Outline Job Description - People



Head of Marketing and Communications, Aberdeen Performing Arts (His Majesty’s Theatre, the Music Hall and The Lemon Tree)

Fixed term maternity cover (9 months minimum)

About Us

Aberdeen Performing Arts is a creative hub and focal point for the performing arts, community engagement and talent development in the North-east. Our three iconic city centre venues are all on a national and international touring circuit for the performing arts and a vital part of Aberdeen and Scotland’s cultural infrastructure. We present, produce and commission diverse and distinctive arts and cultural programmes of regional and national reach and impact. We support talent and help develop professional practice. We run a wide range of creative activities, projects and workshops for all ages and stages in our own venues as well as in schools and community settings. We provide a box office service for 30+ venues in the North-east. We run four bars, two café bars and two restaurants in-house across our venues.

A Year in the Life

• 1,000,000+ visitors through our doors

• 400,000 ticket sales

• 800+ performances

• 3 festivals: True North, Granite Noir and Light the Blue

• 15,000+ creative learning engagements

• 450+ visiting companies and artists

• 260+ employees

• £13m+ turnover

Our Market

Our reach extends from the Highlands and Islands to the Central Belt. Our immediate catchment area is the North-east of Scotland, extending into Moray, Aberdeenshire, Angus, Dundee, parts of Perth and Kinross and Fife. For signature events, we aim to attract audiences from across the UK. Aberdeen is Scotland’s third biggest city with a diverse and international population. The combined population of Aberdeen City and Aberdeenshire is 490,000 with an increasingly diverse population base.

Looking to the Future

The Coronavirus (Covid-19) pandemic has turned our world upside down. 88% of our turnover is earned income and that was wiped out overnight in March when we closed our three venues and furloughed 95% of our workforce. We have had a mountain to climb to stay afloat. We have faced insolvency, an unwelcome takeover, we have processed almost £4M refunds and rescheduled more than 300 shows. Our venues will be closed for many months to come. We have never given up and have worked tirelessly to bridge the huge financial gap to take us to March 2021. Through a combination of grants, loans and donations we have raised an amazing £1.5M and we also have a commitment from our local authority, Aberdeen City Council to ensure that we remain a going concern. This means we are solvent, jobs are safeguarded and we can now focus on planning for a sustainable and safe return to work when we re-open our venues in 2021. We will likely continue to work with a small retained team of around 12 for the remainder of 2020. 250 staff will remain on furlough until the end of October with jobs safeguarded to March 2021 and re-opening.

Organisational Relationships

Your line manager is the Chief Executive, Aberdeen Performing Arts

The Post

We are looking for a Head of Marketing and Communications to join our leadership team to cover a period of maternity leave. We are living in unprecedented times and this post is tailored specifically to cover the period September 2020 to May 2021 to deliver business critical projects during closure, to manage key retained staff and to plan and oversee the re-opening of our venues, hopefully in March 2021, as there are no certainties at the moment. This is a hands-on, operational role. We are currently managing our company business on a handful of staff and we have all committed to supporting each other and doing whatever it takes to get the job done.

Overview of Responsibilities

The Head of Marketing and Communications will oversee marketing, internal and external communications, sales and ticketing, front of house, conference and events and food and beverage.

People

• The Head of Marketing and Communications will have a place on the Leadership Team and will contribute to strategic decision making and corporate governance. The Leadership Team is led by the Chief Executive and is comprised of Director of Programming and Creative Projects, Director of People and Place, Head of Finance and Head of Marketing and Communications

• Line management of Customer Experience Manager (Sales) and Customer Experience Manager (Events), Marketing Manager and Chef Manager. Leading, managing and motivating and ensuring that everyone has clear, effective and deliverable tasks and identified targets.

Projects: Transition Towards Re-opening

1. Business Plan 2021-2024

Contributing to a review and refocussing of Imagining New Futures, our rolling business plan for 21/22-23/24 in the context of a very different external environment and the challenges of COVID-19 to future sustainability.

2. Think Digital Strategy

More than ever as we rethink our business and operations in the context of COVID-19, digital agility, innovation and expertise is key. In 2019 we launched our Think Digital Strategy and Action Plan, committing to inspiring a digital-led approach in everything we do – audience development, online presence, sales and ticketing, customer experience, creative projects, data management and digitising business systems and processes. The Head of Marketing and Communications will lead on digital communication and marketing including intranet, web online sales, e marketing, campaign tools, social media platforms and will oversee all website design, content and maintenance.

2.1 Web Redevelopment

In 2019/20 we actioned a full web redevelopment project and over the course of the year we put a project team in place, developed a comprehensive, costed brief, tendered and appointed Substrakt. The project has been on hold while we focused on stabilising the business but is now back up and running. The Head of Marketing and Communications will play a leadership role in project implementation and delivery. Web redevelopment is essential to our future sustainability – to our digital ambitions for web sales, increasing audience engagement through digital channels, improving customer experience and user journey, producing creative content and ensuring our website is fit for purpose and compliant with web accessibility standards. Delivery date May 2021.

