The Shakespeare Birthplace Trust
JOB DESCRIPTION
Job Title:Promotions Manager
Reporting to:Consumer Marketing Manager
Location:Shakespeare Centre
Opportunity:
An opportunity to be part of and to help shape the world’s leading Shakespeare brand
Job Purpose:
To be responsible for:
- Developing and implementing promotional plans to achieve budgeted promotional visitor numbers to the Shakespeare Houses and increase brand awareness of the Shakespeare Birthplace Trust
- Working at a national, regional and local level with major Fast Moving Consumer Goods brands, national retailers and restaurant chains, regional and national press, and other blue chip partners. Devising compelling promotional partnerships that appeal to their customers or audience, and managing the associated promotional marketing collateral, including design, print and distribution
- Identifying and developing additional promotional opportunities to include internet, social media, hand to hand leafleting, door drops and inserts
- Establishing and implementing internal point of sale promotions for cross-selling and up-selling
- Maximising the effectiveness of promotional activity by monitoring redemptions, analysing returns on investment and managing the associated yield.
- Working closely with third party Tourism Development Agencies or long term partner organisations (Eg: Visit Britain, Enjoy England, Chiltern Railways) to supply promotional offers or initiatives that maximise the profile of the Shakespeare Houses through all available channels (print, online, onsite)
- Supporting the Consumer Marketing Manager on general consumer marketing activity
Key Responsibilities:
Budgeting Promotional Visitor Numbers
To be responsible for delivering the budgeted promotional visitor numbers for the Shakespeare Birthplace Trust through the development and implementation of a national promotions plan, by:
Identifying and evaluating prospective promotional partners and opportunities
Undertaking the direct negotiation and delivery of all the Shakespeare Birthplace Trust national, regional, local and online promotions
- Visiting participating locations to ensure collateral and promotion is displayed and understood
- Working closely with the House Managers to monitor budgeted visitor numbers and revenue and develop and implement promotional opportunities to address shortfall where required.
- Analyse partner and in store promotions and recommend future promotional plans by working in cross functional teams
- Working closely with the Marketing Communications Manager to ensure all advertising opportunities are optimised with measurable promotional offers.
- By ensuring that all promotions are within the Trust’s guidelines and that partners fall within brand guidelines
- To fully brief house managers and other staff as appropriate on the process for identifying and managing promotional redemptions
- Working in tandem with IT to ensure that promotional offers are uploaded onto the ticketing system as required and improving the integrated facilities and reporting functions for promotional vouchers
Managing Yield and Redemption Monitoring
- To develop and maintain an effective system for managing and reporting on promotional redemptions and return on investment to maximise yield.
Budgets
- To control the promotions element of the Shakespeare Birthplace Trust marketing budget in order to maximise the financial returns.
Branding
- To champion and uphold the brand integrity of the Trust.
Consumer Marketing Support
To provide general consumer marketing support as required. This will include such activity as:
- Planning and organise local communications activity
- Execution of marketing communications initiatives from preparing a brief through to delivery
- Development of cross-selling and up-selling opportunities
Internal Communications:
Consumer Marketing Manager
The Marketing Team
Heads of Departments
House Managers
IT
Staff
External Communications:
Retailers
Press
FMCG Partners
Media partners
Attractions and industry partners
The Trust retains the right as a condition of employment to require the postholder to undertake such other duties as may be expected in the post mentioned above, or in a similar post within the Trust.
This job description was prepared in April 2010 and may be amended in light of changing circumstances following discussion with the postholder.
The Shakespeare Birthplace Trust
PERSON SPECIFICATION
Job Title:Promotions Manager
Experience
Essential
Communicating a vision and business plan
Developing promotional opportunities which support the business plan
Delivering against targets/closing the deal
Meeting deadlines and working within tight budgets – cost/yield focused
Managing a budget
Building relationships
Desirable
Experience in the Tourism Industry
Qualifications
Desirable
Education to Degree Level
CIM Qualified
Knowledge and Skills
Essential
Business and Marketing Strategy and Planning
Leadership
Good communication and influencing skills
Creation and delivery of presentations
Organisation and time management skills
Critical thinking and problem-solving abilities
Use of Excel/Powerpoint
Attributes
Essential
Tenacious self starter
Motivated by success and results
Excellent interpersonal and negotiating skills
Easy and confident style with people
Ability to “see the bigger picture”
Committed to delivering objectives
Highly organised, practical and resourceful