Marketing Manager Recruitment Pack 2021 - Harrogate ...

Marketing Manager Recruitment Pack 2021

     Image: Harrogate Theatre auditorium, Mike Whorley

Harrogate Theatre is run by Harrogate (White Rose) Theatre Trust Ltd (HWRTT) and is a
registered charity.
HWRTT delivers a unique offer that is marked by its extensive range of presented work
underpinned by a producing ethos. We are as attentive to the small emerging companies and
artists as we are to the leading touring companies we host. The Trust is a popular and busy
mixed economy organisation delivering across the performing arts for North Yorkshire. The
Trust embraces a wide range of artistic styles and global stories. In partnership with Harrogate
Borough Council (HBC) the Trust places excellence, accessibility, diversity and education at
the centre of its artistic offer. We will celebrate the value of the arts within the community
by programming productions and international artists for the performance of drama, dance,
comedy and music. In addition, we create social inclusion projects and facilitate health and
wellbeing initiatives for a wide range of stakeholders. The theatre is proud to host a number
of talented local amateur societies.
The Trust has responsibility for programming across four auditoria; a 500 seat Victorian
proscenium arch theatre and 70 seat studio theatre at Harrogate Theatre and in partnership
with Harrogate Borough Council has programming responsibilities for the 2,000 seat
Harrogate Convention Centre and the 1,000 seat Royal Hall.
Harrogate Theatre receives national recognition for its nurturing of new talent and emerging
theatre companies through its vibrant Artist Development Hub.
Harrogate Theatre has a thriving creative engagement department, which delivers workshops
and other support to educational groups across the district. Harrogate Youth Theatre has in
excess of 150 members that range from 3 years –18 years old and is based next door to the
theatre in Hive at 12a Oxford Street.

                   Snow White, Harrogate Theatre 2019/2020 pantomime

Now is an exciting time to join Harrogate (White Rose) Theatre Trust as we implement our
strategy to emerge stronger from the impact of COVID-19 through maintaining our broad,
exciting artistic programme but taking it to new community spaces, building on our strong
creative engagement offer with opportunities for the younger and older members of our
community and developing our digital offer to reach our audiences through new technologies.

           The Odyssey, 2019, performed by Harrogate Youth Theatre, Mike Whorley.

Mission

Harrogate (White Rose) Theatre Trust:
   • is at the heart of the district’s cultural offer, producing and presenting an assortment
      of theatre experiences; with a balanced programme to intrigue and entertain
      audiences which places accessibility, quality and diversity at the centre of our artistic
      offer
   • welcomes the local community to participate and enjoy the performing arts through
      an inclusive youth and outreach programme whilst collaborating with local
      community groups and businesses.
   • encourages and supports the development of emerging theatre talent; providing
      access to resources and cultivating partnerships to discover and share new work.
   • provides the preservation and restoration, for the public benefit, of Harrogate Theatre
   • acknowledges that the activity within the arts sector contributes to the buoyancy of
      the local economy and therefore seeks to collaborate with other venues, cultural
      providers, funders and business partners.
   • provides a diverse range of performing arts within Harrogate Theatre and provides
      access and opportunities for all regardless of age, disability, gender reassignment,

marriage and civil partnership, pregnancy and maternity, race, religion and belief, sex,
       sexual orientation, socio-economic status

 Through this mission we will:

   •   Demonstrate that excellence is thriving and celebrated in the arts
   •   Strengthen the Creative Case for Diversity and as a result will have a broader artistic
       offer with a more diverse workforce
   •   Ensure everyone has the opportunity to experience and be inspired by the arts

The Trust is led by Chief Executive, David Bown. The Chair of the Board is Deborah Larwood,
Head of Development at Opera North and Regional Co-ordinator for Arts Fundraising.

              Upon the Stair, February 2020, by supported artist Adam Z. Robinson

General Duties of all staff
   • A passion for and commitment to the vision, work and values of the Trust
   • Commitment to attending regular training and awareness events to develop skills and
      learn new ways of working
   • Attend regular staff and department meetings
   • Consider, and make access adjustments or recommendations in your role wherever
      possible.
   • Supporting work placements to learn real work skills

•   Provide advice and support to Associate Artists as required
   •   The environment is everyone’s responsibility. Make environmentally conscious
       decisions in your day-to-day role and contribute to organisational changes.
   •   Maintain confidentiality when dealing with Theatre issues both internally and
       externally.
   •   Represent Harrogate Theatre at internal and external events as appropriate
   •   To be conscious of the work of other departments and the vison and key objectives of
       Harrogate Theatres
   •   Cover for holiday / illness in department as required.
   •   Other duties as reasonably required.

Marketing Manager

Hours: 37.5 per week. This role will include working some evenings and weekends. Time off
in lieu is issued for work above this allocation.
Salary: £24,000 - £26,000 depending on experience
Holiday: 23 days per annum, plus public holidays.

After two full years service has been completed from the commencement of the holiday year
(1 September) you will be entitled to an additional day of paid holiday. A further additional
day of paid holiday will be awarded after four full years, six full years, eight full years, and ten
full years from the commencement of the holiday year (1 September), up to the maximum
entitlement of 27 days paid holiday per year plus public holidays.

Pension: The theatre currently operates an auto-enrolment pension scheme. The employee
contributes 4%, the theatre contributes 3%.
Place of work: This role includes core hours which will be worked at Harrogate Theatre.
Outside of these hours the post-holder is able to work from the Theatre or from home.
Probation: Six months probationary period.
Any offer of employment will be subject to the receipt of:

   •   Satisfactory references
   •   Evidence of the right to work in the UK as defined by the Home Office, if applicable.
   •   A valid Enhanced DBS check

Duties and Responsibilities
Reporting to the Deputy Chief Executive, the Marketing Manager plans and drives all
campaign activity for events on sale at Harrogate Theatres (Main House, Studio, Royal Hall,
Harrogate Convention Centre) through management of marketing personnel and innovative,
effective campaigns across print, digital, broadcast and other media.

