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Senior Marketing Manager – Brand

Royal Academy of Arts
Art Marketing and PR, Art Museums and Institutions
   Location: London
   Salary: Up to £40,000
Experience: Senior Level
  Organisation: Royal Academy of Arts
Deadline: 22/03/2020

About the Royal Academy of Arts

The Royal Academy of Arts (RA) is one of the UK’s foremost arts institutions. We are best known for our world-class programme of exhibitions, including David Hockney RA: A Bigger Picture, Anselm Kiefer, Ai Weiwei, Antony Gormley and our current Picasso and Paper.

This is a particularly exciting time in our history. Sir David Chipperfield CBE RA’s masterplan for the redevelopment of our 2.5-acre campus in Mayfair has now been realised, uniting our two buildings and providing Burlington Gardens with refurbished galleries, a state-of-the-art auditorium, new public spaces and a dedicated collections gallery. The General Assembly of Royal Academicians elected Rebecca Salter as their new President in December 2019, the first woman to hold that office in our 251-year history.

We are an innovative and forward-looking organisation, yet we’re also immensely proud and respectful of our heritage. Our mission is to be a clear, strong voice for art and artists, and we are leaders in exhibiting, creating and debating the visual arts and architecture.

 

About this position

The Marketing Department is responsible for promoting the entire RA offer and building awareness of and engagement with the RA brand, playing a vital role in the success and growth of the Royal Academy. The team are responsible for developing innovative and data-driven campaigns that deliver against sales targets, as well as bringing the RA to the widest audience possible.

The new role of Senior Marketing Manager (Brand) will be involved in developing communications to audiences that articulate the wide RA offer. The role will work with key stakeholders to devise clear messaging that will support everything the organisation does – from the Exhibition and Events programming, to the RA Schools and Architecture programme. This role will ensure every touchpoint delivers streamlined communication and that messaging is accurate and consistent.

Please note, this is an initial 12-month fixed-term contract.

 

About you

We are looking for an experienced senior marketing professional with experience of brand building and positioning. The successful candidate will be an excellent storyteller and copywriter and be able to communicate a wide range of activities with a clear narrative.

You will have experience creating research-informed and evidence-based campaigns that deliver against sales and audience targets. As well as solid knowledge of the full marketing mix you will have strong analytics and reporting expertise. A great collaborator and team player, you will be able to work with a wide range of senior stakeholders to deliver against agreed priorities and objectives.

 

What benefits do we offer?

  • We offer a very generous pension scheme, contributing up to 10% of your salary into a defined contribution scheme.
  • In addition to 25 days’ holiday and 8 public holidays each year, we close between Christmas Eve and New Year, allowing staff further paid leave.
  • We encourage staff to attend free History of Art and life drawing classes on site. We also have a staff choir, staff gallery and running and craft clubs.
  • Best of all, we have reciprocal agreements with many leading museums and art galleries in London and New York, enabling you to enter for free with your staff pass.

 

How to apply

To apply for this position, candidates must complete an application form. For further information about this role, and to find our application form, visit our website at: www.royalacademy.org.uk/careers

 

Closing date for applications:         22 March 2020 (midnight)

Interviews to be held:                       w/c 23 March 2020

 

 

JOB DESCRIPTION

JOB TITLE:                Senior Marketing Manager – Brand

DEPARTMENT:         Marketing and Audiences

REPORTS TO:           Head of Marketing (HoM)

MAIN OBJECTIVE

  • Identify key moments throughout the year to tell the RA story.
  • Responsible for planning and evaluating individual marketing campaigns (with strong emphasis on E-CRM to promote the RA’s diverse events programme and activities outside of exhibition programming.
  • Drive a step change in developing new markets, awareness and reputation as a place of cultural debate.
  • Meet sales targets, maximise revenue through cross-selling, attract and retain new audiences and support priority of service for RA Friends.

 

KEY RESPONSIBILITIES

  • Create a marketing plan for communicating the RA’s mission across the RA offer. This strategy should result in increased visitation and sales, drive brand loyalty and grow awareness amongst new audiences.
  • Working closely with the Head of Insight (HoI), understand the audience development plan and devise messaging that best addresses target audiences across the full range of channels. Work with HoI to evaluate effectiveness of communication in growing audience awareness and engagement.
  • Working closely with the Director of Collections and Learning, to develop individual campaigns for key moments and activities across the year, where we have the opportunity to tell the RA story – including but not limited to, lead event programming in the Lecture Theatre, the Executive Master in Cultural Leadership, flagship conferences, courses or events linking to key areas of our mission and vision, RA Lates and Festival of Ideas.
  • Plan and evaluate the marketing for the programme outside of exhibitions, ensuring messaging is on brand and the plan is best placed to deliver against audience targets and profile. Develop and distribute reports that include sales and key learnings.
  • Work with all departments to ensure that communications across every touchpoint are in keeping with the agreed messaging strategy; highlight any areas of weaknesses or conflicting messaging.
  • In collaboration with the Communications team, devise effective press strategies that help to grow RA brand awareness, audience engagement and overall onsite visitation.
  • Devise and work to a timeline of key moments throughout the year and ensure dissemination of information at the appropriate time.
  • Liaise with external agencies/consultants that assist in the fulfilment of the above responsibilities.
  • Co-ordinate any required event print materials, including writing copy for different target audiences.
  • Work with the Design and Production team to develop new brand guidelines, to be used across the organisation.
  • Comply with all relevant Health & Safety policies, procedures and regulations and takes appropriate and reasonable care for the safety of colleagues and visitors to the Academy.
  • Undertake any other duty which may reasonably be allocated by the Head of Marketing or other senior officer.

 

PERSON SPECIFICATION

  • Extensive and demonstrable experience in a marketing function, preferably in a senior position.
  • Solid experience in delivering against goals and KPIs with a background in customer journey marketing and optimisation. Must have experience of analysing data and using data to refine marketing and sales techniques.
  • Strong brand marketing experience, particularly with skill in copywriting.
  • Strong experience in planning and optimising digital advertising.
  • Good knowledge and experience of budget setting, with experience in zero based budgeting desirable.
  • Experience devising campaigns tailored to different audience groups.
  • Experience working on marketing campaigns in an event or performance-based organisation or other environment where multiple activities are being promoted and sold simultaneously.
  • Understanding of devising and implementing marketing campaigns using the full marketing mix, devising plans and strategies that directly drive sales, increase brand loyalty and grow awareness.
  • Ability to forge strong working relationships with a large number of internal stakeholders, working collaboratively to ensure that all needs are met.
  • Strong experience of working with design and media agencies; briefing and providing constructive feedback to achieve the best result.
  • A creative thinker, strong at initiating new ideas and concepts.
  • A flexible and energetic approach to work to achieve agreed deadlines within tight schedules. Ability to work quickly and professionally at busy times.
  • An interest in the visual arts and architecture and commitment to the objectives of the RA.

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