North Music Trust job description for the post of Marketing and Communications Coordinator (Classical Music, Regional)Application closing date 5pm on Friday 19th April 2019

Job InformationJob Title Marketing and Communications Coordinator

(Classical Music, Regional)Department & Team Marketing and CommunicationsLocation Sage GatesheadWorking Hours 37.5 hours per week - some evening and

weekend working may be requiredSalary £21,345-£24,167 pro rata per annum (SCP

22-26)

Position in OrganisationReports to Marketing and Communications Manager

(Classical Music)Responsible for No direct line management reportsWorks in conjunction with Colleagues across the organisationBudget accountability As delegated by line manager

Introduction to Sage GatesheadFounded in 2004, Sage Gateshead has an international reputation as a new centre for music combining performance, education and participation working across a wide range of musical genres and reaching a broad audience. It is also one of the region’s leading conference centres. Founded with a mixed business model, the charity’s turnover of £15million combines, box office, commercial, fundraised income with public subsidy.

Sage Gateshead Runs:

• Royal Northern Sinfonia, the UK’s only full-time contract chamber orchestra• One of the largest Music Creative Learning Programmes in the UK• A Performance Programme of events and festivals across musical genres

(folk, classical, rock, indie, jazz, electronic) for 360 days of the year• One of the biggest conference and events businesses in the region• A folk development agency, Folkworks• An iconic visitor attraction, designed by Foster + Partners on the banks of

the Tyne with a large public space, three auditoriums and 25 learning spaces.

• A series of railway arch spaces

In 2014 Sage Gateshead completed its first decade. During this period the charity had:

• 6 million visitors• 1.5 million participants• 1000 conferences• 4000 concerts• £283 million of economic benefit to the region

In 2017/18 Sage Gateshead delivered: 446 performance events

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11,081 Courses, Classes and Workshops 101 conferences and events

Overall purpose of the jobAs a member of the marketing and communications team, the post holder will be required to work with the Marketing and Communications Manager (Classical Music) to develop and maintain the strategic approach to the marketing of the classical performance programme. Within this, the post holder will be responsible for the contribution to a successful rolling programme of sales, marketing and communications campaigns, and will be required to support senior colleagues to manage and monitor their efficacy. The purpose of these campaigns will be to increase awareness of, and demand for, a broad spectrum of single and thematic performances, as well as other initiatives that fall within the classical remit. Success will be measured using a range of indicators, including sales, target market penetration and overall brand sentiment as a result of activity. The post holder will also work with other departmental team members to ensure that marketing communications activity across the organisation is as joined up as it can be, and opportunities for cross and up selling are not missed.This is a new post which sits alongside the existing post of Marketing and Communications Coordinator (Classical Music), and has a particular focus on marketing Royal Northern Sinfonia concerts around the region, as well as working on concerts at Sage Gateshead as necessary. This includes four regional tours per annum in churches around the region, including the Baroque Christmas by Candlelight tour; a series of concerts held at Wylam Brewery; supporting regional promoters who engage RNS for concerts, and supporting RNS Learning work outside of Sage Gateshead. The post holder will be required to travel to venues around the region and take on concert duties as part of a rota.

ResponsibilitiesStrategy and planningAs a support to the Marketing and Communications Manager (Classical Music), the post holder will be required to contribute to the organisation’s overarching marketing strategy on an ongoing basis. Within their discrete area of the programme, the post holder will be required to support their manager in the strategic planning process in the following ways:

Provide timely information around historical and projected sales information Provide timely customer and audience data Provide timely information about peer and competitor activity Provide ‘on the ground’ observations to support distance of travel

The post holder will then be expected to work under the direction of the Marketing and Communications Manager (Classical Music) towards the broad objectives outlined in this strategic framework through the delivery of effective campaign work.

Campaign developmentIn line with the broad themes outlined in the organisation’s marketing and communications strategy, and under the direction of the Marketing and Communications Manager (Classical Music), the post holder will be required to contribute towards the planning of imaginative and targeted marketing and communications campaigns. This will involve the post holder contributing ideas

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around messaging that supports the brand position, and that which resonates with the target market. It will also include supporting the Marketing and Communications Manager (Classical Music) to identify the most appropriate marketing vehicles based on understanding of objectives, target audience, competitor/peer activity and budget.

