Art Fund_

JOB DESCRIPTION

Job Title

Senior Retention Marketing Manager (fixed-term)

Department

Membership team within Audiences department

Reports to

Head of NAP Marketing

Purpose of Role

Drive National Art Pass’s membership retention and growth, supporting the transition to a new CRM whilst delivering:

·       Strategic campaign management and performance optimization

·       Full review of customer journeys, from onboarding to renewal

• Development of data-driven segmentation and engagement programs

• Active participation in CRM working groups to shape system implementation

Champion diversity and inclusion across our supporter base while delivering measurable value to UK museums and galleries. Drive revenue growth and ROI through excellent customer experience, effective use of marketing technology, and strategic input into Art Fund's broader membership strategy.

Key Accountabilities

In collaboration with the Head of National Art Pass Marketing, contribute to and support a strategic programme of marketing activity that supports member satisfaction and low-level fundraising from members to deliver membership and income targets as we move to a new CRM.

Develop and enhance the National Art Pass audience segmentation strategy and engagement programs including a full review of membership e-comms and direct mail materials. Ensure all membership requirements relating to segmentation are captured and delivered through the transition to a new CRM.

Work with the Retention Coordinator, Content and Development teams to ensure a wide variety of content serves the supporter and customer lifecycle, deepening loyalty to Art Fund and increasing member satisfaction. Support with budget management, keeping track of expenditure and helping to report on and forecast membership income and results of retention marketing

Report back on clear and measurable objectives for retention and consistently evaluate the effectiveness of activity; communicate results and make recommendations to improve and evolve approaches to membership engagement – in line with CRM project timings. Work with Data and Digital Experience teams as needed setup and enable reporting. Research and horizon scan make sure the membership experience keeps-pace with consumer trends and best practices.

Work closely with the Supporter Experience, Operations Lead and the Retention Coordinator to deliver a high standard of membership services. Ensuring response handling is briefed, external fulfilment house is ready to respond and that all service standards are met from end-to-end, including data quality and campaign reporting

Activity over this period:

-          Design and deliver effective campaign activity and analyse results with a ‘test and learn’ mindset.

-          Work alongside the Head of National Art Pass Marketing and Retention Coordinator to plan and deliver the Individual Giving campaign autumn 2025

-          Participate in Art Fund’s CRM Project Management Group to support migration and delivery of the new system.

-          Collaborate with the Head of National Art Pass Marketing, design and develop business rules for new CRM system for all membership products utilising the potential of new functionality and strategic approach to segmentation.

-          Develop and refine approach to audience segmentation, ensuring all requirements are captured with the new CRM

-          Support functionality and user testing for the new CRM project

-          Audit available membership data and research and propose options in line with strategic aims.

-          Support the workload of other areas of the membership team during busy periods.

-          Support the Retention Coordinator with delivery of day-day work, including e-communications, marketing automation, membership print and mailings, campaign activity and data handling over the course of the year.

Other Activities, Duties and Responsibilities

Contribute to the development and deployment of marketing automation across the organisation.

Contribute to the overall development of Art Fund’s marketing and brand strategy to build awareness and reach.

Actively participate in the wider life of the Art Fund.

Work within the guidelines and policies as set out in the employee handbook.

Undertake other duties as requested by the Art Fund from time to time.

Other key relationships

Works closely with:

-          Head of Membership, Head of National Art Pass Marketing & Retention Coordinator

-          Supporter Experience, Operations Lead & Supporter Operations Coordinator

-          Digital and content teams

-          CRM Technical Product Owner and Project Manager

-          Data team

-          In-house legal counsel

External relationships: Creative Agencies, Media Agencies, Fulfilment agencies, response handling, other distributors, suppliers, brand and museum partnership

Experience

·       Extensive marketing experience; in a membership or loyalty context.

·       Proven experience of designing and delivering effective CRM marketing campaigns and activity

·       Experience of undertaking analysis and utilising insights to design and improve segmentation and optimisation of communication programmes.

·       Experience of briefing and critiquing creative and design work.

·       Experience of effectively working and liaising with external suppliers and agencies and ensuring high quality output and value for money.

·       Understanding of the Museum & Gallery visitor market  

Knowledge

·       Excellent working knowledge of CRM systems (ideally Salesforce) and of designing and delivering email marketing programmes, content management systems and customer relationship management tools

·       Results orientated, with a good understanding of digital marketing landscape

·       Knowledge of using data and databases; especially those relating to not-for-profit sector

·       Strong knowledge of GDPR, fundraising legislation and compliance

·       Working knowledge of HTML and design and email software

Skills/Abilities/Competencies

·       Strategic and analytical approach

·       Excellent communications skills, both written and verbal

·       Copywriting and editing skills

·       Strong analytical and problem-solving skills and acute attention to detail

·       Organised with the ability to handle multiple tasks simultaneously and prioritise accordingly

·       Ability to work under pressure and to deliver to deadlines

·       Good negotiation and relationship building skills

Personal Attributes

·       Proactive and keen to make change.

·       Excellent interpersonal skills and ability to form effective working relationships quickly.

·       Can-do attitude, flexible and self-motivated

·       Skilled in translating technical information for non-technical stakeholders

Great visual and design sense

Understanding/interest in museum sector and cultural trends

How we work

 Collaborative & Inclusive

·       We work together to achieve success and make the most of opportunities                          

·       We value contribution - ensuring everyone's voice is heard and everyone's experience matters

·       We keep up to date with internal and external activities -  proactively reaching out and positively responding to requests for support

·       We care about each other, respecting and appreciating differences, so that everyone feels included

Curious & Innovative

·       We try new things         

·       We ask questions         

·       We encourage openness and ideas

·       We embrace change    

Expert & Impactful

·       We do our best work, are clear on priorities and understand sometimes priorities change

·       We make decisions based on insights and measurable results                                  

·       We communicate on a diverse range of subjects in ways that are accessible to everyone

·       We share our knowledge and expertise, and draw on that of others, to get things done

Trusted & Trusting

·       We're open and honest with each other, giving and receiving constructive feedback

·       We trust others to involve us at the right time                             

·       We are trusted, and trust others, to do their best work and deliver on time

·       We celebrate success, learn from mistakes and have a no blame culture