Head of Sales, Marketing & Development (Maternity Cover)
Reporting into the Venue Director, Woking Theatre & Cinema, you will be responsible for effectively driving ticket sales and revenue for Woking Theatre, The Rhoda McGaw Theatre and Nova Cinema. You will lead the strategic direction and decision making for the Marketing, Communications and Ticketing Teams, working with Central ATG Entertainment departments.
One of the most diverse venues in the ATG portfolio, WT&C is a 1,300 seat Theatre which hosts world class entertainment, the Rhoda McGaw a 230 seat Theatre that provides a home for communities from across the region and the highly acclaimed Italia Conti and a 950 seat 7 screen Cinema that shows all of the latest blockbusters. Your role will be to inspire and lead the internal Team alongside utilising the marketing effectiveness tools available as part of wider ATG.
Finally, it is a very exciting time to join WT&C as we reach the final stages of a re-brand and major capital programme. The Venue has never looked better and your role in welcoming audiences and Producers will be key.
Key Responsibilities
Marketing & Communications Campaigns (Mar-Coms)
- Responsible for the strategy of all Venue marketing campaigns. Leverage local experience and audience insights, provided by the Central Marketing team, to deliver ever more successful campaigns.
- To provide leadership and direction to the Venue’s Mar-Coms team in overseeing the delivery of all campaigns that increase awareness & buzz, ticket sales, and ATG revenue.
- Develop the Venue’s media and communications strategy (on/offline), to raise the profile of the venue and its activities in the community.
- Serve as the ultimate Mar-Coms lead for all Producers, Agencies.
- Oversee the strategy, content, and management of all social channels with the Communications Manager, to ensure healthy growth and engagement metrics.
- Hold responsibility for the Venue’s Sponsorship targets and work with the wider Team to promote the Venue to local and regional businesses.
- Engage the Mar-Coms team in providing necessary marketing expertise and support to other ATG concepts, initiatives & campaigns as required.
- Guardian and champion, the Venue brand at all times.
Audience & Sales Development
- Facilitate close collaboration with Revenue Management to evaluate sales performance and consider initiatives and tactics to improve occupancy and ATP. Ensure the team focus is on shows that offer the greatest revenue opportunity.
- Responsible for the marketing, ticketing and data reporting for Nova Cinema using Vivenu.
- Play a leading role in forecasting sales & revenue targets, working collaboratively with the Venue Director.
- Accountable for delivering agreed sales and audience targets for ATG, managing agreed campaign budgets and reporting.
- Collaborate with ATG’s Data & CRM team to identify underrepresented audience groups and work to redress through short and long-term strategies.
- Partner with ATG Marketing & Data teams in identifying opportunities for test initiatives that grow audience and sales.
- Oversee all Marketing initiatives such as outbound group sales campaigns to the Contact Centre and work collaboratively to ensure successful growth.
- Manage an on-sale calendar that seeks to maximise the impact and sales of show announcements and is consistent and in line with ATG Central processes.
Community & Network Development
- Identify and lead strong relationships with traditional media, online channels, and local influencers (commentators/ celebrities/ influencers/ bloggers/ social media/ key organisations) and extend the Venue’s footprint in under-represented communities.
- Champion the communications role within the business and influence Producers and Agencies in realising key activities to raise the profile of shows and the Venue.
- Support ATG marketing teams in identifying opportunities for test initiatives that grow awareness, engagement, audience and ultimately sales.
Reporting & Evaluation
- Ensure the team adheres to ATG briefing, reporting and other key processes in order to ensure an efficient and consistent way of operating and learning across the company.
- Create and drive a culture of marketing effectiveness within the local team by instilling the importance and discipline of reporting and evaluation to support ATG’s collective drive to increase marketing intelligence. Ensure effective budget tracking & reporting is carried out on all activities.
Management & Collaboration
- Line manage, develop and motivate staff in a manner in keeping with ATG values. Provide specific support to the Communications Manager, when required, to establish influential relationships in the community, or land initiatives that will provide valuable exposure and standing for the venue.
- Serve as an active leader in the ATG marketing community by proactively contributing to seminars and cross-venue initiatives and centrally led strategies or initiatives (e.g. Data/ CRM/ Membership).
- Be proactive and collaborative in working with ATG’s Account Director/Managers and other Central teams by ensuring the processes and procedures required for effective management are conducted in a timely manner by the team.
- Proactively drive good relationships with other Venues for marketing collaboration on shared tours, as well as broader cross-promotional tactical activity.
- Engage in frequent contact with the Revenue Management and Ticketing teams to discuss dynamic pricing strategies, tactical discounting, allocations, promo activity, and on-sale activity across the programme.
- Liaise closely with the ATG Programming team in planning and launching events and seasons, and in dealing with producers’ queries.
- Any other duties as reasonably requested to carry out.
Required Skills & Experience
- An inspiring and persuasive leader with excellent interpersonal skills. Maintain the ability to secure the trust of Producers and respect of clients for long-term success.
- Highly numerate and analytical in regard to sales, audience data, and budget management.
- Considerable experience of project managing complex creative campaigns: generating ideas, driving process, and evaluating success.
- An experienced marketing and communications practitioner with a curious disposition to try new approaches and take calculated risks. An appetite for innovation.
- An attention to detail that ensures theirs and their team’s work is always of the highest standard and representative of marketing excellence.
- A team player, working collaboratively and professionally with all ATG departments / colleagues and external stakeholders.
We are a Disability Confident Committed Employer, which means that we are taking action to ensure that people with disabilities and long-term health conditions feel supported, engaged, and able to fulfil their potential in the workplace. We will offer an interview or recruitment event to disabled candidates who tell us they wish to participate in the scheme and who demonstrate in their application that they best meet the essential criteria for the role. Where we receive more applications than we are reasonably able to interview for any given role, we will retain applications for the next available interview opportunity wherever possible.
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