Head of National Art Pass Marketing

Art Fund; City Of London; On-site; GBP 46,000 - 55,000; Full time

Job summary

A leading arts charity in London is seeking a Head of National Art Pass Marketing to drive membership growth. This role requires an experienced marketing leader to manage integrated campaigns and foster member engagement. The ideal candidate will excel in data-driven decision-making, audience segmentation, and stakeholder management, ensuring that marketing strategies align with organizational goals. Benefits include generous leave, a National Art Pass, and competitive pension contributions.

Benefits

Generous Annual leave

Free National Art Pass

Free Entry to Exhibitions

Life Assurance

Season Ticket Loan

Qualifications

• Proven success in campaigns and data-driven marketing.
• Experience in managing budgets and stakeholder relationships.
• Strong leadership and team collaboration skills.

Responsibilities

• Lead large-scale campaigns to grow National Art Pass membership.
• Oversee CRM and engagement activities.
• Contribute to Art Fund’s five-year strategy.

Skills

High-performing multi-channel campaigns

Data and insight-driven decision making

Customer journey optimisation

Audience segmentation

Content marketing plans leadership

Stakeholder management

Job description

Head of National Art Pass Marketing

Location: King's Cross, London
Contract length:12-month FTC
Salary: £54,600

Art Fund is the national fundraising charity for art. With over 142,000 members, we are leading the way in pioneering support for an inclusive and welcoming museum and gallery sector across the UK.

We work closely with a network of 900 museums and respond to their needs and aspirations. We're excited to see how they want to develop: to expand and diversify their collections and workforce, develop curatorial skills, make ambitious acquisitions, and create a welcoming, inclusive space for communities. With the support of over 140,000 members who buy a National Art Pass, patrons, and donors we can provide grants, encourage visiting and advocate for museums' essential role and value.

We have diversity, inclusion, and sustainability central to our thinking and the opportunity to be a force for good, galvanise support and help change things for the better inspires our team.

The role

Art Fund is seeking an experienced marketing and brand leader to drive membership for The National Art Pass.

As Head of Marketing for the National Art Pass, you’ll take ownership of a strategic, data-driven programme to recruit, engage and retain members, shaping the reach and impact on a national scale. You’ll lead major integrated campaigns, develop creative concepts and oversee digital & CRM marketing that inspires, deepens loyalty and delivers commercial results.

You’ll be both creative and data-driven, combining audience insight, innovative thinking and digital expertise to deliver measurable ROI. You’ll also play a key leadership role across teams - guiding team members and collaborating closely with colleagues across the organisation.

What you’ll do:

• Lead large-scale, integrated campaigns to grow National Art Pass membership
• Oversee CRM, email and programme of activity to improve engagement, retention and lifetime value
• Shape and deliver fundraising campaigns in partnership with internal teams
• Manage media and creative agencies, ensuring strong performance and ROI
• Contribute to Art Fund’s next five-year strategy and CRM transition project

What you’ll bring:

• Proven success in delivering high-performing, multi-channel campaigns
• Experienced in using data and insight to drive decisions and innovation
• Experience with customer journey optimisation within marketing
• Strong grasp of audience segmentation, data insights, and brand strategy
• Experience in owning and leading content marketing plans that inspire
• Excellent stakeholder management and leadership skills
• Experience managing budgets, agencies, and senior reporting

Key Employee Benefits

• Generous Annual leave– 25 days annual leave and bank holidays, with additional non-contractual office closure dates at Christmas.
• Free National Art Pass (NAP)- for yourself and another person of your choice.
• Free Entry to Exhibitions
• Life Assurance- cover for up to three times your basic salary.
• Season Ticket Loan

Pensions

Eligible employees are enrolled into the scheme with the exception of those who have contracts of three months or less. Art Fund contributes 8% of the basic annual salary during the first six months of employment or until probation is successfully completed, whichever is the later. At that point the contribution is increased to 10%.

Closing deadline: 23.59pm on 24 November 2025

Interested?

If you would like to find out more, please click the apply button. You will be directed to our website to complete your application for this position.

We are committed to building our team and trustees from the broad range of backgrounds and experiences across the UK, valuing difference and diversity, and building a workplace based on shared values of equality and mutual respect.

We have ambitious plans for the future and will be holding ourselves to account and putting our principles into action, as we all work together to help bring about positive change and a fairer future for everyone. We therefore want to encourage applications from all races, ages, religions and sexual orientations, as well as parents, veterans, people living with any kind of disabilities and any other groups that could bring diverse perspectives to our organisation.

Non-UK nationals will require current and valid permission to work in the UK.

Please note that any suspected use of AI in relation to answering sift questions will be marked down.

No agencies please.