Information about the post of Head of Marketing and Communications
Reference: 010314
Application closing date: 9.00am Friday 31st January 2014
Job Information
Title: Head of Marketing and Communications
Location: Sage Gateshead
Department: Marketing, Communications, Development and Customer Experience
Position in Organisation
Reports to: Director of Communications and Development
Line management responsibility: Marketing Managers x 3, Tessitura Manager, Set Ups Manager,
Budget accountability: up to £750,000 per annum revenue expenditure budget
Purpose of the job
2014 sees the 10th Birthday of Sage Gateshead. The Head of Marketing and Communications is a pivotal
role in the company and this vacancy comes at a hugely exciting time as the company looks forward to
its second decade.
The is role leads the strategic development, implementation and management of an integrated
marketing and communications strategy, working to promote the work, brand and reputation of Sage
Gateshead as the leader in its field. The role will be required to align this strategy with the overall
business strategies, and add significant value to the senior management of the company.
Responsibilities:
1. Devise, develop and implement an integrated, highly effective, vibrant and commercially effective
marketing, communications and audience development strategy for Sage Gateshead, its artistic
programme and ancillary trading activities
2. Communicating key messages to existing and potential customers, stakeholders and the media
3. Maintain and increase the positive profile and brand values of Sage Gateshead regionally, nationally
and internationally
4. Ensure that Sage Gateshead is employing and utilising the most effective research and evaluation
tools and techniques to inform and drive the earned income capacity of the business
5. Enable Sage Gateshead to maximise earned income derived all its various diverse income streams
including ticket sales, service level agreements, third party contracts, conferences and events and other
activities
6. Take responsibility for a six figure expenditure budget
7. Manage a team of twelve staff – including direct line management of five
8. To work in, and to ensure the Marketing and Communications team works in, effective, positive,
collaborative and productive cross organisational partnerships with all internal and external colleagues
9. All other duties as required
Duties required from each responsibility
1. Develop and implement an integrated, highly effective, vibrant and commercially effective
marketing, communications and audience development strategy for Sage Gateshead, its artistic
programme and ancillary trading activities
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Work with the Director of the Department to devise and lead the creation and implementation of an
integrated strategy for marketing, communications and audience development
Lead the team to develop systems and communications routes that deliver all aspects of that
strategy and exceed internal and external expectations of its deployment
Ensure its core strands of earned income and earned income potential are given equal weight and
visibility – these include those derived from its Learning and Participation Programme, the orchestra
of Sage Gateshead Northern Sinfonia, its wider Performance Programme and its ancillary trading
activities
Lead change management with the team and the wider organisation to achieve full implementation
of campaign working in the team
To lead and empower the team in the discussion and agreement of prioritisation of relevant
markets and routes to market (ticket sales account for around 25% of our turnover each year) for all
aspects of Sage Gateshead’s work, identifying, liaising and working in partnership with colleagues
across the organisation
Initiate, lead, maintain and develop effective audience development strategies for specific audience
segments
Lead the knowledge and development the Marketing and Communications team in promotional
tools and routes to market including social media, print, direct mail, traditional broadcast,
broadsheet and redtop media and all existing and emerging promotional opportunities
Take lead responsibility for the maintenance, utilisation and balance of implementation of all
relevant traditional, online and social media tools in the marketing and communications mix
(website, twitter, facebook, etc)
Ensure that Sage Gateshead is employing and utilising the most effective research, evaluation and
analysis tools and techniques to inform and drive the earned income capacity of the business
To represent Sage Gateshead with relevant stakeholders including Arts Council England and
Gateshead Council and to build and develop positive external relations with all relevant partners
Exceptional comprehension of the value of customer relationship management systems Work
closely with the Head of Customer Services and Head of Fundraising and Major Gifts to ensure the
leadership of the teams creates effective and productive communications that optimise revenue and
customer service. This will be particularly relevant in relation to the utilisation of CRM systems and
the collection of audience data
Enable Sage Gateshead to maximise earned income derived from promotional activities for ticket
sales, conferences and events and other relevant activities
Monitor and increase the return on investment from the marketing and communications mix year
on year
Provide regular reports on impacts and performance
Place and buy advertising space as required
Where appropriate, employ external consultants and audience development agencies to research,
create and inform deployment and efficacy of relevant campaigns and strategies
Ensure that all activities, are communicated and promoted effectively, to reflect the breadth and
depth of Sage Gateshead’s work and outputs
2. Communicating key messages to existing and potential customers, stakeholders and the media
o To take leadership in the creation and implementation of writing relevant copy and press releases
o Lead effective and build sustained positive relationships with journalists and media personnel
o Ensure all necessary licensing and copyright requirements are undertaken and adhered to
o Monitor and evaluate the efficacy of various media in campaigns
3. Maintain and increase the profile and brand values of Sage Gateshead regionally, nationally and
