Faculty/Department
Aberystwyth Arts Centre
Salary Scale
£33,001.64 - £38,784.49 per annum
Full-time / Part-time
Full-Time
Employment Visa
Non-sponsorable
The Role
What you’ll do
Who you are – Qualifications, Experience, Knowledge and Skills required
How to apply
Benefits
Employment Visa
Aberystwyth Arts Centre is looking to appoint a Marketing & Audience Development Officer to drive the Arts Centre’s brand and audience strategy. You will lead on all areas of our audience, brand, voice and communications, reaching and engaging visitors and audiences. We are looking for someone who enjoys engaging with audiences, who loves data, and has a commitment to the arts in all its forms.
Aberystwyth Arts Centre is a major regional arts venue with a professional concert hall, theatre, studio, cinema, exhibition, and workshop spaces. We offer a vibrant and busy programme across all art forms and take work from major touring companies as well as produce our own professional shows and major festivals.
Based at the heart of Aberystwyth University's campus, we offer an attractive package that includes an excellent pension scheme, flexible working policy, 27 days annual leave plus bank holidays and university closed days, relocation support and staff discount for gym facilities, hospitality, and retail. Aberystwyth is a great place to live, and the team at the Arts Centre are fantastic to work with - come and join us – it will be time well spent.
The Marketing & Audience Development Officer will be part of our Management Team working in partnership with colleagues across all disciplines to grow audience engagement. There’s huge scope for exploring, devising, implementing and delivering strategies to grow visitor and audience targets, engagement, income generation and commercial activities.
As the Marketing & Audience Development Officer, you will:
- Lead on development and implementation of the Arts Centre’s brand personality, communications, marketing campaigns and positioning
- Support delivery of targets around visitors, audience, engagement and attendance to all our events and activities
- Oversee the Arts Centre’s ticketing function and our CRM (customer relationship management) strategy to support us in delivering customer focused services, and build committed audience relationships
- Investigate potential to grow income through ticketing or members’ schemes and supporting our commercial development in hires and trading activities
- Ensure strategies are data and insight driven. Developing our data management and analysis - and insight-sharing practices – helping to build an organisation-wide culture of data-informed decision making
Our audiences are brilliant - they’re committed, loyal, supportive and come from many different local communities. We believe that it’s their Arts Centre, and that our role as a staff team is to ensure they receive a consistent welcome and that we present as diverse a range of arts activity as possible for them to choose from. We want to ensure no-one misses out on the opportunity to engage in the arts. This role is key to ensuring we are as open and honest as we can be with audiences, and to ensuring the Arts Centre is relevant, forward looking and future proofed. We hope the role is enjoyable and challenging (in all the right ways!).
To make an informal enquiry, please contact Louise Amery [email protected]
Appointments are normally made within 4 - 8 weeks of the closing date.
The main duties of the role are:
Strategic Development
- Work with the Arts Centre’s Senior Team to develop the Arts Centre, its work and impact
- Drive the Arts Centre’s brand, profile and voice
- Lead the delivery of our priorities in relation to audiences, marketing, data and insight including improving new, lapsed and existing audiences, increasing retention and frequency, developing our digital and physical reach, engagement and impact
- Work with departments across the organisation, including other AU departments, operations, hires, trading; café and bar, and retail, to identify opportunities to develop reach, engagement and income
Team Management
- Manage the small but committed Audiences teams (marketing and ticketing) to deliver dynamic and successful communications, marketing and ticketing strategies, negotiating multiple priorities
- Lead a target-focussed operation to ensure we meet visitor, audience and income expectations across all activity
- Ensure all brand, communications and marketing content is delivered to a high standard, tells our brand story and is effective across Arts Centre departments and platforms
- Contribute and support Business, HR and Finance colleagues and functions as appropriate
- Line manage the Ticketing and Sales Manager to ensure that the Ticketing operation is effective and efficient
Visitors, Audiences and Audience Development
- Develop and implement audience development strategies
- Work with the Arts Centre’s Programming Team to support the increase and diversification of audiences across all our programme
- Plan and monitor visitor and audience development programmes, working in collaboration with colleagues to assess and agree data acquisition, engagement and income targets, pricing and engagement
- Design and drive physical and digital campaign strategies that invite, welcome and engage as widely and inclusively as possible
- Contribute to developing and implementing an access policy that ensures all our work is open to the widest possible audience
