The Royal Academy of Arts (RA) is one of the UK’s foremost arts institutions, whose purpose is to be a clear, strong voice for art and artists. Our public programme promotes the creation, study and enjoyment of art to a wide range of audiences through exhibitions, education and debate.
The Royal Academy has undergone a significant transformation for its 250th anniversary: launching a significantly expanded campus in the heart of London; diversifying and extending its programming beyond the world-class exhibitions for which we are best known, welcoming record numbers of visitors, and achieving a step-change in its public profile. As we embark on our next 250 years, we have a major opportunity to build on our recent successes, and to reach and engage more people with all that we do.
About this position
We are looking for an exceptional individual to be our Chief Marketing Officer (CMO), a newly created Executive-level role at the RA. Reporting to the Secretary and Chief Executive of the Royal Academy, and leading the newly reconfigured Marketing and Audiences ‘pillar’, the CMO will champion the RA’s efforts to identify, acquire and retain loyal audiences, and thereby drive revenue across tickets, memberships and commercial offers. As part of this, the CMO will be responsible for managing and growing our industry-leading Friends membership scheme, comprising today of ~100,000 members and accounting for one third of the RA’s total revenue.
We have ambitious plans to grow visitation from an average of 1M to 1.4M visitors per year, and to grow ticketing and membership revenue from ~£22M to ~£28M over five years. To help us achieve these ambitions we are looking for an experienced, inspirational and analytical senior marketing leader. Your role will be pivotal to developing our reputation as a home for art and ideas, and to driving a data-driven approach to growing audience revenue, helping the RA continue to thrive as it enters an exciting new era.
The benefits we offer
A very generous pension, contributing up to 10% of your salary into a defined contribution scheme
In addition to 25 days’ holiday and 8 days’ bank holiday each year, we close between Christmas Eve and New Year, allowing staff additional paid leave
Staff are encouraged to attend free History of Art and life drawing classes on site
We also have a staff choir, running club and craft club
Best of all, we have reciprocal agreements with many leading museums and art galleries in London and New York that enable you to enter for free with your staff pass.
JOB DESCRIPTION CONTEXT
The Royal Academy has undergone a major transformation for its 250th anniversary, significantly expanding its campus, offer and profile in the public sphere. The challenge ahead for the organisation is to capture the major opportunities that are made possible by this transformation. As the RA embarks on its next 250 years, our ability to attract and retain visitors to our new home will be critical and central to both delivering our mission and securing our long-term financial sustainability.
The Chief Marketing Officer (CMO) is a newly created Executive-level role at the RA, which will have direct oversight over the RA’s full audience portfolio. Reporting to the Secretary and Chief Executive, and leading the newly reconfigured Marketing and Audiences pillar, the CMO will lead the RA’s efforts to find, acquire and retain loyal audiences, and thereby drive revenue across tickets, memberships and commercial offers. As part of this, the CMO will be responsible for the Friends membership scheme, which is ~100,000 members strong and directly generates a third of the RA’s revenue. As the RA grows into its new campus, it is seeking to develop its reputation as a home for art and ideas, and to grow combined ticket and membership revenue from ~£22M today to ~£28M in five years’ time.
We are looking for an exceptional individual to drive the development and implementation of best-in-class ROI-driven marketing methodologies across an increasingly diverse public offer. The CMO will build on the RA’s existing brand strengths and the highly successful launch, in May 2018, of the new campus and positioning of the RA as a destination not only for world-class exhibitions but for an expanded programme of events, learning at all levels, shopping, eating and drinking. The CMO will establish strategies that will grow audiences for this expanded offer, generate loyalty, enhance the RA’s reputation, extend its reach, build lifelong relationships and maximise revenue across the lifetime customer journey.
In executing these strategies, the CMO will lead a team of ~40 FTE across communications/press, marketing, CRM, membership, insight, and digital functions. The RA is currently investing in a powerful new CRM system (“Tessitura”) bringing together ticketing, membership and fundraising data, and will look to the CMO to further develop new data analytics capabilities that will help target efforts and support decision making.
As a member of the RA Executive, the CMO will work closely with other senior managers in revising and implementing the overall business plan and in improving the management and performance of the organisation as a whole. The CMO will also be an agent for change at the RA, helping to shift the organisation towards an even more customer-focused and entrepreneurial culture, exploiting more fully the potential of digital to realise our vision.
Under the general direction of the Secretary & Chief Executive:
To drive the development and implementation of best-in-class ROI-driven marketing strategies to promote the full breadth of the RA’s public programme, offer and commercial activities – driving visitor numbers, engagement, loyalty and revenue to meet an ambitious set of targets.
