Job Title

Recruitment Marketing Manager

Department

Audience and Engagement

Reports to

Head of National Art Pass Marketing

Purpose of Role

Manage awareness, consideration and conversion marketing campaigns for Art Fund’s National Art Pass, reaching diverse culture-seeking audiences across the UK. Work with external agencies and internal teams to develop and deliver marketing programmes across a broad range of earned, owned and paid channels, including partnerships with other brands. Make a significant contribution to the growth of a diverse and inclusive membership, creating a first-class customer and brand experience across all recruitment touchpoints to meet sales targets.

Key Accountabilities

Manage and coordinate marketing campaigns across earned, owned, and paid channels that maximise sales of the National Art Pass. Plan, deliver and optimise mass awareness driving campaigns and tactical promotions as well as a programme of always-on activity that supports lead nurturing and conversion to meet sales targets. Set and agree objectives and ensure that activity is delivered on-time, on-brand, and in-budget.

Create opportunities to generate quality leads for National Art Pass sales; working with external partners to develop partnerships to promote the pass to relevant audiences as well as maximising existing opportunities, such as Refer-A-Friend, Art Tickets opt-in, Art In Your Inbox etc… and other data sources.

Ensure the delivery of digital customer journeys to improve the recruitment and onboarding experience. Work with relevant teams to ensure delivery of frictionless services and relevant communications that are routed in the best interest of the customer and designed to meet key business objectives.

Brief and project-manage the delivery creative marketing assets or content that reflect Art Fund's brand identity, brand values and communicates the product and charitable proposition, working in close collaboration with in house Digital Experience and Creative teams, as well as external agencies / suppliers. Evaluate creative approaches based on results and audience insights.

Set clear and measurable objectives for campaigns and consistently evaluate the effectiveness of activity; communicate results and make recommendations to improve and evolve approaches to membership recruitment. Research and horizon scan make sure the recruitment experience keeps-pace with consumer trends, emerging opportunities, and best practices.

Ensure that marketing activity is inclusive to all UK culture seekers. Help Art Fund embed its equality and diversity values into everyday practice, policies, and procedures.

Develop relationships with a broad range of agencies and suppliers approved by the Art Fund to ensure that quality service is delivered cost-effectively – including designers, copywriters, printers, mailing houses, advertising agencies, and media agencies.

Support the management of the National Art Pass budget; keeping track of expenditure and helping to report on and forecast membership income and results of recruitment marketing.

Work closely with Senior Member Operations Manager 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.

Coach, mentor and develop the Marketing Assistant.

Contribute to Art Fund’s strategy to be authentic and fully inclusive organisation in all our membership, marketing and product touchpoints; ensure all our contracted talent, partnerships and suppliers are from a broad and diverse range of backgrounds, embedding EDI into all aspects of our marketing practice.

Support the overall development of the Marketing programme at Art Fund.

Other Activities, Duties and Responsibilities

Coach, mentor and support junior members of the Audiences & Engagement team and contribute to their development and training.

As a member of the Audiences and Engagement team, the postholder will work with colleagues across Art Fund and the wider sector to ensure our marketing and communications activity is effective and valuable and supports our strategic plan.  You’ll help us identify where Art Fund can make a real difference in our priority areas and build our reputation in these areas: championing diverse and inclusive museum collections, workforce and audiences; reaching a new generation of museum goers that through digital and community experiences, as well as in the museum itself, and; developing a sustainable sector.  You will share the energy and commitment that Art Fund staff bring to their work, as well as a belief in the importance of arts and culture. 

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

Reporting Lines

Include who the role reports to, and any responsibility for supervising other staff.

Line management responsibility for:

Marketing Assistant

Works closely internally with:

-          Across the Audience and engagement team.

Externally:

External suppliers: including Creative Agencies, Media Agencies, Fulfilment agencies, response handling, other distributors, suppliers, brands and from time to time consortia of museums.

PERSON DESCRIPTION

Experience

·       Experience delivering mass consumer marketing activity for a membership product or subscription brand

·       Experience of managing marketing activity across a broad range of channels; earned, owned and paid

·       Experience of briefing and critiquing creative work with an audience-focused approach

·       Experience working with brands to develop marketing partnerships

·       Demonstrable experience managing the day-to-day relationship with creative and media agencies

·       Proven line management experience

Knowledge

·       Understanding of media buying and digital performance media

·       Solid understanding of marketing funnel and consumer marketing strategies including customer journey mapping

·       Understanding of marketing automation methodologies and approaches

·       Familiarity with GDPR

·       Knowledge of digital User Experience (UX/UI) best practices and methodologies

·       Knowledge of content marketing and SEO strategies

·       Knowledge of using performance measurement tools and platforms, eg. GA4

Skills/Abilities/Competencies

·       Proven project and stakeholder management skills

·       Can analyse results, communicate insights and be governed by data-driven decision making

·       Ability to handle multiple tasks simultaneously and prioritise accordingly

·       Ability to work under pressure and to deliver to deadlines

·       Good negotiation skills

Personal Attributes

·       Driven to deliver the best possible consumer experience

·       Results-driven mindset

·       Flexible and creative approach

·       Excellent interpersonal skills

·       Great visual and design sense

·       Commitment to coaching others and sharing own expertise

·       A passion for the museum visiting and Art Fund’s charitable cause