head of audiences part-time, permanent contract...audiences • work across all departments to...

Head of Audiences Part-time, permanent contract February 2020

Head of Audiences – part-time, permanent contract Thank you for requesting information for the post of Head of Audiences at Camden Arts Centre. Please find enclosed the following documents: • Camden Arts Centre Background and Further Information • Job Description, Person Specification and Terms and Conditions of Employment • Equal Opportunities Policy and Monitoring The job description describes the main responsibilities of the post; the person specification relates directly to the job description and is a list of the skills and experience that we consider necessary for the post. Please read these documents carefully. The applicants who fit the person specification and experience relating to the job description most closely will be shortlisted for interview so please make sure you tell us everything relevant to your application and that you complete all the sections of the application form. Please do not send CVs. Applicants must have the right to work in the UK. Please send us your completed Application Form and Equal Opportunity Form to [email protected] with ‘Head of Audiences’ on the subject line. Closing date for applications: Tuesday 10 March 2020, by 10am Interviews will take place on: Friday 20 March 2020 Please note that we are unable to consider any applications which are received after the deadline. Please note that if you cannot make an offered interview time we may not be able to give you an alternative. If you have not heard from us by this date, please assume that you have been unsuccessful on this occasion. Camden Arts Centre is committed to a policy of equal opportunities and we ensure that all applicants are treated fairly and equally. We lshould be grateful if you would complete the enclosed monitoring form to help us check that we are carrying out our policy of equal opportunities for all people. The information will be kept confidential and will be separated from your application upon receipt. It may be referred to after initial shortlisting in order to choose between candidates of equal merit, in order to support our aim to diversify our workforce for individuals with protected characteristics. Information provided by you as part of your application will be used in the recruitment process. Any data about you will be held securely with access restricted to those involved in dealing with your application and in the recruitment process. Once this process is completed the data relating to unsuccessful applicants will be stored for a maximum of 6 months and then destroyed. If you are the successful candidate, your application form will be retained and form the basis of your personnel record. By signing and submitting your completed application form you are giving your consent to your data being stored and processed for the purposes of the recruitment process, equal opportunities monitoring and your personnel record if you are the successful candidate (Data Protection Act 1998, General Data Protection Regulations 2018) Camden Arts Centre is committed to meeting the needs of applicants with disabilities. The refurbished building is fully accessible to all. We are a Disability Confident employer and guarantee to interview anyone with a disability whose application meets the minimum criteria for the post. By ‘minimum criteria’ we mean that the individual must provide us with evidence in their application form which demonstrates that they generally meet the level of

mailto:[email protected]


competence required for each competence, as well as meeting any of the qualifications, skills or experience defined as essential. If you want to apply under the Guaranteed Interview Scheme, simply complete the declaration form which is available to download alongside the application pack and other relevant documents for this vacancy. May we take this opportunity to thank you for your interest in Camden Arts Centre and for your time in considering applying to work with us.


Background and Further Information

About Camden Arts Centre

Camden Arts Centre is a venue for contemporary visual art and education. Placing artists at the core of the programme, Camden Arts Centre strives to involve members of the public in the ideas and processes of today’s artists, and the artists who inspire them.

Over the last 50 years Camden Arts Centre has established an internationally acclaimed programme, introducing London audiences to significant British and International artists including Simon Starling, Mike Nelson, Emma Hart, Karin ‘Mamma’ Andersson, Mary Heilmann, Hilma af Klint, Kerry James Marshall, and Kara Walker.

The exhibition and education programmes are developed with equal importance and are continually intertwined. The year-round programme includes exhibitions, artist residencies, talks and events, school and artists’ projects, courses and off-site activities, ensuring Camden Arts Centre remains a dynamic place for seeing, making and talking about art. We were delighted to maintain our status as an Arts Council England National Portfolio Organisation for 2018-22. Learn more about our previous exhibitions and projects on our online archive.

