Summary
The King's Theatre and Theatre Royal Glasgow need an experienced, strategic, and inspirational Head of Marketing and Communications to lead marketing, campaigns, PR and communications functions to drive ticket sales and revenue for the venue.
Head of Marketing and Communications
You will lead the strategic direction and decision making for the Marketing & Communications team; managing and inspiring them to exceed targets and expectations and continually improve the audience and producer experience. Reporting to the Theatre Director, you will instill a culture of effectiveness to constantly improve marketing intelligence, driving audience growth and improved customer experience.
Key Responsibilities
Marketing & Communications campaigns
* Responsible for the strategic delivery of the venues marketing campaigns, leveraging local expertise and audience insights to achieve ever more successful results.
* Provide leadership and direction to the marketing and communications team, overseeing the successful delivery of all campaigns to increase awareness, ticket sales and ATGE revenue.
* Drive creative marketing campaigns and communication ideas alongside sound partnerships, content, and PR events that are highly effective and widely noticed.
* Develop media and communications strategy (on/offline), raising the profile of the venue and its activities within Greater Glasgow and beyond.
* Cultivate strong relationships with all Producers, Marketing Agencies, Media and other key stakeholders.
* Oversee the strategy, content, and management of all social channels, sharing delivery amongst the team to ensure healthy growth and engagement metrics.
* Work closely with the ATGE Memberships team to establish and implement membership initiatives and offers that grow this valuable audience, ensuring all roles within the Mar-Comms team provide specialised support in growing the membership strategy in‑Venue.
* Support colleagues in developing, nurturing, and managing Partnership and Sponsorship agreements, ensuring all marketing activity that delivers on sponsorship agreements is delivered fully.
* Engage the Mar‑Comms team in providing necessary marketing expertise and support to other ATGE concepts, initiatives and campaigns as required.
* Accountable for excellent long‑term relationships with suppliers and for effective return on investment.
* Guardian and champion of the theatre's brand at all times.
* Consistently maintain ATGE Marketing principles and pricing for all services.
Audience & Sales Development
* Facilitate close collaboration with the Revenue Management team and venue box office to constantly evaluate sales performance and consider initiatives to improve occupancy and average ticket price. Ensure the team focus is on shows that offer the greatest revenue opportunity.
* Take a lead role in forecasting sales and revenue targets, working collaboratively with the Theatre Director to inform and review forecasting estimates.
* Accountable for delivering agreed sales and audience targets for ATGE, managing agreed campaign budgets and reporting.
* Collaborate with ATGE's Data & Customer Relationship Marketing team to identify underrepresented audience groups and work to redress through short and long‑term strategies.
* Manage the on‑sale calendar efficiently, seeking to maximise the impact and sales from show announcements in line with ATGE Central processes.
Community & network development
* Identify and lead strong relationships with traditional media, online channels, and local influencers to extend the Venue's footprint in under‑represented communities.
* Support the Theatre Director in raising the profile of the theatre within the wider cultural landscape through events, meetings, content, and partnerships.
Reporting & evaluation
* Ensure the team adheres to ATGE briefing, reporting and other key processes for efficient and consistent operation.
* Create and drive a culture of marketing effectiveness within the team by instilling importance and discipline of reporting and evaluation to support ATGE's collective drive to increase marketing intelligence.
* Ensure effective budget tracking & reporting on all activities.
* Create, manage, and update budgets, ensuring good cost control and return on investment.
Management & Collaboration
* Be an exceptional leader to the Marketing & Communications team, managing, developing, and motivating team members in keeping with ATGE values.
* Directly contribute to our strategic direction as a senior member of the team.
* Partner with ATGE Marketing, Hospitality & Data teams to identify opportunities for test initiatives that grow audience and sales.
* Engage in frequent contact with the Revenue Management and Ticketing teams to discuss dynamic pricing strategies, tactical discounting, allocations, promo activity and on‑sale activity across the programme.
* Be proactive and collaborative in working with ATGE's Account Director/Managers and other Central teams, ensuring effective management procedures are conducted in a timely manner.
* Perform any other duties reasonably requested.
Your skills, qualities & experience
* Experienced marketing and communications practitioner with proven experience in revenue generation and audience development.
* Inspiring and persuasive leader with excellent interpersonal and organisational skills.
* Highly numerate and analytical, confident analysing sales, audience data and budget management.
* Considerable experience of project managing numerous, complex marketing campaigns: generating ideas, driving process, and evaluating success.
* Attention to detail that ensures your work and that of your team is always of the highest standard.
* Team player, working collaboratively and professionally with other departments/colleagues and external stakeholders.
* Ability to work occasional weekends and evenings as required.
* Enthusiasm for theatre and live performance.
Equal Opportunities
We are a Disability Confident Committed Employer. We will offer an interview or recruitment event to disabled candidates who tell us they wish to participate in the scheme and who demonstrate in their application that they best meet the essential criteria for the role. Where we receive more applications than we are reasonably able to interview for any given role, we will retain applications for the next available interview opportunity wherever possible.
If you'd like to discuss accessibility prior to applying, please email recruitment@atgentertainment.com for a confidential discussion.
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