Marketing

   •    Write an annual marketing plan to drive sales and meet audience development
        targets as set out in the Business Plan to maximize engagement with Harrogate’s live
        programme of events and develop Harrogate Theatre’s audience profile.
   •    Liaise with all heads of department on their strategic goals and operational plans to
        identify support needed from Marketing.
   •    Drive campaign plans and activity in collaboration with the Marketing &
        Administration Officer to maximize sales, build new audiences and optimize the use
        of Harrogate Theatre’s communications channels to promote the breadth of the
        Harrogate Theatre offer
   •    Take responsibility for larger profile campaign activity including pantomime and the
        annual Harrogate Comedy Festival
   •    Work with external creatives (Illustrators, designers, photographers, printers etc)
        where applicable
   •    Work with the Box Office Manager and Customer Experience Manager to provide
        clear communication and briefing sessions to core front line staff.
   •    Be the main brand ambassador ensuring consistency across all communication
        channels reflecting, representing and amplifying the Trust’s vision, mission and
        values at all times.
   •    Lead on the continued development of a digital communications strategy for the
        Trust including the website, social media and associated digital platforms.
   •    Maintain positive partnerships with promoters, companies and stakeholders to
        ensure the delivery of cooperative and effective shared marketing campaigns

Sales

   •    Be an expert user of Spektrix Box Office & CRM system, including, but not limited to,
        adding shows, managing print at home templates, cross-marketing & upselling
        functions, and the user sales flow to maximize usability and boosting sales.
   •    Work with the Head of Sales to develop the organisations demand led pricing
        strategy with Spektrix and TRG.
   •    Collaborate with the Deputy Chief Executive and Head of Sales on the development
        of a new website overseeing the site content and representation of the organisation.
   •    Deputise for the Head of Sales where necessary
   •    Support Customer Service Assistants and maintain close communications with
        patrons a regular Box Office shift and hands-on support for busy times.

Planning & Evaluation

   •    Measure, report on and evaluate all campaigns activity
   •    Negotiate marketing contras where possible and maximize opportunities for
        partnership working for cost effective and creative marketing campaigns
   •    Support the Deputy Chief Executive on market research and audience development
        projects where needed
   •    Collaborate with the Customer Experience Manager to distribute customer feedback
        to inform management, improve the customer experience, increase income and
        facilitate greater social benefit.

•   Attend artistic programming meetings to contribute audience feedback to artistic
       debate
   •   Regularly produce Marketing reports for Board meetings, raising and contributing to
       matters of debate and discussion.

Development

   •   To support the Chief Executive to deliver activity as agreed with sponsors and
       stakeholders and White Rose Members
   •   To support the promotion and delivery of Development schemes such as Name a Seat,
       legacies, weddings, hire of space, Circle bar engagement, and sales of advertising and
       marketing services

Press, Media and Public Relations

   •   To develop PR and advocacy via strategic relationships and partnerships across local
       businesses, the local community, the media, strategic tourism partners, funders, and
       other arts organisations across the region.
   •   Work closely with the Chief Executive on matters relating to communications, PR
       and advocacy, stakeholder management, annual returns and the aims and objectives
       of the organisation as required.
   •   Respond to key issues in the media as they arise and identify and develop
       opportunities for the promotion of Harrogate Theatres, it’s artistic programme, staff
       and creative teams.
   •   Regularly review website content

Finance

   •   Manage the annual Marketing budget and set and manage individual budget
       streams, allocating resource effectively across all areas of campaign activity for
       events and services

Management

   •   To support the Marketing staff through performance review, evaluation, and
       ongoing training and development.
   •   Work with the Marketing & Administration Officer to maintain and establish
       effective working systems including distribution and display of printed materials,
       communications and press activity and delegate activity accordingly
   •   Build a Marketing Team of permanent, part-time and freelance staff to maximise
       sales and build new audiences.

Person Specification
Essential

   •   At least 3 years’ experience of managing and delivering marketing campaigns in an
       arts organisation
   •   Excellent communication skills, written and verbal, for a wide range of stakeholders
   •   Exceptional copywriting and proofreading skills
   •   Passion for a broad range of theatrical experience
   •   Demonstrable experience of managing large budgets
   •   A pro-active co-ordinator with the ability to delegate, motivate and manage a team
       of freelance and permanent staff
   •   Ability to handle conflicting demands
   •   Ability to analyse and interpret data
   •   Excellent knowledge and understanding of social media platforms
   •   Experience of managing web site content
   •   Exceptional organisational skills to prioritise work and to manage tight deadlines
   •   Ability to work evenings & weekends as necessary

Desirable

   •   Knowledge of local area, it’s demographic and businesses
   •   Experienced Spektrix user
   •   Experience of redesigning websites
   •   Proven track record of engaging hard to reach audiences
   •   Proven ability to meet challenging marketing targets

How to apply
To apply for this position please complete the Job Application Form and Equal Opportunities
Monitoring Form and return them to Hannah.draper@harrogatetheatre.co.uk or post to
Hannah Draper, Harrogate Theatre, Oxford Street, Harrogate, HG1 1QF. If you would like to
discuss this position in more detail please email to arrange an informal chat.
The Equal Opportunities Monitoring Form will be separated from your application
immediately on receipt. This form is only used to ensure our recruitment process is reaching
the widest possible audience.
Application deadline: Friday 17 September at 12noon
Interviews: Wednesday 22 and Thursday 23 September.