internationally
o To act as brand guardian and to promote, develop and maintain our brand profile and collateral
both on and off line
o To lead on the development of Sage Gateshead’s brand values and toolkit
4. Initiate, deliver, monitor, analyse and evaluate all aspects of promotional campaigns ensuring each
campaign is designed to maximise earned income and profile derived through ticket sales and other
sources of earned income
o To lead the monitoring of income and other relevant targets derived from all aspects of Sage
Gateshead’s marketing and communications mix including the web, print, and other relevant
elements of the mix
o Review and refresh strategies to ensure the most effective utilisation of resources
5. Enable Sage Gateshead to maximise earned income derived all its various diverse income streams
including ticket sales, service level agreements, third party contracts, conferences and events and
other activities
o To work closely with the Head of Customer Services and Head of Conferences and Events to ensure
the effective collaboration between Marketing and Communications, Customer Services and
Conference and Events teams in relation to the utilisation of Tessitura and other Customer
Relationship Management systems, to achieve the objectives of the Department and the wider
organisation in delivering the highest possible levels of customer service and earned income
o Lead the fostering of good relationships with Customer Service, Performance Programme and
Learning and Participation teams to ensure the Marketing and Communications team are centrally
positioned to receive, deliver and act on relevant information
6. The management and effective deployment of a six figure expenditure budget
o Devolved from the Director for the purposes of the highly effective utilisation of the strategy and its
campaigns
o Set department budgets; manage and monitor marketing expenditure; code and authorise
7. Manage a team of twelve full time and one freelance staff – including direct line management of
five
o To be responsible for the recruitment, performance, development and welfare of a team of full time
staff including direct responsibility for four report
o To ensure the effective employment of our p/t, freelance ‘Concert Programmes Editor’)
8. To work in and to ensure the Marketing and Communications team work in, effective, positive,
collaborative and productive cross organisational partnerships with all internal and external
colleagues
o To lead and to convene cross departmental and cross organisational working groups
o o embed a campaign based approach to the team’s work
Skills and Experience
Essential
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A minimum of three years experience of both Marketing and Media (Communications) and PR at a
senior level in the arts, education or not for profit sectors
A minimum of two years experience of line management preferably of a small team of staff
The proven ability to work in partnership and collaboration and to build and sustain excellent
working relationships with internal colleagues and all stakeholders including the media
A passion for great design, visual impact and for driving excellence and creativity in the marketing
and communications mix
The commitment to drive and develop brand profile and coherence across a wide range of materials
Experience of buying and placing effective advertising
A sound and demonstrable knowledge of a full range of promotional tools – including digital media,
routes to market, music specific and related industry media, communications and marketing
contacts
Experience of taking responsibility for significant expenditure budgets coupled with a thorough
understanding of management accounts
Educated to degree level or with alternative relevant professional experience in the field
Exceptional and exemplary written and oral communication skills that can be employed across the
broad range of media necessary to fulfill this role including an excellent ability to write clear, well
structured and relevant copy
The ability to think and work strategically and creatively and to offer positive solutions to a variety
of opportunities and challenges
The ability to negotiate with colleagues and external partners to achieve positive results
The ability to gain respect and strike and maintain partnerships relevant to the role
A sound and demonstrable knowledge of a full range of promotional tools – including digital media,
routes to market, music specific and related industry media, communications and marketing
contacts
A passion for and knowledge of music and the arts
A positive attitude and a sunny disposition
A proven ability to work within delegated budgets
Excellent IT literacy and competence (Windows including Outlook, Word, PowerPoint and Excel;
Tessitura as our CRM system with a live web interface through POP; OPAS; Artifax; and web based
systems such as Sage Gateshead’s bespoke Content Management System (CMS)
Desirable (optional)
o The ability to travel to fulfill the needs of the role, such as use of a vehicle and clean driving license
would be advantageous
o Willing, where necessary, to attend events and performances on evenings and weekends
Terms and Conditions
The salary banding for this post is £29,373 to £32,952 pa (SCP 35 to 39) with appointments normally
made at the bottom of the scale. Hours of work are full time, normally based on a 36 hour working
week; this post may involve occasional additional hours or out of hours working to accommodate the
needs of the role.
The holiday entitlement for this post is 30 days pa pro rata (including statutory holidays). You will be
able to join our stakeholder pension scheme, to which North Music Trust will make a 3% contribution.
We also offer subsidised parking for staff members, as well as a discount in our café, and access to a
voluntary health cash plan.
How to Apply
Applications must be made on a North Music Trust application form. We regret that CV’s cannot be
accepted.
Completed applications should be returned no later than 9.00am Friday 31st January 2014
If you would like and informal discussion with Dominic Parker, Director of Marketing and
Communications about this post please contact: Linda Breeze on 0191 4434603 or e:
linda.breeze@sagegateshead.com
The HR Team - Sage Gateshead
St Mary’s Square
Gateshead Quays
Gateshead
NE8 2JR