2.2 Digital Asset Library Project

Complete the (DASH) Digital Asset Library project in advance of re-opening to create a centralised repository for marketing content.

2.3 Access Membership Scheme

Complete the development of the Access Membership Scheme in advance of re-opening.

3. Audience Development and Engagement

3.1 Audience Development

Review of Audience Development Plan to ensure ongoing engagement with our audiences during closure and to develop targeted marketing plans to support programming and re-opening in 2021. Supported by The Audience Agency

3.2 Tone of Voice

Alongside the web redevelopment project, review key messaging and tone of voice. In light of Covid-19 this will include expectations around social distancing, clear messaging around health, safety, and wellbeing of customers. The review will support a strong, unified voice and communications online, particularly important during closure to ensure a strong brand presence across digital and social media channels and connecting with existing and new audiences. Supported by Creating Impakt

3. Social Media Strategy

Managing our varied communications channels, platforms, services and products and ensuring a consistent house style and appropriately targeted messaging. Review of our social media strategy as part of the web redevelopment project supported by Creating Impakt

4. Customer Experience

The Head of Marketing and Communications is responsible for managing customer experience teams and services - box office, front of house and food and beverage - to deliver exceptional standards and embed a culture of customer focus across the company.

4.1 Customer Experience Team Review

Progress the front-facing teams review that was underway before closure, streamlining Customer Service, Box Office, Hospitality, Conference and Events to create one integrated Customer Experience team – review of staffing, procedures and systems and processes supported by the Customer Experience Manager (Sales) and Customer Experience Manager (Events)

4.2 Plan the customer experience journey back into our venues, taking into consideration changing requirements and customer expectations post Covid-19, i.e. customer flow, health, safety and hygiene, contactless payment, housekeeping, test & trace data collection, customer communication and best practice assurance.

5. Internal and External Communications

The quality, reach and impact of our communications plays a key role in how we are perceived and received. Internally, communication drives and underpins employee performance, creates a sense of ownership and builds morale. We promote a culture that places a high value on physical health and emotional wellbeing in the workplace. Externally, the company’s brand and reputation is managed and developed through consistent and well thought-through communication and excellent stakeholder relations

Internal Communications

• Developing, implementing and promoting effective workforce communication channels in conjunction with the Director of People and Place.

• Producing Soundcheck, our weekly staff newsletter

• Preparing staff and Board briefings

External Communications

• Key stakeholder liaison and management – Aberdeen City Council, Visit Aberdeenshire, Aberdeen and Grampian Chamber of Commerce, Aberdeen Inspired, Culture Aberdeen and relevant national bodies

• Advising on and keeping the Covid-19 Crisis Communications Plan up to date

• Managing press and PR

• Overseeing the design and production of print projects.

6. Conference and Events

• Review of conference and events activity with the Customer Experience Manager (Events), Chef Manager and external consultant (Victus) with a view to having a refreshed team, offer, collateral, bookings and standards in place for re-opening.

• Getting our food and beverage operations back up and running with support from Victus.

7. General

• Contributing to an enthusiastic, positive work climate within the company, modelling behaviour as a champion of the company’s mission, vision and values and contributing to organisational development.

• Liaising with managers across the organisation to ensure the smooth running of the Company

• Preparation of Board papers and reports for funders and stakeholders.

• Attendance at Board meetings, sub-committee meetings, Leadership Team meetings, company meetings and all internal and external meetings as required

• Attendance at key Aberdeen Performing Arts events as required.

• Following guidelines provided by the company on financial management, managing departmental expenditure and assisting with fundraising

• Complying with equality and diversity policy and practice, health and safety practices and principles and standards relating to quality management and customer care.

• Overseeing, developing and following company guidelines procedures and policies

• Undertaking other appropriate duties as required commensurate with the job.

Terms and Conditions

This is a fixed term role covering maternity leave for a period of 6 – 12 months. It is anticipated to be for a period of nine months, but this may change depending on the maternity return date and handover period. Salary £40,059.33 based on 37 hours per week, however we will consider suitable candidates on a part-time basis.

Normal working days will be Monday – Friday while our venues are closed and remote working is in operation. When we re-open our venues in 2021, an onsite presence will be required and there will be some evening and weekend work when performances are reinstated. Overtime is not payable. Holiday entitlement is 25 days, plus 12 public holidays (7 fixed, 5 floating) per year (pro rata). Various staff benefits including matched employee/employer 5% pension contributions, life insurance, staff offers/discount and Aberdeen Performing Arts Friends membership, discounted sports/gym memberships, shopping discounts.

