What you will do (Main Duties and Responsibilities)
Marketing and Communications:
1. Lead marketing strategies for Tate Membership and CRM, ensuring audience and revenue targets are achieved, and positively positioning the brand across every touchpoint. This will include positioning, messaging and creative development, using the full marketing mix across integrated campaigns - advertising, CRM, digital, social media, content and direct marketing.
2. In collaboration with the Insights Team, manage the development, implementation and iteration of a customer data strategy for membership segmentations and customer journey mapping, use audience data and intelligence to inform strategy and planning across Tate, and ensure a robust evaluation framework for all activity.
3. Lead on all communications with Tate’s Members ensuring communications are informed by intelligent segmentation, personalisation and optimised through robust testing, across digital, print, and direct mail channels.
4. Collaborate with the Digital, Sales and E-Commerce, Visitor Experience and Visitor Communications teams to drive sales and improve audience and member journeys in both the physical environment of Tate’s galleries and the digital environment of the Tate website.
Membership strategy and business leadership:
1. Support the Head of Membership on the development and growth of the Tate Membership and CRM activity, ensuring income levels and membership targets are achieved.
2. Lead on Tate’s Membership and CRM marketing strategy and planning, responding to the Membership and CRM business plan and informed by rigorous data analysis, audience research and insight.
3. Support the Head of Membership and CRM on business planning, business continuity, risk management and budgeting including business analysis, the robust setting of KPIs, pricing and profitability, sales targets and forecasting.
4. Provide hands-on leadership of subscription and renewals communication management, including compliance and legal accountability GDPR and data processing and gift aid and Direct debit management.
5. Build effective working relationships with the Technology and Digital teams to enable the necessary systems and software support to deliver Tate’s membership and CRM products, acting as the key business owner in major projects. Oversee data management for membership and marketing, ensuring best practice and adherence to regulations.
Leadership:
1. Lead the Tate Membership marketing team, providing clear direction, inspiration, guidance and support, to ensure that the work is of the highest standard and effectiveness, and that the team enjoy high levels of job satisfaction and engagement.
2. Provide expert support and coaching on CRM technologies to teams across Tate to ensure technology is leveraged for business impact.
3. Develop strong stakeholder relationships to drive organisational change, influencing senior leaders, and working collaboratively across divisions to achieve shared goals.
4. Work collaboratively with colleagues across Tate to deliver against all Tate objectives aligning communications messaging and working with an entrepreneurial approach to support other income driving teams (eg. Marketing, Trading, Tate Eats, and Development) and audience development initiatives.
5. Provide highly effective team management including overseeing workload, prioritisation, inclusive recruitment and retention, performance management, team development and training.
6. Oversee the Membership Marketing budget, including planning and forecasting, ensuring resources are allocated for maximum impact.
7. Deputise for the Head of Membership and CRM and perform any other duties as appropriate and as directed by the Head of Membership and CRM.
What you will bring to the team:
Marketing and communications:
1. Substantial experience and a successful track record of leading, devising and delivery marketing strategy and planning for a major high-profile brand/s.
2. Significant proven successful experience in integrated marketing across all areas of the marketing mix, including driving and delivering successful integrated campaigns, CRM, digital, social media, content and direct marketing.
3. Expert technical capability in the use of marketing automation platforms for complex segments, automated programmes, personalisation, testing and analysis with the ability to explain this to non-technical colleagues.
4. Proven significant experience in successfully using audience insight and data to inform strategy and planning including working with customer insight and evaluation models.
5. Significant experience in customer relationship management and audience segmentation.
6. Expertise in digital marketing, including PPC, SEO, social media and email marketing, with proven knowledge and experience of digital innovation and managing high profile content to drive engagement.
7. Proven experience in successful creative campaigns and content commissioning, with excellent editorial and visual judgement for the most impactful and compelling concepts, stories and imagery.
Membership and business growth planning:
1. Proven experience of developing marketing strategy for a growing successful membership or loyalty programme of similar size and scale.
2. Good working knowledge of compliance areas related to Marketing and Membership including Direct Debit, Continuous Payment Authority, subscription and renewals management, gift aid, GDPR and data management.
3. An analytical thinker, with proven experience of analysing, interpreting and assimilating multiple data sources, including sales data, marketing performance, behavioural data and market research to inform development of strategy, product, service and experience development.
4. An excellent understanding of the technical requirements necessary to support and effectively manage and leverage value from membership and CRM programmes.
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