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Expired Vacancy
Head of Marketing

Royal Academy of Arts

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

About the Royal Academy of Arts

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.

We recently unveiled our expanded campus in the heart of Piccadilly, in celebration of our 250th anniversary.  A major building project has completely refurbished one part of the campus and linked our two main buildings, Burlington House and 6, Burlington Gardens, through a scheme designed by David Chipperfield RA.

About this position

The Marketing department is responsible for engaging a wide range of audiences in the activities of the RA, driving attendance and reaching revenue goals, as well as building the RA brand and working with our colleagues to support the wider business goals of the RA. An exciting opportunity has arisen to lead our exceptional Marketing team as a maternity cover.

You will have extensive prior experience of leading a successful marketing team, ideally within the cultural/arts sector. Commercially savvy and entrepreneurial, you will build on the solid evidence-based approach to marketing that we have developed, as an independent self-funding institution that does not receive revenue funding from government, and help us achieve even greater success.

Well presented, articulate and confident, you will be adept at building effective working relationships with a wide range of internal colleagues and external stakeholders. Diligent and highly organised, you will be responsible for setting and monitoring budgets, and regularly reporting against agreed performance targets.

You will need to be flexible and enthusiastic with exceptional IT-skills relevant to the role. You must be able to demonstrate a genuine interest and knowledge of the visual arts and enthusiasm for the work and objectives of the Royal Academy of Arts.

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.

Closing date for applications:                     8 October 2018 (midnight)                       

Interviews to be held week commencing: 15 October 2018       



Under the general direction of the Director of Public Engagement

  • To lead the development and implementation of effective marketing strategies and campaigns 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 agreed range of targets.
  • To embed an evidence-based, data-driven approach to marketing at the RA, building on and securing maximum marketing utility from the implementation of the Academy’s Customer Experience/CRM project.
  • To take responsibility for the day-to-day operation and effectiveness of the Marketing team.


  1. Oversee and take responsibility for effective marketing campaigns to promote the RA’s exhibitions programme – driving the visitor numbers which to a large extent determine the Academy’s income, the success of its loyalty programmes and broader commercial offer, and ultimately its long-term sustainability.
  2. Lead an ambitious marketing strategy to acquire and retain more Friends of the Royal Academy, working closely with the Head of CRM, the Head of Friends, and a range of other key stakeholders at the RA.
  3. Oversee marketing strategies to promote the Academy’s broader commercial activities, including retail, Art, Sales, ecommerce, publishing and licensing.
  4. Lead and/or oversee marketing strategies and campaigns for new and developing initiatives such as the Academy’s expanded programme of events, courses and classes, late night openings and festivals.
  5. Drive the effective implementation and utilisation by the team of CRM as a key tool for marketing the Academy’s offer, working with a range of other stakeholders including the Head of CRM.
  6. Building on the successful launch of The New RA, lead the strategy to drive visitation to the campus beyond ticketed exhibitions and convert our new ‘free’ visitors to a deeper relationship with the RA, securing income for retail, catering, loyalty programmes and donations against a range of targets.
  7. Manage a team of Marketing staff. Plan the resourcing of marketing projects; agree task allocations, priorities and workload; provide advice to the team on problems encountered, and review individuals’ performance.
  8. Lead on digital advertising strategy, and take responsibility for allocation of the RA’s Google Grant.
  9. Attend and participate in meetings and working groups, research and prepare strategy papers and give presentations, briefing senior staff and external stakeholders such as sponsors.
  10. Report to Director of Public Engagement on a regular basis to review progress and agree priorities for the marketing team, to deliver against a range of key growth areas for the RA and the overall RA strategic plan.
  11. Work closely with peers in the Public Engagement department such as Head of Insight, Head of Communications, Head of CRM and Head of Digital, to ensure a coherent, coordinated and effective overall promotional strategy.
  12. Build relationships with colleagues across the Academy to develop the knowledge, insight and ideas that will result in effective marketing to promote the RA’s activities and interests. To provide advice on pricing, product development and promotional strategies, proactively supporting the establishment of marketing as a ‘centre of excellence’ at the RA.
  13. Oversee the design and production of the RA’s Annual Report and Accounts, ensuring that this is a confident and professional projection of our brand and corporate narrative.
  14. Set and monitor budgets and expenditure; report regularly on financial aspects of the marketing team’s activity including performance to agreed targets, liaising with colleagues as necessary.
  15. Take responsibility, as required, for relationships with key external suppliers such as media agencies, graphic designers, printers and promotional partners, tendering projects, negotiating and securing the best possible terms for the Academy.
  16. Devise and implement effective methods of evaluation, ensuring a rigorous strategic and evidence-based approach to all marketing activity.
  17. Ensure that all marketing communications adhere to the RA’s brand identity and are effective, driving economies wherever possible and appropriate through a ‘digital first’ approach.
  18. Ensure that relevant Health and Safety policies, procedures and regulations are known, understood and complied with by yourself, your team (if applicable) and any contractors, suppliers and all others who work with the team.
  19. Undertake any other duty that may reasonably be allocated by the Director of Public Engagement or other senior staff member.


  • Degree educated or equivalent
  • At least 5 years’ senior marketing experience, ideally within the visual arts
  • Expertise in the full marketing mix, including the role of digital
  • Sound knowledge, understanding and experience of CRM/eCRM
  • Solid evidence-based approach, with strong commitment to reporting against targets and other forms of evaluation
  • Sound financial acumen, existing experience of carefully managing six-figure marketing budget
  • Existing line management experience, capable of leading and motivating a team of people
  • Exceptional people skills; a seasoned networker to secure exciting marketing partnership opportunities and negotiate excellent terms for the RA.


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