XXXXX
CANDIDATE INFORMATION PACK DIGITAL MARKETING & ECRM MANAGER Candidate Information Pack | Digital Marketing & eCRM 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 | Digital Marketing & eCRM 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.
2
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: •
•
•
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 | Digital Marketing & eCRM 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.
3
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 | Digital Marketing & eCRM Manager, The National Gallery
4
THE ROLE PROFILE JOB CONTEXT
SCOPE OF JOB
This role is responsible for our digital marketing activity in
Working under the supervision of the Senior Commercial Services Manager, this role will set-up and manage a new
email, SEM, paid social and mobile advertising, and other
performance marketing function within the newly formed Gallery department, Commercial Services. They will be responsible
performance marketing channels as required. Working
for email marketing automation programmes/campaigns, mobile and paid social advertising, SEM and other digital marketing
closely with the Senior Commercial Services Manager,
channels with direct sales impact.
they will be responsible for customer segmentation and
Some main tasks will include:
developing strategies for the stewardship of different audience groups. With a new ticketing and CRM platform there is an opportunity for an experienced customer marketer to galvanise the gallery’s existing email marketing output and to maximise income through the advantages of fully integrated systems.
JOB PURPOSE The Digital Marketing & eCRM Manager will be responsible for the delivery of commercial targets associated with digital marketing and customer engagement via email and other technology channels. They will act as product owner for the email-marketing platform (Inc. preference centre) and manage all associated external and internal relationships.
• Optimising sales for exhibition and event tickets, memberships and in the future, audio guides - over email, through SEM and other performance marketing channels. • Agreeing CPA metrics and setting spend budgets to ensure profitable investment in performance marketing channels. • Planning, creation and ongoing management of campaigns, automation paths and audience segmentations as appropriate by channel. • Acting as product owner for systems, and contract and relationship management with vendors. • Ensuring audience data is high quality, clean and maintained in line with the GDPR and industry best practise. • Responsibility for delivering business growth initiatives across performance marketing channels. • Oversee Development and Press email communications. • Use data to create targeted campaigns aimed at building loyalty and engagement among Members. • In collaboration with the Data Insight team develop internal dashboards to track and monitor campaigns. • Ensure effective/logical segmentation for targeted marketing activities, and through analysing all campaigns and activities, recommend new models for targeting. • Liaise with the Gallery’s marketing team on exhibition marketing programmes and SEO optimisation. • Keep abreast of latest trends and developments across all aspects of digital marketing and advertising. • Act as a champion for eCRM and customer/relationship marketing across the work of the Gallery.
Candidate Information Pack | Digital Marketing & eCRM Manager, The National Gallery
5
THE ROLE PROFILE SUPERVISORY/ MANAGERIAL RESPONSIBILITY
THE IDEAL CANDIDATE FOR THE ROLE WILL POSSESS MANY OF THE FOLLOWING:
Line manage 1 FTE (x1 Digital Marketing & eCRM
• Confident communicator with internal stakeholders
Executive) within a wider team of 9 others.
• A sharp commercial mind with the ability to constantly improve and optimise to achieve the best results
KEY DELIVERABLES (TARGETS)
• Confident in working with multi-disciplinary teams
• Effective set-up of new performance marketing
• Able to work with stakeholders with lower levels of
function and wider integration into Gallery culture and marketing practise. • A sophisticated programme of automated marketing emails. • Data driven audience segmentation. • Meeting CPA targets. • Increasing income from new commercial initiatives born out of the new ticketing, membership and CRM platform. • Increase customer acquisition, retention and engagement. • Grow revenue from advanced ticket sales for exhibitions. • Build emotional connections with the National Gallery.
digital experience and expertise • Flexibility to adapt to a fast-evolving digital marketing landscape and desire to learn new skills • Experience of devising and managing data segments. • Strong reporting skills.
KEY RELATIONSHIPS • Reports to the Senior Commercial Services Manager • Main internal contacts in department Directorate (Digital Services, IS, Press & Marketing and Creative) • The National Gallery Company
DIVERSITY AND EQUAL OPPORTUNITES • To value and respect your colleagues and members of the public regardless of their background. • To cooperate and contribute to measures introduced by the Gallery to ensure equality of opportunity and encourage diversity.
• Demonstrable experience of mobile advertising platforms including Facebook Ads and Google Adwords. • Experience of using email marketing and automation tools, including Dotmailer or equivalents. • Demonstrable experience of using search engine optimisation techniques. • Demonstrable experience of content management systems for web and mobile products. • Familiarity with CRM Systems, in particular Tessitura.
• Deliver a consistent and high quality brand experience.
Candidate Information Pack | Digital Marketing & eCRM Manager, The National Gallery
6
SUMMARY OF TERMS AND CONDITIONS OF EMPLOYMENT SALARY
ADDITIONAL BENEFITS
This post is on the Gallery’s Band D. The salary is £31,500 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 | Digital Marketing & eCRM Manager, The National Gallery
7
Execucare UK 14 Gray’s Inn Road London WC1X 8HN United Kingdom (44) 20 3409 8981 Execucare USA (Shirley Associates) 200 North Larchmont Boulevard Los Angeles 90004-3707 USA (1) 323 4606202 Execucare New Zealand Crowe Horwath House 57 Willis Street Wellington 6011 New Zealand (64) 4385 1904
Candidate Information Pack created by the Execucare design team