About the AMAThe AMA is a membership organisation that exists to help the arts, culture and heritage sectors make better connections with the public.

Founded in 1993, the organisation has grown to be the UK’s market-leading provider of professional development services for people involved with connecting with audiences in these sectors. The AMA today has nearly 2,000 members, working at all levels in organisations including theatres, concert halls, galleries, touring companies, museums, libraries, universities, visitor attractions, heritage sites, marketing service providers, local authorities, funding bodies and more.

The AMA’s activities include:

supporting its network of members and encouraging best practice, knowledge sharing and peer learning

providing training opportunities, from online courses and webinars, through day events and workshops, to in-depth intensive or extended training programmes (see here for a full, current list)

publishing learning resources, including the CultureHive website, the Culture Pro professional development tool, and the quarterly JAM (Journal of Arts Marketing) magazine (full list here).

The AMA’s annual conference brings together 600 delegates each year. Among the organisation’s newer initiatives are training programmes for leaders of museums and of small scale organisations, a consortium project supporting the development of arts fundraisers, a digital marketing academy and online training in organisational resilience developed in partnership with Wolff Olins.

The AMA brandThe AMA’s brand was redeveloped in 2016 to express the vision and values of the organisation. The brand model below outlines the beliefs, personality and promise of the AMA brand:

The AMA believes that learning and sharing will generate positive impacts for individuals, organisations, the sector and the public

The AMA should be smart, creative, inspiring, approachable, professional, forward-thinking, learning, rigorous and agile

The AMA will never be less than inspiring and thought-provoking, and sometimes we’ll blow your mind with eureka moments

The AMA aims to be an essential, motivating force for change helping the sector make better connections between arts and culture and the public.

Our brand model may be downloaded here.

About the role and what we’re looking forWe’re looking for a Head of Marketing and Membership to:

Take a leadership position within the AMA Become a key part of our Senior Management Team influencing our future direction Help us to realise our 360 Diversity strategy Drive membership growth, retention and satisfaction Implement our brand strategy Ensure that our services are used by the broadest possible audience

The ideal candidate will be interested in working at a senior level within the industry. You will bring a combination of strategic planning, creative thinking, and great marketing skills.

The AMA has a 360° Diversity Strategy. Our ultimate goal is that people across the whole of society are engaging with arts, heritage and culture, not just an elite few. You will be committed to working with the full AMA team to realise this ambition through all of the work that we do. You will have strong experience in both marketing and membership. You will be enthusiastic about leading your team to realise the AMA’s mission and vision.

What it’s like to work at the AMAWe’re biased of course, but we think the AMA is a great place to work. We care about supporting and inspiring our membership, enabling them to reach and engage more audiences, visitors and participants.

Staff are friendly and look after one another. We play to people’s strengths and roles usually flex and evolve over time to accommodate different skills, perspectives, and working styles. We practice what we preach and believe strongly in professional development for all staff – learning and sharing generates positive impacts for us, for our colleagues, for our members and the sector.

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What you’ll gainFor the right person, this job is an exciting opportunity to lead the Marketing and Membership development for a national organisation. The AMA is committed to professional development – of our members and our staff – and will work with you to craft a suitable training and development programme to support you in your work at the AMA. The role involves working alongside a broad mix of inspiring people including arts professionals (at all levels), industry decision-makers and partners, consultants, trainers, speakers and leading thinkers. The Head of Marketing and Membership will therefore be able to significantly raise their profile at the heart of the arts and cultural sector. We have bold and exciting ambitions for growth and this role will be a key player in helping us to achieve these ambitions. For those seeking a range of creative and strategic challenges within a supportive and positive working environment this is an ideal opportunity.

Encouraging diversityAs mentioned above, we are in the process of reviewing our diversity strategy and are producing a 360° plan exploring every area of our work - internal factors such as staff, board, ambassadors, member reps; as well as areas of our programme and editorial; membership development; partnerships; and our role (as a membership body) as a leader within the arts and cultural sector providing advocacy and support to others.

The AMA wants to support arts and cultural organisations to reach and engage the whole of society (not just an elite few), and are launching a number of programmes over the coming months to support our members, for an example, please see: http://www.a-m-a.co.uk/audience-diversity-academy/

We welcome applications from a diverse mix of people. Please find attached a monitoring form which won’t form part of the decision making process for this role, but will enable us to monitor who is engaging with our vacancies and where we might want to take action to address underrepresentation in the future.

Terms of contractThis is a permanent full-time role (40 hours per week), with some capacity for home/remote working, but based at least 3 days per week at the AMA's offices in Cambridge. We welcome applications for job sharing.

Salary £ 35,000-45,000 dependent upon experience.

The post is subject to successful completion of a six-month probationary period. The AMA operates a stakeholder pension and makes an employer contribution of 5% of your gross salary from the end of the 6-month probationary period. This is not conditional on the employee making a contribution.

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How to applyPlease find below a job description which should assist you in your application.

Please complete the separate application and monitoring forms and return it by email to Christopher Beck christopher@a-m-a.co.uk or by post, in an envelope addressed to: Christopher Beck, Arts Marketing Association, 7A Clifton Court Cambridge CB1 7BN.

