Head of Marketing

Job application pack

Closing date: Monday 15 January 2018Interview date: Wednesday 24 January 2018Reference: HOM18

Contents Introducing Lakeland Arts Job description Person specification How to apply and selection process

Introducing Lakeland Arts

We are delighted that you are interested in joining the dedicated team at Lakeland Arts at a really exciting time as we commence our 2018 Exhibitions Programme at Abbot Hall Art Gallery and Blackwell, The Arts and Crafts House, and prepare to open Windermere Jetty Museum of Boats, Steam and Stories, following completion of the £17 million capital development. It will grow Lakeland Arts, increase our turnover and create jobs.

Lakeland Arts is one of the most significant arts and heritage organisations in the North and has an exceptional portfolio of attractions in an area of outstanding natural beauty.

We are seeking a Head of Marketing to embed our marketing approach at Lakeland Arts to help widen our audiences, increase visitor numbers and build our reputation for quality programming.

Abbot Hall Art Gallery is a Grade 1 Listed Building in Kendal. The eighteenth century riverside mansion is a wonderful setting for our ambitious programme of temporary exhibitions and displays showing work of artists of national and international significance. Artists featured in major exhibitions over the past few years include Rembrandt, Canaletto, Constable, Barbara Hepworth, Ben Nicholson JMW Turner and Monet.

The Museum of Lakeland Life and Industry in the coach house and stables at Abbot Hall has extensive displays relating to the

social and industrial history of the Lake District and is a great place to discover about the people who lived and worked here in the past.Lakeland Arts also operates Blackwell The Arts & Crafts House a stunning Grade 1 listed house overlooking Windermere. It is architect MH Baillie Scott’s greatest house, retaining almost all of its original decorative features, and it provides a perfect setting for historical and contemporary crafts.

We run lively family activities and learning programmes for a range of audiences at all our sites including formal learning with schools and colleges, family events, workshops, performances and talks. Many of these involve artists and creative practitioners and all are related to our rich collections.

Windermere Jetty, Museum of Boats, Steam and Stories will be a world-class museum to display the nationally significant collection of boats that are all associated with Windermere. Designed by Carmody Groarke architects, the Museum is under construction on a stimulating site on Windermere close to the centre of Bowness. The Museum will offer a range of activities for visitors including displays telling the history and stories of the boats and the people who built and used them, a publicly viewable workshop where boats will be conserved and restored, a boathouse with boats on the water and high quality visitor facilities including a café with the best views of Windermere.

2

We are proud of the many achievements made by Lakeland Arts since it was formed to save Abbot Hall nearly sixty years ago and due throughout to the dedication and hard work of its staff. Our continued

success depends on the contribution and expertise of every individual we employ.

We welcome your application.

3

Job DescriptionJob Title: Head of MarketingGrade/Salary: £30,000 - £35,000 depending on experienceLocation: Blackwell (predominantly) and Lakeland Arts sites Reporting to: Chief Operating Officer Line Mgt: Marketing Co-ordinator, Marketing and Development Assistant

Purpose and key objectives

As Head of Marketing you will be responsible for the development and implementation of the Lakeland Arts’ marketing strategy to grow visitor numbers, extend our reputation for high quality programming and as a quality visitor destination and improve our commercial income.

You will lead Lakeland Arts marketing and communications strategies for Blackwell the Arts and Crafts House, Abbot Hall Art Gallery and the Museum of Lakeland Life and Industry, and our year one trading campaign for Windermere Jetty, Museum of Boats, Steam and Stories as well as develop our Friends Membership package.

Working with the Chief Operating Officer, Director or Programming and General Managers, the post holder will develop a long-term marketing vision for each Lakeland Arts venue, the Curatorial and Learning programmes, as well as support our Development team and fundraising activity.

Key responsibilities

1. Lead the development and implementation of the Lakeland Arts Marketing Strategy to grow visitor numbers, widen our reputation for high quality programming and improve our commerciality.

2. Develop, review and continually improve Lakeland Arts’ on and offline marketing, PR and communications with a strong emphasis on digital media, with the purpose of increasing visitor numbers, visits, memberships and building our on-line engaged community.

3. In conjunction with the Chief Operating Officer and Director of Programming, develop and deliver cost effective marketing, PR and communications strategy and plan to develop audiences for Lakeland Arts programmes and activities, identifying appropriate funding and partnerships to support and enhance this activity

4. You will be responsible for relationship management of all audiences, optimising digital marketing activity, making intelligent analytics-led recommendations to improve user experience of digital sites to drive conversion and develop on-line promotional material.

4

5. Champion accessible, intelligent communication across all media and digital platforms to share information with the widest possible audience and raise profile of Lakeland Arts to wider audiences.

6. Develop a digital strategy for Lakeland Arts enabling us to best inform existing audiences and grow new active digital communities for each of our sites including Windermere Jetty. To include evolution of compelling digital content, enhancing the customer experience, encouraging repeat visits, and securing digital customer data analytics.

7. Promote, develop and manage the Lakeland Arts brand and values, including producing Lakeland Arts Design Guidance and acting as brand guardian managing the brand guidelines internally and externally.

8. Manage, develop and enhance Lakeland Arts media relations, with specific focus on arts and cultural media.

9. Undertake regular in-house and commissioned visitor research to inform Lakeland Arts understanding of its audience, and to inform LA’s strategic and business planning, and meet any external funding data requirements, including working in partnership with the Audience Agency

10.Ensure all CRM databases are updated, developed, maintained and compliant with data protection legislation.

