THE ART FUND

JOB DESCRIPTION

Job Title

Youth Marketing Lead

Department

Audiences & Engagement

Reports to

Head of Youth Marketing (Head of Membership in absence of Head of Youth Marketing)

Purpose of Role

This fixed-term role will provide senior leadership and continuity for Art Fund’s youth-focused marketing activity during a period when the Head of Youth Marketing is on leave, and additional capacity beyond that whilst we continue to develop and implement a new CRM. Working closely with the Head of Youth Marketing, the postholder will support the growth, research and development of an inclusive strategic marketing programme to reach a diverse range of young people – in particular through the Student Art Pass and the Teacher Art Pass, connecting them with UK museums and Art Fund’s charitable programme. The role will also build networks and partnerships to support the programme and work collaboratively with the Development team to maximise Major Gift or Corporate income in support of the programmes. The responsibilities of the role will flex over the contract period in line with organisational priorities, the needs of our CRM project and the availability of the Head of Youth Marketing. The postholder will take a lead on agreed areas of work, while ensuring that strategic oversight and continuity are maintained

Key Accountabilities

Acting as deputy to the Head of Youth Marketing, you will provide senior oversight, decision-making and coordination across youth-focused marketing activity as agreed.

Support the delivery, evolution and growth of the Student Art Pass, providing strategic input to developing an inclusive and increasingly relevant product. This includes shaping future product development to expand the pass to a wider young people’s audience, defining pricing, and leading associated programmes. Develop an engagement programme that enriches young people’s experiences of UK museums and deliver annual targets for recruitment and retention, including devising and delivering multi-channel marketing campaigns

Grow awareness of the Pass through UK Higher Education providers to maximise the network of Higher and Further Education sites eligible and who promote the scheme. Oversee the marketing activity at and through network, oversee the delivery of campaigns onsite and through agencies or partners, such as halls of residence or student brands.

Develop membership benefits for youth audiences, working with wider Audiences team, Programme and Development teams to scale paid opportunities and deliver new funding and funded activity to connect the next generation to museums. Ensure all activity is inclusive and appeals to a broad and diverse audience and where necessary take additional steps to ensure equity of access.

Support the growth of the Teacher Art Pass, maximising its success in the marketplace as a product for personal and professional use. Deliver the membership benefits to dovetail with Art Fund’s existing products and services to minimise costs and maximise efficiency. And work to deliver an evidence based wider professional programme that connects teachers with museums and benefits school children nationally.

Play an active role in Art Fund’s CRM transformation, ensuring that the needs of all young people–focused membership products are clearly defined and embedded in the new platform. Work closely with Tech, Digital and Data teams to ensure the system supports effective lifecycle marketing, segmentation and reporting.

Support the launch of new initiatives like bulk purchasing and gifting options for Student and Teacher Art Passes, collaborating with Digital, CRM, Finance and Development teams to optimise the proposition and build demand among education institutions.

Line manage, mentor and support direct reports whilst the Head of Youth Marketing is on leave and work with an expert team to support our work with Young People, including consultants or freelancers involved in delivering our programmes. Oversee the resources and staff to deliver the programmes and ensure their training and development.

Work with the Development team to maximise income generation from the creation, evolution and growth of our work with young people. Ensure any benefits agreed with funders or sponsors are activated and provide results to evidence activity where required.

Work with the Associate Director, Digital Experience to support the development of a digital roadmap to support products and services developed for Young People, as well as the digital platforms for Students and Teachers. Champion a continuous improvement approach, testing and measuring impact.

Maintain a sustainable business model for our work with Teachers and young people, building a scheme and programme of activity that at least covers its operating costs over an agreed timeframe.  Manage all associated budgets and provide forecast information. Write plans and business proposals for new initiatives as required.

Work with the National Art Pass team to maximise the pipeline between young people and the wider National Art Pass scheme, cultivate and maximise longer-term support for Art Fund. Provide support and advice to the National Art Pass team where necessary or create joint activity for complementary market segments, such as families or Under 30s.

Be the expert on marketing communications with youth audiences and share your expertise with the wider organisation, as well as our museum network. Contribute to Art Fund’s development of its charitable programme and marketing products and services designed to raise income or engage audiences with museums and art.

Be committed to Art Fund’s approach to EDI and seek to create authentic marketing communications that speak inclusively to audiences. Ensure that diversity and inclusion extend to ways of working and the selection of freelancers, agencies, suppliers and other consultants.

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 (Can signify on an Organisation Chart and attach on separate sheet if necessary).

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

Reports to Head of Youth Marketing/Head of Membership

Works closely with:

Audiences & Engagement team; Programmes and Development and Finance Analyst; external agencies and suppliers and education specialist/consultants

PERSON DESCRIPTION

Experience

·       Substantial experience in delivering marketing campaigns aimed at young people.

·       Experience of building initiatives from the ground up and in partnership with other organisations

·       Experience of managing stakeholders with a range of priorities and in the steering the decision-making process

·       Proven experience of working with a diverse and inclusive range of agencies, freelancers and suppliers in delivering services

·       Experience of working with Major Gift fundraisers to secure substantial funds or corporate sponsorships.

·       Staff and team management experience

·       Brand management with young audiences

·       Familiarity with CRM systems in a marketing context

Knowledge

·       Excellent knowledge of marketing discipline and techniques, across a range of channels, including use digital technology

·       Knowledge of a range of research and co-creation techniques and skills in building evidence-based products and services

·       Excellent understanding of stakeholder management; including use of databases in managing business to business relationships

Skills/Abilities/Competencies

·       Negotiation and facilitation skills

·       Networking skills and strong presentational skills

·       Excellent creative judgement and critiquing skills

·       Budget management, including project costing

·       Ability to manage projects and handle multiple priorities

·       Strong analytical skills

Personal Attributes

·       Clear thinker/solutions orientated

·       Excellent interpersonal skills

·       Ability to work as part of a team sharing ideas and learning