Application Pack

Marketing Officer (Digital)

MOD 3/18/1

Dear applicant,

Ref: Marketing Officer (Digital)

Thank you for your enquiry regarding the above post. I have pleasure in enclosing an Application Pack for your consideration.

If you decide to proceed, please complete all forms in full and return to The Human Resource Administrator at the address below or by email to smillar@goh.co.uk.

It is essential that you return the monitoring form together with your application form if you are to be considered.

We would like to draw your attention to the person specification contained within the Job Description which includes the essential and desired criteria. The short-listing of applicants will be based on these specifications and criterion, and should be borne in mind when completing the further information section on the application form.

Please note a criminal history disclosure through Access NI will be requested to assist with the decision making process. Having a criminal record will not necessarily debar your from working with the Grand Opera House Trust. This will depend on the nature of the position, together with the circumstances and background of your offences or other information contained on a disclosure certificate or provided directly to us by the Police. The Grand Opera House’s policy on the recruitment of ex-offenders is available on request from the HR Administrator by email; smillar@goh.co.uk.

Please do not submit any additional information such as curriculum vitae as this will not be considered.

Please post completed applications to:

The Human Resource Administrator The Grand Opera House Belfast BT2 7HR

Please note the closing date for this position is Friday 2 February 2018 after which no further applications will be accepted.

Please note that interviews for this position will be held on 12 or 13 February 2018.

Yours faithfully,

Suzy MillarHR Administrator

JOB DESCRIPTION

Job title: Marketing Officer (Digital)

Reports to: Marketing Manager

Hours: Full-time (37.5 hours per week)

Contract: Fixed term until January 2020

Purpose: Develop and execute innovative and successful marketing plans to meet audience and box office targets for productions, and manage the digital marketing output of the Theatre.

Background to the Grand Opera House

In 1895 Frank Matcham, the most prolific theatre architect of the Victorian era, bestowed on Belfast one of his finest and most opulent creations. The Grand Opera House opened on 23 December 1895 with a pantomime, an annual tradition which has continued to the present day.

The Grand Opera House flourished during its early years, offering escapism via the worlds of comedy, music hall and drama. During the Second World War, the Theatre presented weekly performances by the Savoy Players, a repertory company of actors who were performing in Ireland at that time. They famously performed for General Dwight Eisenhower when he visited the Grand Opera House with Field Marshal Montgomery in 1945.

The end of the War brought touring opportunities to Belfast once again, and audiences were treated to leading opera and ballet performances, plus popular acts including George Formby, and Laurel & Hardy. In 1963, an unknown Italian singer named Luciano Pavarotti made his UK debut on the stage of the Grand Opera House in the role of Lieutenant Pinkerton in Madama Butterfly.

In 1972, Rank, who had bought the Grand Opera House, took the decision to close the building and sell it to property developers. Subsequently saved from demolition by the Arts Council of Northern Ireland in 1974, the Grand Opera House was the first building in Northern Ireland to receive Grade A listed status and following restoration, the Theatre reopened in 1980.

In 1994 the Arts Council handed over the management of the Theatre to the newly-formed, and commercially-focused Grand Opera House Trust. The Act II extension to the Theatre opened in October 2006 and provided much-needed hospitality facilities and lift access between the floors, as well as more back-of-house space, including additional dressing rooms. The auditorium has a capacity of 1,048.

The Grand Opera House is one of Northern Ireland’s iconic buildings, Belfast’s foremost cultural asset and the only remaining Victorian Theatre to have survived in Northern Ireland. Its splendid interior is one of the finest examples of theatre architectural decoration to be found anywhere in the world.

As Northern Ireland’s Premier Theatre, the Grand Opera House presents an outstanding programme of musicals, plays, ballet, opera, comedy, dance, and locally-created work, family shows, as well as one of the UK's most successful and historic pantomimes. In 2017, almost 300,000 people attended around 300 performances and events at the Theatre. The charitable objective of the Grand Opera House Trust is to promote, maintain, improve and advance the education of the public of Northern Ireland in the arts. The Trust’s aims are to:

• Present a world-class theatrical experience.• Extend and enhance its reputation nationally and internationally.• Exercise responsible stewardship of the landmark building.• Maintain a distinctive outreach programme.• Sustain and develop a successful organisation.• Provide a positive experience to people visiting and working in the Theatre.

The Theatre’s Vision is to: ‘create and deliver extraordinary experiences for everyone.’

