Head of Direct to Audience

An exciting newly created role for a Head of Direct to Audience to join a growing entertainment company with musical theatre at its heart. The company exists to represent, manage, and licence a portfolio of theatrical brands and collaborate with best-in-class partners to extend into traditional and non-traditional entertainment mediums, reaching existing and new audiences all around the world.

The Opportunity

The Head of Direct to Audience will be an experienced and highly motivated digital and consumer marketing leader, who loves entertainment, thrives in a fast-paced environment and is passionate about delivering exceptional fan experiences, growing fan communities and fuelling fandom. In this role you will own audience growth by combining your strategic and tactical marketing skills, your knowledge of owned and operated channel strategies, and your passion for content and creative execution. This role sits at the intersection of data, storytelling and scaling platforms, and in turn our brands and the business overall. Ultimately, you will be accountable for customer and fan acquisition, how they acquire them and what converts them. You will operate with a global lens, working in close collaboration with our many partners across the world to develop a deep knowledge of local fandoms as they relate to our brands (and competitor brands), and the role our owned and operated platforms play in nurturing and fuelling global fandom, and in turn brand and franchise growth.

So, what will you be doing?

• Acquisition strategy & growth planning: Develop a deep understanding of our brands, platforms and audiences, to drive acquisition and growth of our fan following and fan communities. Define and execute the fan acquisition roadmap for The Box Five Club and the ALW Musicals Website and Store, across paid, organic and partnerships. Own acquisition forecasting, establishing KPI’s and growth targets in alignment with broader brand strategies and objectives. Develop and drive a clear vision and strategy to scale our platforms and digital ecosystem.
• Platform ownership and marketing management: Ownership of all owned and operated digital and social media channels, supported by a Social Media Manager. Oversee community management and moderation, carried out by the Social Media Manager. Develop and manage relationships with key platform partners including Meta, Google, YouTube and affiliates. Devise organic and paid influencer strategies, supported by the Social Media Manager and agency resource. Lead and manage key agency relationships and freelance resource. Lead testing and scaling of new channels relevant to audiences.
• Creative strategy, content and editorial planning: Own end-to-end content planning, development and execution, supported directly by the Asset & Archive Manager, wider internal resource, retained agencies and freelancers. Lead the editorial strategy and content plan for all platforms, supported by internal and external resource. Set the creative strategy, supported by internal resource, retained agencies and freelancers. Ensure creative drives channel objectives and strategies and reflects brand positioning.
• Data, analytics & performance accountability: Experienced in CRM with clear understanding of system capabilities. Able to identify opportunities, trends and challenges using data. Use insights and data to refine messaging and creative. Make data-driven decisions with clarity and conviction. Regularly share and report on performance, including learnings and recommendations. Educate internal and external partners on the value and opportunity our platforms.

And what would we like you to bring?

• 5+ years experience in a similar senior role.
• You have a growth mindset: they work in a fast-paced environment, and are looking for someone who is adaptable, un-flappable and has the tenacity to overcome challenges, and the passion to succeed – and bring others on that journey with them.
• You are extremely analytical: Obsessed with using data to inform and improve outcomes.
• You are digital obsessed: You love digital, it's your passion, learning about how to get better at it is not a chore, also educating others on its benefits and value is rewarding to you.
• You are a leader: You have held a mid-level leadership role and are keen to continue to progress your skills in leadership and are passionate about helping others be at their best.
• You are a team-player: They are a small, family-run business, with big ambitions, they succeed through collaboration, so it’s important you’re a team player, and a great communicator.
• You aren’t interested in average: They are building a big business with a small and extremely focused team. If you love entertainment and relish a challenge, this will be the ride of your life, but it will also be a demanding role, so they’re looking for someone who is excited by that possibility.

If this sounds like an exciting next step for you in your marketing career, then please apply with your CV through LinkedIn.