Senior Communications and Content Manager

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Summary

Department: Marketing & Commercial
Responsible to: Head of Marketing & Insights
Hours: 40 hours per week from 10am to 6pm, Monday to Friday although additional hours will be necessary in order to fulfil the requirements of the post
Duration: Full time, permanent position
Location: 103 The Cut, London, SE1 8NB
Salary: £37,800 to £39,900, dependant

More Details

The Role
The Senior Communications & Content Manager will report to the Head of Marketing & Insights, line manage the Communications & Content Manager, and work closely with the Communications & Content Assistant and the wider Marketing & Commercial team to ensure that The Old Vic’s social, e-comms, content and communications output are industry leading.

They will work collaboratively with the Head of Marketing & Insights and campaign leads, using data and insights to inform campaign planning, content and editorial planning and paid social budgeting and implementation, with a key focus on maximising sales and supporting audience development objectives.

Together with the Communications & Content Manager, and in collaboration with the Head of Marketing & Insights, they will act as brand guardian for The Old Vic, ensuring that the organisation’s tone of voice is reflected across all outward facing communications, and is of the highest standard for the audiences we’re communicating with.

Supporting the Head of Marketing & Insights, they will support ongoing horizon scanning across social channels, responding sensitively and discreetly to crisis communications as required. Together with the Head of Marketing & Insights they will lead The Old Vic’s paid and organic social strategy, and act as lead liaison with Google and Meta Ads external contacts.

They will also work collaboratively with other departments such as Production, Development and Education & Community in order to fully promote everything The Old Vic does.

Purpose of the job
• To ensure an integrated approach is applied across all communication output, enabling The Old Vic to effectively reach, engage and convert online audiences.
• To ensure The Old Vic is a digital leader across all its digital output, always staying ahead of evolving best practice across paid and organic social, content and e-comms.
• To ensure that The Old Vic has a vibrant, creative and engaging digital presence that acts as a gateway to the theatre and everything we do.
• To produce written, visual, audio and filmed content for the organisation, both in-house and in collaboration with freelance writers, designers, filmmakers, influencers, cast and creative teams.
• To act as the voice of The Old Vic across all digital channels, approaching copywriting with enthusiasm, precision and care.
• To be the expert for paid social activity, working closely with the campaign leads and third party contacts to continually review campaign execution and performance.
• To approach The Old Vic’s digital presence with energy, innovation and enthusiasm, acting as the voice of The Old Vic in order to elevate the organisation’s brand and find creative solutions to problems as they arise.
• To be committed to The Old Vic’s core objectives in all that you do, and to realise the artistic vision of the Artistic Director and creative teams across each production.
• To protect The Old Vic’s brand at all times.
• To line manage the Communications and Content Manager, supporting their professional development and offering social media leadership to the wider Marketing & Commercial team.
• To lead on social, editorial and content best practice to ensure The Old Vic is industry-leading on all digital output.
• To deputise for the Head of Marketing & Insights.

Areas of Responsibility

Tactical
• To manage the relationship with the Associate Filmmaker, ensuring work requested remains within agreed retainers. To create and manage a usable archive of all content in collaboration with the wider Marketing & Commercial team.
• To work closely with the Communications & Content Assistant across long-term planning and scheduling across all social channels in line with the social strategy – including TikTok, Facebook, Instagram, Twitter, LinkedIn and YouTube.
• To work with the Head of Marketing & Insights to develop ongoing social media strategy.
• To lead on monthly digital insights strategies including weekly and monthly reporting, as well as being the expert on social listening and monitoring tools such as Meltwater and Sprout.
• To oversee CRM strategy with Senior Data Insights Manager and the wider Marketing team to ensure a cohesive e-comms schedule and to scrutinise audience segmentation.
• To lead on training for new staff members on social media best practice and e-comms onboarding.
• In tandem with the Communications & Content Manager, lead on editorial and filmed content across assigned productions, Education & Community, Development and Front of House in collaboration with the Deputy Head of Communications and campaign leads. Create and edit in-house content, work alongside the Associate Filmmaker and work with freelance filmmakers, writers, designers and production companies across a variety of content.
• To support in the creation of high-level content (EPKs) in collaboration with the Head of Marketing & Insights.
• To work closely with the Deputy Head of Communications to identify exclusive release press opportunities for appropriate content, and to find areas of crossover to minimise asks on cast and creative time.
• To work closely with the Deputy Head of Communications to write press releases and manage the internal and external sign off processes.
• To manage the tracking and insights processes across google analytics to ensure all digital activity is accurately tracked and reported on.
• To act as brand guardian for the organisation, supporting the Head of Marketing & Insights in copywriting across supporting programme, web and social copy.
• To support the Head of Marketing & Insights in the planning and implementation of influencer events and activity.
• To proactively monitor social channels in a horizon scanning capacity.
• To manage archive captures of all productions, and work collaboratively with the Production team on usage of these captures.
• To work with the Company Stage Manager in the recruitment of social ambassadors across productions with the intention of capturing trending and behind the scenes insights over the course of the production.
• To carefully follow sign off procedures to ensure all content is approved before publication.
• To provide customer service support across social channels at critical times in the event of technical problems.
• To competently manage acquiring rights where appropriate for content creation.
• Ensuring we capture as wide a range of Old Vic activity as possible to be used strategically to represent and promote the organisation now and in the future.

Planning
• To support and realise the social and content strategies set by the Head of Marketing & Insights, liaising with the Associate Filmmaker and freelance filmmakers, editing content in-house and commissioning and creating written editorial content, collaborating with the Design team to realise written content across visual digital channels.
• Together with the Communications and Content Manager, manage the e-comms output, owning the CRM schedule, ensuring copy and design are engaging and to the highest standard and sign off processes are adhered to.
• Regularly update the organisation’s central activity calendars and ensure all stakeholders are well informed on campaign activity, developing clear dissemination plans in collaboration with the Press and Marketing teams to ensure maximum impact.
• To work closely with the Communications & Content Manager on the social and e-comms plan to ensure there is seamless and coherent social posting, e-comms and paid social output, to avoid competing messaging and activity.
• To act as the in-house expert for the organisation’s paid social plan, regularly attending client calls and reporting on success and learnings to ensure high return on investment. To advise the campaign leads on social campaign budgeting and pacing – including awareness, retargeting and lead generation.
• To lead on post-show reports and ongoing evaluation of social and content activity, bringing solid insights to help inform future campaign planning.

Person Specification
Essential
• Excellent knowledge of social channel best practices and experience of delivering engaging social campaigns.
• Significant experience of working across paid social, including Meta ads.
• Experience of delivering e-comms campaigns for high profile announcements or marketing activity, such as on sales.
• Excellent verbal and written communication skills and attention to detail.
• The ability to manage a busy workload.
• An understanding of the challenges and opportunities for arts institutions in the contemporary landscape.
• An understanding of diversity within the cultural sector.
• Experience of delivering sales and audience development objectives.
• Excellent copywriting and editing skills.
• Ability to prioritise in an environment with competing demands.
• Experience of creating a variety of content, including filmed and written.
• A working knowledge of Google Analytics.

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