Download Sales and Marketing Officer Job Description

1. JOB DESCRIPTION
IDENTIFICATION OF JOB
Job Title
: Sales and Marketing Officer (Maternity Cover) 15 hours per week
Team
: Fundraising, Membership & Communications
Working Base
: Folly Farm Centre, Stowey, near Bristol. An employee of Avon Wildlife Trust,
the role will be based at Folly Farm Centre, the education, conference and
wedding venue which is a wholly-owned subsidiary of the Trust
Profits generated by Folly Farm Centre support Avon Wildlife Trust's
conservation and education work.
Responsible to
: Marketing & Communications Manager
Responsible for
: Volunteers
Overall Purpose :
of Job

To set and deliver the annual marketing strategy to develop the
Centre's business, and drive sales to meet annual targets for
education, conference, private and wedding bookings.
 To collaborate with Avon Wildlife Trust on cross-selling activity and to
ensure consistent presence of the AWT brand and story within the
Folly Farm marketing activity.
:
Main
Responsibilities
 To work with the Folly Farm Centre Director to identify sales
opportunities and meet annual sales targets in the key business
segments of conference, weddings, leisure and education

With support from the Centre Director and the Communications &
Marketing Manager, to write and execute marketing plans for each
relevant market segment for Folly Farm Centre
 To actively pursue sales leads, accurately record sales opportunities
and create the conditions for successful sales conversion.
 To use the business CRM to manage existing client relationships to
drive repeat business, as well as to track and analyse prospect
behaviour, identify hot prospect sectors, and implement a successful
Page 1 of 4
sales conversion strategy.
 To be the first point of contact for media enquiries and organise
media photo calls, photoshoots and showcases and other events as
required
 To create strong copy and visual content and work with external
suppliers to produce print and digital marketing material

To lead on updating website as required, and to increase the quantity
and quality of digital and social media content especially Facebook,
Twitter and LinkedIn. Enhance presence on and respond to
TripAdvisor and Air B&B.
 Keep up-to-date with latest Google search (organic/paid for/pay per
click) and rankings etc, have a clear understanding of content
marketing to help pull traffic to the website, improve online user
journey and convert web hits to sales and forge relationships with
relevant bloggers
 Actively keep abreast of market trends and competitor activity and
develop internal customer feedback systems and processes. Apply
insight to help drive sales and encourage repeat business.
 Adopt a proactive partnership approach to working with local tourism
services, relevant businesses and hospitality providers to help
increase brand awareness and audience reach.

Identify, target, coordinate and represent Folly Farm at appropriate
networking events, exhibitions, client events and other relevant live
marketing channels
Page 2 of 4
2. JOB SPECIFICATION
:
Management
and Supervision

Volunteers
Accountability
and Resources
:

Responsible for adhering to the sales expenditure budget and
meeting income generation targets. Play an active role in
identifying opportunities for cost effective sales and marketing
spend.
Job Impact
:

This post has significant impact on the financial success of the
business at Folly Farm Centre. Expertise and ability to identify
and convert potential sales opportunities is essential, as is
maintaining a good understanding of how the business operates
in its key market segments. A key focus is to balance the core
charitable focus to provide learning opportunities for schools
alongside the core revenue sectors of corporate and wedding
sales.
Independence
and Judgement
:

The post holder will be expected to understand the key
performance targets of the business and, with support from the
Centre Director, be expected to be able to carry out successful
sales negotiations on behalf of the business. Independent
working and the ability to self-manage is central to the success of
this role.
People and
Contacts
:

The post holder will be working with potential customers of the
business, as well as colleagues who are responsible for the
operational side of the Centre’s business. This post reports to the
Marketing & Communications Manager based at Avon Wildlife
Trust, while being based at Folly Farm, and reporting on a day to
day basis to the Centre Director.
Creativity and
Innovation
:

The post holder will be expected to work on their own initiative,
with the support of the Centre Director, Marketing &
Communications Manager and Director of Fundraising,
Membership & Communications. There will be scope for
negotiating venue rates and being creative in preparing sales
proposals in order to create the conditions to enable sales to be
confirmed. Within the marketing function, creative use of social
media, and press opportunities will be necessary.
Working
Conditions
:



15 hours per week, hours and days to be agreed
Based at Folly Farm Centre, Stowey.
Some evening and weekend work required (TOIL awarded)
Page 3 of 4
3. PERSON SPECIFICATION
Job Title
Team
: Sales and Marketing Officer (Maternity Cover) 15 hours per week
: Fundraising, Membership & Communications (FMC)
Experience
:






Competence,
Knowledge &
Skills
Personal
Qualities
:
:


At least two years' experience in sales and marketing (essential)
Successful track record of hitting (or exceeding) annual sales and
marketing targets (essential)
Strong track record of marketing across multiple channels: print, online &
digital (essential)
Experience of working with external suppliers to deadlines and within
budgets (essential)
B2B and/ or events and venue hire marketing experience (desirable)
Experience in planning and running successful marketing campaigns
(desirable)





Confident digital marketer across multiple channels (essential)
Experience of using a CRM in a sales oriented role (essential)
High levels of communication skills, both oral and written (essential)
Confident to update and manage website content (essential)
A current clean driving licence, with use of your own personal transport
(essential)
Excellent inter-personal and relationship management skills (essential)
Educated to graduate degree level (desirable)
Have a CIM or equivalent qualification (desirable)
A current member of The CIM (desirable)
Knowledge of the conservation/environmental sector (desirable)




Integrity and credibility (essential)
Well organised, and able to prioritise (essential)
Attention to detail with a ‘completer-finisher’ disposition (essential)
Empathy with AWT’s vision, values and mission (essential)



Page 4 of 4