11.Establish strong strategic partnerships and networks locally, regionally, nationally and internationally to build Lakeland Arts profile to develop awareness of its programming and activities, and to enhance groups travel visits.

12.Oversee the delivery of LAs’ marketing collateral, publications and publishing plan with appropriate providers ensuring value for money.

13.Support the Head of Development in preparing funding applications, negotiations with sponsors and donors and in drawing down and reporting on grants by providing relevant supporting evidence.

General Accountabilities

1. Contribute to Lakeland Arts’ strategic and business planning in addition to other strategies and plans.

2. Contribute to the overall success of the organisation, including attracting new audiences and delivering high quality visitor experience.

3. Contribute effectively to regular Senior Management Team meetings.

4. Support delivery of Lakeland Arts’ capital development projects.

5. Support development of Lakeland Arts’ staff members - carrying out appraisals and

5

identifying training and development needs for staff managed by the post holder.

6. Report as required to trustees, Chief Operating Officer, Senior Leadership Team and other internal and external bodies, e.g. Arts Council England.

7. Represent Lakeland Arts as required at stakeholder events, meetings, private views, events etc.

This job description outlines the principal responsibilities and duties of the post holder. It is not meant to be, nor is it, an exhaustive list of specific responsibilities and duties. The post holder will be expected to undertake any other duties which could reasonably be expected as being within the remit of the post and which arise out of changes of legislation, regulations, orders, rules and working practices, methods and procedures and reviews, as directed from time to time

Additional Information

Full time working hours are 40 hours per week, Monday to Friday.

As a senior member of the organisation the post holder will be required to attend occasional events such as previews and marketing events, particularly those connected with responsibilities of the post.

The post holder will also take on relevant responsibilities as part of Lakeland Arts Disaster Plan for each Lakeland Art’s site.

Health and Safety The post holder is required to carry out the duties in accordance with Lakeland Arts Health and Safety policies and procedures.

DiversityThe post holder is required to have due regard to equal opportunities at all times, and to work in a fair and reasonable manner towards all people, ensuring service standards are maintained for all cultures.

Other Duties The duties and responsibilities in this role profile are not exhaustive. The post holder may be required to undertake other duties that may be required from time to time within the general scope of the post. Any such duties should not substantially change the general character of the post. Duties and responsibilities outside the general scope of this grade of post will be mutually agreed with the post holder.

6

Person SpecificationESSENTIAL DESIRABLE

Qualifications Educated to degree in a marketing or

related discipline Marketing Qualification i.e. CIM or

equivalent experienceExperience

Proven experience of managing multiple marketing activities simultaneously

Relevant communication background with a thorough understanding of how to manage consumer-facing social media campaigns

Know how to get the best from creative, digital and print agencies

Track record delivering projects quickly and efficiently

Brand Management Communication Management PR management Experience of delivering effective digital

media campaigns Experience of working with

communication, creative and media agencies to develop plans and execute

Strong consumer and customer focus Analysing data and presenting results Evaluating effectiveness of brand

strategy and tactics, recommending changes

Developing strategic brand plans

Working for a cultural organisation Writing and editing marketing,

interpretive and promotional publications

Knowledge A deep knowledge of how digital/social

media fits into the communications mix Strong understanding of customer and

stakeholder requirements and managing market dynamics

Active interest in arts, galleries and museums

Extensive PR contacts in national cultural media

Working with Group Travel Trade Working with the International Travel

Trade

Skills Excellent writing and verbal

communication with a wide range of audiences

Demonstrate strong interpersonal and influencing skills

Be able to mix a degree of creativity with pragmatism and an analytical approach

Excellent interpersonal skills Negotiation and financial skills IT literate (Microsoft, Apple) Proof Reading

Excellent presentation skills

Qualities Enjoy driving change Commitment to Equal Opportunities,

Cultural Diversity and exceptional customer service

Ability to manage own professional and personal development and a willingness to learn

7

8

How to apply and the selection processYou must complete an application form and equal opportunities monitoring form, both available to download from the Lakeland Arts website www.lakelandarts.org.uk, in Word and PDF formats. You may attach a letter but please don’t send photographs. We don’t accept CVs.

If you don’t have Internet access, telephone 015394 46139 and give us your name and address, quoting the job title and reference number.

In completing your application, you must tell us how you meet the essential qualification, experience, skills and qualities outlined in the Job Specification. We will assess how you meet them through the application form and interview. We will let you know if we will include a presentation or a skills test if you are selected for interview.

Deadline for receipt of applicationsThis vacancy closes Monday 15 January 2018 at 12 noon. Please note that late applications will only be accepted if received within 1 hour of the closing time. Any forms received after this time will not be processed.

Your completed application form and equal opportunities monitoring form should be returned by one of the following methods:

By email: Please email jobs@lakelandarts.org.ukThere is no need to send additional copies. If successful, you will be asked to sign your electronic application form at interview.Please note that our email servers will not accept emails larger than 10MB.

By post: Human Resources, Lakeland Arts, Blackwell, The Arts & Crafts House, Bowness-on-Windermere LA23 3JT

Acknowledgement of receiptEmail applications will be acknowledged when we receive them. Should you wish to receive an acknowledgement for a postal application, please include a self-addressed envelope with a 1st or 2nd class stamp and we will return this to you.

InterviewsInterviews will be held on Wednesday 24 January 2018

If you would like to have an informal discussion around this job role, please do not hesitate to contact Liz Moss, Chief Operating Officer on 07788 243837.

9