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CANDIDATE INFORMATION PACK SENIOR COMMERCIAL SERVICES MANAGER Candidate Information Pack | Senior Commercial Services Manager, The National Gallery
in partnership with
THE NATIONAL GALLERY The National Gallery exists so that people can engage with great art. It is a public museum with a uniquely important collection of pictures for the benefit of all. It tells a coherent story of European painting spanning seven centuries and reflects how artists and the societies in which they lived have responded to myth and religion, history and contemporary events, landscape and the human form, and to the tradition of art itself. The National Gallery constitutes a living legacy of humanity’s highest cultural achievements in painting and is an inestimable resource for understanding the world as we have inherited it. We who currently have responsibility for the Gallery want to share this resource, and our enthusiasm for it, with the widest possible audience.
Established in 1824, the National Gallery is a national responsibility ultimately underwritten by Parliament. A quarter of a century ago the Gallery’s statutory responsibilities were set out:
From its inception the National Gallery has been free for all to visit. We believe that free admission represents a commitment to the public which must be reaffirmed and developed,
to care for and add to the collection, to display it for the public, to advance scholarship and research, and to promote enjoyment and understanding.
a commitment to visitors of all ages, from Britain and abroad, and from all walks of life.
Millions of people now visit the National Gallery every year and we reach many more online. We are committed to the idea of the National Gallery as a place of learning and enjoyment and we aim to realize the Gallery’s potential as a source of inspiration for this and future generations.
Candidate Information Pack | Senior Commercial Services Manager, The National Gallery
The National Gallery has an important role to play in enabling people to understand and negotiate the changes that society is undergoing by providing long-term historical perspective, mediated access to works of art of great significance and beauty, and a safe environment for reflection on questions of identity, beliefs, and on the relationship between the past and the present.
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THE NATIONAL GALLERY STRUCTURE The Gallery has charitable status, and is a non- departmental public body sponsored by the Department for Culture, Media and Sport (DCMS). The Director acts as the Accounting Officer. The Gallery is governed by a Board of Trustees, chaired by Hannah Rothschild. The Board of Trustees of the Gallery holds the pictures in trust on behalf of the nation. Under the overall leadership of the Director, the Gallery’s staff work across two main areas: •
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Chief Operating Officer (Human Resources, Buildings & Facilities, Directors of Finance, Public Programmes and Digital). Collections and Research (Art Handling, Conservation, Collections, Curatorial, Framing, Photography, Research and Scientific).
STRATEGIC PRIORITIES 2018–2023 •
The Digital Director is responsible for the Gallery’s digital strategy (including Digital, Information Services, Creative, Press and PR).
The Gallery currently employs approximately 240 full-time and parttime staff with plans for growth during the coming year to 300. A significant portion of the Gallery’s services is handled by a range of commercial partners, who provide in-house and front-of-house services. The Gallery is supported by the activities of the National Gallery Company Ltd, a commercial entity which contributes financially to the National Gallery. It is owned and operated by the National Gallery Trust, an independent Trust which generates and manages additional charitable contributions to the National Gallery.
The Director of Public Programmes and Partnerships covers (Education, Exhibitions, National Programmes and developing partnerships with external bodies).
Candidate Information Pack | Senior Commercial Services Manager, The National Gallery
Dr Gabriele Finaldi, the National Gallery’s Director, has articulated a new, ambitious vision for the Gallery, clearly identifying its strategic priorities until 2023. Under Dr Finaldi’s leadership, the overarching vision for the Gallery is to be a stronger, more resilient museum, well prepared to fulfil our large ambitions for the decades ahead. 1. We will significantly expand our programmes and activities and work more with contemporary artists. Museum learning will be central to our ambition to foster engagement with the public. 2. We will seek to acquire major paintings and to build up the collection in little-represented or unrepresented areas of the history of art.
4. We will share our pictures with people across the UK and we will share our expertise to support regional museums. 5. We will invest in and develop our research capabilities to be an intellectual leader in the fields of technical art history and conservation science. 6. We will make a significant investment in our staff and undertake a major infrastructure project to accommodate them on a single site, the One Gallery Accommodation Hub. 7. To deliver these plans, we will grow our income with the aim of being 50% self-funding by 2022/3. Further detail is available HERE.
3. We will create a National Gallery with digital at its heart, to reflect a more digital world.
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THE DEPARTMENT The Digital Directorate is made up of five departments: 1. The Digital Services department is responsible for the products, content and audience insight that powers our digital strategy 2. The Commercial Services department is responsible for building our membership and ticketing businesses 3. The Information Services department is responsible for our information and technology environments, systems and operations, and for evolving how our staff work 4. The Marketing, Press and Public Affairs department is responsible for our public interactions in the media, in our marketing and with our government stakeholders 5. The Creative department is responsible for the design of our exhibitions, our marketing and our digital products
Candidate Information Pack | Senior Commercial Services Manager, The National Gallery
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THE ROLE PROFILE JOB CONTEXT
SCOPE OF JOB
The Senior Commercial Services Manager is an exciting
This role is responsible for devising and leading on a contact strategy in tune with the Gallery’s objective to become 50% self-
new role for a talented individual to establish and deliver a
funded, to deliver on visitor acquisition, conversion, retention and loyalty - while maximising sales and revenue.
new strategic approach to revenue generation, customer
Some of the main tasks will be:
engagement and business development, across members, ticket buyers, subscribers and other customer groups. With the implementation of a new ticketing/membership database and CRM platform later this year, there is an opportunity for an experienced and commercially minded individual to redefine the galleries approach to exhibition ticket pricing, customer marketing and membership proposition. They will lead on the conception and execution of robust strategies that strengthen and develop our customer segments, grow loyalty and ultimately increase income.
