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    Head of Marketing and Digital - London, United Kingdom - Nationalmuseums

    Nationalmuseums
    Nationalmuseums London, United Kingdom

    1 week ago

    Default job background
    Description

    The Tate membership team is responsible for delivering outstanding experiences for Tate Members, Tate Collective and email signups across all marketing channels and touchpoints.

    Customer-focused and driven by data and insights, we're passionate about giving Members the best possible experience of art to build loyalty and deliver lifetime value.

    Devise and implement loyalty marketing strategies to deliver against KPIs and the Membership business plan, across email, paid social, print, direct mail and digital.


    • Oversee delivery of marketing communications to Tate Members to drive gallery attendance across the four sites, use of benefits, secondary spend and engagement (to be delivered by two Marketing Officers).
    • Design robust testing plans and data driven campaigns using effective personalisation, segmentation and reporting to optimise renewal rates from current and lapsed Members, in collaboration with the Audience Insights team.
    • Own collaborative audience and revenue targets, alongside the Senior Marketing Manager (Membership Loyalty) and wider teams including Trading, Digital and Enterprises.
    • Create and optimise lifecycle marketing programmes to drive engagement and conversion, for example welcome programmes, renewal programmes, abandon basket, re-engagement.
    • Manage Tate Members' market research projects through external research agencies and alongside the Audience Insights team.
    • Manage Tate Members' retention marketing budgets to demonstrate return on investment and effectively retain members.
    • Work with the Editorial and Digital Content team to commission and distribute content to Members to deliver against objectives.
    • Collaborate with Trading and Digital teams to optimise current Members' digital experience through A/B testing, conversion rate optimisation, segmentation, and responsive marketing.
    • Act as a marketing subject matter expert with Technology, Insights, Trading & Digital Teams on Tate's digital platforms and systems, ensuring marketing business needs and data requirements are met.
    • Work with the Audience Insights team on seg¬mentation and data analysis, using qualitative and quantitative data to understand trends, insights, and identify opportunities to grow membership engagement and lifetime value.
    • Champion and support compliant data handling processes within the wider marketing team, including GDPR best practice guidance and training.
    • Coach and develop two Marketing Officers (Membership Loyalty), inspiring high levels of performance, creativity and technical proficiency.

    Proven experience of planning and implementing sophisticated multi-channel CRM marketing strategies and campaigns, driving increased engagement and customer lifetime value.


    • Proven experience of developing audience segments using customer data, purchase behaviour, web behaviour, geo-location and communications engagement.
    • Practical experience of using marketing automation platforms for creating segments, automated programs, carrying out AB testing, performance analysis and reporting.
    • A creative, innovative and entrepreneurial approach to marketing including exceptional copywriting and communication skills.
    • Experience in creative briefing, working with brand guidelines and confidence in creative development and feedback.
    • Experience managing external creative, digital and research agencies/suppliers.
    • An excellent understanding of loyalty/engagement marketing, ideally within a membership, subscription, private sector or charity/arts environment.
    • Proven experience in strategic planning and outstanding project management skills and experience.
    • Proven experience in planning and managing marketing budgets.
    • An understanding of GDPR, data protection legislation and best practice application.
    • A demonstrable understanding of diversity, inclusion and accessibility and the role Marketing can play in delivering progress in these areas.
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