Head of Marketing

Exeter Northcott; Exeter; Hybrid; GBP 40,000 - 49,000; Full time

Benefits offered by this job

Travel expenses paid

Job summary

Exeter Northcott is seeking a Head of Marketing to lead a full marketing, sales and communications function. You will drive campaigns for in-house productions, co-productions and fundraising, while working with visiting productions to position and market each show effectively.

You will manage budgets, develop audience engagement, and collaborate with senior colleagues on pricing, CRM strategy and growth plans, ensuring the theatre’s mission and values are reflected across all channels.

Qualifications

• Substantial marketing experience, preferably in an Arts setting.
• Demonstrable experience of team leadership and development.
• Experience managing marketing budgets and delivering ROI.
• Strong analytical skills with CRM, ticketing and digital performance data.

Responsibilities

• Lead marketing and communications campaigns for in-house productions, co-productions and fundraising campaigns.
• Plan and execute marketing campaigns across visiting productions and hires with producers and teams.
• Oversee campaign delivery across channels ensuring on-time and on-budget delivery.
• Manage external agencies, media buying, designers and suppliers.
• Manage the marketing budget with monitored expenditures and ROI.
• Develop and maintain press contacts and align communications to branding.
• Oversee website performance, digital UX and conversion optimization.
• Ensure digital content is accessible and audience-focused.
• Deliver box office income targets and develop memberships/donations with the Head of Development.
• Create campaigns to increase attendance, ticket yield and repeat bookings.
• Support pricing, sales and audience-growth strategies with senior colleagues.
• Translate artistic work and community programmes into compelling storytelling.
• Maintain brand identity and tone of voice across channels.
• Oversee end-to-end customer journey and improve audience communication and experience.

Skills

Marketing leadership

Budget management

CRM analytics

Stakeholder reporting

Communication

Inclusion & accessibility

Workload prioritisation

Spektrix / CRM systems

Membership programs

Arts funding experience

GDPR compliance

Job description

The Head of Marketing is part of Exeter Northcott’s Senior Leadership Team and holds a key role in taking forward Exeter Northcott’s vision to be the country’s best regional theatre. The Head of Marketing will support the CEOs to ensure the strategic development and growth of Exeter Northcott in sharing extraordinary stories with and for people in the South West because Stories Change Lives.

The purpose of this post

As Head of Marketing, the post-holder will lead the marketing team in the delivery of an integrated marketing and communications function that drives:

• strong and consistent box office and donations performance
• high-quality, meaningful audience engagement
• new audience acquisition and development
• clear articulation of Exeter Northcott Theatre’s charitable mission

The role will ensure marketing, sales and communications activity supports both commercial objectives and organisational impact, where audiences are invited not only to attend, but to connect, participate and support.

Terms & Conditions

Job Title: Head of Marketing
Reporting to: Joint CEO & Executive Director
Responsible for: Senior Marketing Officer, Marketing Officer, Communications Officer, Marketing Assistant
Hours: 39 hours per week
Salary: £44,595 pa
Holidays: 32 days (inc. statutory holidays) per annum

Key Duties & Responsibilities

1. Campaign Delivery

• Lead marketing and communications campaigns for all in-house productions, co-productions and fundraising campaigns.
• Lead the planning and execution of marketing campaigns across all visiting productions and hires, working closely with producers and internal teams to ensure each production is clearly positioned and effectively brought to market.
• Oversee campaign delivery across all channels, ensuring activity is delivered on time and within budget.
• Manage external agencies, media buying, designers and freelance suppliers as required.
• Manage the marketing budget, ensuring resources are allocated effectively, expenditure is monitored and activity delivers measurable return on investment.
• Nurture, develop and maintain press contacts and ensure all communications support organisational objectives and reflect agreed branding and tone of voice.
• Oversee website performance, digital user experience and conversion optimisation.
• Ensure digital content and communications are accessible, inclusive and audience-focused.

2. Income through tickets, memberships and donations

• Deliver box office income targets across the programme.
• Work closely with the Head of Development to deliver income though memberships and donations.
• Implement initiatives to increase attendance, ticket yield and repeat booking.
• Create campaigns and activity to increase secondary spend in particular the bar and other on-site activity.
• Work with the Head of Development on pricing, sales and audience-growth strategies in collaboration with programming and senior colleagues.

3. Mission-Led, Brand & Storytelling

• Ensure Exeter Northcott Theatre’s mission and values are reflected consistently across marketing, communications and audience-facing activity.
• Translate artistic work, organisational impact and community programmes into compelling and accessible storytelling.
• Maintain brand identity and tone of voice across all channels with oversight of copywriting, print materials and digital listings.