JOB PURPOSE Accountable for achieving commercial targets across multiple products and audiences, this person will draw on data insight and analysis to inform business processes and identify new commercial opportunities. The role will be an important collaborator with senior stakeholders throughout the organisation.
• Collaborate with the data insight team to develop reporting capabilities and approach to analytics • Ensure insight on visitor metrics and behaviour informs marketing communications with subscribers, customers and Members • Set and develop KPI’s for all campaigns to enable appropriate evaluation of results • Develop testing strategies to ensure the most effective approaches are taken across multiple objectives (ticket sales, audio guides, membership, and secondary revenue streams) • Leading the National Gallery into a new, commercially focused approach to dynamic ticket pricing and associated modelling • Ensure content creation is audience-led • Ensuring internal stakeholders have a good understanding of the priorities and objectives for membership acquisition; exhibition and event ticket sales; retail sales; online activity and content consumption • Senior stakeholder in the integration of a new ticketing and membership/CRM platform • Set the vision and strategy for the development and architecture of automated marketing programmes • Senior stakeholder in the organisations approach to data architecture and its use of customer data • Develop business innovation ideas and champion new approaches to working
Candidate Information Pack | Senior Commercial Services Manager, The National Gallery
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THE ROLE PROFILE SUPERVISORY/ MANAGERIAL RESPONSIBILITY • When necessary deputising for the Head of Commercial Services • 1 FTE direct report (x1 Digital Marketing & eCRM Manager) who in turn manages x1 Digital Marketing & eCRM Executive
THE IDEAL CANDIDATE FOR THE ROLE WILL POSSESS MANY OF THE FOLLOWING: • A strong track record in leading relationship marketing at a strategic level, working with a leading organisation or brand • Experience of organisational membership programmes and/or loyalty programmes • Ability to design a portfolio of services to deliver the strategy across the organisation, including pricing modelling, monitoring lifetime customer value and database contact strategy • Extensive experience of the use of CRM systems in Marketing strategies, and ability to work in partnership with technology professionals to make recommendations and improvements • Extensive knowledge of best practice principles for the storage and use of customer data and the legal responsibilities in
KEY DELIVERABLES (TARGETS)
regard to the GDPR
• Develop and grow income from email marketing
• Proven track record in meeting income targets through sales and growing engagement with customers/visitors.
• Deliver admissions income targets through price
• Demonstrable leadership ability, including line management experience.
modelling techniques and in response to live sales • Increased membership numbers and associated revenue • Embed a more commercially focused culture through internal integration and collaboration • Lead on the creation and strategic delivery of a
• A high level of communication, influencing and negotiation skills with the ability to act with confidence at senior levels • Ability to work collaboratively and encourage a collaborative working style across multiple teams and functions • Ability to work with data, to create meaningful metrics and benchmarks for analysis and reporting • Ability to deliver creative content across a range of business areas • Ability to plan, prioritise and juggle multiple projects with excellent attention to detail and a high standard of time management/organisation
consistent and high quality brand experience to all customers • Create a culture of using data and market intelligence to drive customer acquisition and engagement • Building an emotional connection with the National Gallery brand among Members • Rationalising and improving processes, products and pricing
KEY RELATIONSHIPS
DIVERSITY AND EQUAL OPPORTUNITES
• Reports to Head of Commercial Services
• To value and respect your colleagues and members of
• Main internal contacts in department Directorate (Digital Services, IS, Press & Marketing and Creative) • The National Gallery Company • Third party vendors/ services providers
Candidate Information Pack | Senior Commercial Services Manager, The National Gallery
the public regardless of their background. • To cooperate and contribute to measures introduced by the Gallery to ensure equality of opportunity and encourage diversity.
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SUMMARY OF TERMS AND CONDITIONS OF EMPLOYMENT SALARY
ADDITIONAL BENEFITS
This post is on the Gallery’s Band F The salary is £50,800 pa pro rata
• Flexible benefits from three months’ service, including discounts, holiday trading, cycle to work and other benefits which vary from time to time according to availability via the Gallery’s ‘Palette’ scheme.
HOURS OF WORK Full Time; Flexible working arrangements to suit. TENURE Permanent PAY REVIEW Pay increases are dependent upon government public sector pay policy and affordability, and the Gallery’s pay settlement arrangements. ANNUAL LEAVE Annual leave entitlement begins at 26.5 days pro rata, rising to 31.5 days at five years’ service. PENSION Occupational defined benefit scheme (Civil Service Alpha, details available through the Civil Service website); transfer from another Civil Service employer with an existing scheme (e.g. Classic) will be recognised.
• Participation in the reciprocal arrangement between cultural institutions for free entry • Employee discount in the Gallery’s retail and catering outlets, as well as a number of outlets in the vicinity of Trafalgar Square. • Free tickets to Gallery exhibitions, up to four to share with friends and family. • Employee Assistance Programme and Occupational Health, including annual flu vaccination on request.
FOR FURTHER I NFORMATION AN D TO A PPLY FOR THIS ROLE, PLEASE C LIC K HERE
Candidate Information Pack | Senior Commercial Services Manager, The National Gallery
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