Exhibitions feature emerging artists, international artists showing for the first time in London, significant historic figures who have inspired contemporary practice, and artist selected group shows relevant to current debate. Residencies develop artists’ practices with practical support, resulting in new work and public participation. Projects are initiatives to encourage people of all ages, abilities and areas of interest to engage with contemporary art. Events engage audiences in a regular series of talks and discussions, film screenings and live art performances. Courses teach creative and technical skills to people of all ages and abilities, in a range of specialist mediums.

https://www.camdenartscentre.org/archive

https://www.camdenartscentre.org/category/exhibitions/

https://www.camdenartscentre.org/category/residencies/

https://www.camdenartscentre.org/category/projects/

https://www.camdenartscentre.org/category/events/

https://www.camdenartscentre.org/category/courses/


Job Description Head of Audiences

Employer: Camden Arts Centre Place of work: Camden Arts Centre, Arkwright Road, London NW3 6DG Reports to: Deputy Director Responsibility for: Communications Manager (FT),

Communications Coordinator (PT .06) Hours of Work: 32 hours per week including one hours’ unpaid lunch break per day

and occasional weekend and evening work General Information

Camden Arts Centre is a place for art and artists; a place for the curious, the novice and

the expert alike. It’s a place to see, to make, to learn and to talk about contemporary art

whether in our building, attending off-site projects and collaborations or via our digital

forums. We invite audiences to engage with art and the people that make it, through our

exhibitions, learning programmes, courses, events and residencies – to push boundaries,

explore and connect to their own creativity.

Purpose of Job

This is a new role working within a restructured team. Camden Arts Centre is ambitious

about increasing the visibility and reach of our work and expanding our audiences and

participants both on and off-site. We are in the process of investing in our systems to

make them more efficient, connected and agile, in order to support our audience

development ambitions. This includes a branding refresh undertaken by Pentagram

concluding April 2020, and a new website and CRM to launch later this year. The post of

Head of Audiences will have key responsibilities in the implementation of these systems,

and the opportunity to refine this structure in order to increase data collection and improve

audience communications.

The Head of Audiences has a strategic overview of the delivery, consistency and quality

of brand messaging and public profile for Camden Arts Centre’s communications, locally,

regionally, nationally and internationally. They will work closely with the Director and

Deputy Director as part of the Senior Management Team, and have responsibility for

developing the audience development strategy and digital action plan in line with our

creative and business aims, with the aim to bring more people and a wider range of

people to the breadth of our programmes on and off-site, increasing existing visitor groups

and identifying new segments for growth. They will continue to expand our profile with

audiences, stakeholders and the broader arts ecology, increasing awareness, attendance

and participation across all activities and channels. They will seek and develop

partnership opportunities that allow us to expand our reach, share resources and build

campaigns towards our audience development and commercial targets. They will set up

robust systems to ensure strong data collation and analysis, monitor impact and provide

regular reports to staff and Trustees.

This is a new role leading an amended team structure. Whilst this role has overall

responsibility for delivery across all platforms and ensuring deadlines are met, it is


supported by a full time Communications Manager with responsibility for the day-to-day

delivery of communication materials (such as website, digital content, database

management, in-house design and liaison with external designers, photography and

liaison with external press support) and a part time Communications Coordinator whose

role focuses on our website, digital communication and social media, as well as general

support.

The main duties of the role are set out below.

Key Tasks and Responsibilities

Strategic planning

• Develop and lead the Audience Development Strategy and Digital Action Plan for Camden Arts Centre, including using data and systems to better communicate with new and existing audiences, working with stakeholders to expand our reach, and segmenting audiences to support our target to increase visitor numbers.

• Refine the brand strategy in line with new branding guidelines and develop tone of voice guidelines that raises the profile of Camden Arts Centre regionally, nationally and internationally and ensure consistency of all our communications across different channels.

• Lead on audience intelligence and collection for the organisation identifying data sources and connectivity. Analyse, summarise and distribute audience data and qualitative feedback. Provide reports on communications targets and progress updates to quarterly trustee meetings and internal evaluation meetings, and lead on internal briefing documents for trustee communications working group meetings.

Audiences

• Work across all departments to ensure consideration of target audiences for all activity to ensure growth, whilst keeping our strategic ambitions at the forefront. Champion the importance of audience development and engagement across the Centre, ensuring due consideration at planning stages, including programme meetings.

• Identify audience growth targets overall and for segmented groups based on areas of priority, and achieve them by focusing marketing effort and spend where it is most effective to achieve the maximum impact.

• Keep up to date with the latest audience development practice within the arts, understanding the barriers to attending and proposing creative solutions, proposing and monitoring targets within our equality and diversity action plan.

• Work with the Programme Team to devise and deliver innovative creative content and cultural learning material.

• Work closely with the Administration and Personnel Manager and Front of House team to champion and deliver an exceptional customer experience, ensure key messages are presented front of house, increase audience engagement across all channels and increase gallery and event footfall.

