XXXXX CANDIDATE INFORMATION PACK: DIRECTOR OF MARKETING & COMMUNICATIONS
Candidate Information Pack | Director of Marketing & Communications, Edinburgh International Festival
LETTER FROM FERGUS LINEHAN Dear Candidate, Thank you for your interest in the role of
The Director of Marketing &
Director of Marketing & Communications at
Communications is a key member of our
the Edinburgh International Festival.
Senior Management Team, contributing
This is an outstanding opportunity for
to the strategic development of the
a highly motivated communications professional to join a unique cultural institution. The International Festival is an exciting – and challenging - organisation to be part of. We are rooted in the City of Edinburgh with an amazing and committed local audience base and a passion to extend our reach ever further into our
International Festival, sustaining and building the International Festival’s audiences, driving our brand and communications and delivering significant revenues from ticket sales. We are a relatively small team and we are light on our feet - we deliver to a very high standard but can (and do) also implement
local communities. We also welcome
new ideas and initiatives quickly.
audiences from over 80 countries every
We have good political support from City,
year and work hard to ensure that the
Scottish and Westminster Government,
International Festival continues to be
but in the context of sustained pressure
one of the world’s most exciting cultural
on public funding, we are achieving
destinations. The Festival is part of a small
significant growth through driving earned
family of international institutions that have
income. Our next Director of Marketing &
the capacity to support the work of the
Communications will play a crucial role in
most important innovators in the arts, and
continuing this strategy.
the festival period offers a rare opportunity
I hope that you will enjoy learning more
to experiment with form and presentation in the knowledge that audiences expect to encounter the new and unfamiliar. We present artists and companies from around 40 nations each year, celebrating and promoting excellence at the highest levels.
about the International Festival. Thank you again for your interest in this role and good luck with your application. Fergus Linehan Festival Director and Chief Executive
Candidate Information Pack | Director of Marketing & Communications, Edinburgh International Festival
INTRODUCTION The Edinburgh International Festival
The International Festival invites and
The International Festival has strong
is the world’s leading multi-genre arts
curates all of the artists and companies in
foundations. Its artistic capital is high; it
festival. Its foundation in 1947 was a
its programme, and is responsible for every
has an engaged, loyal and adventurous
bold act of optimism and reconciliation,
aspect of their presentation in Edinburgh,
audience coming from around 80 nations
promoting international cooperation and
including fees, travel and accommodation,
each year, and also attracts significant
understanding by presenting international
technical support, marketing and
numbers of first time attendees. There
artists and companies to audiences from
fundraising. The International Festival
were approximately 461,883 attendances
all over the world. Over the past 70 years,
hires the city’s major venues each year
at 2017 International Festival performances
the International Festival has become
(Usher Hall, Queen’s Hall, Festival Theatre,
and events with performances achieving an
the template for hundreds of events in
King’s Theatre, Royal Lyceum Theatre,
average of 77% of total capacity. As well
cities from Adelaide to Shanghai. While
Edinburgh Playhouse) as well as other ad
as maintaining and developing a strong
the International Festival is resolutely
hoc venues as the programme dictates.
core audience, each year the International
Geographic origin of audience; Edinburgh & Lothians 45% Rest of Scotland 25% Other UK 18%
international in its outlook it remains
Festival attracts a high percentage of
grounded in the city of Edinburgh and is
new attendees. Since 2014 the number
committed to delivering extensive cultural,
of unique bookers for each Festival has
The International Festival has, over the
economic and social benefits to Edinburgh,
increased by 36%. The International
last few years, successfully increased
Scotland and the UK.
Festival’s digital presence continues to
earned income from 49% of turnover
The International Festival is a unique,
extend its reach and engagement around
to 60% of turnover and the Festival’s
innovative and exciting organisation to be part of. Every year, it brings some of finest performers and ensembles working today in theatre, opera, music and dance to Scotland’s capital city for three weeks in August. International quality, innovative programming, the intensity of the threeweek programme and the year round engagement with all the communities the
the world. During the 2017 campaign period, the International Festival’s website, eif.co.uk, had nearly 1 million users sessions by over 550,000 unique users. 70% of all ticket sales are made online through the website. Across its key social media channels there were nearly 300,000 engagements with over 1.3m views of its video content
International Festival serves make up a unique brand identity.
International 12%
plan for the next period continues to be just as ambitious and innovative. The current priorities include safeguarding the Festival’s international reputation, seeking out more collaborative ways of working, widening the Festival’s audience reach, addressing questions of diversity and ensuring the Festival’s organisation and brand has the capacity to increase earned revenues. The new Director of Marketing & Communications will play a pivotal role in the maintenance and development of the International Festival’s brand and reputation as the world’s leading multi art form festival.