In January 2017, the Trust appointed Ian Wilson as Chief Executive. Throughout an extensive arts management career spanning 25 years, he has masterminded the growth of sales and attendance, and has been instrumental in increased profitability and profile of the businesses and shows with which he has been involved.

Under Ian Wilson’s leadership a new direction for the Grand Opera House has been established with three guiding principles forming the cornerstone of all business decisions: engagement, excellence and ambition.

The Chief Executive and Grand Opera House Trust are currently working on a significant restoration and development project that will see the splendour of Frank Matcham’s auditorium returned to its former glory, and the development of other areas of the Theatre to better serve the rich and colourful history of the unique heritage, arts and entertainment treasure.

Overview of the marketing and sales team

The marketing and sales team is responsible for:

promoting productions and meeting ambitious audience and box office targets managing key communication channels and interfaces, such as the website, social and traditional

media, partners and bloggers developing audiences to ensure that the Grand Opera House is the entertainment venue of choice

for the broadest demographic possible managing box office operations and the Theatre’s Customer Relationship Management system,

providing an excellent service to audience members wishing to book tickets or find out more information about productions, and analysing audience data to improve marketing and communication

contributing to the financial success of the Grand Opera House not only through ticket sales, but also by developing partnerships with sponsors and corporate clients

promoting other events happening in the Theatre, and general news stories about the Grand Opera House

developing and managing relationships with Friends of the Grand Opera House

The marketing and sales team is structured as overleaf:

The primary objective of each marketing officer is to deliver the audience and sales targets set for their assigned productions, by developing and implementing comprehensive marketing plans incorporating the full marketing mix. Each marketing officer also has responsibility for overseeing and managing a key marketing channel or audience group on behalf of the whole team, specifically: press and PR, digital marketing and communication, social media, and business development (corporate sponsorship, sales and hospitality).

Marketing Officer (Digital)

Main duties and responsibilities

1. Production marketing

Working closely with third-party producers and other members of the Grand Opera House marketing and sales team, develop and implement comprehensive marketing plans for productions throughout the year. This will involve researching target audience groups, agreeing budgets and marketing collateral with producers, devising PR, advertising, social media and e-marketing campaigns, and working with stakeholders, partners and influencers to help promote key messages and deliver against

targets. It will also involve campaign evaluation, budget management and contributing to a team culture of continuous improvement.

2. Oversight and management of digital marketing

Working closely with the Marketing Officer (Social Media), oversee and manage the digital output of the Grand Opera House, including optimising and updating the Grand Opera House website, co-ordinating and facilitating email marketing campaigns, and researching and planning digital advertising. In addition, maintain a leading edge understanding of new innovations in digital marketing tools and techniques, and manage analytic tools and website search engine optimisation to ensure the team’s digital marketing strategies are delivering the required results. In common with other members of the team, the Marketing Officer will be expected to monitor and respond to out of hours social media messages and enquiries.

In addition, the Marketing Officer will be expected to play a full role in other cross-team marketing initiatives, and support the wider goals of the marketing and sales team.

Reporting to the Marketing Manager and working closely with other members of the marketing team, the Marketing Officer will also work with the Head of Marketing and Sales, the Chief Executive and the finance, technical and audience services teams.

The purpose of this job description is to provide a concise statement of the major responsibilities of this position in a standardised format. It is not intended to describe all elements of the work that may be required.

PERSON SPECIFICATION

Profile/Attributes:

The Marketing Officer will be a confident, articulate, flexible and professional self-starter, capable of prioritising workload. They will have a keen and diverse understanding of all methods of digital and conventional marketing and communications, as well as an ongoing desire to ensure they are always up to date on latest trends.

Displaying strong teamworking ability, the successful candidate will be expected to foster and maintain excellent relationships with all employees and internal and external customers, presenting a positive disposition and professional image. The Marketing Officer will behave as an ambassador of the Grand Opera House at all times, and will have a passion for the arts and a genuine interest in theatre and entertainment.

SkillsYou will need to have/be:

excellent marketing and audience development skills; a thorough understanding of the marketing mix and how it can be used; creative curiosity and the confidence to innovate; the ability to analyse, evaluate and continuously improve

strong written and verbal communication skills

attention to detail and accuracy ability to work independently and flexibly capacity to prioritise and work across multiple projects excellent team work skills organisational skills with ability to deliver a high volume of quality work creative skills for contributing new and innovative ideas ability to work well under pressure and meet deadlines analytical skills and experience of web based software knowledge of existing and emerging social media platforms skilled in Adobe creative cloud (photoshop, indesign and Premier Pro) skilled in utilising Google AdWords excellent IT skills, including the use of Microsoft Office, Databases, HTML, CSS and search

engines passionate about the arts, with a genuine interest in theatre

Experience:

Essential: Minimum of 3 years’ experience working in a similar role in a marketing team. Significant experience in the development and implementation of multi-platform marketing

campaigns Experience in generating and running digital marketing campaigns, including e-flyers, social

media activity, website presence and digital advertising Experience in writing copy and manipulating imagery Experience in the use of Adobe Packages and web analytics ( ie Google analytics) Experience in dealing with a wide range of stakeholders and suppliers, including design agencies

and web development agencies

Desirable: Experience in the use of ENTA or other box office / CRM systems Experience of using Campaign Monitor Experience of marketing the arts Qualification from the Chartered Institute of Marketing or Marketing Institute of Ireland, ideally

in digital marketing

SALARY £24,000 pa

WORKING HOURS37.5 hours per week, plus frequent attendance at evening performances and monitoring of social media out of hours

LOCATION

The post holder will be based in the Grand Opera House, Great Victoria Street, Belfast, but it may be necessary for some of their duties to be performed elsewhere. Where travel expenses are incurred, they will be reimbursed.

EQUAL OPPORTUNITIESThe Grand Opera House is an Equal Opportunities employer and a copy of our Equal Opportunities Policy is available on request.

POLICIES AND PROCEDURESIt is a condition of service that all employees of the Grand Opera House adhere to the Trust’s policies and procedures as set out in the Staff Handbook.

APPLICATION FORM

We realise that it will involve time and effort to complete this form, but your contribution will help us to be as objective and accurate as possible in our assessment. Information that you give will be treated confidentially, and no job reference will be sought from your present or past employers without your prior permission. Please complete all sections legibly. Uncompleted forms or forms received after the closing date will not be considered.

Job Reference: MOD 3/18/1Position Applied for: Marketing Officer ( Digital) Closing Date : 2 February 2018

Personal Details

Title (Mr/Mrs/Miss/Ms): Surname: First Name(s): Address:

Postcode: Home Tel No.: Work Tel No. (if convenient): Mobile No.: National Insurance Number:Email address for communication:

Personal Details

Amendments to Section 8 of the Asylum and Immigration Act (1996) requires all employers in the UK to make basic document checks on every person they intend to employ. Please detail how you will provide evidence of your eligibility to work in the UK.(please circle where appropriate)

Work Visa (Y/N) European Passport (incl. UK) (Y/N) Other (Y/N)

Do you have any criminal convictions which are not regarded as spent under the Rehabilitation of Offenders Act 1974? Yes/No (Delete as applicable)

If Yes, please give details

** Please note that a satisfactory criminal record disclosure is a condition of employment and the successful candidate will be expected to complete a Basic Access NI check

Secondary Education

Please provide details below of the qualifications you obtained during your secondary level education.

Level of Qualification e.g. GCSE, A Level, AS Level, GCE, CSE and date achieved

Subject Grade

Further Education and Training

Please details below any further education qualifications and short training courses undertaken.

From To Name of College/University/Provider

Title of Course Qualifications achieved

Professional Qualifications and Membership

Please detail below any professional qualifications you have obtained and details of your professional membership. Please note a qualification from the Chartered Institute of Marketing or Marketing Institute of Ireland is part of the desirable criteria.

Course Title Date completed Level achieved

Membership organisation Level of membership Dates to and from

Work Experience

Present / Most recent employment (delete as applicable)Name and Address of Employer: Job Title:

Date appointed:Date you left employment:Reason for leaving:

Please outline your present responsibilities, stating to whom you are responsible and who is responsible to you.

Please Record your Employment History, commencing with the Appointment before your Present/Most Recent Appointment(Please continue on a separate sheet if necessary).Year and Month Name and Address of

employer and nature of business

Job Title Summary of Main Duties and Responsibilities

Reason For Leaving

Salary and Benefits

From To

Further InformationESSENTIAL CRITERIAAs part of the application process, you are required to provide specific examples of how you meet the essential criteria. This information will facilitate the short-listing process. Please ensure that you complete the form in as much detail as possible including dates where applicable as failure to provide sufficient information/detail may mean that your application will not be shortlisted.

1. Please detail below your experience of working in a similar role within a marketing team, including details of multi-platform marketing plans that you have been responsible for delivering. Please note that the essential criteria stipulates at least 3 years’ experience so please include dates.

2. Please detail below your experience of generating and running digital marketing campaigns, including e-flyers, social media activity, website presence and digital advertising.

