Appointment brief Marketing and Sales Director - JULY 2021 Reference: EAEAHC1 - Saxton ...
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Appointment brief Marketing and Sales Director JULY 2021 Reference: EAEAHC1
SB An introduction Founded in 1967 the Ironbridge Gorge Museum has grown into one of the largest independent museums in the world. A registered charity with the twin aims of education and heritage conversation, its mission is to research, preserve and interpret to the widest audiences the remarkable collections and social history of the area that is recognised as the Birthplace of the Industrial Revolution. Set within a 6 square mile UNESCO World Heritage Site and centred on the world’s first cast iron bridge are 10 award winning museums and 35 Scheduled Ancient Monuments and listed buildings that tell the story of this remarkable part of Britain. Its nationally designated collections include art and memorabilia relating to industrial history. Coalbrookdale ironwork, decorative ceramics – notably Coalport China and Maw’s Tiles, Craven Dunnill and collections and records of the Darby family- the remarkable dynasty of Quaker Ironmasters whose innovations in the production and application of iron changed how people live, work and communicate across the globe. Attracting 450,000 visitors every year the museum is a major contributor to tourism in Shropshire and the West Midlands and a driver to the local economy. The 10 museums are grouped into three main centres- Blists Hill Victorian Town- the most popular site- is a reconstruction of a typical Shropshire town at the beginning of the 20th century built around historic monuments. It is interpreted through costumed demonstrators and an extensive education and events programme. Coalport and Jackfield- situated either side of the River Severn- cover the history of fine china and tile making and Coalbrookdale traces the history of iron making and its impact on the Ironbridge Gorge over 200 years. IRONBRIDGE GORGE MUSEUMS | MARKETING AND SALES DIRECTOR
SB Context The Marketing and Sales Director will be joining Ironbridge at a pivotal moment for the organisation as it reopens following the Covid-19 pandemic. The organisation has agreed a 3-year plan to increase financial resilience and increase its commercial offering to ensure success. Much of this work falls within the remit of the Marketing and Sales department. A rebrand of Ironbridge is underway and part of that is a fresh look at the customer journey. Much of this work is being supported by the Arts Council Cultural Recovery Fund. There are a number of exciting projects underway including an outdoor adventure experience for children and young people, due to be completed by summer 2021, as well as developments in areas such as conferences and banqueting, and an Ironbridge membership scheme, all of which will be led by Marketing and Sales. The team is being rebuilt to complement these strategic developments and there is real opportunity for the Marketing and Sales Director to come in and contribute to the vision of Ironbridge in a post 2020 cultural landscape. IRONBRIDGE GORGE MUSEUMS | MARKETING AND SALES DIRECTOR
SB “The birthplace of the industrial revolution” IRONBRIDGE GORGE MUSEUMS | MARKETING AND SALES DIRECTOR
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The role
Reporting to the Chief Executive the Marketing and Sales Director will be required to
• Prepare, lead and co-ordinate all aspect of the Museum’s Marketing, External and Internal
Communication Strategy and monitoring its application;
• Develop and be responsible for the Museum’s PR strategy and to lead on the application of our
new Ironbridge brand across the Trust;
• Run the Museum’s Membership scheme and ensure targets are attained; and
• Play a pro-active role as a member of the Museum’s Senior Management Team (SMT).
KEY RESPONSIBILITIES
The Director of Marketing and Sales will be required to undertake the following:
• Target and deliver visitor numbers/revenue targets through an effective PR & Marketing campaign
and to take responsibility for the delivery of the outputs set by the CEO in this area;
• Prepare strategies and business plans for marketing the Museum and manage the marketing
budget as agreed with the CEO. To continually develop and review our web and social media
presence, ensuring that the Trust maximises all existing and future platforms effectively to drive
visits and engagement. To deploy all digital monitoring tools to monitor effectiveness of digital
campaigns and activity and monetise all online opportunities;
• Maintain and grow data-capture of our visitors in order to engage and encourage repeat visits;
• Investigate, analyse and report on visitor trends and requirements. To undertake regular
customer research, using best value methodology. To be responsible with the Visitor Engagement
Director for visitor comments, responding to them to improve the offer;
• Be responsible for and lead our Membership scheme, achieving targets set in terms of
Membership numbers, their retention and satisfaction;
• Develop an impactful profile for the Museum internationally, nationally, regionally and locally,
providing and monitoring success through key performance indicators;
• Ensure productive relationships with media, press, business and tourism agencies, both public and
commercial sector;
• Represent the Museum on relevant tourism and visitor economy organisations and others where
relevant;
• As the Museum brand champion, you will maintain the Brand Guidelines, ensure the most
appropriate application, use and accuracy of the new brand and its values in all Museum
communication and products;
• Ensure consistency and quality of presentation and knowledge of ‘front of house’ of all Museum
sites in conjunction with the Visitor Engagement Director who is responsible through the Volunteer
and Training Manager for training;
• Work in effective collaboration with the SMT, especially the Collections & Learning department to
promote the full range of the Museum’s services;
• Oversee/ensure effective internal & external communication; and
• Be responsible for the marketing and enquiries/sales concerning weddings, conferencing,
licensing, Museum IP, location filming and groups sales activity through staff within the Marketing
and Communications department.
IRONBRIDGE GORGE MUSEUMS | MARKETING AND SALES DIRECTOR
SB Person specification Essential • Degree level educational attainment; • Management experience; • Partnership working, for example working with other strategic bodies and tourism bodies; • Specialist skills and knowledge in the fields of tourism, PR, media, attraction management etc.; • Good organisational and interpersonal skills; • Excellent communication skills, written and verbal; • Ability to work as a team member; • Experience of budgetary management; • Flexible in approach to work; • Digital skills; • Full driving licence/access to own vehicle; and • CIM qualification or equivalent. IRONBRIDGE GORGE MUSEUMS | MARKETING AND SALES DIRECTOR
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Desirable
• Active membership of a professional marketing body;
• Good connections in the PR and media world; and
• A strong interest in the Museum’s subject matter.
How to apply
Saxton Bampfylde Ltd is acting as an employment agency advisor to The Ironbridge Gorge Museums Trust
on this appointment.
Candidates should apply for this role through our website at www.saxbam.com/appointments using code
EAEAHC1
Click on the ‘apply’ button and follow the instructions to upload a CV and cover letter.
The closing date for applications is noon on Monday 16 August 2021.
IRONBRIDGE GORGE MUSEUMS | MARKETING AND SALES DIRECTORSB
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