Lead the Audience Insight, Marketing, CRM, Loyalty/Friends, Communications and Digital teams – taking responsibility for the RA’s brand and reputation as well as the growth of audiences/revenue.
Audience and Marketing Strategy
Lead on development of the RA’s audience strategy and key audience objectives and ensure alignment to the RA’s overall strategy
Work with other members of Executive to agree audience priorities and leverage the programming teams’ strategy to deliver against these objectives
Develop an ambitious marketing strategy, set marketing objectives and establish a rigorous marketing planning and management process to deliver the performance required
Audience Volume Growth and Lifetime Journeys
Overall responsibility for audience growth including acquisition of new visitors and Friends through above-the-line and direct marketing approaches
Develop best-in-class ROI-driven marketing methodologies to (1) attract audiences new to the RA; (2) deepen the experience of known audiences once they start to engage with the RA, introducing them to membership as appropriate; (3) retain and develop early-tenure members; (4) work with the Development department to identify prospects for the philanthropic ladder
Audience Revenue Growth
Drive, optimise and diversify ticketing and membership revenue (currently ~£22M), maximizing the opportunity generated from our growing artistic offer:
Develop an integrated pricing strategy across tickets and memberships
Drive transaction yield through pricing, packages, bolt-ons, donations, etc.
Collaborate with the Director of Commercial and Visitor Experience to optimise commercial opportunity around our exhibitions and events
Build on the success of our CRM email campaigns to efficiently drive revenue (currently generating £1M p.a.)
Brand, Press and Public Relations
Grow public awareness – in the UK and internationally – of the RA as a world-class arts destination and a home for art and ideas, building on the opportunity created by the new campus and offer
Ensure strong coverage and messaging across print, broadcast and social media of the RA, its offer, mission, programme (exhibitions, events and other activities) and place in public discourse and culture
Be guardian of the RA’s brand and lead on brand development
With the RA’s Officers, lead on management of reputational and public relations issues
Provide advocacy for the RA with key external stakeholders
Select, manage and build strong relationships with relevant external agencies (PR consultancies, design agencies, etc.)
Manage internal communications and champion staff engagement with the RA’s strategy and mission
Oversee development of all corporate literature (incl. Annual Report) and marketing collateral across all activities
In partnership with the RA’s programming teams (Exhibitions, Learning, etc.) ensure a compelling and coherent programme is presented to audiences in the most meaningful way to deepen their experience
Via CRM, personalise and target the presentation of our increasingly broad offer/programme to ensure that audiences are not overwhelmed but receive bespoke recommendations for the “next best product” for them, to strategically deepen their engagement with the RA over time
Manage our digital channels to provide a smooth transactional experience and a rich content experience as a key portion of the audience journey
Develop and maintain the RA’s website and web offer, ensuring it is best in class
Work with the Director of Commercial and Visitor Experience to integrate the physical, on-site experience and the digital, lifetime experience of the RA
Audience Analytics and Insight
Develop a customer data analytics function for the RA, making best use of the new capabilities enabled by Tessitura implementation and building on current pilot efforts
Identify knowledge gaps and initiate research projects to deepen our understanding of the audience (using internal and/or external research resource)
Leverage insight to develop effective lifecycle strategies that drive customer engagement and retention
Champion a deeper, data-driven understanding of our audience across the RA
As part of the RA’s GDPR compliance, put protection of customer data at the heart of everything we do
Ensure that Health & Safety policies, procedures and regulations are known, understood and complied with by yourself, your team and your contractors/suppliers
The appointed candidate with have demonstrable experience in the following areas:
Setting strategies, delivering change and overseeing transformation at the most senior level in complex organisations; at least 3 years as a senior executive
Creating and implementing successful marketing, communications and engagement strategies that have increased revenue streams and organisational reach; at least 10 years in marketing/sales
Consumer marketing, including direct marketing, CRM, data, analytics, segmentation and pricing skills
Adopting a commercial and entrepreneurial approach to effecting change and delivering revenue growth in a public-facing, membership or visitor-based organisation and/or the media/entertainment, hospitality or leisure sectors
Managing and controlling budgets and resources in a challenging financial environment
Harnessing the digital space and the opportunities it creates, with substantial multimedia experience and evidence of delivering innovative digital initiatives
Developing brand strategies and creating new ways of articulating and nurturing major brands across media
Exceptional skills in commissioning work and leading internal teams as they adapt to a rapidly changing marketing landscape and new marketing technologies/tools
Excellent relationship management, communications and influencing skills and ability to work collaboratively across a complex stakeholder environment
Highly analytical and numerate, ideally a graduate or post-graduate qualification in a quantitative discipline
Strong people manager, able to inspire a large team and build new capabilities
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