JW3 Trust Ltd is a registered charity, No. 1117644. JW3 Trading Ltd, registered company No. 7686352 (England and Wales), is a wholly owned subsidiary of JW3 Trust Ltd. at 341-351 Finchley Road London NW3 6ETJob DescriptionJOB TITLE: Marketing & Sales Director (FT)LOCATION: NW London (occasional travel may be required)REPORTING TO: CEOANNUAL LEAVE: 20 days plus statutory and Jewish holidaysEXPIRY DATE OF ADVERT: Tuesday 11th April 2017ABOUT JW3:JW3 is a non-profit Jewish Community Centre based in London NW3, open to all, regardless of race, religion, belief, gender, sexuality, ability or age. We opened our doors in October 2013 and currently receive over 200,000 visits each year to our purpose built centre that houses a Cinema, Restaurant, Bar, Café, Nursery, and over a dozen spaces where a year-round programme of over 6,000 activities takes place, including adult education, language classes, theatre, music performances, youth programmes, after-school activities, food & drink workshops and demonstrations, parties, ‘big name’ talks and debates, films, family programmes and more. We are a registered charity and a company limited by guarantee.Our Vision is to be at the heart of a vibrant, diverse, unified British-Jewish community, inspired by and engaged with Jewish arts, culture, learning and life.We aim to achieve this by…• …creating outstanding events, activities, classes and courses – the diversity of which reflects the diversity of our community;• …offering multiple entry points into Jewish life, culture and community for the widest possible range of people regardless of age, background or belief;•…increasing the quality, variety and volume of Jewish conversation in London and beyond.PURPOSE OF ROLE:To plan and implement integrated marketing and sales strategies that will maximise ticket sales for JW3’s wide range of year-round events and activities, in order for us to best achieve our mission.Working with and reporting directly to the CEO, the Director of Marketing & Sales will lead and manage the Marketing & Sales Team to ensure all JW3‘s sales and marketing efforts…1. …reflect and support JW3’s vision, mission and values, and our diverse portfolio of events, activities, classes and courses, restaurant, café and bar, venue hire, and other services;2. …are strategic and data-driven in order to cost effectively increase the number of visitors to, and the number of members of, JW3; and ultimately to increase JW3’s earned revenue through all streams year on year.In order to fulfil the purpose of this role, the Director of Marketing & Sales will need to successfully…? …work closely with the Director of Programming to ensure the events and activities we put on are in line with our ability to bring in the appropriate audiences;? …ensure that each season's programme is effectively and efficiently promoted and that all sales opportunities are maximized;? …lead and manage new digital marketing strategies and campaigns in order to expand our reached audience and increase our ticket sales;JW3 Trust Ltd is a registered charity, No. 1117644. JW3 Trading Ltd, registered company No. 7686352 (England and Wales), is a wholly owned subsidiary of JW3 Trust Ltd. at 341-351 Finchley Road London NW3 6ET?? …ensure that JW3 websites are meeting the needs of the organisation;? …ensure the capture, analysis and review of visitor, customer and member data play a key role the marketing and sales process;? …ensure that marketing activities are measurable, and that outcomes are reported to relevant senior colleagues;? …manage the relationships with Marketing Advisory Group members (all experts in their field) in order to maximize what they can offer for JW3’s benefit;? …ensure that budgetary controls are maintained and the department’s budget is used effectively and efficiently.RESPONSIBILITIES & DUTIES:The Director of Marketing and Sales is responsible for planning and implementing sales and marketing campaigns, both short and long range, targeted toward existing and new audiences by performing the following duties:1. Strategy and Planning? Develop and implement an integrated marketing, sales and communication strategy for JW3 across all platforms, working closely with the Director of Programming, Programming Heads and other key stakeholders where appropriate.? Plan and deliver JW3 marketing and communications initiatives and projects in order to maximise sales and build new audiences - developing the organisation’s relationship with its current audiences and broadening the audience base through an integrated digital strategy and effective use our CRM system.•Articulate effectively JW3’s marketing, sales and communications strategies and plans, both internally to JW3 staff, as well as to key stakeholders, including the Board of Trustees and relevant partners.•Provide clear sales and marketing leadership and direction across the organisation.2. Management and Delivery of Sales, Marketing and Communications? Take overall responsibility for management and oversight of JW3’s marketing, branding and communications, in order to maximize revenues across all aspects of the organisation.? Plan and implement marketing campaign structures for all areas of JW3 using both traditional and digital formats, including the year-round programme; big one-off projects (eg Ice Rink, Beach etc); venue hire; catering and restaurant etc.? Oversee the implementation of the marketing and sales strategy giving guidance to the Programming and Box Office Teams to drive ticket sales and profile for the programme.? Ensure that appropriate processes are in place to ensure each season’s programme, membership drives, and other JW3 services, including Zest and venue hire, are planned and promoted effectively and delivered on time and within budget.? Ensure appropriate monitoring and evaluation systems are in place regarding ticket sales and the effectiveness of marketing campaigns.? Ensure that all marketing activity is consistent with JW3‘s brand values and positioning.•Maximise the opportunities to promote JW3 at relevant third party events (e.g. Limmud, Klezmer in the Park, local fetes/fairs, large communal gatherings etc), and ensure JW3’s presence at such events is effective.? Solicit and negotiate advertising and sponsorship deals for JW3, including in-kind and reciprocal arrangements.3. Digital Communications•Work with internal and external partners to deliver a dynamic, fit-for-purpose website that best reflects the values and activities of JW3; and ensure that it is kept up-to-date and relevant to ensure that the ‘user experience’ is optimal and the overall functionality continues to beJW3 Trust Ltd is a registered charity, No. 1117644. JW3 Trading Ltd, registered company No. 7686352 (England and Wales), is a wholly owned subsidiary of JW3 Trust Ltd. at 341-351 Finchley Road London NW3 6ET?enhanced in line with JW3’s aims.