• Work with our Learning, Public Programme and Front of House teams to reach out


to new and diverse audiences and specifically those least engaged with the arts or from cross over genres. Support the development of relationships with community gatekeepers and new networks, helping promote group visits to the Centre.

• Build awareness in the local area of the work of Camden Arts Centre and

opportunities to engage, including partnerships and media swops with other local cultural venues to promote new visitors to the area.

• Work with the Development Team to organise and deliver key audience and PR

events, including exhibition previews, patron and fundraising events, building our list of key stakeholders and supporting long-term relationships.

Campaigns

• Communicate and promote Camden Arts Centre’s artistic and educational programmes and commercial activities across all platforms, including digital, print, press, and social media, ensuring that we benefit from new tools and trends and have a breadth of coverage.

• Oversee all communications and PR activities, writing press releases and liaising with our external PR support to ensure appropriate focus and integration. Be the main point of contact at previews to welcome members of the press, including setting up interviews and photoshoots as required.

• Work across teams to develop efficient systems for communication, developing

internal systems for copywriting and proof-reading and other systems as appropriate, ensuring timely delivery of marketing materials, prioritising according to our key aims and targets.

• Manage production schedules, coordinating with external design companies, Programme Team and the Director for all printed and digital marketing materials including the CAC website.

• Edit and proof-read all external CAC press and communications to ensure a single voice and formatting that is relevant to the target audiences.

• Oversee the production of printed and digital materials, producing copy, collating images and meeting deadlines

• Develop and implement a clear digital strategy and action plan to ensure consistency of messaging and excellent user experience across all Camden Arts Centre’s digital platforms and channels

• Develop promotional partnerships for specific exhibitions, activities and events to

raise Camden Arts Centre’s profile with target audiences, including data-sharing agreements where appropriate.

• Work with the Development team to plan and deliver a broader membership programme engaging more people with our programme and activities.

• Implement and monitor effective tracking/evaluation procedures for the progress of

marketing and communications activities, ensuring they are effective, timely and make best use of budget and resources.


Systems and Data Analysis

• In consultation with the Director and Deputy Director, be responsible for the development of a new website (currently in tender stage, and with a planned launch date of September 2020), ensuring appropriate functionality, accessibility and system integration (such as CRM and EPOS systems).

• Be responsible for the coordination of all communications contacts into a new CRM system, including effective integration with our E-Newsletter provider, and possible integration with our EPOS system in order to increase audience and visitor data.

• Oversee audience data gathering including audience numbers against targets,

Audience Agency and Culture Counts surveys, working with front of house and exhibitions to ensure relevance and maximising opportunities to connect with audiences. Oversee the analysis of website, social media and e-newsletter interaction for each exhibition as prepared by the Communications Coordinator.

Commercial and Fundraising

• Work with the Bookshop and Editions Manager, Public Programmes Curator, Development and Events Manager, Administration and Personnel Manager and Front of House Coordinator to develop and implement marketing plans, strategies and initiatives for all commercial activities including bookshop and editions, event and venue hire, and public programme activities, supporting an increase on earned and fundraised income.

• Work with our café franchisee to ensure integrated communication on menu offers and café events to build audiences to the Centre, promoting the café as a destination in its own right.

• Work with the Development Team on communications to support our fundraising targets, including individual giving and relationships with friends, patrons and other supporters.

• Work with the Director, Head of Development and Trustees on strategic approaches to development programmes, campaigns and events.

General

• Be an outstanding member of the senior leadership team, upholding our values and contributing to Camden Arts Centre being a high-performing organisation and an excellent employer.

• Lead, motivate and develop the Communications Team to deliver high-quality communications strategies, while working across teams to integrate audiences-related activities.

• With the Director and Deputy Director, take a proactive role in representing

Camden Arts Centre at meetings with external key stakeholders and networking groups.

• Manage direct delivery of assets during peak periods or cover for holiday and sickness.

• Manage and monitor the Communications budget providing quarterly reforecasts

to the Deputy Director. Work with the Deputy Director to set new budgets based on


available resources, value for money, and return on investment.

• Identify and work with external agencies and suppliers to ensure value and quality.

• Research current practice in communications ensuring that CAC remains up to date with new initiatives and communication methods and trends within the creative and tourism sector to support our programme and audience development objectives, especially in the digital realm.

• Keep up to date with contemporary arts communication relevant to the work of CAC.

