The Marketing and Audiences team work to ensure IWM’s brand story is interpreted by current and new audiences in a clear, relevant and compelling way. Working with an audience focused and data-led approach, the marketing team are responsible for delivering IWM's Audience Growth Strategy. They understand who our customers are, what motivates them to interact with us and how to drive retention and loyalty.
Marketing and Audiences have responsibility across all five branches of the museum (IWM London, IWM North, IWM Duxford, HMS Belfast and Churchill War Rooms). They are well connected and proactive, working collaboratively within the museum to ensure we tell a consistent story. They play a leading role in the engagement of all business-to-consumer (B2C) audiences and an advisory role to all other groups.
Their main responsibilities are:
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Brand development and understanding: Marketing and Audiences are responsible for developing IWM’s brand, taking a leading role in ensuring everyone at IWM understands this and is inspired by it.
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Audience insight and growth: Marketing and Audiences are tasked with developing a deeper understanding of who our audiences are. Delivering the objectives and targets outlined in the Audience Growth Strategy, they understand the changing dynamics of our industry and the wider environments in which we operate and can interpret these changing dynamics into actionable intelligence for IWM.
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Strategic marketing: The team are responsible for planning and executing innovative and effective marketing campaigns which hit the agreed KPIs and fulfil the strategic aims of the organisation.
In this role, you will have a key role to play in achieving the marketing team’s audience growth and retention targets.
With some experience of having worked in a marketing team and a solid understanding of the marketing mix and audience segmentation, you will work to support the meeting of visitor and commercial targets for all five branches, including our family programming, temporary exhibition programming and permanent galleries/displays at IWM London and IWM North, as well leading on the campaigns for our mid-level commercial products and experiences. Working closely with the wider marketing team, you will ensure a joined-up approach to all activities, customer journeys and targeting.
For a full list of duties and the person specification (which your application will be marked against) please view the Job Description