PERSON SPECIFICATION

|Aberdeen Performing Arts |Job Title: Head of Marketing and Communications (Fixed Term | |

| |Contract) | |

|CRITERIA |ESSENTIAL |DESIRABLE |

|1. Experience |Demonstrable experience in a senior management position in an |Experience of leading a web redevelopment |

| |arts and cultural context in marketing, communications and |project |

| |sales |Experience of sales and ticketing systems |

| |Experience of project planning, delivery and evaluation at a |(We use Spektrix) |

| |strategic and senior level |Experience of conference and events |

| |Experience of managing digital and social media and website |promotion |

| |development |Experience of customer service |

| |Experience of devising and implementing audience development |Experience of fundraising |

| |and engagement plans | |

| |Experience of implementing internal communications plans | |

| |Experience of budgetary control | |

| |Proven experience of leading teams and managing people at a | |

| |senior level | |

|2. Qualifications |Degree and/or appropriate professional qualification or |Relevant professional qualification |

| |equivalent work experience | |

|3. Knowledge, skills and abilities |Excellent IT, organisational and admin skills |Copywriting skills |

| |Ability to motivate, inspire commitment and achieve improvement| |

| | |Knowledge and interest in the arts |

| |Strong time management and a proven ability to meet tight | |

| |deadlines, prioritise and multi-task. | |

| |Ability to treat colleagues, clients, customers and | |

| |stakeholders in accordance with Aberdeen Performing Arts | |

| |policies on equalities and dignity at work. | |

| |Outstanding verbal and written communication and presentation | |

| |skills with excellent attention to detail and the ability to | |

| |adapt style to suit different communications media and | |

| |audiences. | |

| |Outstanding networking and advocacy skills; highly effective | |

| |relationship builder, both internally and externally | |

| |Proven listening and influencing skills and ability to | |

| |influence decision making at a high level | |

| |Ability to manage strategic and operational planning | |

| | | |

|4. Personal qualities |Ability to champion Aberdeen Performing Arts values | |

| |A passion for the performing arts | |

| |A solution-oriented approach to work | |

| |Commitment to professional self-development | |

| |Ability to work to and encourage consistently high standards | |

| |Ability to act independently and be proactive | |

| |Good prioritisation and time management skills, able to meet | |

| |fixed deadlines | |

| |Keen attention to detail. | |

| |Helpful and positive approach | |

| |Enjoy working in a creative and dynamic environment, able to | |

| |enjoyment multi-tasking in a busy work environment | |

| |Discreet and able to uphold confidentiality | |

| | | |

| |Our mission is Creating A Spark. You are expected to share and | |

| |demonstrate our values: | |

| |CurioSity: be adventurous, entrepreneurial, open to ideas, find| |

| |new ways of working | |

| |OPtimism: stay positive, no blame culture, be ambitious, aim | |

| |high | |

| |LoyAlty: respect your colleagues, be there for colleagues, go | |

| |the extra mile, be a good ambassador for APA | |

| |Resilience: never give up, always working harder and smarter, | |

| |be flexible, learn from mistakes | |

| |TeamworK: work together, one team, one vision | |

ABOUT US – more information

Appendix 1

Our Mission

Creating a Spark

Our Vision

A vibrant, cultural hub at the heart of city life - inspiring, exploring and engaging through live performance and creative projects.

Our Values

Curiosity, Optimism, Loyalty, Team Work and Resilience

Our Goals

Programme: Create a distinctive and diverse artistic programme

Talent: Be an incubator for artists and talent development in the North-east

Creative Learning: Offer inspirational creative engagement and participation opportunities

City Vision: Provide cultural leadership to shape the city vision and a creative Scotland

His Majesty’s Theatre

His Majesty’s Theatre is a category A listed proscenium arch theatre designed by celebrated architect Frank Matcham and opened in December 1906. It is a fully equipped producing and receiving theatre with a capacity of 1400 which since its opening has welcomed international touring companies, nationally renowned artists and Scottish and homegrown talent.

The Music Hall

The Music Hall re-opened in 2020 having undergone a major redevelopment. It is one of Scotland’s oldest and most historic concert halls. It stands on Union Street in the centre of Aberdeen and has been at the heart of cultural life in the city for nearly 200 years. The main auditorium has an excellent acoustic and a capacity of 1300 seated. It also has two smaller spaces, Big Sky Studio and Tutti Creative Learning Studio.

The Lemon Tree

The Lemon Tree was formed in 1992 as the base venue for Aberdeen’s Alternative Festival.  The two performance spaces – the 550 capacity Lounge, and 166 seat Studio – bring cutting edge music, theatre, comedy and dance to the city, and provide unforgettable, intimate opportunities to see an exciting array of small-scale performing arts in the North-east.

Food and Beverage

The £9m redevelopment of the Music Hall has given us the opportunity to expand our food and beverage business and conferencing and events to generate new income streams. We operate two restaurants and café bars, 1906 restaurant and cafe at His Majesty’s Theatre and Rondo restaurant and Coda café bar at the Music Hall.

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