Audience Development Officer

Leeds City Council; Leeds; On-site; GBP 30,000 - 40,000; Full time

Job summary

A public sector organization in Leeds is seeking an Audience Development Officer to lead strategies driving visitor engagement for museums and galleries. This role requires expertise in marketing within the cultural sector, overseeing integrated campaigns, and managing multiple projects effectively. The candidate should possess strong communication skills and the ability to analyze and evaluate marketing effectiveness, contributing to long-term audience growth and revenue generation. A degree in a relevant field is preferred.

Benefits

Opportunities for continuous professional development

Flexible working arrangements

Qualifications

• Experience in delivering integrated marketing campaigns.
• Ability to develop audience development strategies.
• Knowledge of evaluation methods and audience segmentation.

Responsibilities

• Lead audience development strategies and campaigns.
• Manage and deliver integrated marketing and cross-service projects.
• Evaluate communication methods to demonstrate ROI.

Skills

Marketing experience in cultural or heritage sector

Targeted marketing campaign delivery

Project management

Interpersonal communication

Creative thinking

Education

Degree in relevant field

Tools

Microsoft Office

WordPress CMS

Email marketing platforms

Job description

Based in the Audience Development department you will work closely with other digital and design colleagues, as well as develop relationships with staff across venues to help drive visitors and income. We're looking for a candidate who is experienced in the full marketing mix to lead and advise colleagues within Leeds Museums and Galleries in effectively developing audiences. As our next Audience Development Officer, you'll contribute to driving visitors to attractions, increasing income, and building robust audience development plans to work to longer term goals. The role is integral to the Audience Development team who manage a varied portfolio covering marketing, market research, digital engagement, brand and design, PR, ticketing and CRM.

Responsibilities

• To develop audience development strategies to build audiences, achieve income targets, communicate key messages and engage key stakeholders in the work of Leeds Museums & Galleries.
• To lead targeted marketing campaigns from inception, delivery to evaluation.
• To work with departmental colleagues, external partners, funders and suppliers, to effectively meet the service strategy.
• To lead and advise colleagues within Leeds Museums and Galleries in effectively developing audiences.
• To work closely with individual attractions to produce annual audience development plans to meet organisational objectives.
• To manage an allocated portfolio of attractions in all their marketing and audience development activity and delivery of major projects.
• To plan, manage and deliver integrated marketing campaigns and cross-service projects to achieve agreed objectives.
• Support in the use and development of brand identities and advocate an understanding of brand management to colleagues across the service.
• To manage agreed market research programmes and interpret the data to aid audience development decisions.
• Establish and manage evaluation methods to generate analytics and insight to inform future site and marketing planning.
• Lead on aspects of CRM marketing including establishing e-communication schedules and producing/monitoring regular targeted communications.
• To manage multiple budgets in line with audience development objectives.
• To represent Leeds Museums & Galleries at external meetings and develop and maintain working relationships with colleagues, partners, funding bodies, stakeholders and agencies.
• To lead and advise on marketing activity in project groups including staff from the service, LCC corporate communications and external agencies.
• To regularly evaluate communication methods, demonstrating ROI in reaching audiences.
• To keep abreast of new developments in audience development, identifying opportunities for more targeted and effective communication with our audiences, rationalisation of resource and income generation.
• To manage press activity, maximising opportunities and devising stories to help achieve allocated site objectives - including maintaining press plans, procuring specialist press support, managing press previews (where required) and overseeing press officer work.
• Manage and monitor campaign budgets for campaigns and core marketing in addition to other cross-service projects including use of financial systems and databases.
• Manage supplier's in-line with procurement frameworks.

