Marketing & Audience Development Manager
Job Description & Person Specification
Full Time
Fixed Term Contract (12 months) - Newmarket
Salary: c £25,000 (depending on experience)
Responsible to:
The Commercial Director, the National Heritage Centre for
Horseracing and Sporting Art
Responsible for:
No line management responsibility except for volunteers and workplacements (as appropriate) – the post-holder will work as an
integrated member of the management team
This is an exciting opportunity to make a significant contribution to the development
of the new National Heritage Centre for Horseracing and Sporting Art in Newmarket by
providing the practical delivery and implementation of a coordinated marketing
strategy which includes developing new audiences among potential visitor groups
not currently visiting the National Horseracing Museum. You will be a key player in
the delivery of an integrated marketing strategy and Audience Development Activity
Plan for the new venue.
Key responsibilities:
Building awareness of the Heritage Centre
Website support and management
Background
The National Horseracing Museum (NHRM) was opened to the public by its patron Her
Majesty The Queen in 1983 and holds a nationally and internationally significant collection of
fine and decorative art, social history objects, archive material and photographs relating to
the history and science of racehorses and the people and places connected with the sport
and industry of horseracing. The NHRM is a registered charity (No. 283656) and operates
independently of the government, local authority and racing industry. It relies wholly on
income from ticket admissions, sponsorship, donations and trading through its café and shop
(see also: www.nhrm.co.uk).
The British Sporting Art Trust (BSAT) was established in 1977 to bring together a
representative collection of sporting art for public exhibition and to promote interest in the
subject. The Trust (Reg. Charity No. 274156) runs an active membership programme with
regular exhibitions at the Vestey Gallery of British Sporting Art in Newmarket and frequent
visits and events. Two essays on sporting artists by leading experts are published each year
together with two Newsletters. In addition to the collection of British sporting paintings, prints
and sculpture the Trust has a comprehensive library and archive available to researchers.
The work of the Trust is supported by a part-time administrator and part-time librarian and a
volunteer Executive Committee which carries out much of its work in relation to membership
activities. (see also: www.bsat.co.uk).
The Retraining of Racehorses
charity (RoR) is British Horseracing’s
official charity for the welfare of
horses which have been retired from
racing (Reg. Charity No.1084787). Its charitable objectives are to raise funds from within the
Racing Industry to help support the retraining and re-homing of former racehorses; to help
provide facilities for the care, retraining and re-homing of former racehorses; to promote the
adaptability of racehorses to other equestrian activities; and to run a well established
programme of competition sponsorship and clinics to educate and improve riders handling
former racehorses.
The National Horseracing Museum and the British Sporting Art Trust are currently
involved in a major redevelopment project which will see them move from their present
location next to the Jockey Club on Newmarket’s High Street to take over the surviving
portion of Charles II’s racing palace in the town where they will be joined by the Retraining
of Racehorses charity. The site which comprises a total of five acres in the heart of
Newmarket will allow the museum for the first time, in partnership with the RoR, to show live
horses to the public as part of the visitor experience.
The new venue will be styled as the National Heritage Centre for Horseracing and
Sporting Art and will comprise three distinct elements:

Palace House will form a national holding of British sporting art with paintings and
furniture drawn from the collections of the BSAT, the Tate and other public and
private collections.

A new National Horseracing Museum will occupy the substantially rebuilt and
extended Trainer’s House and King’s Yard stables creating modern and innovative
exhibition galleries.