• Ensure CAC Communications activity remains compliant with General Data Protection Regulations 2016 and Privacy and Electronic Communications Regulations 2003, and abide by and input into the CAC Data Protection Policy. Ensure all communications activities comply with legal, regulatory, ethical and social requirements.

• Recruit and manage interns as appropriate, in consultation with the Administration and Personnel Manager.

• All staff on this band are required to be an occasional keyholder with some evening and weekend work required, for which time off in lieu will be granted.

• Observe health and safety, equal opportunities, environmental, safeguarding, data protection and other Centre policies and procedures.

• Participate in staff team activities and training.

• Undertake other duties as may required to ensure the smooth running of Camden Arts Centre.


Person Specification

Head of Audiences

Essential skills / experience / qualities:

1. Significant experience of championing and embedding a focus on audiences within

an organisation

2. A sound knowledge of and creative approaches to marketing and digital content

production

3. Excellent understanding of the challenges of working in the Arts sector and/or

Events Marketing.

4. Proven track record in implementing and delivering an Audience Development

Strategy (including digital) for a venue, in order to engage new and existing

audiences

5. Proven track record in devising campaign plans and progress reporting, and in

utilising data to inform plans

6. An analytic mind, with the ability to focus on broad long-term goals whilst having

excellent attention to detail, and an enthusiasm and enjoyment of using data to

inform your work

7. Experience in direct delivery of communications material, print and digital, and an

understanding of work flow

8. Excellent verbal and written communication skills, with a thorough understanding

of communicating with internal and external customers, and experience of

delivering compelling correspondence, statistics, presentations and reports

9. First class writing, editing and proofing skills

10. Experience of managing budgets with a track record of achieving high ROI

11. Strong IT skills, including Microsoft packages

12. Experience of co-ordinating website development projects

13. Experience of utilising CRM systems

14. Line management experience

15. Innovative, creative and future facing, with the strength and inspirational

leadership to test and champion new working practice across teams

16. Focused, results-driven and enthusiastic

17. Able to work in a pressurised environment, manage competing priorities and

deliver results within changing circumstances and priorities

18. Able to work as part of a team, resolving problems, balancing the needs of diverse

groups, and carrying projects through at a high level of excellence.

19. Positive and supportive behaviour in the workplace

20. Proactive support for the artistic and business aims of Camden Arts Centre


21. A flexible and collaborative approach to working as part of a team

22. Honesty

23. Reliability

24. Punctuality

Desirable skills / experience / qualities:

25. In-depth knowledge of the contemporary visual arts and current best practice in

promoting contemporary visual arts and arts venues

26. Experience of developing market-based segmentation models and embedding

these within a museum or cultural organisation

27. An ability to talk about art with enthusiasm, accuracy and conviction

28. International marketing experience

29. Significant brand management experience

30. Graphic design skills, using Adobe Creative Suite programmes; Photoshop,

Illustrator, Indesign

31. Knowledge of legal, copyright and intellectual property best practice

32. Line management experience


Outline Conditions of Service

Head of Audiences

Term

This post is a part-time permanent contract.

Salary

The salary range for this post is point 35 (£38,244) to 44 (£47,613) per annum pro-rata,

with a midpoint of 40 (£43,446) pro-rata. This salary is subject to cost of living increases

as agreed with trustees.

Hours

32 hours per week including one hours’ unpaid lunch break per day and occasional

weekend and evening work, for which time off in-lieu will be granted. Hours are 10:00 –

18:00 on weekdays (Monday to Friday) with days of work to be agreed.

Holiday entitlement

Annual holiday entitlement is 25 working days pro-rata, of which 5 may be allocated to the

Christmas period if the Centre is closed, in addition to statutory public holidays. Part-time

staff are entitled on a pro-rata basis to the annual paid holiday entitlement and public

holidays. The leave year begins on 1 April and ends on 31 March. All leave must normally

be taken within this period. No more than two weeks’ holiday may be taken at one time

unless otherwise agreed by the Director.

Notice

Appointment is subject to two months’ notice of termination of employment by either side.

Probation

Appointment is subject to the successful completion of a three-month probationary period

during which the following conditions apply:

1. one week’s notice of termination of employment by either side

Pension Provision

The Centre is compliant with auto-enrolment legislation. Upon commencement of

employment if you meet the conditions of age and salary level as stipulated by the

government you will be auto-enrolled to a pension scheme. Further information can be

found in the staff handbook and you have the right to opt out.