3. Please detail below your experience of using Adobe packages and web analytics.

DESIRABLE CRITERIA

1. Please detail below your experience of the use of ENTA or other box office / CRM systems

2. Please details below your experience of Campaign Monitor

3. Please detail your experience of marketing the Arts.

General Information How soon would you be free to take up a new appointment?

Where did you hear about this vacancy?

What attracted you to this position?

Referees

Referees (at least one should be the person to whom you report in your current/most recent job).

Referee 1 Referee 2Name

Address

Occupation

Email Address

Telephone Number

May we approach prior to interview / job offer

Yes / No Yes / No

Declaration

I authorise the Grand Opera House to obtain references as provided above to support this application and release the organisation and referees from any liability caused by giving and receiving information.

I understand that in the event I am offered a position within the Grand Opera House that this is subject to satisfactory references and a satisfactory criminal record disclosure through an Access NI check. The decision of the Grand Opera House is final as to whether the references and the criminal record disclosure meet the requirements. If there is any delay in obtaining references and if your employment has already commenced before references are received, it is understood that your employment can be terminated (with no notice) in the event such references/ disclosure fall short of our requirements. I confirm consent for Grand Opera House Trust to undertake a Basic Access NI check if my application is successful.

I declare that all the information provided is true and accurate to the best of my knowledge. I understand that failure to fully complete this form will result in my application not being considered and that any offer of employment may be withdrawn should there be any deliberate misrepresentation of factual information.

Signed: Date:

EMPLOYMENT EQUAL OPPORTUNITY MONITORING FORM

The Grand Opera House is an Equal Opportunities Employer. We aim to provide equality of opportunity to all persons regardless of their religious belief; political opinion; sex; race; age; sexual orientation; or, marital status; or, whether they are disabled; or whether they have undergone, are undergoing or intend to undergo gender reassignment.

We do not discriminate against our job applicants or employees on any of the grounds listed above. We aim to select the best person for the job and all recruitment decisions will be made objectively.

In this monitoring form we will ask you to provide us with some personal information about yourself.

We are doing this to demonstrate our commitment to promoting equality of opportunity in employment. The information that you provide us will assist us to measure the effectiveness of our equal opportunity policies and to develop affirmative action programmes if applicable.

Please note this information will be treated confidentially and will not be made available to any members of a short listing or selection panel.

MONITORING INFORMATION

Monitoring Reference Number: GOH use only

Statutory Monitoring

Under Fair Employment Legislation, specified public authorities and registered employers have a legal duty to monitor the community composition and gender composition of their workforce and applicants.

1. Community Background:

Regardless of whether we practice religion, most of us in Northern Ireland are seen as either Catholic or Protestant. Please indicate the community to which you belong or are perceived to belong to, by ticking the appropriate box below:

Protestant community

Roman Catholic community

Neither the Protestant nor

Roman Catholic community

2. Gender:

Please indicate your gender by ticking the appropriate box below:

Male

Female

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3. Marital Status:

Please indicate whether you are married or in a civil partnership by ticking the appropriate box below:

Are you married or in a civil partnership ?

Yes No

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4. Racial Group:

Please state your country of birth:

My country of birth is: _________________________

Please state your nationality:

My nationality is: _________________________

Please indicate which of the following applies to you:

White Chinese

Irish Traveller Indian

Pakistani Bangladeshi

Black Caribbean Black African

Black Other

Mixed ethnic group (please state which): _________________________

Any other ethnic group (please state which): _________________________

6. Disability:

Under the Disability Discrimination Act 1995 a person is considered to have a disability if he/she has a physical or mental impairment which has a substantial and long-term adverse effect on his/her ability to carry out normal day to day activities. Please note that it is the effect of the impairment, without treatment, which determines if an individual meets this definition of disability.

Under the Disability Discrimination Act (1995) you are deemed to be a disabled person if you have cancer, multiple sclerosis or HIV infection.

Do you consider that you are a disabled person ?

Yes No

If yes, please state the type of disability

Mental Health Disability – such as depression of schizophrenia.

Learning Disability – such as Down Syndrome or cognitive impairment such as autistic spectrum disorder.

Physical Disability – such as difficulty using your arms or mobility issues requiring you to use a wheelchair or crutches. Sensory impairment – such as being blind or having a serious visual impairment, or being deaf or having a serious hearing impairment.Long standing or progressive illness or health condition, such as Cancer, HIV Infection, diabetes, epilepsy or chronic heart disease.

Other (please specify ) : _________________________________

5. Age:

Please provide your date of birth:

DOB : ___________________________

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