5)

Overall Role Objective

Heading up the Marketing team and to be responsible for managing campaign marketing budgets to develop and implementeffective and measurable marketing campaigns within budget for operas, the Howard Assembly Room (HAR), Projects, Education and the Orchestra of Opera North, achieving or exceeding sales targets, and raising brand profile.

Specific Role Duties:

  • Work with the Sales Manager, PR Manager and Digital Manager to develop effective marketing campaigns designed to exceed financial and audience targets.
  • Manage, allocate and control a 6-figure budget.
  • Proactively monitor sales performance and take necessary steps to correct poor selling performances well enough in advance.
  • Produce measurable marketing campaigns incorporating the whole marketing mix, with digital content/initiatives and collaboration with PR, for main stage performances, the Howard Assembly Room, Projects and the Orchestra of Opera North, to develop and retain audiences and maximise opportunities to exceed sales targets in all venues.
  • Manage the company’s relationships with its external media agency
  • Working with colleagues, generate, agree and disseminate key messages/creatives for communication and create and supply copy and other collateral to meet requirements of campaign activity.
  • Oversee the work of the Marketing Officer and Assistants and set clear tasks and objectives to implement the agreed campaigns, evaluate effectiveness and identify areas for continuous improvement.
  • Work closely with the Development team to support the company’s fundraising initiatives and activities.
  • Develop and deliver campaign plans for audience development initiatives/events and selected brand profile events.
  • Manage and develop the staff responsible to you, empowering them to achieve their objectives through appropriate motivation, training and support and developing and communicating suitable and effective organisational structures
  • Contribute to the development and delivery of a brand strategy for the company and its work to build awareness for the venue primarily in Leeds and nationally, ensuring clear and consistent communication of key HAR messages and visual identity. Measure and evaluate campaign activity and use results to inform future plans.
  • Prepare marketing summary reports as required for senior management and the Board and ensure that the campaign coordinator provides weekly sales reports as required.
  • Ensure the text and visual style of all communication and imagery is correct and in accordance with brand guidelines.
  • Act as a public spokesperson for Opera North as and when required.

Core Attributes:

  • Creative problem-solver
  • Digital savvy
  • Keen business mind and highly numerate
  • Effective communicator verbally and in written text
  • Critical thinker
  • Good manager of time and people

Person Specification:

Experience

  • Identifying and developing opportunities
  • Planning and implementing marketing campaigns
  • Project and event management
  • Managing and motivating team/people
  • Active user of digital platforms and content
  • Budget management and cost control
  • Time management
  • Working as part of a team
  • Creative copy writing

Knowledge

  • Marketing theory and practice
  • Passion for the contemporary and classical arts
  • Understanding of customer relationship management
  • Familiarity with research techniques and approaches
  • Data analysis

Essential Software knowledge

  • Excel
  • Word
  • PowerPoint
  • Basic knowledge of Access
  • Box office/ticketing system
  • Familiarity with a CRM system such as Raiser’s Edge desirable

Attitudes

  • Strategic thinker
  • Self-managing and proactive
  • Excellent interpersonal and communication skills.
  • Adaptable can-do approach
  • Enquiring, at ease with learning new things through initiative
  • Motivated
  • Availability to work occasional evenings and weekends as required

Terms and Conditions of the post

Salary Range:up to £35,000 per annum dependent on experience

Hours of working:Normal office hours are 10.00am – 6.00pmMon-Fri.

Evening and weekend work will be required

Normal place of work:Opera North, Premier House, Leeds

Holiday entitlement:33 days annually (including Bank Holiday entitlement) pro rata

Pension:Afterthree months Opera North will contribute to the company pension scheme