Marketing Officer

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Status:Full Time at 35hrs per Week – 5 days over 7 including some weekends.*

Salary:Grade 2, £23,241 per annum*

* Part Time considered. Pay, hours and days to be negotiated for the right candidate.

Employee Benefits

• Pension contributions matched up to 4% of salary
• Staff discounts for the shop, café, public events and self-catering bookings
• Work from home policy: 1 to 2 days a week for full-time employees
• 33 days annual leave for full-time employees
• Free parking – enjoy free walks any time at Abbotsford
• Dog friendly. Bring well behaved dogs to work

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Context

Abbotsford was designed and built by Sir Walter Scott as both his home and the location for his extensive collection of books and historical memorabilia, and was first opened to the public in 1833, five months after his death. After the death of his last descendent in residence, Dame Jean Maxwell-Scott, in 2004, The Abbotsford Trust was created to preserve, protect and promote not only the house, but also the life and works of Walter Scott.Abbotsford is considered to be one of the most important heritage sites in Scotland.

Job Purpose

We are looking for a creative yet analytical mind to support the Marketing Manager to raise the profile of Abbotsford and Walter Scott, attracting new visitors and encourage return visits. The Marketing Officer will play a crucial role in enhancing our brand message and driving customer engagement through our marketing strategies. Through powerful storytelling, responsive communication, and strategic content, the Marketing Officer will drivepaid ad campaigns, social media presence, and website content to help us connect with Abbotsford’s audience.

Scope and Accountability

The Marketing Officer reports directly to and is line managed by the Marketing Manager but will be expected to work collaboratively with a range of colleagues across the organisation. They are responsible for the following resources:

·Digital marketing expenditure, as set out in annual Marketing Action Plan

Key Responsibilities

·To develop, with the Marketing Manager, the key actions, outcomes and Key Performance Indicators for the Digital Marketing Strategy and Digital Marketing Action Plan

• Plan, manage, and optimisepaid ad campaignsacross Google, Meta, and LinkedIn
• Lead oursocial media strategy and content creation – creating and scheduling content, and carrying out community management, whilst identifying new trends and platforms
• Manage and update the Abbotsford websites, ensuring content is current, engaging, and aligned with our brand
• Creating email marketing campaigns in line with brand guidelines and tone of voice
• Respond tovisitor feedback and enquiriespromptly and professionally across digital platforms
• Create targeted campaigns toattract and engage new and current audiences, driving awareness and visits
• Collaborate with internal teams to secure strong content, ensuring this content reflects current activities and promotes key messages
• Provide support to the Marketing Manager in identifying appropriate marketing and advertising opportunities, including researching different media in the UK and overseas and providing simple reports of findings

·Manage third party website listings, engage in discussion forums, and establish agency ticket sales

·Assist the Marketing Manager to compile a comprehensive and detailed database of relevant local, national and international digital & traditional media contacts

• Monitor and analyse digital performance data to improve reach, engagement, and conversions.Providing regular reports on campaign performance with the wider team
• To assist with creative design tasks such as updating signage as required
• Perform routine market/competitor analysis to develop a clear understanding of our industry and competitors

·Maintain information systems for marketing and communications as required, including creating mailing lists and updating databases, using GDPR best practice

·Support the Marketing & Communications Manager in the management and maintenance of Abbotsford’s digital image library

·Undertake financial administration for digital marketing including processing and coding invoices for payment, liaising with the Finance team, monitoring expenditure against marketing budgets, and obtaining quotes and raising purchase orders

• Ability to work evenings and weekends as required, and as part of the weekend support rota for the Duty Manager

Person Specification

Knowledge and Experience

·Knowledge of social media scheduling tools

·Knowledge and experience using design tools such as Canva and Adobe, including InDesign

·Knowledge of marketing and PR, ideally including an understanding of media relations and brand integrity

·Experience of CMS, such as Wordpress

·Some experience in social media management across multiple channels

·Photography and video skills, creating and editing engaging content

·Experience of SEO

·Knowledge of analytics tools such as Google Analytics and social media platform analytics

·Knowledge and experience working within a visitor attraction or charity desirable

·Some knowledge of basic information gathering and research, including online sources and techniques

·Demonstration of experience in organisation and planning

·Experience of developing press releases and working with press and media

Skills and Abilities

·Excellent written and verbal communication skills

·Good planning and organising skills, including ability to deliver to multiple priorities and to deadlines

·Excellent interpersonal skills, including the ability to build relationships and engage with the general public and with PR and media related contacts

• Diplomatic skills with the ability to cope in pressurised situations and deal with a wide range of queries, including complaints, with confidence

Personal Qualities

·Interest in and commitment to The Abbotsford Trust\’s mission, vision and values

·Commitment to Equality and Diversity policy and practice and understanding of how these may relate to own area of work

• Ability to work evenings and weekends as required, and as part of the weekend support rota for the Duty Manager

·Someone who is a positive influencer, and an excellent communicator and proactive in presenting new ideas

Seniority level

• Seniority level

  Not Applicable

Employment type

• Employment type

  Other

Job function

• Job function

  Marketing and Sales

• Industries

  Museums, Historical Sites, and Zoos

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