POST TITLE:Head of Marketing and Communications

RESPONSIBLE TO:Chief Executive

RESPONSIBLE FOR:Specialist contractors, external agencies/suppliers, and volunteers

DATE:July 2017

Purpose of the post

  1. To lead a successful and dynamic marketing and communications operation for Bath Festivals, developing the appropriate marketing content to ensure Bath Festivals’ audiences, stakeholders, supporters and partners are brought closer to the heart of the organisation.
  2. To contribute to Bath Festivals Vision, Mission, Values and Strategy document (VMVS) ensuring that marketing knowledge and audience research is used effectively in developing the organisation’s future plans
  1. To lead a step change in the use of digital communications so that our festivals become amongst the most digitally-engaged and social media friendly festivals in the UK

Principal accountabilities

  1. To plan and take accountabilityfor marketing, communications, PR, sales strategies, Bath Festivals’ corporate identity and profile . To set and manage the marketing, communications and PR budgets for each Festival and other events. To develop this planning to deliver to the Festivals’ VMVS document.
  1. To develop appropriate content for supporting requirements of the Development and Creative Learning teams
  1. To implement marketing and audience development strategies for the festivals and other performance events or series in line with Bath Festivals’ priorities, and taking into account agreements with core supporters, primarily Bath & North East Somerset Council and Arts Council England.
  1. To lead on the setting of sales income targets for Festivals and other events/series, in consultation with programming and take responsibility for achieving those targets.
  1. To take responsibility for planning, implementing, overseeing the contribution of others and co-ordinating the day-to-day running of marketing, communications and PR activities including: media campaigns, print production; design; distribution; direct mail; advertising; copy writing; web and digital marketing.
  2. To lead on Bath Festivals’ media partnerships, including the initiation of new partnerships.
  1. To oversee the production and design of concert programmes and any similar project or event publication that from time to time may be produced (working with Artistic Directors or other staff as appropriate who will be responsible for creating the content of the publications).
  1. To lead on the further development of the Bath Festivals website: to maximise Bath Festivals’ digital interface and interactivity with its current and potential audiences; to ensure the updating and maintenance of the website when required; formulate and deliver the email marketing strategy; and plan the development of other digital forms of media to serve the marketing, communications and PR strategies
  1. To commission future Box Office services in conjunction with the Finance Director, leading on branding and corporate identity issues.
  1. To originate content and develop and write up marketing plans and audience development strategies required for fundraising applications
  1. To manage the planning and co-ordination of city dressing and overall presence for Festivals and, where appropriate, other events/series.
  1. To set and manage contracts and oversee the work of external suppliers such as branding and design agency, web agency, printers, and the mailing house.To plan and oversee the use of volunteers and work experience placements in Bath Festivals’ marketing and communications programme.
  1. To ensure the consistency and logical development of Bath Festivals’ corporate identity.
  1. To create joint marketing initiatives with other organisations and to contribute, where necessary and appropriate, to the creation and implementation of collaborative plans by cultural and city partnerships and consortia.
  2. To build relationships with relevant third party organisations for reciprocal marketing including VisitBath, Bath Rugby and Creative Bath.
  1. To manage market research, audience research and monitoring - and apply the resulting findings to marketing plans and activities; and similarly to maximise the effective collection and use of data from customer sales and other direct contact sources.
  1. To prepare or contribute to evaluations and reports, as required, either for internal or external use.
  1. To act as a spokesperson for Bath Festivals and component activities as and when required, under the direction of the Chief Executive.

Ways of Working

  1. To work closely with the Chief Executive in all areas of activity, ensuring that Bath Festivals’ charitable status and fundraising messages are integrated in all strategies.
  1. To work with the Head of Creative Learning to plan and develop strategies for the promotion of Bath Festivals’ CreativeLearning programmes.
  1. To adopt and follow behaviours in line with the values of the organisation as defined in the VMVS document.
  2. And other duties commensurate with the post that shall from time to time be determined by the Chief Executive