We are seeking an experienced and dynamic Head of Marketing + Audiences to join our leadership team. The role is pivotal in advancing our audience engagement, membership and marketing strategies, ensuring our vision and mission resonate regionally and nationally.
ABOUT
Harewood is embarking on a transformative journey to reimagine the historic house and landscape for the 21st century, with exciting changes, significant investment, and a bold vision. With world-class collections and architecture, an inspiring and innovative programme; and a beautiful landscape, we are committed to creating vibrant cultural experiences for diverse audiences.
Role
We seek a Head of Marketing + Audiences to lead the development, planning and delivery of our audience and stakeholder strategy across Harewood and its varied businesses. As an experienced communicator who is passionate about engaging audiences and with exceptional staff management and leadership skills, you will lead on marketing and membership strategy, delivery, and work collaboratively across all teams at Harewood.
You will be an experienced marketer having delivered successful campaigns, be used to managing an ambitious team, and will have experience in being able to contribute to the strategic direction of a charity, arts or cultural organisation.
To be successful in this role you will bring a combination of expertise in growing audiences and membership, marcomms campaign development and delivery, and brand awareness. You will have strong staff management skills and be able to contribute effectively to the broader leadership and direction of Harewood.
The post holder will lead and manage the marketing engagement and audience development function of Harewood House Trust, Harewood House Trading Ltd and will also make connections with the wider Harewood Estate to advance a whole Harewood communications strategy.
As an experienced communicator, you will be passionate about engaging audiences in cultural experiences through vibrant and relevant content. You’ll be experienced in creating and maintaining lasting customer relationships through multiple channels and in the online and onsite visitor experience. You will bring a collaborative approach to internal and external partnerships and work proactively to support colleagues in understanding audience motivations and improving the visitor journey. Your role will include budget planning and management, and you will ensure that resources are used effectively and efficiently. Planning well ahead to ensure maximum reach and impact is vital, as is a proactive approach to gathering and analysing audience research to support planning and provide insights to colleagues.
The post-holder will attend senior management meetings to update on activity and reporting and will work closely with the CEO in driving the strategic objectives of the organisation.
Key result areas
* Lead the development and delivery of all marketing and communications strategy, supporting the business plan, audience development and segmentation, and positioning objectives.
* To plan and deliver proactive public relations and media campaigns that build the profile of Harewood regionally, nationally and internationally.
* To grow audience engagement and membership take-up through effective marketing strategies that help meet and exceed visitor numbers, customer loyalty, commercial growth and fundraising targets.
* Lead on the growth and retention of our membership community through a strategy that includes regular and relevant communications, and engagement activities.
* To review the membership model, ensuring we are maximising opportunities and return across Harewood.
* Lead on Harewood’s Digital strategy, building CRM strategies into the planning and delivery of effective campaigns and ensuring the website and social media channels act as ongoing campaigns to engage Harewood with all audiences and stakeholders.
* Undertake rigorous and relevant audience research to inform marketing automation and targeted communications, programme planning, product development, visitor experience and business strategy. To report insights and evaluation to the senior management team, Board and other stakeholders as required, including the annual report.
* Lead budgeting, KPI-setting and forecasting across campaigns and admissions and membership income activity.
* Lead a dynamic sales function, working cross departmentally to implement ticket sales initiatives and upsell secondary spend opportunities.
* Contribute to developing income through fundraising and trading activity, supporting catering, retail, groups, filming and events (venue hire and outdoor events) and other Harewood-wide business streams.
* Lead on and ensure compliance with our GDPR policy.
* Be responsible for your team management, motivation, training and development. This will include coaching and 1 to 1 support, team meetings, and performance appraisals, all while developing a can-do culture of positivity and success.
* At key times, act as senior manager duty cover to support the needs of the business.
General Responsibilities and Duties
* Contribute effectively to the success and culture of Harewood.
* Interact and cooperate proactively with all employees, trustees and volunteers, ensuring good teamwork, inclusive practices and interdisciplinary activities across work strands, projects and programmes.
* Work flexibly at times and on occasions, when required, work outside of normal hours including evenings and weekends.
* Take ownership of your professional and personal development, working with your line manager to identify and address gaps in skills and competencies.
* To represent Harewood in the culture, tourism sector and build relationships with partners, stakeholders, businesses, customers and suppliers.
* Work with other senior managers on operations and delivery, including commitment to health and safety, and safeguarding.
* Any other duties requested by the CEO as deemed commensurate with the role of Head of Marketing + Audiences.
The person
You will be enthusiastic, highly organised, systematic and accurate. You will communicate well with colleagues and our external stakeholders, partners and suppliers. You will be proactive in problem-solving in a busy and dynamic environment. As a confident and visible leader, you will enjoy building effective working relationships with a broad range of people and advocating for our values and behaviours. As someone used to juggling multiple elements, you will be flexible and adaptable in your approach and passionate about maximising audience and stakeholder engagement and supporting the resilience and sustainability of Harewood.
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