Marketing & Audience Development Officer - Aberystwyth Arts Centre (6309)

Aberystwyth Arts Centre is looking to appoint a Marketing & Audience Development Officer to drive the Arts Centre’s brand and audience strategy. You will lead on all areas of our audience, brand, voice and communications, reaching and engaging visitors and audiences. We are looking for someone who enjoys engaging with audiences, who loves data, and has a commitment to the arts in all its forms.

Aberystwyth Arts Centre is a major regional arts venue with a professional concert hall, theatre, studio, cinema, exhibition, and workshop spaces. We offer a vibrant and busy programme across all art forms and take work from major touring companies as well as produce our own professional shows and major festivals.

The Marketing & Audience Development Officer will be part of our Management Team working in partnership with colleagues across all disciplines to grow audience engagement. There’s huge scope for exploring, devising, implementing and delivering strategies to grow visitor and audience targets, engagement, income generation and commercial activities.

As The Marketing & Audience Development Officer, You Will:

• Lead on development and implementation of the Arts Centre’s brand personality, communications, marketing campaigns and positioning.
• Support delivery of targets around visitors, audience, engagement and attendance to all our events and activities.
• Oversee the Arts Centre’s ticketing function and our CRM (customer relationship management) strategy to support us in delivering customer focused services, and build committed audience relationships.
• Investigate potential to grow income through ticketing or members’ schemes and supporting our commercial development in hires and trading activities.
• Ensure strategies are data and insight driven, developing our data management and analysis - and insight-sharing practices.

The Main Duties Of The Role Are:

• Strategic Development
• Work with the Arts Centre’s Senior Team to develop the Arts Centre, its work and impact.
• Drive the Arts Centre’s brand, profile and voice.
• Lead the delivery of our priorities in relation to audiences, marketing, data and insight.
• Work with departments across the organisation to identify opportunities to develop reach, engagement and income.
• Team Management
• Manage the small but committed Audiences teams (marketing and ticketing).
• Lead a target-focussed operation to ensure we meet visitor, audience and income expectations.
• Ensure all brand, communications and marketing content is delivered to a high standard.
• Line manage the Ticketing and Sales Manager to ensure that the Ticketing operation is effective and efficient.
• Visitors, Audiences and Audience Development
• Develop and implement audience development strategies.
• Work with the Arts Centre’s Programming Team to support the increase and diversification of audiences.
• Plan and monitor visitor and audience development programmes.
• Design and drive physical and digital campaign strategies.
• Brand Strategy, Profile, Marketing and Communications
• Drive the Arts Centre’s brand, profile and voice.
• Provide direction and purpose to all communications, marketing and campaigns.
• Oversee and review marketing campaigns across all areas of activity.
• Income, Ticketing and Data
• Contribute to our use of Ticketsolve (CRM/ticketing system) initiatives.
• Identify and propose alternative revenue opportunities.
• Ensure a detailed understanding of data acquisition, data use and intelligence gathering.
• Visitor And Audience Experience
• Work in collaboration with the Ticketing and Sales Manager.
• Contribute to strategies to develop an inspirational Arts Centre experience.
• Support the Operations and House Services Team in ensuring the highest quality visitor and audience experience.

Additional And Other

• Perform all tasks in line with Aberystwyth Arts Centre’s commitment to providing the most inclusive and widest audience access possible.
• Contribute to good internal communication and business process management.
• Work evenings and weekends as appropriate.
• To undertake health and safety duties and responsibilities appropriate to the post.
• To be committed to the University’s Equal Opportunities and Diversity Policy.
• Any other reasonable duties requested commensurate with the grade of this role.

Essential Who you are – Qualifications, Experience, Knowledge and Skills required

• Experience in an Audience Development or Marketing capacity within an arts venue or audience focused organisation.
• Proven experience in the development of marketing and communication strategies.
• Experience of managing and motivating teams.
• A wide-ranging knowledge of different marketing tools and platforms.
• Experience of developing diversity and engagement within audiences.
• Experience of managing budgets.
• Experience of analysing data to inform strategy.
• Oral (spoken) and Written Welsh Level B1.

Desirable

• Knowledge and experience of ticketing platforms.
• Digital marketing practical experience.
• Oral (spoken) and Written Welsh Level C2.

Benefits

• Flexible working policy.
• Hybrid Working 36.5 – hour week for full-time roles.
• Generous leave entitlements – 27 days annual leave plus bank holidays and university closed days.
• Commitment to Professional Development.
• Enhanced contribution to our workplace pension schemes.
• Staff recognition and reward schemes.
• Opportunity to learn the Welsh language for free.
• Staff relocation bursary.
• Maternity, Paternity, Parental and Adoption Leave.
• Staff discount for gym facilities, hospitality, and retail on campus.

Aberystwyth University generally supports hybrid working, allowing a mix of office-based and remote working for suitable roles to enhance flexibility and productivity. We welcome applicants from all backgrounds and communities, including those that are currently underrepresented in our workforce.