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Marketing Manager

  • Full Time
  • Glasgow, UK
  • Posted 4 months ago
  • DOE
  • Closes January 7, 2019
  • Applications have closed.

RSNO RSNO

RSNO Overview

The RSNO is Scotland’s national symphony orchestra and one of the five National Performing
Companies, supported by the Scottish Government. The RSNO is a symbol of Scottish cultural
excellence. Established in 1891, it continues to deliver the highest quality musical experience and
enjoyment throughout Scotland, which has been shared by generations.

The External Relations Department

The Director of External Relations leads the Marketing and Development Department. The Team
consists of: Head of Development, Head of Marketing, Head of Major Gifts, Development Manager
(Membership and Subscribers), Development Manager (Trusts and Foundations), Trusts and
Foundations Officer, Marketing Manager, Graphics and New Media Designer, Information Services
Manager, Communications Manager, External Relations Officer and Marketing Officer.

Main Purpose

As part of the External Relations Team, the Marketing Manager will work closely with the Head of
Marketing to fulfil financial targets; generate and deliver high quality marketing and audience
development campaigns across the full range of RSNO activities; and continually strive to find new
and engaging ways to communicate the RSNO’s story and offerings.

Principal Relationships

External:

  • RSNO patrons, supporters and audiences
  • Suppliers including printers, designers, distribution companies, advertising agents
  • Guest artists and their representatives
  • Marketing colleagues from Scotland’s other National Companies
  • Venues

Internal:

  • All Marketing and Development Team members
  • Learning and Engagement Team
  • All staff
  • Musicians
  • RSNO Artistic Team

Key Responsibilities

Campaign Management and Audience Development

  • Work closely with the RSNO External Relations Team to ensure audience development and
    income targets are achieved.
  • Work with the Head of Marketing to create, manage and implement innovative marketing
    campaigns to maximise sales/participation and communicate the brand. This includes
    collaborating with designers, filmmakers and photographers to create digital and print
    collateral; scheduling advertising campaigns with our media buyer; creating and managing
    paid digital campaigns across social media platforms; planning distribution and mailings;
    setting up promotions and partnerships.
  • Work collaboratively to ensure that campaigns are fully integrated across all platforms,
    including website, print, direct mail, distribution, press, advertising, digital and social media.
  • Lead on the planning, implementation and evaluation of creative above the line marketing
    campaigns to increase the acquisition of new audiences for all RSNO activities and develop
    lower-level existing audiences (e.g. first timers, lapsed single-ticket and low-level
    subscribers) into more active, regular attenders.
  • Work closely with members of the Development Team to support the planning and delivery
    of effective fundraising campaigns and projects (e.g. online and events), with careful
    consideration of the journey from audience member to potential donor.
  • Work closely with the Learning and Engagement Team to develop new initiatives to progress
    our work for and with specific audiences (e.g. children, young people and families) and for
    particular projects (e.g. Come and Sing).
  • Develop and maintain excellent relationships with venue staff, working collaboratively to
    promote the RSNO.

Digital

  • Manage and develop, with design assistance from the Graphics and New Media Designer,
    the RSNO’s primary website and other secondary websites, ensuring the most
    comprehensive and engaging content is available online.
  • In conjunction with the Head of Marketing and supported by the Marketing Officer and
  • External Relations Officer, develop a successful social media and community management
    strategy across the RSNO’s primary social media channels.
  • Oversee the implementation of the social media calendar by the Marketing Officer and other
    team members.
  • Work with the Marketing Team, and across all departments, to plan and develop engaging
    content covering the breadth of the RSNO’s activity, attracting visitors and audiences –
    existing and potential.
  • Manage and create digital assets including film and photography to support RSNO
    communications across all digital platforms, communicating clear briefs to agency and team
    members as required.
  • Work with RSNO partners and venues to ensure that RSNO information on their websites
    and online booking pages is complete and accurate.
  • Actively contribute to the development of innovative ideas and new initiatives.

Monitoring and Reporting

  • Work with the Head of Marketing and Information Services Manager to (where possible)
    monitor the return on investment made by all promotional work, to influence future
    strategic planning. Collect and analyse data produced by promotional campaigns to assess
    effectiveness and identify potential markets for future projects.
  • Carry out qualitative and quantitative research projects (e.g. interviewing and/or surveying
    audience members).
  • Compile, summarise and circulate the weekly box office ticket income figures with analysis.
  • Manage and track budgets as required.

Branding

  • Support the Head of Marketing to ensure that RSNO brand values and messages are
    accurately represented across all communication materials, including writing effective copy
    for promotional materials.
  • Assist with proofreading throughout the organisation, ensuring that internal proofing
    processes are adhered to.
  • Promote and protect the brand of the RSNO both internally and externally.

General

  • Build and maintain productive working relationships with staff and musicians across the
    organisation.
  • Undertake concert duties as required, championing customer service within our venues to
    ensure our audiences have the best experience possible.
  • Undertake other relevant activities as required.

Person Specification Criteria

Educations/qualifications

  • Degree or equivalent

Desirable experience

  • Minimum 3 years’ experience in a professional marketing role,
    preferably in an arts environment
  • Experience of planning, implementing and evaluating marketing
    campaigns, including paid digital campaigns
  • Experience of managing digital marketing, including search, content
    development, innovative use of social media channels and
    programmatic media planning/buying
  • A demonstrated understanding and experience of audience
    development
  • Experience of working in the arts
  • Specific skills • Excellent organisational skills
  • Ability to manage multiple priorities and meet deadlines, producing
    high quality work
  • Project management
  • Strong verbal and written communication skills, including writing copy
    for print and digital marketing
  • Ability to adapt communication styles to different audiences and
    purposes
  • Excellent attention to detail, including strong proofreading skills
  • Strong IT skills, including database management, Microsoft Suite and
    digital communication channels essential
  • Experience of managing WordPress (or similar CMS) would be
    beneficial, although training can be given
  • Solid knowledge of website analytics tools (e.g. Google Analytics)
  • Knowledge of Photoshop and/or Final Cut Pro would be beneficialAbility to prepare and manage income and expenditure budgets
  • Excellent interpersonal skills
  • Strong customer service skills A quick learner with the ability to understand the business and its
    functions
  • Good eye for design
  • Capacity for innovative and creative thinking

General competencies

  • Planning and prioritisation
  • Information management
  • Relationship management
  • The confidence to represent and advocate the RSNO at external events
  •  A ‘can-do’ attitude and the willingness to assist other members of the
    team to meet shared objectives
  • Highly motivated, pro-active and results driven
  • Attention to detail
  • Able to respond well to change in a proactive and problem-solving
    manner
  •  Highly organised and self-motivator with the ability to remain calm
    under pressure

Other

  •  An active interest in the arts
  • Prepared to work some weekends and evenings

Application Process
Applicants should email a CV and covering letter to recruitment@rsno.org.uk for the attention of
Carol Fleming, Head of Marketing, citing your current salary and where you saw the job advertised.

Location: The job will be based at RSNO Centre, 19 Killermont Street, Glasgow, G2 3NX

Hours of work: Office hours are 9:00am to 5:00pm or 9:30am to 5:30pm but the post holder will be
expected to work as the job requires, including some evenings and weekends.

Holidays: 20 days per annum

Pension: Contributory pension scheme available

CLOSING DATE: Monday 7 January 2019, 12pm

INTERVIEWS: Interviews will take place Friday 18 January 2019 (TBC)