In the Rothschild Yard and paddocks, a flagship home for the Retraining of
Racehorses charity will provide the opportunity to explain the work of the charity to
the public and to show a selection of racing’s equine heroes.
The result will be a compelling destination tourist venue which will form an integrated visitor
attraction interpreting Newmarket’s sporting and Royal history, showcasing the finest British
sporting art, celebrating the town’s position as the international home of horseracing and
encouraging visitors to enjoy the experience of interaction with live racehorses while learning
about its unique sporting and cultural heritage. The project represents a £15m capital
investment and is scheduled to open fully in the latter part of 2015.
Job Function – Summary
Marketing : To support the Commercial Director in developing and implementing the
marketing strategy for The National Heritage Centre for Horseracing and Sporting Art to
build awareness to drive visitor numbers and commercial revenues.
Audience Development : An integrated element of that marketing strategy is the growth of
new audiences for the National Heritage Centre which will be achieved via the HLF funded
Audience Development Activity Plan.
Main Duties and Responsibilities
This role will make a significant contribution to the awareness of the new Heritage Centre
and therefore to its overall income through its visitor numbers, and commercial enterprises.
The Heritage Centre has invested in a new integrated and fully responsive website and web
shop which will spearhead its digital marketing activities and a key responsibility is the
ongoing updating of content for the site and the development of a social media programme
and e commerce initiatives to support it.
The Heritage Centre also has a very important tour business which is handled through
Discover Newmarket a CIC in which the museum is a founding partner. Collaboration with
the DN team to promote the Heritage Centre as a pivotal part of the Newmarket visitor
experience is an important part of this role.
Together with the Volunteer Coordinator and the Education Officer to manage the
implementation of the Audience Development Activity Action Plan supported by the Heritage
Lottery Fund which is designed to increase audience participation in the redevelopment
project at all levels.
Specifically:

To assist the Commercial Director to develop and promote the new National Heritage
Centre brand.

To work with the Commercial Director to implement the integrated Marketing Strategy
and Activity Plan.

With the Commercial Director to raise the profile and awareness of the new Heritage
Centre via a programme of national, local and specialist media communication.

To ensure that all Heritage Centre news and activities are visible and current on the
Heritage Centre website.

To ensure that all news and activities are communicated by an ongoing social media
plan.

To train and supervise volunteers engaged in digital communication on behalf of the
Heritage Centre.

In consultation with the Commercial Director, to undertake copywriting and image
selection for marketing activities as appropriate.
 To produce marketing literature to promote and support activities relating to the
redevelopment and opening of the new Heritage Centre.

To collaborate with DN to maximize Heritage Centre revenue from tours.

To ensure all Museum activities and developments have a strong audience focus and
are informed by market research.

To be the responsible budget officer for the implementation of the Audience
Development Activity Action Plan.
Note
Some evening and weekend work will be required.
Enhanced CRB Clearance required
Person Specification
Knowledge

Possess a good understanding of cultural and sporting audiences and their needs.

A sound knowledge of marketing and specifically press communication.

Excellent computer skills specifically using a website CMS.

A good understanding of SEO and new media .

A knowledge of horseracing is an advantage .
Experience

Demonstrable experience in a marketing role.

Written and face to face press communication.

Experience of managing and updating website content and the basics of SEO.

Experience in using Social Media for marketing and audience development.

Experience of budgetary control and project planning.
Skills and Abilities

The ability to prioritise.

The ability to generate clear and easy to use press communications.

An aptitude for creating interesting and well-presented website content.

Ability to develop and implement marketing plans for specific projects.

Ability to liaise effectively with both external and internal parties.

Excellent interpersonal and communication skills – a team player .

An understanding of databases and their use in e-marketing initiatives.
Start date:
As soon as possible
To apply, please send your current CV and a covering letter, explaining your interest in this
post and relevant experience and qualifications, together with details of at least two referees
and information regarding your availability. Please also indicate if there are any restrictions
on you taking up employment in the UK and, if so, provide details.
Applications should be sent either via email to: liz.wilkinson@nhrm.co.uk or in writing
to:
Liz Wilkinson
Commercial Director
The National Horseracing Museum
99 High Street
Newmarket
CB8 8JH
DEADLINE FOR APPLICATIONS: Friday October 30 2015
Equality The National Horseracing Museum and the British Sporting Art Trust believe in the
employment and advancement of people solely on their ability to do the job required. When recruiting
people, we will therefore disregard their gender, marital status, race, age, colour, nationality, ethnic
origin, religion and sexual orientation. There will be no discrimination on the basis of disability.