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Expired Vacancy
CRM Marketing Manager

Royal Academy of Arts

Please note that this vacancy has expired and you can no longer apply.

Founded in 1768 by a group of artists, the Royal Academy of Arts is an independent charity: we’re still led by great living artists and architects today. To celebrate our 250th anniversary, we have unveiled a newly expanded campus, with more galleries, a new lecture theatre and learning centre, more places to eat and drink and improved visitor facilities.

Alongside our incredible new campus, we are renewing our focus on the audiences that are central to the RA. Through an ambitious Customer Experience Project we are investing in our systems, processes and people to create exceptional experiences for all those who visit and support the RA – from our 100,000 Friends, whose support and interest keeps the RA running, the 1m people who attend our exhibitions each year, to specialist audience groups such as Patrons, donors, teachers, artists, art-buyers, families, students and more.

To ensure we serve these diverse groups now – and for the future – we are developing our CRM programme through the implementation of a new CRM system, Tessitura, and an integrated email and marketing automation platform.

We are ambitious about the scale of personalised, direct communications we want to deliver to drive customer satisfaction and long-term engagement, and equally to maximise revenue for the RA.

To help deliver this, and build on an already successful CRM programme, we are seeking someone who is passionate about audiences and excited about using data and technology. With impeccable copywriting skills, a keen eye for detail and design, and proficiency with CRM systems and ESPs, you will create and assist others to create highly effective customer-focussed direct communications. Your confidence with data segmenting, reporting and analytics will help you refine and target messaging to meet ambitious targets for both customers and revenue.

In return, you’ll join the RA at a very exciting time – part of a dynamic, high-performing and supportive team, you’ll help implement a major business change project improving efficiency and effectiveness for staff and creating an excellent customer experience for one of the UK’s best-loved arts institutions.

As well as rewarding challenges, you’ll enjoy a range of staff benefits including: a generous pension scheme and annual leave; free art history and life drawing classes; a staff choir, running and craft clubs; and free entry with your RA staff pass to many leading museums and art galleries in London and New York.

Closing date for applications:         30 September 2018

Interviews to be held:                       4 & 5 October 2018



Working closely with the Head of CRM, plan and deliver a highly effective direct communications programme to varied and diverse RA audiences – driving engagement, loyalty and retention along the full RA customer journey.


  • Oversee RA-wide eCRM planning and execution, including managing the email marketing platform and training and supporting administrators on use and best practice
  • Achieve customer and sales targets by maximising engagement and conversions along the full RA customer journey
  • Support procurement and implementation of a new integrated ESP and marketing automation platform alongside implementation of the RA’s new CRM system, Tessitura


  1. Working with stakeholders from across the RA, create campaign-driven emails for a variety of audiences, delivering engaging and effective communications through: copywriting; template design; graphics editing; data segmentation
  2. Act as quality control for all emails that are sent by the RA, proofreading and advising on best practice for content, copywriting and design.
  3. Set up and deliver customer service driven, automated email programmes, including welcome messaging, re-engagement programmes, abandoned basket emails, pre-visit reminders and post-visit follow-ups.
  4. Be a super-user for the RA’s email and marketing automation software, training and supporting others to use it.
  5. Using the RA’s CRM system, Tessitura, manage data queries and exports.
  6. Lead cross-RA e-comms scheduling and planning, balancing the demands of multiple stakeholders across RA departments, and ensuring the interests of the RA customer are always met.
  7. Using a range of sources, deliver regular reporting on email activity, drawing meaningful conclusions and implementing change based on insight. Champion a test and learn approach.
  8. With the Head of CRM, set and achieve conversion targets for both customers and product revenue – driving efficiencies in marketing efforts, substantial growth in revenue direct from email and appropriate progression along the customer journey (loyalty) funnel
  9. With the Head of CRM, lead on the requirements gathering and procurement of an integrated Email & Marketing Automation platform – alongside the implementation of our new CRM system, Tessitura. Explore opportunities for introducing multi-channel CRM marketing.
  10. With the Head of CRM and key members of the Customer Experience working group, implement the new integrated Email & Marketing Automation platform – with a focus on accurate data migration and querying; email template and programme design, training and supporting administrators across the RA.
  11. Contribute to and support CRM strategy projects such as audience segmentations, template and content design reviews, data collection initiatives and IT developments.
  12. Provide departmental admin and support as needed.


  1. Impeccable copy-writing skills, especially in the context of email communications. Ability to shape key messages and rough copy into clear, engaging and actionable text, tailored for a variety of audiences.
  2. A good eye for design and clarity on what makes a good email. Ability to shape multiple messages, products and content into pithy, punchy, effective presentation.
  3. Experience using ESPs (Adestra, Mailchimp etc) and marketing automation programmes – independently creating and deploying bulk emails (and multi-channel messaging) to a range of audiences, including setting up automations and customer-driven programmes.
  4. Experience with CRM systems and an ability to query, report and analyse data from a range of sources. Familiarity with audience segmentations, in particular behavioural-driven.
  5. Confidence to train and support others in using software, and advise / ensure they are adhering to best practices.
  6. An enthusiasm for audiences, approaching decision-making and problem-solving from an audience perspective. Understanding of customer journeys / loyalty funnels.
  7. Ability to strategize, but equally happy to work hands-on building emails
  8. Excellent critical thinking skills – creative, confident and proactive. Ability to thrive in a demanding and fluid environment where requirements are unpredictable and dynamic.
  9. Excellent interpersonal skills – capable of forging strong working relationships with internal stakeholders from a range of departments, as well as external stakeholders and suppliers.
  10. An interest in the visual arts and architecture and commitment to the objectives of the Royal Academy.

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