Director of Audiences and Media

Job Description

Job Title: Director of Audiences & MediaDepartment: Audiences & Media TeamLocation: BirminghamLine Management for: Head of Strategic Comms, Head of Fundraising, Theatre Sales Manager, Marketing ManagerReports to: Executive DirectorSalary: Commensurate with experienceProbation period: 6 monthsHoliday entitlement: 25 days + public holidaysBackgroundEstablished in 1913, The REP has an unparalleled history as a pioneering repertory theatre. The forerunner and model for the RSC and the early National Theatre, it has been the home and launching place for some of the most exciting talent in UK theatre both past and present. Today it is a producing powerhouse with three auditoria - The House, 820 seats; The Studio, 300 seats; The Door, 150 seats - as well as extensive on-site production facilities.Under the new Artistic and Executive leadership of Sean Foley and Rachael Thomas the theatre is at a time of significant renewal, with the vision of being a national and international centre for artistically ambitious popular theatre in all its forms: comedies, dramas, musicals, dance-theatre and family shows. Revivals, new work and commissions will play in all three theatres.Many of its productions already go on to enjoy future life through commercial transfers and national/international tours and this aspect of the theatres work will increase. The artistic programme also encompasses a flagship artist development programme, one of the largest schools engagement programmes of any theatre in the UK and a range of other creative learning projects.In 2021 the theatre celebrates its 50th anniversary in its iconic building on Centenary Square, and in 2022 the city will host the Commonwealth Games, both landmark events for the theatre and city and offering unparalleled opportunities for The REP to develop its profile through celebratory programmes of work.These are exciting times for The REP and the city of Birmingham. The UKs second city is the youngest city in Europe, and the most multicultural city in the UK. It is a city full of dynamism and energy, and currently undergoing its own renaissance as one of the fastest growing cities in the country. Part of the REPs mission is to ensure that its programme is truly representative of the city it serves, and we aim to imaginatively engage with the people of Birmingham and the wider world to create productions that fill our theatres with its people. In every endeavour, we promote inclusivity, diversity, and equality.Purpose of PostThis is a new senior role focused on growing The REPs profile and impact as a cultural brand locally, nationally and internationally. The successful candidate will lead on developing marketing, sales and communications strategies that successfully re-position The REP in the sector and in relation to its audiences and stakeholders and crucially helping the company to successfully navigate through the current COVID 19 pandemic and become a stronger brand and presence in the city and beyond as a result.The post-holder will be a highly skilled marketing professional with the ability to develop the next chapter of The REPs brand narrative. They will demonstrate senior level experience combining creativity, commercial acumen, analytical skills and insight gained across roles in theatre and/or the cultural sector. They will be motivated to understand the richness, diversity and complexity of our audience and their motivations and aspirations in relation to The REP. They will want to get to know Birmingham first-hand and its people as an essential starting point in connecting them with the work of The REP. They will be a passionate advocate of theatre being for everyone regardless of background and means and strive to ensure that The REPs audience is truly representative of the whole of Birmingham in all its rich diversity.Main duties & responsibilitiesStrategic & Commercial Leadership

Provide strategic leadership across marketing, sales, comms and development functions, developing creative and commercially focused strategies that support delivery of organisational vision and achievement of financial and audience targets

Contribute market-led insights to the development of the artistic programme and other projects - from the perspective of brand, audiences, income targets, etc.

Play a key role in organisational business planning and helping to shape the long-term vision for The REP

Horizon scanning - keeping abreast of professional practice and industry developments to inform the work of The REP

Brand Development

Lead the development of a re-invigorated brand narrative for The REP

Lead a re-branding exercise to support the re-positioning of the organisation under the new leadership team and once established maintain and refresh the brand as necessary

Lead the creation of compelling and distinctive brand messaging and visual branding, with comprehensive brand guidelines

Act as The REPs brand guardian - maintaining brand integrity across all touchpoints and engagements, internally and externally, championing the highest standards of execution and consistency

Marketing & Communications

Lead the development of creative copy and artwork for all REP productions

Lead the development, implementation and evaluation of marketing, sales and comms campaigns for all activities across the business

Establish content strategy in relation to all marketing and comms and ensure consistent alignment with brand narrative

Contribute to the development of a cross-departmental digital strategy that positions The REP as a digital innovator

Oversee the creation of all marketing collateral and ensure high standards of creativity, quality and accessibility are maintained across all types

Lead the development of an integrated comms strategy that combines external and internal comms in conjunction with the Head of Strategic Comms - encompassing advocacy and stakeholder management, press and PR, staff and trustees

Audience Development

Develop in-depth understanding and experience of the actual and potential audience, engaging with their likes, dislikes, motivations and aspirations in relation to The REPDevelop an imaginative and expansive audience development strategy to underpin continual growth and diversification of The REPs audience and in particular to address the under-representation of specific commu