Head of Marketing and Admissions

CONTEXT

Compton Verney is an extraordinary place, that connects people with art, nature and creativity.   We are based in a Grade I-listed Georgian mansion amidst 120 acres of Grade II-listed Lancelot 'Capability' Brown parkland in Warwickshire. With six permanent collections (Naples, Northern European Art 1450-1650, British Portraits, Chinese, British Folk Art & The Marx-Lambert Collection) and a schedule of thought provoking contemporary and historic changing exhibitions and events, we are an accredited museum, and a registered charity.

Compton Verney seeks to continue to increase visitor numbers, grow membership and improve the visitor experience.  We have an extensive commercial offer part of which is excellent catering and retail, aiming to maximise income to the charity whilst also delivering the organisation’s purpose.

We will secure adequate resources to sustain the organisation in the long term, by building our profile locally, regionally, nationally and internationally, and by developing collaborative partnerships with other organisations.  2024 is our 20th anniversary which we are using as a major opportunity for growth.

Mission

We connect people with art, nature and creativity

Vision

Compton Verney is the leading arts-based visitor destination at the heart of the country.

We encourage play, inspire debate and trigger change by bringing artists, audiences and communities together across our entire site.

Purpose

Compton Verney is an extraordinary, unusual, creative experience. A place for the curious that inspires, delights, welcomes, challenges and rejuvenates.

Values

We value the historic and the contemporary

We demonstrate quality and skill in all of our activity

We think, make and learn

We harness opportunities to be environmentally sustainable 

We are bold, purposeful and confident

We create a warm, welcoming and respectful culture

We empower artists, audiences and communities, opening up our collections and creative programmes through collaboration

We are equitable and inclusive

Job description

The Head of Marketing and Admissions is a new Senior Management post to lead and inspire the organisation to meet its ambitious future visitor targets using a data led and audience first focus to drive growth.  You will contribute towards the 2024 anniversary year to capitalise on the significant opportunity of this year to enable sustainability.

You will work with the Art, Learning and Commercial teams to help embed an audience focused approach across the public programme, collaborating with the Development team which has responsibility for advocacy and stakeholders.  You will also work with Development on a joined-up approach to membership to encourage people up the giving ladder. You will also have close working relationships with external suppliers including managing freelance press representation.

The Head of Marketing and Admissions works to and with the Executive team comprising CEO, Directors of Finance, Programme and Engagement and Development.

 Specific Duties:

• Strategy and Leadership

• Contribution to the development and monitoring of the business plan and organisational strategy to bring audience focused thinking and data.
• Developing and overseeing implementation of marketing and audience development strategies that will support the organisation in meeting its vision, mission and business plan working closely with the Marketing and Audiences Manager
• Using existing research and, where appropriate, commissioning new research to ensure that the company understands its existing and potential audiences and develops appropriate strategies to grow those audiences.
• Working with the Membership and Admissions Manager to develop and manage pricing and retention policies which will enable the company to maximise its income whilst retaining its commitment to accessibility
• Monitoring attendance and earned revenue compared to budget and taking necessary action, both tactic and longer-term strategic, to ensure goals are met.
• Developing appropriate networks and relationships with organisations and individuals at a local, regional and national level, working closely with the Development team.
• Managing the visual identity and brand, ensuring awareness and amplification of its mission, impact and importance in the local and national cultural landscape.

Communications

• Work with the Marketing and Audiences Manager to devise effective and stimulating marketing and audience development campaigns that support key initiatives, programming strands and maximise income generation. 
• Developing messaging and the Compton Verney voice and profile
• Supporting the redevelopment of the website and ongoing improvements.
• Ensuring excellent quality and appropriate production of print, website, ecomms and all publications produced by the organisation
• Ensuring excellent relations with Press and other media managing the freelance press representative (s) and developing new communication strategies.
• Working with the relevant teams to develop group and schools sales strategies
• Leading and reviewing a social media strategy that is both creative in the use of digital technology and integrated with the marketing and audience development strategy
• Developing the website to ensure it is easy to use, content rich and audience focused, maximising sales.

Management and Leadership

• Manage, support and develop the team including through regular meetings and annual PDRs
• Attend and presenting to Board and executive team meetings as required
• Be a champion for the company and its values internally and externally
• Work within the Company’ established policies and practices

Administration and Finance

• To oversee annual budgets for the department
• Control budgets, including when working with external contractors, maintaining adequate records, and ensuring proper timely communication of financial information
• To be responsible for effective administrative and financial management systems, to ensure record keeping and business continuity

Other Duties

• To engage in national and regional networking meetings with the cultural and business sectors.
• To keep abreast of best practice.
• The above accountabilities are not exhaustive and may vary without changing the character of the job or level of responsibility. The post holder must be flexible to ensure that the operational needs of the Company are met.  This includes undertaking duties of a similar nature and responsibility as and when required.

Person specification

Essential:

·         At least 3 years’ experience at management level in marketing, communications or admissions.

·         Experience of brand management

·         Experience of digital marketing

·         Experience of working in or with a membership organisation

·         Excellent copywriting, editing and proofing skills

·         Experience of using audience segmentation

·         Sales-driven approach – including working to and monitoring targets and acting on underperformance when needed.

·         A commitment to inclusion.

·         Excellent and inspiring manager, and team leader

·         Experience of influencing strategic decision making.

·         Experience of financial management and control

·         Ability to communicate with a wide range of people.

·         Energy, flair and enthusiasm

·         Experience of using and integrating Spektrix (or other similar ticketing CRM systems)

WHAT WE OFFER:

At Compton Verney we connect people with Art, Nature and Creativity.  We are the leading visual arts destination in the heart of the country.  We trigger positive change for artists, audiences and communities by encouraging play, inspiring debate and bringing people and ideas together

 We’re working hard to create an inclusive culture, where everyone feels they belong and a warm, welcoming and respectful culture for staff, volunteers and visitors so it’s important that our people reflect and represent the diversity of the communities and audiences we serve.

We welcome and value difference:

• Pension scheme of up to 6% basic salary

• Staff Membership and Discount

• Charity workers discounts i.e. gym memberships, shopping discount codes, insurance discounts

• Holiday allowance up to 28 days relating to length of service

• Flexible working whenever possible

• Access to a wellbeing portal, App and Employee assistance programme (EAP)

• Free parking
• Eyecare Vouchers

• Life Assurance
• Signed up to More than a Moment Pledge
• Training and Development opportunities