Candidate Information Pack | Director of Marketing & Communications, Edinburgh International Festival
MARKETING AND COMMUNICATIONS AT THE EDINBURGH INTERNATIONAL FESTIVAL This is a very exciting time to join the Edinburgh International Festival as their new Director of Marketing & Communications. Festival Director Fergus Linehan, who joined the Edinburgh International Festival in 2013 and presented his first programme in 2015 following successful tenures with the Sydney Festival and Dublin Theatre Festival, has accepted an extension to his current contract and will now lead the International Festival until 2022. Since joining the organisation, Fergus Linehan has introduced new programming strands and performances which have been critically acclaimed. The Edinburgh International Festival’s appeal has broadened, with the Festival attracting new and more diverse audiences and attaining record sales. This has been achieved through innovative vision and a commitment to quality and virtuosity. The celebration of the Edinburgh International Festival’s 70th anniversary in 2017 has only enhanced its international appeal and success.
Having already taken the Edinburgh International Festival in new directions, Fergus Linehan has some exciting plans for the next five years. It will be tremendously stimulating and rewarding for the new Director of Marketing & Communications to align the five-year marketing and communications strategy to these new initiatives. The opportunity to be part of this next stage in the International Festival’s future is expected to entice an exceptional and creative marketing and communications strategist to the role. The new Director of Marketing will build on a strong track record of success and bring a fresh approach to the marketing and communications strategy. Whilst quality and virtuosity of programming will always be a priority, increasing revenue generation is essential for the future of the Edinburgh International Festival. Growth will be driven by earned income and through the artistic richness and integrity of the programming, enhanced by a successful marketing and communications strategy. Consequently, marketing and communications will play an essential role in the growth of the organisation. Its impact and success is vital to the future success of the Edinburgh International Festival.
Candidate Information Pack | Director of Marketing & Communications, Edinburgh International Festival
THE OPPORTUNITY The Director of Marketing &
There must be an understanding
Communications will be responsible for
from the new Director of Marketing &
developing the Edinburgh International
Communications that this is a role with a
Festival’s brand as one of the world’s
particular pattern of work. Throughout the
leading multi-genre festivals, leading on its
year, a planning cycle is based around
communications strategy and maximising
three weeks of performances, whilst
audience attendance and ticket sales
simultaneously ensuring longer term
revenue. The diversity of the audiences,
strategic objectives are delivered. This
locally, nationally and internationally
will require an individual with exceptional
makes this role both challenging and
and meticulous project planning skills.
fascinating. Months of preparation and
The successful candidate will have to be
intense investment of hardwork before
detailed, focussed and precise. The role
the International Festival, followed
will also require a robust, flexible individual
by explosive delivery of extraordinary
who thrives on adrenalin, with the ability
artistic performances over three weeks
to work under extreme pressure (six first
distinguishes this role from other senior
nights in one night!). The team more
marketing and communications jobs in
than doubles during International Festival
year-round Performing Arts venues.
season, so a strong and collaborative management style will be essential. The Director of Marketing & Communications will manage a permanent team of nine, and report to the Managing Director, Joanna Baker. The role will be based at the International Festival’s headquarters, ‘The Hub’ in the centre of Edinburgh. It comes with an attractive and competitive salary and benefits.
Candidate Information Pack | Director of Marketing & Communications, Edinburgh International Festival
ORGANISATIONAL CHART
Candidate Information Pack | Director of Marketing & Communications, Edinburgh International Festival
JOB DESCRIPTION Job Purpose
Specific Responsibilities
To contribute to the strategic
Strategy
development of the Edinburgh
To contribute to the development and implementation of the International Festival’s strategic and business planning. To formulate and lead the International Festival’s Brand, Marketing & Communications Strategy.
International Festival, supporting
To support the artistic planning process as the programming is developed, advising on marketing and audience
and building the International
implications.
Festival’s brand as one of the world’s outstanding multi-genre
To ensure an evidence and intelligence-led approach to marketing and audience development planning.
festivals, leading on its marketing
To create and implement ticket pricing strategy
and communications strategy and maximising audience attendance
Brand
and ticket sales revenue.
Responsible for brand development. Ensure an organisation-wide approach to brand implementation and usage. Set budgets and stretch team KPIs.
Reports to Managing Director
Direct Reports Marketing Manager, Media
To ensure income is sustainable by overseeing excellent stewardship of individual gifts and a strong donor retention plan. Marketing,
To direct the marketing, media, digital, content and publications teams, ensuring integrated working.
Communications
To direct campaigns which maximize audience numbers and ticket revenue.
and Audience Development
To ensure strategic engagement with tourism bodies and ensure tactical delivery of tourism campaigns. To ensure effective and appropriate marketing and communications collaboration with sister festivals via Festivals
Manager, Digital Manager,
Edinburgh.
Broadcast & Content Manager,
To champion audience development and engagement, working across all departments to initiate and support activities
Head of Ticketing
which maximise the reach of the International Festival. To ensure effective communications and media support for all areas of the International Festival’s activities, including Creative Learning and Fundraising. To lead on the continued development and implementation of the Festival’s Equality, Diversity and Inclusion strategy, including provision of accessible performances. To ensure effective strategic and tactical media management, across all online and offline channels. To work with venues to ensure levels of front of house and customer care are appropriate to the brand values of the International Festival.
