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Head of Marketing, DONMAR WAREHOUSE
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Head of Marketing
Reporting to: Director of Audiences
Line management: Marketing Coordinator
Location: 3 Dryden Street, London WC2E 9NA
Purpose of Role
The Head of Marketing is a key member of the Audiences team, and will oversee the delivery of our marketing strategy; planning and delivering effective multichannel campaigns to ensure maximum audience attendance and Box Office income. An experienced senior marketer, they will be able to use data to inform decision making and have a passion for delivering audience focused campaigns. They will be able to translate strategy into action, and ensure that audiences are considered across the organisation, working particularly closely with our Development team.
The Head of Marketing line manages the Marketing Coordinator, and works closely with our external PR agency to ensure all marketing campaigns are coordinated and effective. They should have a strong creative sense, and an ability to balance commercial needs with delivering an artistic vision.
The Head of Marketing will lead on devising audience development campaigns, ensuring that our work reaches the widest possible audiences. They will be responsible for the day-to-day management of the marketing budget, tracking spend and analysing return on investment.
The Head of Marketing should have impeccable attention to detail and act as a brand guardian across the organisation’s work, ensuring all external-facing communications are of the highest quality. They will deputise for the Director of Audiences where required and contribute to the strategic development of audiences across the Donmar.
Duties And Responsibilities
Marketing campaigns
- Lead, plan, and deliver effective multichannel marketing campaigns to maximize audience attendance, brand awareness, and Box Office income across all productions at the Donmar.
- Be the lead marketing contact for producers or venues for Donmar transfers to the West End, internationally or broadcasts in cinemas.
- Devise and deliver a comprehensive digital marketing plan, collaborating closely with the Development team to ensure joined-up communication across members and audiences.
- Drive audience development campaigns to reach new, diverse audiences, with a particular focus on our 35 and under ticket scheme, collaborating with external partners as required.
- Work closely with our PR agency to maximise profile for productions.
- Coordinate the delivery of season on sales, working closely with the Development team and Head of Ticketing.
- Drive innovation across all marketing and communication channels, trialling new ways of working and keeping up-to-date with latest trends and best practices in the industry.
- Lead on the management of the website - ensuring content is kept up to date and driving implementation of new functionality with our web developers.
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Data & insight
- Responsible for the audience insight strategy ensuring that research is carried out regularly and effectively, and finding effective ways to disseminate findings internally.
- Use data from Spektrix and Indigo to inform planning of marketing campaigns, and to monitor and evaluate ROI.
- Work with the Head of Ticketing to regularly report on sales and trends to the wider team.
- Manage and monitor the marketing budget, including processing invoices and forecasting.
Brand & Customer experience
- Work with the Director of Audiences and Head of Ticketing to streamline and improve the customer journey from the ticket purchase path through to attendance and post show communications.
- Working with the Director of Audiences and Artistic Director, support the creation of engaging imagery and marketing assets for productions including liaising with creative teams to sign off.
- Act as a brand guardian and ensure all communications across the organisation are on brand and consistently high quality.
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Line manage the Marketing Coordinator
Deputise for the Director of Audiences when required
This is not an exhaustive list of duties and the Donmar may, at any time, allocate other tasks which are of a similar nature or level.
Person Specification - Essential
- Demonstrable experience in a senior marketing role, ideally within a producing theatre or other arts organisation.
- Proven track record of planning and delivering bold multichannel marketing campaigns that meet or exceed income targets.
- Experience of and enthusiasm for audience development and reaching diverse new audiences.
- Confident working with external suppliers and stakeholders, ensuring projects are managed effectively, on schedule and within budget.
- Experienced and confident at briefing designers and working in collaboration with artists.
- Demonstrable strong knowledge of digital marketing best practice.
- Experience of analysing audience data and using data to inform campaign planning.
- A strong team player with the ability to collaborate across the organisation.
- An innovator with a proven track record of introducing new ideas and ways of working.
- Experienced line manager, able to effectively motivate and manage team members, and support their individual development.
- Organised, able to prioritise effectively and to handle multiple simultaneous tasks in a fast-paced environment.
- The highest standards of written accuracy, creative flair and excellent attention to detail.
Person Specification - Desirable
- Knowledge of and a passion for theatre.
- Knowledge of Spektrix, or other similar ticketing system.
- Familiarity with Craft CMS, Dot Digital and Canva.
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