Download InterimMarketingManagerNorth23052016(2)

Job Description
JOB TITLE:
Interim Territory Marketing Manager (North)
DEPARTMENT:
Historic Properties Department
PAY BAND:
B
REPORTS TO:
Historic Property Director – North
Dotted reporting line to Head of Site & Event Marketing
DIRECT REPORTS:
Two Site Marketing Managers
PR Manager
Education Marketing Manager
LOCATION:
York
Overall purpose of job:
The role is responsible for delivering visitor numbers and admissions income across the area of
responsibility (including consumer and travel trade) by delivering the marketing strategy for the territory
in order to maximise commercial performance and return on marketing expenditure.
The post holder will work with the Head of Site & Event Marketing to develop and deliver a new
national approach to customer communications and marketing focused on driving admissions to the
identified top sites and clusters through an appropriate mix of marketing and PR activity, whilst providing
appropriate marketing and PR support to the remainder of sites within the portfolio to maximise overall
return on investment.
Key Performance Measurements
Number of visitors to EH properties in the region (especially Tier One & Two)
Admissions income
Departmental expenditure
Return on marketing expenditure
Main duties and responsibilities
Strategy and Commercial

Work with colleagues across the territory to develop insight led, differentiated marketing
propositions for the identified top sites/clusters in the region.

Work with the Historic Properties Director and Head of Site & Event Marketing to devise and
implement 4 year marketing strategies for the identified top sites/clusters in the region.
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
Implement admission pricing strategy and propose annual pricing and targets for visitor numbers
and admissions income in the area of responsibility (all sites).

Monitor and report on performance of all properties in region and recommend any changes to
strategy to maximise marketing return on investment.

Monthly performance tracking, measurement and reporting.

Monitor and track market conditions and competitive performance in the area of responsibility
and feed into decision-making and strategy.

Propose site marketing and PR budget and manage allocation of budget for the region.
Product Development

Work with colleagues across the territory to identify market opportunities for product
development and ensure investments at EH properties are aligned to the marketing strategies
for each property, delivering to identified target market requirements.
(Products include: events, entertainment, hours of opening, interpretation and exhibitions,
pricing deals, joint ventures with transport companies and other attractions, retail and catering
opportunities or anything else which might impact on visitor numbers and profit.)

Participate in project boards as required.
Marketing and PR Campaign Delivery

Manage a team of two Marketing Managers to devise and implement annual marketing and PR
plans for the top tier and secondary sites to meet budgeted visitor figures, identifying and
prioritising the most cost effective channels in order to maximise return on marketing
expenditure. .

Responsible for working with colleagues across the Marketing Dept and with appointed agencies
to deliver marketing campaigns, ensuring that all activity aligns with brand values and guidelines.

Supported by the National PR manager, manage the team of Marketing and PR executives to
deliver the proactive consumer PR strategy. This will include tactical, local campaigns, media
relations, feature driven and seasonal campaigns and capitalising on topical opportunities in the
regional and local news agenda.

Responsible for working with National Campaigns and Digital Manager to ensure that
appropriate online content and campaigns are facilitated by the national campaigns team.

Responsible for working with Membership Retention Manager to promote properties to
members via membership communications.

Ensure creative and engaging product content is supplied to the Brand Marketing team and
membership team for national PR and digital marketing campaigns, website population and CRM
campaigns.
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
Deliver a consistent approach to local marketing, digital marketing and PR across the non top
sites in order to maximise admissions. This will include development of a toolkit to enable site
teams to develop and implement local marketing and partnership plans, delegating local
marketing activity to Area Managers and Site Managers.

Commission Brand and Design team to produce marketing communications material as required,
or from the framework of external agencies as advised by the Brand & Design team.

Maximise regional and local partnership and sales promotional opportunities.
Customer Insight

Apply insight and marketing intelligence gained by the National Consumer Insight Manager and
the National Business & Marketing Analyst including the national segmentation model

Commission market research as necessary to ensure the ongoing effectiveness of campaigns and
to support commercial decision making at sites.

Monitor trends and market conditions in the region
Management and Leadership

Manage, develop and motivate direct reports to improve performance.

Represent English Heritage and its interests at regional tourist and travel trade forums and
events as appropriate.

Act as local representative for fundraising team.

Carry out any ad-hoc tasks and projects as delegated.

Works as part of the local territory management team in area of responsibility
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Person specification
Training, experience &
qualifications
Essential:
Desirable:
 Significant experience in a marketing and/or PR
role, preferably within visitor attractions,
leisure, travel or tourism.
 Professional marketing qualification.
 Experienced in the creation of campaign
content and management of PR activity and
campaigns.
 Experience of effectively managing
geographically disparate teams.
 Experienced in managing consumer advertising
and digital marketing.
 Budgetary responsibility.
 Experience in agency management.
Knowledge & skills
Essential:

Can demonstrate an instinctive
understanding of customers matched with an
ability to deliver high quality and effective
marketing communications that achieve
increased admissions.

Strong marketing planner with excellent
knowledge of media mix in particular the
roles of digital, social media and PR.

Creative and innovative – ability to recognise
strong tactical opportunities and exploit
them creatively via PR, partnerships and
digital communications.

Proven ability to deliver high quality and cost
effective campaigns

Thrives on and can demonstrate strong
ability to drive and deliver successful change
– cultural and process.

Strong relationship building and influencing
skills – ability to work collaboratively with
and influence external partners and senior
colleagues.
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Person specification
Training, experience &
qualifications

Excellent presentation skills – comfortable
presenting to colleagues across the
organisation on marketing plans, priorities
and developments.

Proven hands-on ability to motivate, enthuse
and lead a team and able to create a positive,
motivating work environment.

Flexible and adaptable to changing priorities.
Resourceful and practical; able to “think on
feet” and solve problems quickly and
effectively. Positive “can do” attitude.
Particular Circumstances To Consider
* The post holder will be required to travel extensively within the North region. There will also be a
requirement to attend national meetings on a regular basis in our offices in London and Swindon.
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