•Maximise ticket sales through the website by regular review of content and design.•Maximise social media usage across all campaigns and wider activity.4. Audience Development and Engagement•Make effective use of JW3’s CRM system (currently Tessitura), and other analytical tools to identify and understand the interests and purchase habits of our diverse audiences to achieve the commercial aims and ambitions of JW3.•Work with the Director of Programming to build effective relationships with our audiences, growing loyalty and affiliation.•Ensure marketing initiatives remain relevant and effective to each of our diverse audiences; and take the lead on devising approaches to reaching new audiences.•Develop and implement effective feedback and evaluation processes to engage members and visitors, and improve marketing initiatives and programming.5. Development (Fundraising)•Work with the JW3 Development team to ensure that all fundraising campaigns are marketed to their target audiences in order to maximise fundraising income to the organisation.•Work with Fundraising Director to ensure consistent, clear and appropriate messaging of JW3’s charitable status and fundraising needs are presented at all relevant opportunities – including online, on printed materials, and within JW3 itself.•Ensure that all donors and sponsors are acknowledged appropriately and accurately in relevant marketing materials.•Work with the Fundraising Director to lead in the ongoing development of the JW3 membership scheme.6. Management of Staff•Take responsibility for recruitment, management, and motivation of all Marketing & Communications Team staff. This will include effective management and communication through team meetings, one to ones, professional development and appraisal.•Manage any freelance and temporary marketing staff and contractors.7. Financial Management/Budgets•Work with the CEO, COO and Director of Finance to develop an overall marketing and communications budget in line with JW3’s financial objectives.•Ensure team members and agencies or other marketing and communications suppliers work to agreed financial parameters.•Identify opportunities for generating additional revenue, including making JW3 owned media available to advertisers where appropriate and consistent with the JW3 brand values.•Monitor and measure performance against budgets.8. Other Responsibilities•Contribute to the organisation's overall strategy, leadership and management as a member of the Senior Leadership Team (SLT).•Attend JW3 Trust Board Meetings, and when required, other lay committee meetings.•Report to the CEO and, when required, the Board and key stakeholders, on marketing, communication and sales strategy, plans and results.•Work closely with relevant JW3 lay leaders and take the lead driving the Marketing Advisory Group, including attending MAG meetings.•Undertake any other reasonable duties, commensurate with the level of the post so as to ensure the smooth running of the organisation.•Attend JW3 events and meetings where required (note: some events and meetings might take place outside of "regular" office hours)•Carry out other work as reasonably requested by the CEO or COO.JW3 Trust Ltd is a registered charity, No. 1117644. JW3 Trading Ltd, registered company No. 7686352 (England and Wales), is a wholly owned subsidiary of JW3 Trust Ltd. at 341-351 Finchley Road London NW3 6ETPERSON SPECIFICATIONAll staff must wholeheartedly buy into JW3’s mission, vision, values and guiding principles. A belief in the importance of inclusivity and working cross-communally, and a commitment to high quality Jewish engagement, arts and culture, and community-building is critical. A sensitivity to Jewish cultural issues is important. Training and support can be provided in order to achieve this.Essential Skills, Knowledge, Experience•Significant experience at a senior level of delivering marketing/communications for an organisation or venue offering a wide range of services/activities to a diverse audience.•An excellent track record of planning and implementing all -round marketing, sales and communications strategies – including digital and print.•Successful track record of designing, implementing and analysing data-driven marketing campaigns to achieve increased sales.•Experience of building, developing and maintaining effective relationships with partner organisations and media outlets•High level of planning and organisation skills to produce strategic and operational plans, and manage multiple projects simultaneously.•Significant team management experience appropriate to the level of the role, with proven ability to lead, motivate and develop a staff team, build relationships and communicate effectively with team members.•Experience of email and social media marketing and monitoring tools.•Experience of PR and media partnerships/ relationships.•Experience of content management, especially website content management•Track record of successful management of budgets and proven ability to take the lead responsibility for the financial aspects of project planning.•Excellent communications skills at all levels - written and verbal.•Ability to plan and prioritise duties and responsibilities whilst working to tight deadlines.•High level of IT competency, including demonstrable effective use of Word, Excel, Outlook, and databases at a minimum.•Ability to work on own initiative and without direction; ability to structure own time, use initiative, prioritise effectively to deliver on key goals set with CEO and Board.Desirable? Relevant experience working within a key marketing/communications role in a successful community, arts or cultural organisation.? Leadership role in website development within an organisation? Experience of internal communications strategy development and delivery.? Experience of using Tessitura as an integral part of a marketing operation.? Experience of brochure production.? Experience developing/managing membership schemes.? Knowledge/experience of the Jewish and local communities within visiting distance of JW3.Personal QualitiesWe are looking for someone who:•Has passion, drive, commitment and integrity; and is attentive to detail.•Is able to work under pressure, with multiple demands and in a changing environment.•Has a natural ability to network effectively and form positive relationships.•Has a proactive and flexible approach to work, including a willingness to work in the evenings and at weekends and Bank Holidays when required.Qualifications•Educated to degree level. Preference will be given to those with relevant qualifications in areas related to marketing, and with experience of working in the arts, education, community work or the non-profit sector.
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