Head of Audience Insights & Engagement
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| Job Type | CareersOther |
| Location | London |
| Area | London, United Kingdom |
| Sector | Marketing and Sales JobsStrategyData & Insights |
| Salary | £54,000 to £56,000 |
| Start Date | |
| Advertiser | Mags Rendle |
| Telephone | +44 (0) 203 640 2133 |
| Job Ref | AHDVD5443 |
| Job Views | 1347 |
- Description
Head of Audience Insights & Engagement
(Arts Organisation)
Job Type: Permanent
Salary: £54,000 - £56,000
Location: London/Hybrid working
Reports To: Director of Audiences
Manages: Audience Insights Manager, Membership Manager, Membership Officer, Email Marketing Manager, Audience Insights Officer.
Consultant: Mags Rendle
#loveyourjob
TDRC are delighted to be partnering one of the UK’s largest arts organisations who are celebrated for their magnificent cultural experiences. They are working with the world’s most exciting artists both emerging and established. They bring together people who are passionate about what they do, whilst inspiring, provoking and transforming lives. It is a warm and welcoming destination in which to work, perform or visit and this is your opportunity to join them.
They are Europe’s largest arts centre and one of the UK’s top five visitor attractions,
Their focus, as a charity, is to demonstrate their ambition to remain innovative, disruptive, and experimental in what they do and to be highly relevant to the artists they want to work with, to the audience they want to attract and to our current and future employees.
They remain committed to creating a place for as many people as possible who can come together to experience bold, unusual, entertaining, and eye-opening work. They want to take people out of the everyday, every day.
They present work for everyone and welcome applications from everyone. By attracting people to work for them from a broad range of backgrounds with diverse attitudes, opinions, and beliefs, we can continue to look at the world with fresh eyes and find new ways of doing things.
The Role
About the role and the team:
The outputs of the Audience Insights & Engagement team help to shape our strategy, our programming decisions, and our understanding of who is or is not coming to our venues and why. Our insights play a part in our public facing narrative, providing evidence to support our funding and sponsorship relationships, and leading our understanding of the impact we have socially and economically.
The Head of Audience Insights & Engagementwill lead a newly configured team within the larger Marketing and Communications Department. This new role will develop the organisation’s Audience Insight framework, implement data-led strategies to drive Customer Relationship Management and email marketing strategies, building loyalty for the organisation, and working to develop long term relationships with different types of audiences, based on their behaviour and need. The Head of Audience Insights & Engagement will also be responsible for the organisation’s Membership team, using data and insights to accelerate growth of scheme which is critical to our success in nurturing loyal audiences, and providing a
critical revenue stream.
You will have exceptional leadership skills, will be able to commission and interpret insight, translating this into organisational situational analysis, and be able to create organisational audience or segmentation strategies. You’ll understand CRM and have a proven track record of using insights to drive Membership strategies in a comparable market.
You will enjoy internal and external collaboration and be skilled in the communication of complex data to drive decision making.
Main Responsibilities
Audience Insight- Design a reporting and research framework to deliver bespoke audience and visitor
- information required by partners such as funders, sponsors, and tourism bodies to contribute to a wider understanding of cultural audiences
- Communicate our organisational narrative through an excellent understanding of visitor insight aligned with the organisation's programme
- Interpret audience data within the company's context, and translate into actionable
- recommendations across all audience-focussed teams
- Advise on strategic reporting to meet the needs of internal colleagues at all levels, to understand departmental challenges, improve effectiveness and monitor progress against departmental and organisational KPIs
- Brief and manage tenders for research-based projects as needed throughout the organisation, oversee project management of any research projects.
CRM & Segmentation- Devise and lead their Customer Relationship Management strategy, cultivating priority audiences and building long term dialogue with our customer base
- Support Email Marketing Manager in developing and delivering the eCRM strategy, including plans to develop acquisition, testing & analysis frameworks
- In collaboration with multiple internal stakeholders, use organisational insights to advise on
- appropriate strategies for non-attending audience segments, as foundations for long term Audience Development
- Develop a segmentation model which identifies different audiences as prospects for specific activities, continuously maximising loyalty to the organisation.
- Support the development and successful delivery of the organisation's email marketing strategy, supporting their wider Audience Development aims.
Membership- Working with Head of Audience Insights & Engagement, and wider colleagues, commission and produce analytical assessments, including Membership data, benefit usage data and survey data, and inform the strategic development of the membership products and other loyalty opportunities
- Lead the Membership team to grow their Membership scheme, maximising revenue, and deepening brand loyalty
- Develop strategies for market growth and in parallel product development to maximise organisational potential from this scheme
Leadership & Management- Lead the Audience Insights & Engagement team to champion a data driven culture, with emphasis on testing and learning and taking a constant and consistent approach to analysis and evaluation at every level.
Key Skills that would help you in this role:- Strategic analytical skills with experience across a range of datasets, and via multiple systems. The ability to interpret data, create narratives and conclusions within the context of the Organisation. activities and identify associated opportunities and challenges
- Experienced Marketer or Market Researcher, with demonstrable successful experience in CRM, relationship marketing, segmentation, and research (qualitative and quantitative) strategies
- Experience of using a ticketing/ CRM system (ideally Tessitura), with a particular focus on their Analytics and reporting tools.
- Strategic, but with strong attention to detail
- Able to demonstrate capacity to efficiently organise priorities as well as being able to demonstrate effective project management and budgeting skills
- Experience in delivering targets and driving revenue to budget
- Communication skills, able to present complex information clearly and in an accessible way to a range of stakeholders, both verbally and in written reports
- An ability to prioritise workload, manage expectations, and take an organisational outlook, consistently focused on the organisation’s strategic objectives.
- Ability to champion a data-driven approach to all audience communications, driving defined KPIs, and utilising testing while nurturing a learning team culture
- Ability to coach the team as well as train others in data literacy and interpretation
- Leadership experience, with the versatility to line manage teams as well as perform a
- consultative role to a wide range of stakeholders
- Interpersonal skills, able to work collaboratively and with a multiple range of roles
- Experience of managing a team
- Excellent working knowledge of GDPR, PECR and current understanding of best practice
- Is able to demonstrate an understanding of and commitment to the role that diversity and inclusion play in the activities of the organisation as a whole and in the work of this particular job.
- Any other duties as reasonably requested by your line manager and or Head of Department.
Benefits & Perks:- London's most popular and exciting arts organisation
- A min 5% pension contribution (going up to 8% depending on employee contribution), from day 1
- of employment.
- 28 days annual leave, plus bank holidays
- Hybrid working model (3 days office working, 2 days from home)
- Enhanced sick pay
- Enhanced family leave benefits
- Up to 30% discounts at onsite retail, food, and beverage vendors
- Staff ticket offers for events
- Free entry to Hayward Gallery
- Free/discounted entry with other reciprocal organisations
- Free staff yoga
- Season ticket loan
What next
To learn more and discuss the company, the opportunity apply below, and Mags Rendlewill be in touch to answer all your questions.
The Digital Recruitment Companyis an Employment Business for interim, contract and temporary recruitment and acts as an Employment Agency in relation to permanent vacancies.
To apply for this role please contact us at: Mags Rendle
0203 640 2133
mags@digitalrecruitmentcompany.com
www.digitalrecruitmentcompany.com