Brand Strategy, Profile, Marketing and Communications
- Drive the Arts Centre’s brand, profile and voice, working with colleagues to ensure an Arts Centre-wide understanding and adherence to brand identity, voice, guidelines and communications style across all platforms
- Provide direction and purpose to all communications, marketing and campaigns in line with policy, strategy and the financial ability of the Arts Centre
- Oversee and review marketing campaigns across all areas of activity, liaising with visiting companies, artists and performers to maximise attendances
Income, Ticketing and Data
- With the Ticketing and Sales Manager contribute to our use of Ticketsolve (CRM/ticketing system) initiatives to maximise sales income
- Identify and propose alternative revenue opportunities through pricing, booking fees and ticketing strategies
- Ensure a detailed understanding of data acquisition, data use and intelligence gathering to inform and develop all Arts Centre departments, art forms, targets, income and impact
- Contribute to pricing, yield and attendance targets, working with the Leadership and Programming teams
- Oversee the collection and analysis of visitor and audience feedback using surveys, analytics and other tools
Visitor and Audience Experience
- Work in collaboration with the Ticketing and Sales Manager to ensure that the Ticketing operation is effective and efficient
- Contribute to strategies to develop an inspirational Arts Centre experience in line with our brand, profile and voice
- Support the Operations and House Services Team in ensuring the highest quality visitor and audience experience
- Contribute to trading and commercial activity that enhance the experience of the Arts Centre and progresses ancillary revenues.
Additional and Other
- Perform all tasks in line with Aberystwyth Arts Centre’s commitment to providing the most inclusive and widest audience access possible.
- Contribute to good internal communication and business process management.
- Work evenings and weekends as appropriate.
- To undertake health and safety duties and responsibilities appropriate to the post.
- To be committed to the University’s Equal Opportunities and Diversity Policy, together with an understanding of how it operates within the responsibilities of the post.
- To be committed to your own development and that of your staff through the effective use of the University’s Effective Contribution Scheme.
- Any other reasonable duties requested commensurate with the grade of this role.
Essential
- Experience in an Audience Development or Marketing capacity within an arts venue or audience focused organisation
- Proven experience in the development of marketing and communication strategies that evidence results
- Experience of managing and motivating teams
- A wide-ranging knowledge of different marketing tools and platforms, including digital platforms (websites, META advertising, Mailchimp), and how to use them to maximise impact
- Experience of developing diversity and engagement within audiences
- Experience of managing budgets
- Experience of analysing data to inform strategy
- Working with and persuading a range of different stakeholders
- Oral (spoken) and Written Welsh Level B1
Desirable
- Knowledge and experience of ticketing platforms (we currently are contracted to Ticketsolve)
- Digital marketing practical experience (META, web platforms)
- Oral (spoken) and Written Welsh Level C2
- More information on Welsh Language Levels can be found at:
https://www.aber.ac.uk/en/hr/policy-and-procedure/welsh-standards/
To promote a flexible workforce, the University will consider applications from individuals seeking full time, part time, job share, or term time only working arrangements.
Applications for this role must be made through jobs.aber.ac.uk. You are welcome to apply for any vacancy in Welsh or English and any application submitted will be treated equally.
- Flexible working policy
- Hybrid Working
- 36.5 – hour week for full-time roles
- Generous leave entitlements – 27 days annual leave plus bank holidays and university closed days
- Commitment to Professional Development
- Enhanced contribution to our workplace pension schemes
- Staff recognition and reward schemes
- Opportunity to learn the Welsh language for free
- Staff relocation bursary
- Maternity, Paternity, Parental and Adoption Leave
- Staff discount for gym facilities, hospitality, and retail on campus.
Aberystwyth University generally supports hybrid working, allowing a mix of office-based and remote working for suitable roles to enhance flexibility and productivity. Job descriptions typically detail a primary work location alongside opportunities for flexible, remote, or home-based work, subject to service needs and manager approval.
We welcome applicants from all backgrounds and communities and, those that are currently underrepresented in our workforce. This includes but is not limited to Black, Asian and Minority Ethnic candidates, candidates with disabilities, and female candidates.
We are a Bilingual Institution which complies with the Welsh Language Standards and is committed to Equal Opportunities. You are welcome to apply for any vacancy in Welsh or English and any application submitted will be treated equally.
Under the UK Government’s points-based system scheme, this role does not meet the criteria to be sponsored by Aberystwyth University (AU) for a Skilled Worker Route (SWR) application.