4. Audience Development, Data & Insight

• Oversee the end-to-end customer journey, identifying opportunities to improve audience communication and customer experience. Developing strategies to increase conversion, support retention, loyalty, encouraging repeat attendance and deepen engagement with the Northcott.
• Drive opt-ins to future communication and identify opportunities to gather further audience insight.
• Use audience data and campaign insight to inform future marketing communications and decision making.
• Report on campaign performance and effectiveness, audience behaviour and income delivery.
• Ensure audience data practices are managed within GDPR policies and support continuous improvement in data quality.
• Working with the Head of Development to lead the organisation’s CRM strategy, ensuring audience insight, segmentation and targeted communications support customer acquisition, retention, loyalty and lifetime value.
• Ensure the audience experience is coherent and high quality before, during and after visit

Working closely with the Joint CEOs to drive forward and deliver the strategic plan:

5. Empowered Team Ensuring the effective agency and consistent wellbeing of staff teams

• Supporting the development and implementation of effective HR policies, procedures and legal compliance with the Head of People.
• Facilitating effective communication and collaboration within and across departments.
• Advancing organisational culture change and continuous improvement initiatives.
• Championing organisational values, leading by example and promoting a culture of openness, collaboration, accountability, excellence and continuous learning.

6. Excellent Operations

• Developing systems and spaces to enable staff to do their best work.
• Developing systems and spaces to offer the best welcome to everyone.
• Driving operational efficiencies including technical and building upgrades
• Driving income generation and ensuring effective management of ENT financial resources.
• Undertaking scenario planning and stress-testing to inform financial decision-making
• Setting data-informed targets, managing budgets and presenting clear information for Board and Executive decision-making.
• Taking an active role in fundraising and maximizing all opportunities to raise money for the charity.

8. Strategic Lead Area: Communications

• Each member of the Senior Leadership Team holds designated responsibility for an area of operational compliance. The Head of Marketing has delegated responsibly for Advertising Compliance:
• Ensuring that all communications are accurate, legal and socially responsible
• Writing a quarterly paper for the board meeting outlining key challenges and opportunities and outlining progress against targets.
• Attending regular SLT meetings and strategic planning sessions
• Attending board meetings as required
• Deputising for the Joint CEOs as required
• Representing the theatre and acting as a spokesperson for ENT as required

Person Specification

• Substantial marketing experience preferably in an Arts setting
• Demonstrable experience of team leadership and development
• Experience managing marketing budgets and delivering return on investment.
• Strong analytical skills with experience of interpreting CRM, ticketing and digital performance data.
• Experience reporting orally and in writing to internal and external stakeholders.
• Excellent communication and stakeholder management skills.
• Demonstrable commitment to collaborative working and collective accountability
• Demonstrable commitment to inclusion, accessibility and audience development.
• Ability to successfully prioritise a complex workload to deliver results on time and on budget.
• Knowledge of Spektrix or equivalent arts ticketing and CRM systems.
• Experience of developing membership, loyalty or supporter programmes.
• Experience working within an Arts Council England National Portfolio Organisation or similar funded environment.
• Experience of working within GDPR standards

About Exeter Northcott

Exeter Northcott is a city-wide organisation welcoming more than 100,000 people each year to live theatre and events at the Northcott Theatre on the University campus, and the Barnfield Theatre in the city centre. A registered charity, the Northcott offers a wide range of creative opportunities for and with the people of Exeter and Devon. These include year-round opportunities for young people through the Northcott Young Company; Elevate, a talent development programme for local artists and bespoke projects developed with community groups, schools, and other charities.

Exeter Northcott Theatre is a registered charity and is supported by the University of Exeter, Arts Council England and Exeter City Council.

Diversity & Inclusion

There continues to be a significant lack of diversity across the arts, with a pressing need to provide progression routes for talented people from backgrounds that are under-represented. Exeter Northcott Theatre is committed to playing its part in addressing this by putting inclusion at the heart of our recruitment processes, finding new ways to share the power and resources we have at our disposal, and fostering a working culture that is welcoming for all our team. We actively encourage people from all backgrounds to join us and positively impact our teams and working practice. We are particularly keen to receive applications from people of African and Caribbean heritage, people of South Asian, East Asian and South East Asian Heritage, deaf and disabled people, LGBTQ+ people, or those experiencing barriers due to their socioeconomic background.

All deaf or disabled candidates who demonstrate that they meet the essential criteria for this role will be invited for interview.

NB: We’ll pay travel expenses for candidates invited to interview.