Candidate Information Pack | Director of Marketing & Communications, Edinburgh International Festival
JOB DESCRIPTION Specific Responsibilities (continued) Broadcast, Digital &
To work with the Planning Director to develop and deliver broadcast
Creative
opportunities. To oversee the development and implementation of a dynamic and forward-looking digital communications strategy.
Hub Tickets
To oversee the management of Edinburgh International Festivals’ ticketing operation (Hub Tickets) ensuring excellent levels of customer service at The Hub and at International Festival venues. To keep under review the business model of Hub Tickets as a ticket agency for external clients.
External Stakeholder
To support the Executive Office and the Head of External Affairs in the
Communications
development and delivery of a stakeholder communications strategy.
Research and Analysis
To commission and deliver effective audience and market research linked to strategic objectives of the organisation, including income maximisation. To ensure appropriate monitoring and analysis of marketing and audience development campaigns. To ensure strategic management, development and analysis of customer and ticketing database.
Financial Management
To oversee the preparation, management and control of departmental income and expenditure budgets.
General
To act as spokesperson and give media interviews for the International Festival as required. To represent the International Festival at public events, travel fairs, trade fairs, educational events etc. as required. Attendance at International Festival and other performances and events out of normal working hours is expected.
Candidate Information Pack | Director of Marketing & Communications, Edinburgh International Festival
PERSON SPECIFICATION The successful applicant will demonstrate the following skills, experience, and personal qualities: Essential
Experience of working at senior management-level and contributing to strategic decision making. Experience of managing and developing brands. Excellent written and verbal communication skills, including speech and report writing. Excellent networking and relationship building skills and an ability to develop and manage complex partnerships. Experience of overseeing marketing and media relations, audience development and customer relationship management. Good understanding of day-to-day marketing communications, media relations and digital operations – including design and print management, web and social media platforms, agency procurement and management, managing customer databases, audience research and market intelligence. Ability to inspire enthusiasm for the Edinburgh International Festival’s vision and programme, and to represent the organisation professionally at all times. Positive approach to change with the ability to work flexibly and adapt to meet new challenges. Motivating and supportive leadership style and experience of leading, managing and developing a staff team. Excellent project management skills, from inception through to evaluation. A high degree of accuracy and attention to detail, including an excellent eye for design and high editorial standards. Able to work calmly under pressure and to meet tight deadlines. Wide-ranging knowledge of the arts, culture and media context in Scotland and the UK. A commitment to equality of opportunity and social inclusion. Educated to degree level or equivalent is desirable; a minimum of eight years relevant experience or equivalent is essential.
Desirable
Experience of contributing to corporate strategy and business development. Experience of working at a senior level in a cultural organisation. Experience of working with and advising a Board of Trustees. Experience of supporting fundraising activity. Experience of working with/in the tourism sector. Knowledge of international cultural sector/touring. Ability to speak at least one other language. Reputation management skills and the ability to lead crisis communications.
Candidate Information Pack | Director of Marketing & Communications, Edinburgh International Festival
TERMS AND CONDITIONS Working days/hours
35 hours per week, by agreement within standard office hours of 9.30 to 17.30, Monday to Friday. At peak times, and particularly immediately before and during the International Festival, it will be necessary to work outside standard hours and at weekends. Payment of overtime is not applicable to this post.
Contract type
Full-time permanent
Salary
Attractive salary
Holiday entitlement
25 days per annum (with three days required to be taken between Christmas and New Year) plus 10 days public holidays
Pension Scheme
The International Festival will comply with the employer pension duties in accordance with Part 1 of the Pension Act 2008, as amended or replaced from time to time.
Location - The Hub
The Edinburgh International Festival is a registered charity and a company registered at Companies House. It is based in The Hub, a Grade A listed building in the heart of Edinburgh, close to Edinburgh Castle. In addition to events and performances at Festival time, the Hub is the venue for a year round programme of creative leaning workshops and is also the rehearsal home for the Edinburgh Festival Chorus. The Hub is operated by a wholly owned trading subsidiary, Edinburgh Festival Centre ltd, which runs and maintains the building and runs an events and catering business with any profits gift aided to the Charity. The ticketing operation, Hub Tickets, sits within the trading company and sells tickets for external clients as well as for the International Festival.
Candidate Information Pack | Director of Marketing & Communications, Edinburgh International Festival
How to Apply Please apply by submitting a copy of your Curriculum Vitae (CV) and a covering letter highlighting your suitability for the position by email to: catrin.atkins@execucare.com If you would like to have an informal conversation prior to applying to this role, please contact Edinburgh International Festival’s Executive Search Consultant: Mairi Shirley, Executive Director mairi.shirley@execucare.com
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