Audience and Insights Manager: Colchester, UK in Essex

The Audience and Insights Manager will work closely with the Marketing and Communications Director to develop a new audience development strategy. They will plan and deliver audience development activities across the whole mix of Mercury activities, continually working to find new ways to share the Mercury’s vision, communicate the work, and promote the organisational values. The Audience and Insights Manager will monitor audience data providing insights into the patterns and behaviours of our audience to the Senior Leadership team, marketing and development departments. The Audience and Insights Manager works with team members across the organisation to create, implement and monitor marketing campaigns; support the Marketing continually developing and innovating across all campaigns; and lead on specific projects, as required.

Key Responsibilities

• Audience Development
  • Develop a new three year Audience Development Strategy in collaboration with the Marketing and Communications Director
  • Create, manage and deliver creative and innovative audience engagement campaigns for Mercury activities
  • Develop new audience focused ‘products’ to encourage repeat bookings and sales to include multi-buy ticket offers across seasons
  • Seek out Group sales and tour opportunities
  • Build relationships with theatre ‘Clubs’ for audiences with talks and events
  • Work with the Education Producer to facilitate School and Youth Group Sales
  • Create a new Community Ambassadors Scheme training volunteers to carry out outreach and make presentations to local community groups and attend events
  • Work with the Marketing team to devise appropriate marketing and sales campaigns for the above
  • Assist in initiating activities to maximise audience retention by implementing innovative post-show email campaigns
  • Take an active lead in the development of activities to engage with new audiences
• Audience Insights
  • Provide useable audience insights to the Senior Leadership team
  • Analyse existing data and recommend segmentation and audience profiles
  • Commission audience data, segmentation and sales profiling reports
  • Work with Ticket Sales Manager to train Box Office and Front of House Staff in collecting and utilising data
  • Work with others in the Marketing team to interpret the post-show analysis to inform future campaigns and better understand our audience
• Digital
  • Assist with the delivery of the design of digital marketing collateral
  • Assist with the filming and editing of short and engaging video content to a high standard ensuring there is high quality content for online platforms to engage new and existing audiences
  • Assist with ensuring the Mercury Theatre website is up to date with a regular flow of information
  • Actively contribute to the development of innovative ideas and new initiatives as part of the Mercury’s ambitions to push boundaries and experiment with new ways of working
• Relationships/Management
  • Build and maintain productive working relationships with community groups, special interest and school groups, corporate partners, tour organisers and Creatives, Freelancers, Visiting Companies and all Mercury departments
  • Deputise in the Marketing Manager’s absence
• Equity and Access
  • Represent the marketing team at regular Access Committee meetings
  • Assist with ensuring marketing collateral is accessible and sustainable in all formats
  • Be aware of news and changes within the theatre industry, in arts marketing and in broader digital communications.
  • Seek out and highlight to the Marketing and Communications Director training opportunities that ensure that individual skills of the department are being developed and kept up to date across all areas of marketing activity
  • Maintain a detailed working knowledge of the Theatre’s wider artistic programme, including all of its creative learning and talent development activities
  • Act as out of hours duty contact for group bookers as scheduled by the Marketing and Communications Director
  • Assist the customer experience team with ticket sales as required
  • Maintain positive and effective relationships with colleagues across the organisation.
  • Participate actively as a member of the marketing team
  • Attend and contribute to staff meetings and/or training sessions
  • To adhere to all Mercury Theatre policies included Safeguarding, Health and Safety and environmental policies
  • To maximise income and minimise expenditure whilst ensuring high quality delivery
  • Undertake any other reasonable duties as directed by the Head of Marketing and Communications and Senior Management team

Person Specification

• Experience in connecting with audiences for arts, entertainment, leisure activities
• Experience in marketing for arts, entertainment, leisure or other service organisations
• Familiarity with Microsoft Office software including Word and Excel and Teams
• An accurate and thorough approach to work with attention to detail and excellent proofreading skills
• Excellent copy writing skills
• Experience in data analysis and providing useful insights from that data
• Analytical skills and experience of using database and Customer Relationship Management software to generate reports and drive campaign targeting
• Experience of using social networking sites to promote events and a willingness to learn new skills in order to manage this effectively
• Creative flair with an understanding of and desire to create innovative audience engagement campaigns
• Proven experience of using Spektrix or similar ticketing software
• Interest in theatre and/or the arts
• Familiarity with graphic design packages, such as Canva, Photoshop, and video editing and production for use on websites
• Self-disciplined, organised and self-motivating
• Ability to work in a team, contributing ideas, supporting other team members and taking direction
• Excellent time management skills and the ability to manage competing deadlines and priorities
• Adaptable and receptive to new ideas and initiatives
• Ability to work under pressure and manage competing deadlines
• Excellent interpersonal skills with an ability to listen, build rapport and communicate with people at all levels

Terms and Conditions

• Salary: £28,000 to £30,000 per annum depending on experience
• Hours: 37.5 hours per week, although additional hours may be necessary in order to fulfil the post’s requirements for which Time Off in Lieu is available. This post may require the successful candidate to work unsocial hours on occasion.
• Annual leave: Annual leave entitlement is 20 days for each holiday year plus statutory Bank Holidays. When you complete one year of employment, your holiday entitlement will increase by one day each year thereafter to a maximum of 25 days per annum.
• Probationary period: Three months
• Notice period: Two months by either party in writing after an initial probationary period during which time the notice period is one month by either party
• DBS check: Should your post have regular contact with children and/or vulnerable adults a DBS check will be required
• Pension: Colchester Mercury Theatre Ltd operates a Stakeholder Pension scheme. Full details of the scheme are available from the Finance Department
• Other benefits: Discount on drinks and meals in the Mercury’s bar including access to the discounted staff menu. The company offers an interest free season ticket loan. The company encourages attendance at performances with an allocation of tickets to employees subject to availability and the Mercury’s ticket policy. A discount on specific Creative Engagement activities.

Equal Opportunities

The Mercury Theatre is an equal opportunities employer and actively promotes diversity in the staff team. We welcome applications from all suitably qualified persons regardless of their race, sex, disability, religion/belief, sexual orientation or age.