Head of Marketing and Communications

STRATEGIC COMMUNICATIONS AND BRAND STEWARDSHIP

Act as TBTL’s brand champion, ensuring consistent implementation and messaging across the organisation

Lead on the implementation of TBTL’s brand strategy, growing our profile across Cumbria and beyond and amplifying our mission and impact

Lead on PR, cultivating key relationships with local and national media to maximise profile and coverage

Work with the Head of Development to communicate a compelling case for support and implement a fundraising communications strategy

Develop robust and proactive PR and communications plans for crisis management

Oversee the internal communications strategy ensuring all trustees, staff and volunteers are well informed about the programme/activities and the wider impact of the theatre, as well as internal organisational changes and developments.

AUDIENCES, MARKETING AND SALES

Lead the implementation and continued development of our audience development strategy, to increase reach, deepen engagement and grow attendance

Act as the organisational lead for Spektrix, maximising its potential with regard to understanding audience behaviours and developing personalised relationships

Work with the Senior Management Team to embed an audience-informed approach to planning and programming across the organisation

Lead on the oversight and delivery of TBTL’s feedback channels including audience surveying, online reviews and handling of complaints

Work with the Head of Development on the evolution of the TBTL Membership scheme to achieve agreed KPIs in line with the audience strategy

To lead on the creation, and oversee delivery of key Marketing tools and channels including brochures, websites, social media and other resources, monitoring ROI to ensure value for money

Oversee effective campaign planning for the in-house and visiting programme, harnessing audience insight and maximising impact through use of appropriate channels

Lead on creating visuals, copy and other content for TBTL’s in-house shows, including liaison with creative teams and co-producers

Develop a digital strategy with measurable KPIs to underpin our audience development plan and inform a more targeted and cost-effective approach to campaign planning

Lead a dynamic sales function, working cross departmentally to implement ticket sales initiatives and upsell secondary spend opportunities

Cultivate beneficial partnerships with key advocates and tourist touchpoints, including the development of the Ambassador scheme

Keep up to date with new developments and industry trends in Marketing

FINANCE AND ADMINISTRATION

Work with the Executive Director and Head of Finance & Operations on the setting of departmental budgets.

Lead on effective management and reporting of departmental budgets

Play an instrumental role in the development of TBTL’s pricing strategy and sales forecasting, using data analysis to inform decision-making

Act as the designated Data Protection Officer for TBTL, ensuring that the organisation and its subsidiaries remain compliant at all times

LEADERSHIP

Act as part of the Senior Management Team with shared companywide strategic and operational responsibility

Act as Head of Department for the Marketing function, demonstrating effective leadership and running a cohesive and productive team

Line manage the Marketing Manager, Marketing Officer and CRM Officer.

OTHER DUTIES

Undertake any other duties that may be reasonably required in connection with the position, as a member of a small and collaborative organisation

Act as a representative and advocate of Theatre by the Lake

Engage with internal communications and stay abreast of organisational updates and developments

Support of uphold Theatre by the Lake’s commitment to inclusivity and sustainability

Adhere to Theatre by the Lake’s Safeguarding Policy including the reporting of any issues of concern in accordance with procedure