Job Description
Marketing & Communications Officer
Job Title:
Marketing & Communications Officer
Status:
Open Ended, variable hour (28 hours per week)
Location:
Abbotsford, Melrose
Reporting to:
Chief Executive of Abbotsford
Context
Abbotsford was designed and built by Sir Walter Scott as both his home and the location for his extensive
collection of books and historical memorabilia, and was first opened to the public in 1833, five months after
his death. After the death of his last descendent in residence, Dame Jean Maxwell-Scott, in 2004, The
Abbotsford Trust was created to preserve, protect and promote not only the house, but also the life and
works of Sir Walter. Abbotsford is considered to be one of the most important heritage sites in Scotland.
Abbotsford has now completed an £11.68 million restoration, with £4.85 million granted by the Heritage
Lottery Fund and a further £3.95 million granted by the Scottish Government, Scottish Borders Council,
Historic Scotland and Scottish Enterprise.
Abbotsford is now entering the next phase of its journey, including refocusing the business so that it is
efficient, financially sustainable and focused on delivering the business plans, and retains its status as a 5 star
heritage and visitor attraction.
Job Purpose
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Under the direction of the Chief Executive of Abbotsford, to deliver marketing, PR and communications
activities
To undertake other projects as delegated by the Chief Executive
As a member of the Abbotsford Team, provide support and cover to colleagues
Scope and Accountability
The Marketing & Communications Officer reports directly to and is line managed by the Chief Executive,
but may also be required to receive task specific support and guidance from other senior colleagues in
relation to marketing and communications initiatives within their departments specifically; the Heritage &
Engagement Manager, Garden Heritage Development Manager and the Visitor Services Manager . The post
holder will be expected to work collaboratively with a range of colleagues across the organisation.
Key Responsibilities

Provide support to the Chief Executive in identifying appropriate marketing and advertising
opportunities, including researching different media in the UK and overseas and providing simple
reports of findings
The Abbotsford Trust
Job Description
1 of 3
Marketing & Communications Officer
June 2015

Undertake financial administration and management support for Marketing on behalf of the Chief
Executive including; processing and coding invoices for payment, liaising with the Finance team,
monitoring expenditure against marketing budgets, and obtaining quotes and raising purchase orders

Ensure brand integrity for Abbotsford including advising colleagues and contractors in understanding
the Abbotsford brand and sub brands, ensuring Corporate Guidelines are adhered to

Update website and social media sites as agreed with the Chief Executive and other senior
colleagues, ensuring content reflects current activities and promotes key messages, obtaining or
writing content as required

Provide support to the Chief Executive in the development and delivery of PR events and
attendance at trade shows and exhibitions

Manage the design and production of promotional materials eg publications, exhibition boards

Assist the Chief Executive to develop relationships with media contacts and compile a
comprehensive and detailed database of local, national and international media contacts

Work with all departments to develop press releases, organising photo opportunities and press calls
on site and responding to media enquiries. Catalogue all press cuttings and media coverage.

Carry out good quality photography to accompany press releases and build on the existing image
library
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Provide support to the Bookings Administrator in the maintenance of effective group contacts and
relationship information, and liaise with them to ensure client contact is managed appropriately

Undertake information gathering and basic research for the Chief Executive as delegated, for
example researching industry trends

Support the Development Assistant in the collation and distribution of a monthly staff and volunteer
newsletter including agreeing and obtaining content from colleagues, drafting content personally,
and ensuring it is attractive, relevant and timely

Develop an effective working relationship with the fundraising team; providing advice and support
on fundraising marketing materials, public appeals, promotions and events

Set up and maintain information systems for marketing and communications as required, including
creating of mailing lists, updating databases, central records of media publicity and press releases

Coordinate and provide secretariat services to the Board and other Committees as delegated, eg
collation and mailing out of papers to deadlines and minute taking
Working Relationships and Communications
 Develop and maintain collaborative and constructive working relationships with Abbotsford staff,
volunteers, Trustees and representatives from the Faculty of Advocates

Provision of information and support to colleagues in relation to marketing and communications

Faithful representation of the Trust and its needs to potential benefactors, external contacts and
other stakeholders
The Abbotsford Trust
Job Description
2 of 3
Marketing & Communications Officer
June 2015
Person Specification
Knowledge
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Knowledge of marketing and PR, ideally including an understanding of media relations and brand
integrity
Knowledge of and confidence in online channels, including website content maintenance, and a range of
social media
Knowledge and experience of the tourism and/or of the heritage attractions sector
Excellent levels of literacy and numeracy
Good knowledge of a range of computer software, including Microsoft Office products and databases
(ideally including customer relationship databases)
Some knowledge of basic information gathering and research, including online sources and techniques
Experience
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Experience of developing press releases and working with press and media
Experience of working with the travel industry and/or group travel organisers
Experience of working with a wide range of people drawn from all levels of society with a support,
account management or customer service emphasis
Experience of providing a range of administrative and/or project support
Skills and Abilities
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Analytical and creative skills and ability to undertake basic research and development support
Good planning and organising skills, including ability to deliver to multiple priorities and to deadlines
Strong written communication skills, including ability to draft and copy edit press releases, bulletins and
promotional materials that combine flair with attention to detail
Excellent interpersonal skills, including the ability to build relationships and engage with the general
public and with senior and high profile individuals, and PR and media related contacts
Diplomatic skills with the ability to cope in pressurised situations and deal with a wide range of queries,
including complaints, with confidence
Excellent team working approach and ability to work supportively and collaboratively with a wide range
of colleagues
Highly confident IT user, including Microsoft Office applications (Word, Excel, Powerpoint), online
research, databases, and website content software packages
Personal Qualities
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Interest in and commitment to The Abbotsford Trust's mission, vision and values
Commitment to Equality and Diversity policy and practice and understanding of how these may relate
to own area of work
Ability to work some evenings and weekends if required
The Abbotsford Trust
Job Description
3 of 3
Marketing & Communications Officer
June 2015