Director of Marketing and Communications 56 views

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The Director of Marketing and Communications is responsible for developing and maximising all streams of revenue, through the development of B2C and B2B ticket sales channels and developing merchandise and corporate sponsorship opportunities, while optimising engagement and integrating Kynren within the local community. Reporting to the Chief Executive Officer, you will be responsible for orchestrating and driving the overall marketing strategy and leading the team to deliver consistent communications and collateral in line with the marketing plan as we develop new sales channels and refine the customer booking journey. Leading a team of staff and agencies, you will also be responsible for the development and protection of the Eleven Arches and Kynren brands.

Key Outputs & Responsibilities:

  • Work with the CEO and other members of the senior Eleven Arches team to develop and refine
    the Kynren experience/value proposition, considering pricing, packages, show content,
    entertainment, security, F&B and accessibility
  • Create the overall marketing strategy encompassing brand strategy, brand identity, customer journey and creative ad communications approach
  • Create and deliver a marketing plan to communicate the proposition in a compelling and
    engaging way to target segments and geographical regions through:
    • Traditional, digital and social media
    • Community partnerships
    • Travel Trade and Groups propositions and packages
    • Website content
    • Social media, email CRM and database development
    • Public relations
    • Events, exhibitions, pop up box office
    • Leaflet distribution and off-site promotion
    • Internal staff, volunteer and neighbour communications
    • Corporate opportunities – hospitality and sponsorship
  • Oversee all aspects of the day-to-day marketing and sales of Kynren tickets, providing guidance
    to the team regarding queries, complaints and comments in an effective, constructive and
    timely manner
  • Manage the marketing budget, assessing ROI where possible to evaluate and refine the
    effectiveness of activity
  • Manage the customer booking journey, reviewing and refining the booking process (offline and
    online) in terms of presentation, website functionality and content, ticket hotline and box office,
    to optimise of ease of booking, level of service and the cost of sales
  • Provide strategic direction across all social media channels to proactively deliver engaging
    content and insights, to maximise engagement and leverage followers to extend the reach of
    Kynren and drive ticket sales
  • Identify a schedule of B2C events in the region – such as county shows and fairs – where it would
    be beneficial for Kynren to be represented or promoted, either through sponsorship, the
    presence of trade stands or leaflet distribution Kynren representation or promotion at B2C
    events including a schedule of relevant
  • Oversee and manage the development, functionality and maintenance of the website to
    optimise ease of booking and search engine visibility while minimising bounce rate and cart
  • Work with the Business Development & Partnerships Manager to orchestrate and deliver a
    robust plan to grow Groups and Trade bookings through B2B meetings, forums and shows,
    exploring new opportunities to explore as they occur
  • Work with the CEO, Operations team and transport providers to facilitate ‘the last mile’ travel
    solutions for visitors to our site
  • Explore and develop corporate opportunities and revenue streams such as sponsorship and
    hospitality programmes
  • Work with members of Volunteer Casting team and Head of Communications to create a
    community outreach programme designed to involve and grow the support of local
    communities (clubs, societies, schools etc) through a programme of site visits, off-site talks and
    competitions, levering the assistance of volunteers as Kynren Ambassadors.
  • Work with the PR agency and Head of Communications to identify a PR strategy that
    encompasses national and regional media, creating and developing stories and angles with key
    media, leading the team to deliver on objectives
  • Work with relevant members of the team to create tactical, relevant promotional campaigns to
    drive ticket sales
  • Co-ordinate and deliver all artwork and print assets required for advertising, publicity, show
    literature and promotions
  • Optimise the growth of Eleven Arches database of opted in subscribers, driving timely and
    engaging CRM activity
  • Be responsible for the relationship, brief and SLA with agencies
  • Attend and represent Eleven Arches at relevant trade and community events
  • Produce a weekly report for the CEO summarising all activity undertaken in the preceding week
    and outlining activity planned for the forthcoming week
  • Facilitate a weekly marketing meeting with team and agencies to update on all activities and
    explore ideas to drive incremental sales

Skills, Experience and Personal Attributes:

  • A strategic thinker with a ‘can-do’ attitude to delivery who is happy to get their hands dirty
  • An effective leader, with experience of managing and motivating individuals to deliver to their
    full potential
  • First class communication and interpersonal skills, both written and verbal
  • Strong project management expertise with the ability to multi-task.
  • In-depth understanding and experience of all aspects of the marketing mix
  • Solutions oriented, with intuitive problem solving and analytical abilities to find efficiencies
  • Highly numerate with strong commercial acumen and keen negotiating skills, able to manage
    and deploy budgets for maximum cost-efficiency
  • Self-motivated with plenty of initiative and an enquiring mind, who can manage own workload
    and time in a fast-moving and demanding environment
  • Excellent IT skills, specifically across Microsoft Office suite and Google Analytics
  • Experience of being the public-facing representative of an organisation
  • Experience of leading the marketing function in a sales-focused environment, with track record
    of delivering against objectives, ideally with experience of the successful development of a startup
  • Experience of travel, tourism or attractions marketing an advantage

How to apply

We offer a competitive salary and benefits package, commensurate with experience. To apply, send
your CV with a covering letter to


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Eleven Arches is the vision of philanthropist and investment manager, Jonathan Ruffer. Eleven Arches is one of two charities he has established in Bishop Auckland, the other being Auckland Castle Trust . Together, the aim of the charities is to establish Bishop Auckland as an international tourist destination, attracting visitors and investment which will contribute to the betterment of the area and empower the community.
  • Address North East
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