Please do not send your CV - in accordance with our equalities policy we are unable to accept these.

The deadline for applications is Friday 27th October 10am. Applications received after this time may not be considered.

If you have questions or would like to have an informal discussion about the role before submitting your application, you may contact Cath Hume (CEO): cath@a-m-a.co.uk

Initial interviews will be held at the AMA office in Cambridge on Tuesday 7th November. Please indicate in your application and in your e-mail if you are unable to attend an interview on this date.

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JOB DESCRIPTIONHead of Marketing and Membership

Line Manager: CEO

Responsible to: CEO

Responsible for: Design Manager (part-time) Senior Marketing Officer – Events Marketing Officer — Membership Engagement Marketing Administrator — Membership Engagement

Hours of work: 40 hours / week

Term of contract: Permanent

1. PURPOSE OF POST

1.1 The main purpose of the post is to drive the AMA marketing and membership plans in line with the business objectives and to lead on the effective implementation of these strategies across all areas of our work.

2. SCOPE AND RESPONSIBILITIES OF POST

2.1 Planning - general. To develop and implement a marketing plan for the AMA informed by relevant research and evaluation and in line with the business plan objectives.

2.2 Planning - membership. To develop and implement a membership development plan for the AMA informed by relevant research and evaluation and in line with the business plan objectives. Responsible for membership income generation and for devising and achieving ambitious targets for further growth of the AMA. This will include strategies to maintain / improve renewal rates, strategies for member engagement, and strategies to reach new members.

2.3 Planning - conference.To develop the marketing strategy for the AMA conference and to oversee its implementation to achieve agreed targets. This will include strategies to reach and engage different target member groups, non-member groups, and fundraisers (as part of the Arts Fundraising and Philanthropy programme). To monitor sales against the conference budget and adjust strategies as required.

2.4 Planning - events. To develop the marketing campaign plans for all events and services and to oversee their implementation to achieve agreed targets. This will include strategies for the digital marketing day, the online learning programme, master classes, workshops, residential Retreats, dinner

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parties, network meetings, mentoring, advertising services, publications, and other events and services as they are developed.

2.5 Planning - CultureHive.To further develop our marketing strategy for the CultureHive programme. To achieve engagement in line with KPIs and in particular to reach and inspire target segments to adopt good practice, and to ensure long-term sustainability for the work. This will include campaigns for improving engagement with the CultureHive website, CulturePro, the Symposium, the Small-Scale Development Programme, Fast Track, the Digital Marketing Academy and the online learning programme.

2.6 Planning - AFP.To develop the marketing strategy for Shared Ambition (bringing marketing and fundraising teams together). To work collaboratively with SMT on legacy planning for this programme including how this might lead into membership development from the fundraising sector.

2.7 Branding To uphold the AMA brand and develop and deliver a brand strategy. To ensure all communication materials developed across the organisation support the AMA brand. To oversee the work of the design and marketing officer and external designers as required.

2.8 Leadership.To act as the line manager for the Design Manager, Senior Marketing Officer – Events and Marketing Officer x 2.

2.9 Research and market intelligence.To lead on key pieces of market research for the AMA including, but not limited to, bi-annual member research; producing feasibility studies to explore areas for new membership growth; and implementing membership audits. To report on the findings to the CEO and to make recommendations to the senior management team to ensure that marketing, programme and membership strategies are informed by member and potential member needs.

2.10 Strategy - segmentation.To lead on the development of effective segmentation strategies for the AMA.

2.11 Monitoring.To oversee marketing evaluation programmes for all areas of the AMA’s work and to work with the senior management team on an effective evaluation and monitoring programme for CultureHive, AFP and other funded programmes. This will include coordinating with external consultants delivering impact studies and may also include commissioning freelancers to carry out other research and evaluation programmes. To regularly report on progress to the CEO, to staff, board, and other key partners, and to make relevant recommendations for action as required.

2.12 Finance.To produce and manage marketing budgets for all areas of the AMA’s work in line with the annual budget and to be accountable for these budgets. To lead the pricing strategy and to set targets and prices for membership, events and services in line with the annual budget and in partnership with the programming and events staff. To implement robust and forward-looking monitoring tools to track income in line with annual targets and to ensure that the marketing team are effectively working towards and monitoring these targets.

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2.13 External relations.To work with the senior management team to develop and implement the external relations strategy. This will have a particular emphasis on developing relationships with key partners for membership development. It will also include maintaining a strong working relationship with The Audience Agency to ensure joined up communications across the CultureHive programme, continuing to build a strong working relationship with Cause4 and other AFP partners, and ensuring timely updates on the programmes for Relationship Managers at Arts Council England.

2.14 Internal communications.To lead the strategy for internal communications at the AMA in collaboration with the senior management team.

2.15 Strategy - digital and social media.To oversee the effective use of digital and social media at the AMA. Leading the marketing team and collaborating with the programming team to coordinate activity in line with the business plan. You will seek to ensure that the AMA is innovative and forward thinking in its approach to new technology and becomes an industry leader in this area.

