Head of Marketing & Communications, Glasgow Theatres, c/o Theatre Royal, 282 Hope Street

The King’s Theatre and Theatre Royal Glasgow are looking for an experienced, strategic, and inspirational Head of Marketing and Communications to lead the marketing, campaigns, PR and communications functions for the theatres to drive ticket sales and revenue for the venue. You will lead the strategic direction and decision making for the Marketing & Communications team; managing and inspiring them to exceed targets and expectations and continually improve the audience and producer experience. Reporting to the Theatre Director, you will instill a culture of effectiveness to constantly improve marketing intelligence driving audience growth and improved customer experience.

Key responsibilities

• Marketing & Communications campaigns: Responsible for the strategic delivery of the venues marketing campaigns, leveraging local expertise and audience insights to achieve ever more successful results. Provide leadership and direction to our marketing and communications team, overseeing the successful delivery of all campaigns to increase awareness, ticket sales and ATGE revenue. Drive creative marketing campaigns and communication ideas alongside sound partnerships, content, and PR events that are highly effective and widely noticed. Develop our media and communications strategy (on/offline), thereby raising the profile of the venue and its activities within Greater Glasgow and beyond. Cultivate strong relationships with all Producers, Marketing Agencies, Media and other key stakeholders. Oversee the strategy, content, and management of all social channels sharing the delivery amongst the team to ensure healthy growth and engagement metrics. Work closely with the ATGE Memberships team to establish and implement membership initiatives and offers that grow this valuable audience. Ensure all roles within the Mar-Comms team provide specialised support in growing the membership strategy in-Venue. Support colleagues in developing, nurturing, and managing Partnership and Sponsorship agreements ensuring all marketing activity that delivers on sponsorship agreements is delivered fully, harnessing the full team’s support as required. Engage the Mar-Comms team in providing necessary marketing expertise and support to other ATGE concepts, initiatives and campaigns as required. Be accountable for excellent long-term relationships with suppliers and for effective return on investment. Be the guardian and champion of the theatre’s brand at all times. Consistently maintain ATGE Marketing principles and pricing for all services.
• Audience & Sales Development: Facilitate close collaboration with the Revenue Management team and venue box office to constantly evaluate sales performance and consider initiatives and tactics to improve occupancy and average ticket price. Ensure the team focus is on shows that offer the greatest revenue opportunity. Take a lead role in forecasting sales and revenue targets, working collaboratively with the Theatre Director to inform and review forecasting estimates. Be accountable for delivering agreed sales and audience targets for ATGE, managing agreed campaign budgets and reporting. Collaborate with ATGE’s Data & Customer Relationship Marketing team to identify underrepresented audience groups and work to redress through short and long-term strategies. Manage the on-sale calendar efficiently, seeking to maximise the impact and sales from show announcements in line with ATGE Central processes.
• Community & network development: Identify and lead strong relationships with traditional media, online channels, and local influencers (commentators/celebrities/influencers/bloggers/social media/key organisations) and extend the Venue’s footprint in under-represented communities. Support the Theatre Director in raising the profile of the theatre within the wider cultural landscape through events, meetings, content, and partnerships.
• Reporting & evaluation: Ensure the team adheres to ATGE briefing, reporting and other key processes for an efficient and consistent way of operating and learning across the company. Create and drive a culture of marketing effectiveness within the Marketing & Communications team by instilling the importance and discipline of reporting and evaluation to support ATGE’s collective drive to increase marketing intelligence. Ensure effective budget tracking & reporting is carried out on all activities. Create, manage, and update budgets, ensuring good cost control and return on investment.
• Management & Collaboration: Be an exceptional leader to the Marketing & Communications team, managing, developing and motivating team members in keeping with ATGE values. Directly contribute to our strategic direction as a senior member of the team. Partner with ATGE Marketing, Hospitality & Data teams in identifying opportunities for test initiatives that grow audience and sales. Engage in frequent contact with the Revenue Management and Ticketing teams to discuss dynamic pricing strategies, tactical discounting, allocations, promo activity and on-sale activity across the programme.