Head of Marketing & Audiences: Manchester International Festival

As MIF move forwards on their journey towards becoming The Factory, they want to bring together a talented team of people, reaching out into every corner of Manchester and harnessing the talent and energy that is found across the city and beyond.

The Head of Marketing and Audiences will deliver a radical new approach to delivering audiences to The Factory and Manchester International Festival, that readdresses the balance of power and equity in the arts. To embrace new ways of working, challenge conventions and develop new strategies and tactics that will contribute to the overarching strategic and audience development of The Factory and MIF. To lead on its audience and marketing strategy to maximise audience attendance, ticket sales and revenue. To build the profile of the new Factory brand raising awareness with audiences locally, nationally and internationally. Lead an evidence and intelligence based approach to marketing and audience development planning, communicating with the wider organisation and actively disseminate insights internally, bringing the audience to the heart of decision making.

Responsibilities include:
Lead the delivery and implementation of our new audience development strategy. Working alongside the Director of Audiences, evolve and develop new ways of working to deliver our audience objectives that focus on equity and those that are currently underserved in our sector
Develop in-depth understanding and experience of the actual and potential audience
Direct and develop the year-round marketing for The Factory events and activities and the biennial Manchester International Festival ensuring that we speak to audiences and at the right time, with the right message for them
Imbed a new segmentation model into everything we do from the box office system for reporting as well how the team is structured with an audience first approach
Set and agree audience targets and ticket prices for each event in consultation with the Creative Director and Executive Producers
Lead the development, implementation and evaluation of marketing, sales and audience insights for all activities across the business with particular emphasis on digital strategies and integration
Develop partnerships that are audience centric working alongside the press and development teams, with a focus on community, brand awareness and commercial partnerships, locally, nationally and internationally
Work alongside the digital department to promote and innovate how we communicate and disseminate our online offer and broadcast through new and emerging media channels promoting Factory Live and web based events, expanding its audiences and generating revenue through this innovative programme
Oversee the creation of all marketing collateral and ensure high standards of creativity, quality and accessibility are maintained across all channels
Lead on the development of our new the Factory brand. Work alongside the Director of Audiences on developing a consistent tone of voice and messaging framework for the Factory across multiple channels
Develop inspiring brand campaigns for the opening of the Factory and beyond working across the organisation to developing creative ideas that reflect our ambition and values
Provide leadership across marketing and audiences team, working alongside the other heads in the audiences’ team and others across the organisation to deliver on organisational goals
Lead on the implementation of the audience development strategy to support the delivery of the Factory’s organisational vision and achieve financial and audience targets
Play a key role in organisational business planning and help shape the long-term vision for the Factory
Oversee the preparation, management and control of departmental income and expenditure budgets
Essential requirements include:
Experience of working at senior management-level and contributing to strategic decision making
Experience of diversifying audiences and increasing reach through sustained and innovative audience development work
Experience of building new audiences or launching new organisation, programmes, products
Experience of managing and developing brands
Excellent ability to develop and manage complex partnerships
Commitment to championing representation and inclusion at every level of the organisation with a proven ability to work with people from a wide range of backgrounds

For more information and to apply please follow the link below.

For more information visit https://recruitment.mif.co.uk/recruitment/head-of-marketing-and-audiences/