head of marketing & communications

AT lakeland arts

Location: Windermere

Contract: Part-time

Salary: £34,000 to £36,000 per annum, pro rata

Posted date: 31/07/21

Closing date: 23/08/21

Job Description

Are you excited by the potential to effect positive social change in a cultural organisation and have a flair for storytelling? Then we have an exciting opportunity that might be for you!

We are on the hunt for an experienced and ambitious lead for our Marketing team to create and implement strategies across our multisite portfolio of visitor attractions. Hungry to make a difference, you will be a veteran of MarComms with a track record of proven results and an appetite to drive digital and IRL engagement with arts and heritage, through astute use of analytics and data to inform traditional and digital marketing.

You will be a firm champion of the new brand, ensure it is embedded and deployed across the organisation, and steer it and the new website through our next phases of development.
As comfortable with the traditional techniques of marketing and communications as you are with current use of digital technology, you will be an all-round MarComms professional who is able to lead across all strands of a successful marketing campaign.

Able to balance multiple audiences, you will have experience of leading the on-going development of Audience Development Plans and have an appreciation for the importance of robust visitor surveying and data in underpinning the future planning for marketing, programming, development, and curatorial work.

As happy to react as you are to plan, you will lead the team to craft new strategies and direct them on a journey to increase IRL footfall across our sites, engagement on all of our channels, extend our reputation for high quality programming, communicate the work our Programming team, understand and realise our need to improve our commercial income, have experience of supporting Development in their fundraising efforts, and be agile in adapting to altering terrain as it appears (especially important as we still navigate our way out of the current pandemic).

Job Duties:

• Strategy – Lead on the implementation and development of our MarComms strategies, in-line with organisational values, objectives, and priorities to increase our reach and yield across all areas of the business.

• Campaigns - Deliver cost effective marketing - with a focus on acquisition costs – and plan PR and communications campaigns (traditional and digital) to develop new audiences and deepen the relationship with existing ones for our sites, programmes and activities.

• Managing the department’s budget.

• Digital engagement – Review, develop and continually improve Lakeland Arts’ digital content, laser target our digital activity, and ensure it is used optimally to reach our ambitious targets to increase IRL visitor numbers to each site. Sustain and grow our membership schemes and deliver quality content with an audience focus to grow and deepen engagement across all of our digital channels.

• Digital marketing – Have a head for numbers and see the value in using digital marketing and its versatile analytics reporting to inform future strategy and campaigns. You will use the tools required to ensure that interaction instances across all digital touch points are meeting visitor needs and driving conversions through our e-ticketing and e-shop. As well as using GDPR compliment methods to grow and broaden our understanding of our e-newsletter subscribers, website visitors and social media followers.

• Audiences – Know who we’re talking to, and who we need to be. Undertake regular in-house and commissioned visitor research to build our understanding of audiences to our different sites and to our digital platforms, to inform our strategic and business planning, and meet any external funding data requirements, including working in partnership with the Audience Agency.

• Brand - Promote and manage the Lakeland Arts brand and values, acting as brand guardian to manage the brand guidelines internally and externally. Champion accessible, intelligent communication across all media and digital platforms to share information with the widest possible audience and raise the profile of Lakeland Arts to wider audiences.

• PR - Manage, develop, and enhance Lakeland Arts’ media relations, with a specific focus on arts and cultural media. You’ll also have a knack for establishing strong strategic partnerships and networks locally, regionally, nationally, and internationally to build our profile to develop awareness of programming and activities, and to enhance group travel and travel trade visits.

• Policy – Working with the Head of Innovation and Business Development, ensure all CRM databases are updated, developed, maintained and compliant with data protection legislation.

• Print - Oversee the delivery of Lakeland Arts’ marketing collateral, publications and publishing plan with appropriate providers ensuring value for money and choices made in line with our sustainability principles.

• Support - the Head of Development in preparing funding applications, negotiations with sponsors and donors and in drawing down and reporting on grants by providing relevant supporting evidence.

How to apply:

How to apply and the selection process
You must complete an application form available to download from the Lakeland Arts website www.lakelandarts.org.uk/jobs in Word and PDF formats. You may attach a covering letter but please don’t send pictures or photographs. Sorry, but we don’t accept CVs.

In completing your application, you must tell us how you meet the essential qualification, experience, skills, and qualities outlined in the Person Specification. We’ll assess how you meet them through the application form and interview. We’ll let you know if we plan to include a presentation or a skills test if you are invited for interview