Marketing Manager

Purpose of the Post

The Marketing Manager is a key role within the theatre, leading the team responsible for promoting our wide range of activities, building audiences and raising the organisation's profile. The post holder will be responsible for leading and overseeing the design and implementation of our marketing strategy, ticket sales, audience development, print and digital promotions, branding, and communications for Lyric productions, visiting shows and for the theatre generally.  They will be responsible for managing the Marketing team and will work closely with, and lead, cross departmental teams on marketing, sales and branding initiatives, including Creative Learning, Front of House and Production, as well as the Lyric archive and heritage.

Main Duties and Responsibilities

Audience Development

• Develop and deliver an audience development strategy for the Lyric, to identify and target new markets and audiences and to retain and engage loyal audiences.
• Deliver consistent CRM, ensuring effective segmentation and targeting using audience personas, and in a consistent way throughout the full audience journey, to increase audience engagement and loyalty.
• Work with Head of Customer Services and Box Office/FOH managers and staff to ensure the customer and audience experience is placed at the centre of the theatre, through a strong emphasis on direct customer experience, including tracking and reporting on customer feedback and satisfaction.

Digital Strategy and Website

• To lead on the development of a streamlined digital marketing strategy; overseeing all digital marketing plans including CRM strategy, e-marketing and managing social media platforms, to help drive engagement, online sales and overall digital presence.
• Oversee the management of the content of the theatre’s website, ensuring a best-in-class user experience, optimized conversion rates and tracking digital analytics.

Sales and Marketing

• Develop integrated sales and marketing campaigns for Lyric productions, visiting shows and for the theatre generally. 
• Develop and deliver promotional and pricing strategy to ensure they maximize the opportunities for each segmented market audience, to work to achieve agreed sales targets and regularly monitor revenue against these targets.
• Oversee production and delivery of all printed and online material including in-venue print, seasonal brochures, social media, e-commerce, PR and other event publicity.
• Lead on audience insight, analyse audience data, and other market research to better inform the overall marketing and communication strategy.
• Develop and promote the Lyric brand ensuring a positive and consistent brand message is delivered in all communications.
• Work closely with our sponsors to deliver agreed marketing outcomes and maximize all branding opportunities, as well as identity and cultivate new sponsorship opportunities across the theatre.

Communication and PR

• Oversee the external PR agency to ensure the theatre’s productions and activities receive maximum media exposure, supporting them with press releases, media pitches, and event planning;
• Ensure all communications align with the theatre’s brand and messaging, maintaining consistency across all platforms;
• Monitor media coverage and review PR metrics, adjusting strategic approach where necessary.

Management

• Responsibility for leading the Marketing team, working to agreed sales and audience targets, managing performance and leading by example in demonstrating the values of the Lyric;
• Manage and develop the theatres archive and heritage projects
• Manage third party suppliers and service providers, within procurement guidelines;
• Responsibility for working within agreed budgets, tracking and monitoring under/overspend and ensuring best value for money is obtained;
• Support Head of Development and Marketing on Development work by providing information for use in funding applications, Board reports and evaluations;
• Management of all media and PR relationships and external agencies;
• Contribute to the creation and development of strategic business plans, campaign plans and overall marketing plan;
• Other relevant duties as may be required from time to time as part of working in a small team, and that fall within the general scope of the post;
• All staff are required to be professional, co-operative and flexible, as the role demands.

This list is for guidance only and is not exhaustive. The post holder will also be required to carry out other reasonable duties as required by the line manager

Full Information including the Essential and Desirable Criteria and Application process is available in the Job Description.