Responsibilities expected of LCC employees

• Flexible and adaptable to change to assist other services as required commensurate to grade.
• Participate in appraisal, training and development activities as necessary to ensure up to date knowledge and skills.
• Improve own practice through observation, evaluation, discussion with colleagues and development programmes.
• To work collaboratively with colleagues, knowing when to seek help and advice.
• Contribute to the overall ethos, work, and aims of the service by attending relevant meetings, training days/events as requested.
• Be aware of and comply with Leeds City Council policies and procedures e.g. child protection, health, safety and security, confidentiality and data protection, reporting all concerns to an appropriate person
• Be aware of and support difference and ensure equality for all working in an anti-discriminatory manner, upholding and promoting the values, standards and equal opportunities of Leeds City Council.
• Recognise and appropriately challenge any incidents of racism, bullying, harassment or victimisation and any form of abuse of equal opportunities, ensuring compliance with relevant policies and procedures.
• The Council has adopted a flexibility protocol and this role will be expected to work within these parameters.
• The duties outlined are not meant as an exhaustive list and will also comprise any other duties within the spirit of the post commensurate with the job evaluation outcome for this post.
• As Audience Development Officer, you will bring to the role:

Requirements and capabilities

• Experience of marketing in the cultural or heritage sector
• Proven experience in delivering targeted integrated campaigns
• Knowledge of evaluation methods and audience segmentation models
• This role is based in the UK. Home Office guidance states that candidates must evidence their right to work in the UK prior to commencing employment, either as a UK or Irish citizen, under the EU Settlement scheme or having secured any other relevant work visa.
• Educated to degree level in a discipline appropriate to the post or a professional vocational qualification within a relevant subject/area is desirable.
• Ability to plan, implement and monitor integrated marketing campaigns.
• Ability to write engaging and appropriate copy for a range of audiences and channels.
• Ability to offer persuasive professional and creative advice to project groups containing experts in disciplines other than marketing.
• Excellent interpersonal and communication skills (written and verbal).
• Ability to deliver multiple priorities and manage a diverse and demanding workload to meet agreed targets and deadlines.
• Ability to work effectively as part of a team and to manage, motivate and develop teams and individuals, maintaining effective working relationships.
• Ability to monitor and control resources with excellent organisational skills.

Knowledge

• An understanding of the issues facing the arts and culture sector and local government.
• Knowledge of email marketing and CRM practices.
• Excellent working knowledge of Microsoft Office suite.
• Knowledge of commissioning photography for marketing purposes.
• An understanding of GDPR and IP practices related to marketing.

Experience

• Experience in a marketing team environment, ideally from the cultural sector.
• Experience of working effectively in a small team.
• Experience of delivering multiple projects to tight deadlines, evaluating and learning from results.
• Evidence of effective use of a wide range of marketing techniques.
• Experience of planning and implementing successful marketing campaigns working across the marketing mix.
• Web editing skills and experience of using Wordpress CMS
• Experience of producing e-newsletter and working with email platforms

Behavioural & other characteristics

• Creative thinker and problem solver.
• Self-motivated with the ability to use own initiative.
• A great attention to detail
• Ability to foster and maintain useful relationships, command trust and exert influence where required.
• Ability to contribute to partnerships involving various stakeholders to achieve positive outcomes.
• Demonstrate an interest and enthusiasm for museums and galleries and specifically in the work of Leeds Museums and Galleries.
• Flexible approach towards working, including working across multiple locations.
• Willing to abide by the Council's Equal Opportunities Policy in the duties of the post, and as an employee of the Council
• Willing to carry out all duties having regard to an employee's responsibility under the Council's Health and Safety Policies
• Desire and commitment to continuous professional development and a willingness to continue own training.

Desirable requirements

• Graphic Design skills using Canva.
• Knowledge of CRM/Ticketing system Tessitura
• Experience working with CMS Peppered
• Experience of commissioning design for multiple purposes
• Interest in the work of Leeds Museums and Galleries, Educated to degree level or professional vocational qualification within a relevant subject/area or equivalent experience

Leeds Museums & Galleries are the largest local authority-run museum service in England and operate a varied portfolio of eight museums, heritage sites, country houses and galleries. Home to 1.3 million objects, the service aims to inspire, educate, entertain and challenge the people of Leeds and visitors to the city.

Leeds City Council is one of the largest employers in the region with over 14,000 employees. We seek to recruit and develop talented individuals who embody our council values and ambitions.

The Council has adopted a flexibility protocol and this role will be expected to work within these parameters. The duties outlined are not meant as an exhaustive list and will also comprise any other duties within the spirit of the post commensurate with the job evaluation outcome for this post.