Head of Marketing


Application Deadline: May 31, 2018 12:00 pm

Company: Tobacco Factory Theatres

Job Details



 Head of Marketing

Reports to: Executive Director

Responsible for: Marketing Manager and Marketing Officer


The Head of Marketing is responsible for creating the conditions by which the income generated by ticket sales at Tobacco Factory Theatres (at c80% of turnover) is achievable, and for the growth in this income and audiences annually.


You will work closely with the Executive Director to develop and deliver the organisation’s demand led pricing strategy and oversee the delivery of show, season and brand campaigns to achieve this. As Head of Marketing you will be responsible for developing and managing the organisation’s Brand, Marketing and Press and PR strategies. This includes developing and managing the organisation’s audience development plan and digital strategy. You will work closely with the Executive Director and sit on the Senior Management Group.


You will direct the Marketing Manager who will have full responsibility for the production of the Season Brochure and for the design of all in-house and co-productions show marketing collateral both at Tobacco Factory Theatres and on tour.


You will direct both the Marketing Manager and the Marketing Officer to plan and implement marketing and press campaigns for all visiting companies and co or in-house productions and develop effective digital optimisation of the brand to grow audiences.




Income Generation

  • Work with the marketing team to ensure the meeting of box office targets set across all shows
  • Work closely with the Executive Director to develop the organisation’s demand led pricing strategy across shows

 Brand and Communications

  • Plan, develop and implement the Tobacco Factory Theatres brand and brand strategy
  • Oversee the branding of the organisation, including liaising with other departments about how the brand applies to them and their communications including print creation. This year will be particularly important to imbed new brand messaging following the redevelopment including the opening of our Spielman Theatre.
  • Plan, develop and implement the organisation’s Press & PR Strategy. This will include specific outputs around profile pieces as well as previews/reviews both locally and nationally, including the profiling of the Spielman Theatre and rejuvenated spaces following the redevelopment completion.


Audience Development

  • Plan, develop and implement the organisation’s Audience Development strategy for both new and returning audiences
  • Lead on the organisation’s audience data collection approach
  • Utilise Spektrix, Google Analytics and other platforms to enable ongoing detailed analysis of audience data with a focus on both new and returning audiences
  • Lead training for staff on Spektrix, our website and other relevant platforms

 Digital Strategy

  • Plan, develop and grow the organisation’s digital strategy including both optimisation, campaign activity with the ultimate aim of growing audiences and revenue
  • Lead and facilitate the continued development of the website for Tobacco Factory Theatres, working with Fiasco and others to achieve this and overseeing the site’s content and representation of the organisation



  • Plan and manage the budget for the Marketing Department, including overseeing funds for the Marketing Manager and Marketing Officer to use for show-specific campaigns and seasonal activity, working with those colleagues to ensure budget is appropriately spent
  • Line manage and oversee responsibilities and work of the Marketing Manager and Marketing Officer
  • Manage and oversee work of any marketing intern roles
  • Work with/delegate to the Operations Manager to ensure all public-facing staff are well-informed of demand managed pricing, upcoming programme details, brand and standard processes/policies and to encourage public-facing staff to work closely with the Marketing Department to provide good customer service, upsell and pass on feedback
  • Work with the Director of Operations to ensure the organisation is GDPR compliant


  • To be an informed and enthusiastic member of the Senior Management Group
  • To attend staff meetings and away days, and other theatre events including season launches and press nights
  • To attend productions & keep abreast of all activities in the Theatre
  • Abide by Tobacco Factory Theatres Equality Policy
  • Any other duties as mutually agreed with the Executive Director



Person Specification


At least five years experience of working in arts marketing

Experience of leading a marketing team

Experience of heading up marketing campaigns

Experience of image creation and print design

Experience of managing budgets

Experience of audience development initiatives

Experience of data collection and data analysis of theatre audiences and working with these to implement change in marketing strategy

Strong understanding of the GDPR and other data protection issues for arts organisations

Calm under pressure

Excellent written and verbal communication skills

Skilled at managing busy people with varied workloads within own department and the relationships across to other departments

Articulate and able to advocate as a senior leader


Experience of working as part of the strategic senior leadership of a cultural organisation

Experience of brand management

Experience of demand-led pricing and Spektrix box office

Experience of working across an organisation to implement an audience development strategy

Experience of website development





Contact Details

Rusti Fells
[email protected]res.com

Job Posting title: Head of Marketing
Closing Date: 2018-05-31T12:00:00+01:00