Head of Marketing and Communications
The King’s Theatre and Theatre Royal Glasgow are looking for an experienced, strategic, and inspirational Head of Marketing and Communications to lead the marketing, campaigns, PR and communications functions for the theatres to drive ticket sales and revenue for the venue.
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
1. Responsible for the strategic delivery of the venues marketing campaigns, leveraging local expertise and audience insights to achieve ever more successful results.
2. To provide leadership and direction to our marketing and communications team, overseeing the successful delivery of all campaigns to increase awareness, ticket sales and ATGE revenue.
3. Responsible for driving creative marketing campaigns and communication ideas alongside sound partnerships, content, and PR events that are highly effective and are widely noticed.
4. To develop our media and communications strategy (on/offline), thereby raising the profile of the venue and its activities within Greater Glasgow and beyond.
5. To cultivate strong relationships with all Producers, Marketing Agencies, Media and other key stakeholders.
6. Oversee the strategy, content, and management of all social channels sharing the delivery amongst the team to ensure healthy growth and engagement metrics.
7. Working 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.
8. Support colleagues in developing, nurturing, and managing Partnership and Sponsorship agreements ensuring all marketing activity that delivers on sponsorship agreements is delivered fully, harnessing the full team’s support as required.
9. Engage the Mar-Comms team in providing necessary marketing expertise and support to other ATGE concepts, initiatives and campaigns as required.
10. Accountable for excellent long-term relationships with suppliers and for effective return on investment.
11. Guardian and champion of the theatre’s brand at all times.
12. To consistently maintain ATGE Marketing principles and pricing for all services.
Audience & Sales Development
13. To facilitate close collaboration with the Revenue Management team and venue box office to constantly evaluate sales performance and consider initiatives and tactics to improve occupancy and average ticket price. Ensure the team focus is on shows that offer the greatest revenue opportunity.
14. To take a lead role in forecasting sales and revenue targets, working collaboratively with the Theatre Director to inform and review forecasting estimates.
15. To be accountable for delivering agreed sales and audience targets for ATGE, managing agreed campaign budgets and reporting.
16. To collaborate with ATGE’s Data & Customer Relationship Marketing team to identify underrepresented audience groups and work to redress through short and long-term strategies.
17. To 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
18. Identify and lead strong relationships with traditional media, online channels, and local influencers (commentators/ celebrities/ influencers/ bloggers/ social media/ key organisations) and extend the Venue’s footprint in under-represented communities.
19. To support the Theatre Director in raising the profile of the theatre within the wider cultural landscape through events, meetings, content, and partnerships.
Reporting & evaluation
20. Ensure the team adheres to ATGE briefing, reporting and other key processes for an efficient and consistent way of operating and learning across the company.
21. Create and drive a culture of marketing effectiveness within the Marketing & Communications team by instilling the importance and discipline of reporting and evaluation to support ATGE’s collective drive to increase marketing intelligence.
22. Ensure effective budget tracking & reporting is carried out on all activities.
23. Create, manage, and update budgets, ensuring good cost control and return on investment.
Management & Collaboration
24. Be an exceptional leader to the Marketing &Communications team, managing developing and motivating team members in keeping with ATGE values.
25. Directly contribute to our strategic direction as a senior member of the team.
26. Partner with ATGE Marketing, Hospitality & Data teams in identifying opportunities for test initiatives that grow audience and sales.
27. 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.
28. Be proactive and collaborative in working with ATGE’s Account Director/Managers and other Central teams by ensuring the processes and procedures required for effective management are conducted in a timely manner by the team.
29. Any other duties as reasonably requested to carry out.
Your skills, qualities, and experience.
30. An experienced marketing and communications practitioner with proven experience in revenue generation and audience development
31. An inspiring and persuasive leader with excellent interpersonal and organisational skills.
32. Highly numerate and analytical, confident analysing sales, audience data and budget management.
33. Considerable experience of project managing numerous, complex marketing campaigns: generating ideas, driving process, and evaluating success.
34. An attention to detail that ensures your work and that of your team is always of the highest standard
35. A team player, working collaboratively and professionally with other departments / colleagues and external stakeholders.
36. Ability to work occasional weekends and evenings as required.
37. Enthusiasm for theatre and live performance.
About Us - Our values
ATG Entertainment’s values set the tone for how we work, how we treat one another, and the culture we continue to build across the UK and the wider organisation.
38. THRIVE doing what we love (with passion and dynamism)
39. CONNECT through every act (with collaboration and kindness)
40. DARE to do different (with curiosity and courage)
41. PERFORM at our best (with customer focus and ownership)
Our culture
You’ll help us uphold a positive culture around meeting our obligations, by having a positive attitude to health and safety, legal and insurance requirements and take care to understand our policies and procedures.
We are all expected to participate actively in the life of the company, and opportunities will arise for you to collaborate with others across the business. Everyone at ATG Entertainment is expected to be flexible and adapt as the needs of the business change, taking on new or different responsibilities as the need arises.
Our Corporate Social Responsibility pillars
Everyone at ATG Entertainment is expected to play their part in achieving our goals and upholding our Corporate Social Responsibility priorities:
42. Inclusion: Committing to creating and upholding a positive, inclusive culture that nurtures potential and supports well-being.
43. Sustainability: Playing your part in reducing our environmental impact and finding more sustainable ways of working.
44. Next Generations: Encouraging the next generation in live entertainment by contributing to our outreach and training programmes, including mentoring students and trainees, and supporting our Creative Learning and Community Partnerships work.
Our Inclusion, Diversity, Equity and Access Mission Statement - A Stage for Everyone
Our stages are a platform for compelling stories – stories that are for all, by all, and of all. We shine our spotlight on our differences and believe that understanding and celebrating these differences makes us better global citizens. We are passionate about the pursuit of true diversity and equality. We strive to make our venues beacons of these ideals in our communities. Onstage and off, we hold ourselves accountable for nurturing an inclusive culture, one in which everyone can bring their authentic selves. At ATG entertainment, we provide a stage for everyone.
We recognise that we do not have all the answers; but we strive to listen, to learn and to change in order to ensure ATG Entertainment becomes a truly inclusive organisation. We therefore welcome and encourage applications from individuals from the widest possible range of backgrounds and particularly welcome applications from those currently underrepresented in our workforce.
We are a Disability Confident Committed Employer, which means that we are taking action to ensure that people with disabilities and long-term health conditions feel supported, engaged and able to fulfil their potential in the workplace. 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.