The Orange Tree Theatre is an ambitious producing theatre in Richmond, South West London. It is one of the most exciting theatres in the UK and a key player in the national ecology under the current leadership of Tom Littler (Artistic Director) and Julie Weston (Executive Director). It was established in 1971 by Sam Walters and his wife Auriol Smith, with a circle of chairs in a room above the Orange Tree pub, producing shows lit by daylight through the window. Today, it occupies a 190-seat, in-the-round theatre in a converted school, together with an adjacent rehearsal and workshop block, and a converted shop housing our offices. The programme maintains the original commitment to combining classics and rediscoveries with new writing and investment in new artists and the community. Our intimate performance space fosters a close connection between performers and audiences.
Role Description
This new role is focused on optimising earned income and the customer experience.
The role brings together marketing, sales, ticketing, audience development, customer experience, communications and audience insight, ensuring that these areas work as one connected strategy rather than as separate functions.
Working closely with the Artistic Director and Executive Director, and alongside other members of the Senior Leadership Team, the Director of Marketing, Audiences and Sales will lead everything the Orange Tree does to attract, understand, welcome, engage and retain audiences. They will develop and deliver ambitious strategies which support the theatre’s artistic ambitions, strengthens our relationship with audiences and maximises earned income.
The Director of Marketing, Audiences and Sales will be both a strategic leader and a highly effective people manager.
Key Responsibilities
Work closely with the Artistic Director and Executive Director as part of the senior management team, contributing to organisational strategy, business planning and budgeting.
Lead the integration of marketing, box office and front of house.
Represent the Orange Tree externally and develop relationships with relevant sector networks and partners.
Sales and Earned Income
Lead pricing, capacity and sales strategies to maximise earned income while maintaining accessible ticket availability.
Oversee the transition to a daytime box office in our new front of house space
Monitor sales performance, respond proactively to opportunities and challenges, and maximise income through limited dynamic pricing.
Develop profitable trading opportunities, including bar and merchandise sales.
Marketing and Campaigns
Lead the overall marketing and communications strategy, delivering campaigns that reflect the OT's ambition and identity alongside the Marketing Manager.
Lead strategic onsale activity, overseeing ticketing, priority booking, artwork, copy and staffing requirements.
Oversee digital marketing, website, social media and content strategy.
Lead press nights, celebrations and fundraising events in collaboration with the Development Director.
Front of House and Customer Experience
Develop strategies for effective use of front-of-house spaces, balancing box office, reception, staff and performance needs.
Collaborate across departments to ensure front-of-house operations are creative, safe and effective.
Audience Development and Engagement
Work with the Development Director to enhance donor cultivation, stewardship and pathways to giving.
Grow audience loyalty, booking frequency and engagement with new and under-represented audiences, including Under-30s and £1 ticket schemes.
Audience Insight and Data
Promote evidence-based decision-making through effective use of Spektrix, reporting and dashboards providing sales, marketing and audience insight.
Person Specification
- Significant experience in a leadership or management role at SLT/SMT level within the arts or cultural sector.
- Substantial experience of marketing, audience development, ticketing, and customer service within the arts or cultural sector.
- Strong commercial awareness and an understanding of the relationship between artistic ambition and financial sustainability.
- Highly skilled at people management (including part time and casual staff), able to motivate and develop staff to achieve high standards of performance.
- Ability to balance long-term strategic thinking with the practical demands of a busy producing theatre.
- Experience of leading successful campaigns and delivering against challenging sales targets.
- Demonstrable experience of successful change management.
- Exceptional and evidenced ability to communicate clearly and collaboratively in all formats with a range of senior and junior colleagues.
- Knowledge of the Spektrix ticketing system and experience of using data to inform decisions.
- Knowledge (and ideally experience) of front of house and customer-service environments, including bars and catering.
- Understanding (and ideally experience) of working with fundraising and development teams to deepen relationships with supporters and audiences.
- Accurate written English, strong proofreading skills, a passion for detail and an eye for the big picture.
- A commitment to access, inclusion and removing barriers to participation and attendance.
- A passion for and broad knowledge of the arts/theatre, and preferably a detailed knowledge of the London theatre ecology.
Contract and terms
Title of post: Director of Marketing, Audiences and Sales
Contract: Permanent, subject to a probationary period of 3 months
Notice: 3 months
Holiday entitlement: 21 days per year, plus 8 statutory bank holidays. This increases by one day each year of service, capped at 25 days.
Hours: 40 hours per week inclusive of breaks. The role includes evening and weekend working as part of the normal working pattern. The frequency will vary according to the programme and the requirements of the role.
Reporting to: Artistic Director/Executive Director (Joint CEOs)
2 complimentary tickets to all OT shows
Tickets to other theatre productions including a monthly team theatre trip.
Access to training and professional development opportunities
Public transport season ticket loan
Auto-enrolment pension contributions (subject to eligibility)
40% discount in the OT Bar
First interviews: w/c 16 November
We are an equal opportunities employer and we welcome applications from those traditionally underrepresented in the arts, as well as candidates who may be returning to work after a pause in their career. Please also complete the Equal Opportunities Form here: Equal Opportunities & Monitoring form – Fill in form
To hear more about the role, please contact Reya Muller on reya.muller@orangetreetheatre.co.uk to arrange a time to speak to one of the joint CEOs.
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