Head of Marketing

Head of Marketing

• Reporting to: Director of Audiences
• Line management: Marketing Coordinator
• Location: 3 Dryden Street, London WC2E 9NA

Purpose of Role

The Head of Marketing is a key member of the Audiences team, and will overseethe delivery of our marketing strategy; planning and delivering effectivemultichannel campaigns to ensure maximum audience attendance and BoxOffice income. An experienced senior marketer, they will be able to use data toinform decision making and have a passion for delivering audience focusedcampaigns. They will be able to translate strategy into action, and ensure thataudiences are considered across the organisation, working particularly closelywith our Development team.

The Head of Marketing line manages the Marketing Coordinator, and worksclosely with our external PR agency to ensure all marketing campaigns arecoordinated and effective. They should have a strong creative sense, and anability to balance commercial needs with delivering an artistic vision.

The Head of Marketing will lead on devising audience development campaigns,ensuring that our work reaches the widest possible audiences. They will beresponsible for the day-to-day management of the marketing budget, trackingspend and analysing return on investment.

The Head of Marketing should have impeccable attention to detail and act as abrand guardian across the organisation’s work, ensuring all external-facingcommunications are of the highest quality. They will deputise for the Director ofAudiences where required and contribute to the strategic development ofaudiences across the Donmar.

Duties and Responsibilities

Marketing campaigns

• Lead, plan, and deliver effective multichannel marketing campaigns tomaximize audience attendance, brand awareness, and Box Office incomeacross all productions at the Donmar.
• Be the lead marketing contact for producers or venues for Donmar transfersto the West End, internationally or broadcasts in cinemas.
• Devise and deliver a comprehensive digital marketing plan, collaboratingclosely with the Development team to ensure joined-up communicationacross members and audiences.
• Drive audience development campaigns to reach new, diverse audiences,with a particular focus on our 35 and under ticket scheme, collaborating withexternal partners as required.
• Work closely with our PR agency to maximise profile for productions.
• Coordinate the delivery of season on sales, working closely with theDevelopment team and Head of Ticketing.
• Drive innovation across all marketing and communication channels, triallingnew ways of working and keeping up-to-date with latest trends and bestpractices in the industry.
• Lead on the management of the website - ensuring content is kept up to dateand driving implementation of new functionality with our web developers.

Data & insight

• Responsible for the audience insight strategy ensuring that research iscarried out regularly and effectively, and finding effective ways to disseminatefindings internally
• Use data from Spektrix and Indigo to inform planning of marketingcampaigns, and to monitor and evaluate ROI
• Work with the Head of Ticketing to regularly report on sales and trends to thewider team
• Manage and monitor the marketing budget, including processing invoicesand forecasting

Brand & Customer experience

• Work with the Director of Audiences and Head of Ticketing to streamline andimprove the customer journey from the ticket purchase path through toattendance and post show communications
• Working with the Director of Audiences and Artistic Director, support thecreation of engaging imagery and marketing assets for productions includingliaising with creative teams to sign off
• Act as a brand guardian and ensure all communications across theorganisation are on brand and consistently high quality

Line manage the Marketing Coordinator

Deputise for the Director of Audiences when required

This is not an exhaustive list of duties and the Donmar may, at any time, allocateother tasks which are of a similar nature or level.

Person Specification - Essential:

• Demonstrable experience in a senior marketing role, ideally within aproducing theatre or other arts organisation
• Proven track record of planning and delivering bold multichannel marketingcampaigns that meet or exceed income targets
• Experience of and enthusiasm for audience development and reachingdiverse new audiences
• Confident working with external suppliers and stakeholders, ensuringprojects are managed effectively, on schedule and within budget
• Experienced and confident at briefing designers and working in collaborationwith artists
• Demonstrable strong knowledge of digital marketing best practice
• Experience of analysing audience data and using data to inform campaignplanning
• A strong team player with the ability to collaborate across the organisation
• An innovator with a proven track record of introducing new ideas and ways ofworking
• Experienced line manager, able to effectively motivate and manage teammembers, and support their individual development
• Organised, able to prioritise effectively and to handle multiple simultaneoustasks in a fast-paced environment
• The highest standards of written accuracy, creative flair and excellentattention to detail

Person Specification - Desirable:

• Knowledge of and a passion for theatre
• Knowledge of Spektrix, or other similar ticketing system
• Familiarity with Craft CMS, Dot Digital and Canva