Campaign delivery and evaluationUnder the direction of the Marketing and Communications Manager (Classical Music), it is expected that the post holder works with colleagues and external providers to administer campaigns, supporting timely delivery. The post holder will be expected to liaise with partner media buying, PPC, SEO, PR, and design/print suppliers as directed by the Marketing and Communications Manager (Classical Music). The post holder will also be expected to work with internal marketing and communications colleagues to generate campaign outputs. The post holder will be required to ensure that the visual and tonal manifestation of Sage Gateshead’s brand is coherently represented across all outputs, and will be expected to feed into the monitoring, measurement and evaluation of campaigns using the tools available. It expected that the post holder supports the Marketing and Communications Manager (Classical Music) in making recommendations to enhance future activity, based on campaign evaluation outcomes.

Cross organisation marketing and communicationsWhilst heavily focused on achieving results in their discrete area of the classical performance programme, the post holder will be expected to contribute towards the identification of opportunities to leverage activity in other areas of the organisation to maximise impact. The post holder will therefore be expected to forge close relationships with colleagues within the marketing and communications team responsible for working on popular and contemporary, creative learning and commercial arms. The post holder will also be expected to engage fully with the rest of the business, using the insight they gain in doing so to recommend opportunities and support marketing activity.

Other dutiesAll other duties as required, including:

Travel to and from meetings with external suppliers Participation in an out of hours on-call rota Participation in an extended hours social media response service Acting as a general point of contact for marketing & communications

enquiries

Knowledge, experience and skills required to do jobEssential (required)

A minimum of two years working as a marketing and communications practitioner, ideally with some orchestral or classical music marketing experience.

Knowledge of strategic marketing principles including:o Buyer/audience profiles, how to develop such profiles, and how to

work with them to inform marketing activityo Peer/competitor analysis and how to use such insight to inform

marketing activityo The importance of external forces and how to identify potential

threats, risks and opportunities to inform marketing activityo The structure of a brand, how it is developed, how it is

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communicated, and how it remains cohesive and representative of organisational ambition within its communication.

Knowledge of the principles, and practical application, of modern marketing methodology including:

o Content marketingo Inbound marketingo eCRM marketing.

Knowledge of the following marcoms tools and tactics:o PRo Organic social mediao SEOo PPCo Traditional mediao Direct marketing (on and offline)o Video marketingo Design and print management.

Proven experience in contributing to highly targeted, creative and fully integrated marketing campaigns that support a strong and cohesive brand position.

Proven experience in contributing to the delivery of highly targeted, integrated marketing campaigns that achieve excellent ROI and other defined objectives.

Campaign evaluation experience and an understanding of various evaluation methodologies.

The ability to identify opportunities for cross and upsell beyond the defined remit to maximise overall impact.

The ability to work in partnership with colleagues to achieve mutually beneficial goals.

Experience of working with external suppliers as part of campaign delivery to ensure excellent results.

Educated to degree level or equivalent in a relevant field or with alternative relevant professional experience.

Excellent written and oral communication skills.

Excellent IT literacy and competence across Microsoft applications.

Excellent proofreading skills.

Experience of writing effective copy for all types of marketing materials both online and offline.

Ability to juggle multiple tasks and to work to strict deadlines.

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Desirable (optional) A full, clean driving license and the use of a vehicle. A passion for, and knowledge of, classical music and the arts. Experience of working with Sage Gateshead’s marketing (and other)

software applications including:o Tessitura (CRM)o Meltwater (social media management and monitoring)o Precise (media monitoring)o Adobe suite (design)

Terms and ConditionsWe believe Sage Gateshead is a great place to work - an innovative and friendly environment, where no two days are ever the same.

The salary for this post is £21,345-£24,167 pro rata per annum (SCP 22-26).

We also offer subsidised parking for staff members, as well as a discount in our café, and access to a voluntary health cash plan, bike to work scheme, travel ticket scheme and auto-enrol pension.

How to ApplyApplications must be made on a North Music Trust online application form.

We regret that CV’s cannot be accepted. If you have any queries about your application please contact 0191 443 4624

Completed applications should be returned no later than 5pm on Friday 19th April 2019.

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