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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