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.