2.16 Business planning.To work as part of the senior management team on on-going review and development of the business plan in line with the agree vision and organisational objectives. To collaborate with the CEO and the rest of the AMA team in organisational planning and development.

2.17 To undertake additional duties as may reasonably be required.

3. OTHER DUTIES

3.1 The Head of Marketing and Membership is expected to attend occasional board meetings, attend both annual staff and board retreats, the annual conference, the digital marketing day (incorporating the AGM) and to host other events as required.

3.2 They are also expected to travel across the UK (and possibly some international travel) to attend meetings and events. Expenses will be paid by the AMA.

1.

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Person specificationEssential skills, knowledge and experience

Marketing You will have at least 5 years’ experience of working in marketing. You will have written effective marketing strategies and worked with a team to deliver these. You will have experience of working across multiple channels.

Membership You will have experience of managing a membership and achieving growth.

Creative thinking You will be able to demonstrate projects and initiatives that you have worked on which show your ability to think creatively, to generate new ideas and concepts

Strategic planning You will be able to demonstrate projects and initiatives that you have worked on which clearly demonstrate your ability to think strategically and plan effectively

External relations experience

You will have experience of establishing working relationships with external partners and confidence about working with people at all levels

People management Experience, skills and knowledge in a range of line management techniques and an ability to be adaptable in style and approach as appropriate

IT literacy You will have a high level of IT literacy and will be able to demonstrate your ability to learn a range of new digital technologies and software packages (i.e. demonstrate that you have done this in the past so that we can be confident that you will pick up our member database, online learning platform etc.)

Desirable skills, knowledge and experiencePlease note, a full induction programme and on-going development and training will be offered, but the ideal candidate will have some of the following desirable skills, knowledge / experience: Marketing and management insight

The ideal candidate will be well-read in marketing, audience development and management theory and will be aware of latest thinking across these disciplines. They will have an interest in and awareness of best practice within both the arts and commercial sectors.

Network of relevant contacts

Network of or knowledge of key AMA stakeholders

Negotiation and interpersonal skills

An ability to influence at a senior level within the industry. Knowledge and skills in identifying and adopting appropriate interpersonal styles and methods of communication to work effectively with a broad range of partners and stakeholders.

Research skills Experience of undertaking market research, both

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qualitative and quantitative. Analytical thinking An ability to critically evaluate options and make relevant

and appropriate recommendations for the future.Financial acumen Including experience of setting and monitoring targets,

planning resources with an awareness of impact on company finances and organisational objectives, and accountability when working towards key performance indicators.

Qualifications / training

A business or marketing qualification (e.g. relevant degree and / or CIM qualification) and / or attendance at a range of informal business or marketing courses e.g. workshops, conferences, day events etc.

Arts sector experience Experience of working in the arts, heritage or cultural sector and an understanding of how marketing objectives, activities, challenges and opportunities vary across different art forms.

Arts sector knowledge Awareness of the professional development needs of the arts marketing sector at each level i.e. entry / assistant, officer, manager, director / head of department etc.

CRM procurement and implementation

Experience of procuring and implementing a new CRM system.

Personal characteristicsYou will have:

Great enthusiasm for supporting arts, cultural and heritage professionals to have greater impact for their organisations and their audiences

An inclusive approach and a commitment to and equality of opportunity An understanding and respect of diverse worldviews, a sensitivity to group differences,

and an attitude of viewing diversity as an opportunity An ability to quickly build rapport, and maintain good working relationships with a diverse

mix of people Energy, self-motivation, and an ability to drive projects forwards A positive, results-focused, attitude to your work A commitment to continuous learning and improvement, both in your own professional

life and for your colleagues A belief in collaboration, and an open, agile approach to team working A professional approach, with a reputation for honesty, integrity and consistently

delivering high quality work An interest in networking, connecting, sharing ideas, and learning from others An interest in travelling (mainly across the UK, but possibly some international travel) to

attend meetings and to host events (expenses covered by the AMA) The ability to deal with problems calmly The ability to work on your own, as well as part of a team A healthy attitude to risk and innovation A passion for the work and potential of the Arts Marketing Association

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Summary of terms and conditions of employment This is currently a full-time role working 40 hours per week. We will consider part-time roles and job-shares.

Working from the AMA office in Cambridge, however we are an organisation that seeks to employ the very best people for the tasks at hand so will consider applications from those who may want a mix of working from home and from the office.

Salary £35,000 - £45,000 (depending on experience)

The post is subject to successful completion of a six-month probationary period.

The AMA provides a pension scheme and makes an employer contribution of 5% of your gross salary from the end of the 6-month probationary period. This is not conditional on the employee making a contribution. During the probationary period, the AMA will provide a pension scheme and make an employer contribution of 1% for those staff members who are aged 22 or over, and are under state pension age. The pension scheme is an automatic enrolment process.

This document is available in large print and other formats by telephoning 01223 578078. Please bear in mind we may need a few days to arrange this facility. If you need help to read this document please do not hesitate to contact us.

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