After the successful completion of your probation period, permanent and fixed term

employees are entitled to move onto our AEGON workplace pension scheme, and will

receive an employer’s contribution of 3% of your gross salary, provided that you contribute

a minimum of 5% of your gross salary.


Equal Opportunities Policy and Monitoring

1. Introduction 1.1 Camden Arts Centre (CAC) is committed to a policy of equality of opportunity in its

employment practices and in the provision of services to users. 1.2 The Sex Discrimination, Race Relations and Disability Discrimination Acts protect

job applicants, employees, self employed people and contract workers alike and accordingly the word “employee” in this policy includes all such people who are protected by the Acts.

1.3 Senior management fully supports this policy. All employees are responsible for its implementation and should request special training if they have any doubts about its application. An employee should address any questions in relation to the policy or any requests for special training to the Director.

1.4 Employees who feel that they have suffered such discrimination should raise the matter with the Director.

2. A Statement of Policy 2.1 As an employer CAC aims to ensure that no potential or actual employee receives

more or less favourable treatment on the grounds of race, ethnic or national origins, disability, marital status, gender, sex, sexual orientation, age, class, responsibility for dependants or religious beliefs. 2.1.1 Selection procedures and criteria are reviewed to ensure that individuals

are selected on the basis of their relevant merits, abilities, experience and qualifications.

2.1.2 All employees must accept their personal responsibility for the practical application of the Policy but at the same time CAC acknowledges that specific responsibilities fall upon management, supervisory staff and individuals professionally involved in recruitment and employee administration.

2.1.3 To ensure this Policy in consistently applied and monitored co-ordinating responsibilities have been assigned to the Administrator who will monitor the operation of the Policy for both employees and job applicants.

2.2 As a service provider, CAC aims to ensure that its artistic programme reflects the

cultural diversity of the community in which it is based. In particular it aims to ensure that audiences and users are not denied access to the programme on grounds of race, ethnic or national origins, disability, marital status, gender, sex, sexual orientation, age, class, responsibility for dependants or religious beliefs. The artistic programme also aims to challenge and explore issues around identity and society’s response to identity and ‘difference.’

2.2.1 The exhibition and education programme is reviewed to ensure that it reflects the needs and interests of the whole community. 2.2.2 Targeted activities will be integrated into the programme in order to

encourage increased use of the Centre by members of the community who ‘traditionally’ feel excluded from art spaces.

2.2.3 All employees must accept their personal responsibility for the practical application of the Policy but at the same time CAC acknowledges that specific responsibilities fall upon management, supervisory staff and individuals professionally involved in programming and service provision.

2.2.4 To ensure this Policy is consistently applied and monitored co-ordinating responsibilities have been assigned to the Director who will monitor the operation of the Policy within the artistic programme and other services.


3. Recruitment procedures 3.1 Job descriptions and person specifications are regularly reviewed to ensure that

they accurately reflect the responsibilities of the post and contain no indirect discrimination.

3.2 The person specification and experience related to the job description provides the basis for the objective criteria for selection of candidates for short listing and appointment.

3.3 Applicants receive a job description, person specification, and an equal opportunities form for details of protected characteristics such as sex, disability and race in line with Arts Council guidance, that will be used for monitoring purposes.

3.4 Data may be referred to only after initial shortlisting in order to choose between candidates of equal merit, in order to support our aim to diversify our workforce for individuals with protected characteristics.

3.5 Interview panels will be kept to a minimum size and panel members will be briefed on the application of the policy and the inadmissibility of discriminatory questions.

3.6 Candidates selected for interview will be asked the comparable questions. Candidates required to sit recruitment tests will be set the same tests.

4. Grievances Anyone who believes that there has been any breach of this equal policy or has a grievance in respect of any act of sexual or racial harassment or any other discrimination should raise the grievance in accordance with CAC’s Grievance Procedure. Anyone who doesn’t feel able to do this should raise it with the Director or if that is inappropriate, the Chair. 5. Discipline An employee who harasses or discriminates against any other employee or CAC users or visitors on grounds of race, ethnic or national origins, disability, marital status, gender, sex, sexual orientation, age, class, responsibility for dependents or religious beliefs will be dealt with under CAC’s Disciplinary Procedure. Such harassment or discrimination will normally be regarded as gross misconduct so that, on completion of the investigation and the relevant stage of the Disciplinary Procedure, the employee will be summarily dismissed.

head of audiences part-time, permanent contract...audiences • work across all departments to...

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