KEY RESPONSIBILITIES

• CAMPAIGN PLANNING/STRATEGY

  • Oversee the development and implementation of marketing strategies across Public Programmes including leading on campaign delivery for larger scale projects.
  • Develop the visual identity and key campaign messages for productions produced by The Place, in collaboration with the Marketing Officer (Producing & Touring and Artist Development).
  • Build, implement, and evaluate marketing strategies for our Public Programmes.
  • Project manage on-sale campaigns for public-facing events across the organisation, working closely with the Executive Producer to ensure Public Programmes on-sale campaigns are coordinated strategically, and the Marketing Manager (Education Programmes) to ensure inclusion of London Contemporary Dance School public performances.
  • Agree sales targets and the pricing strategy with the producing team, reporting updates to governors through the Finance & General Purposes Committee.
  • Set marketing Key Performance Indicators for each theatre season and tour in conjunction with the producing team, and shared with governors through the Finance & General Purposes Committee.
  • Develop budgets for campaigns based on past performance and available resources.
  • Liaise with visiting companies to maximise marketing potential and campaigns impact in collaboration with the Marketing Officer (Public Programmes).
  • Work closely with the Press and PR Manager to align marketing and press campaigns.
  • Oversee the management of relationships with suppliers of marketing goods and services (graphic designers, advertising agencies, photographers, and distribution companies, etc.), ensuring that The Place gets excellent service and value-for-money from its suppliers.
  • Stay up to date with marketing trends across social media, best practice, and equality and inclusion.

• CAMPAIGN DELIVERY

  • Lead the campaign delivery for larger-scale projects and longer-running productions with support from the Marketing Officers (including the family production in December, visiting companies performing over multiple nights, the annual Festival of Korean Dance and specific touring productions produced by The Place).
  • Work with the Marketing Officers, lead Producer and Artist/Company to develop marketing assets that communicate the work and celebrate the brand.
  • In collaboration with the Marketing Officers, manage the production of print and digital marketing materials, including briefing and liaising with designers, proofing and overseeing the work of printers, and managing the work of photographers, and filmmakers in collaboration with the Digital Content Manager.
  • Work with the Marketing Officer, Press and PR Manager and Digital Content Manager to build and implement marketing campaigns across Theatre, Producing & Touring, and Classes & Courses departments (including planning advertising, print distribution, and digital content).
  • Liaise with companies and artists performing at The Place over marketing, ensuring that information is shared effectively, that activity is coordinated, and that crediting is consistently applied.
  • Liaise with collaborating organisations and partner agencies, including media buyers and digital agencies to maximise impact of our digital spend.
  • Liaise with the Box Office team to optimise front of house in continuing to improve the customer experience.
  • Monitor ticket sales to maximise tour marketing impact modifying campaigns in line with sales trends.
  • Ensure effective liaison between the Communications, Theatre, Producing & Touring, and Classes & Courses teams, including chairing meetings.
  • Manage and oversee promotional photoshoots, production images, the creation of digital ads and physical print materials, and other marketing assets required for touring productions.
  • Oversee and occasionally lead on messaging for Artist Development projects and callouts.

• AUDIENCE DEVELOPMENT AND EVALUATION

  • In collaboration with the Director of Communications, oversee the progress of audience development and audience insights plans including the creation of plans for Arts Council England project grant applications, the set up and implementation of relevant surveys through the Indigo, the set up of focus groups, and the collation of data and insight for the annual report.
  • Support the Executive Producer with required reporting for Arts Council England by managing the Indigo survey, collating necessary data and overseeing the upload to the Illuminate platform.
  • Evaluate marketing campaigns across Public Programmes (i.e. Theatre, Producing & Touring, and Artist Development) in line with the business plan and organisation’s KPIs.
  • Analyse the sales and customer database (Spektrix), in conjunction with the Box Office team and Marketing Officers, to evaluate and report on marketing activity.
  • Co-lead the cross-organisation Discovery Labs with the Executive Producer, contributing to the sharing of knowledge and up-skilling of the organisation on our audiences and their behaviours.
  • Draw campaign evaluation reports and adapt for distribution for Directors, the Finance & General Purposes Committee, and the Board as and when needed.
  • Continue to maintain working relationships with peers and industry stakeholders to inform practice including the Arts Council England, Indigo, PWC, and the Arts Marketing Association.

• LINE MANAGEMENT

  • Line Manage the two Marketing Officers working across Public Programmes, including overseeing their workload and well-being at work, professional development, and probation and appraisal processes.
  • Approve contracts for creative freelancers, in line with the organisation’s scheme of delegation.

• OTHER DUTIES

  • Along with the rest of the Communications team, ensure that The Place’s website is up to date and optimised.
  • Attend productions’ press nights and act as ambassador of the work and The Place.
  • Any other duties as may be reasonably requested by the Director of Communications.