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Marketing Manager- JW3

  • Location: London, NW3
  • Sector: Marketing and PR
  • Salary: £30,000-£33,000 depending on experience
ABOUT JW3:
JW3 is an incredibly impressive non-profit Jewish Community Centre and arts and culture venue, based in London NW3. It is open to all, regardless of race, religion, belief, gender, sexuality, ability or age. We opened our doors in October 2013 and currently receive over 200,000 visits a year.
Our stylish, purpose-built centre houses a cinema, performance auditorium, a critically acclaimed restaurant, café and bar, a nursery and over a dozen spaces - where a year-round programme of over 6,000 activities takes place, including adult education, language classes, theatre, music performances, youth programmes, after-school activities, food & drink workshops, parties, ‘big name’ talks and debates, films, family programmes, fitness classes and more.
It’s the combination of our stylish building, our dynamic and wide-ranging programme and the people we attract that continues to make JW3 a talking point and gives it its unique vibe.
Our Vision is to be at the heart of a vibrant, diverse and unified British-Jewish community, inspired by and engaged with Jewish arts, culture, learning and life.
We aim to achieve this by…
• Creating outstanding events, activities, classes and courses – the diversity of which reflects the diversity of our community;
• Offering multiple entry points into Jewish life, culture and community for the widest possible range of people regardless of age, background or belief;
• Increasing the quality, variety and volume of Jewish conversation in London and beyond.

PURPOSE OF ROLE:
To plan, implement and measure creative and effective marketing activities and campaigns to promote JW3 and its programmes and facilities to a wide range of different audiences, making use of digital and traditional media to generate awareness, increase sales and help fulfil JW3’s Vision and Mission.
Working with and reporting directly to the Director of Marketing & Sales, two Marketing Managers will each develop the marketing and sales strategy for specific categories of JW3’s events, activities and services. This will include helping to set and monitor reach, engagement and sales targets using CRM and online analytical tools and managing the production, delivery and evaluation of JW3’s marketing and brand communications to meet those targets.
Examples of the categories of JW3’s events include ‘Arts & Culture’, ‘Classes & Courses’, “Families & Youth”. Examples of JW3’s services include Venue Hire and Zest – JW3’s Restaurant, Café and Bar.
The Marketing Managers will also each be responsible for a specific marketing initiative, such as the JW3 Membership Scheme or Partnership Marketing project.
This is an important role within the Marketing and Sales Team and requires the individual to work closely with the JW3 Programming Team, and Box Office Team in particular. From time to time the individual will be required to work with and manage relationships with agencies and other service suppliers.
We’re looking for a candidate who has a minimum of 5 years relevant marketing experience at this level, including digital marketing; you should also have excellent written and verbal communication skills and be confident selecting and analysing sales and audience data to develop strategies, monitor the impact of marketing activity against targets and hone tactics.

SPECIFIC RESPONSIBILITIES & DUTIES:
Planning and Management

• Implement an integrated marketing, sales and communication strategy, across all platforms, for specific categories of JW3’s programme, such as ‘Arts & Culture’ or ‘Classes & Courses’, working closely with the Director of Marketing & Sales and liaising with other members of the Marketing & Sales Team and with Programming Heads, Programmers and other key stakeholders where appropriate.
• Manage the process of planning, developing, producing, measuring and evaluating JW3’s data-driven marketing and communication campaigns and initiatives, including online, in press and in print, in specific areas of JW3’s programme or services, to ensure they are effective and implemented on brief, on time and on budget.
• With the Director of Marketing & Sales and colleagues at JW3 ensure that additional marketing initiatives are developed for specific events, activities, festivals, classes and courses, Zest (JW3’s in-house restaurant and catering services), venue private hire, membership, fundraising and the cinema, as required.
• With the Director of Marketing & Sales and colleagues at JW3 make the most of opportunities to promote JW3 at relevant third-party events (e.g. Limmud, Klezmer in the Park, Chanukah at Brent Cross, Community Fun Run, local fetes and fairs, large communal gatherings etc).
• Develop and manage a schedule of production for communication materials.
• Manage and report on the spend for marketing activities for specific programming against an agreed budget.
• Manage day-to-day activities, including responding to requests or questions from the public or other organisations, online advocacy, writing editorial, community outreach efforts, promotions etc

Print
• Working with the Director of Marketing and Sales and colleagues at JW3 - especially other team members and Programming Team members – to manage the production of season brochures and the launch of season programmes, both online and in print.
• Create briefs for the team graphic designer for print collateral to support specific marketing campaign or activities, as required.
• Ensure all JW3 communications are consistent with JW3’s brand values and visual identity.

PR and Profile
• Proactively build relationships with relevant media representatives, including journalists and editors, to enhance JW3’s press profile.
• Manage media/press enquiries and work with the local, Jewish, national, and relevant listings/arts/subject media and journalists to create press and PR opportunities.
• Work with the Director of Marketing & Sales to identify and strengthen relationships with relevant online subject experts such as bloggers and Facebook groups.
• Work with external and partners’ PR agencies and programme partners when relevant to maximise JW3’s profile in the media and generate interest in the programme.
• Work with the Director of Marketing & Sales to support public relations strategies through managing press nights/events as required, generating PR ideas etc.
• Create content including writing blogs, posts, event descriptions for online and print, advertorials, advertising copy, editorial and press releases.

Digital
• Make relevant and effective use of a range of digital marketing tools, especially online advertising and promotions - including PPC and Google AdWords, SEO and social media promotions - and data analytics – including CRM and Google, Facebook and Twitter Analytics - to deepen the organisation’s relationship with its current audiences and broaden the audience base to maximise sales.
• Manage social media campaigns, including working with other members of the Marketing & Sales Team, Programming Team and Zest to create content and write copy to increase JW3’s reach and engagement scores, deepen relationships with visitors and prospective visitors and promote and sell specific events, activities and services.
• Manage the production and distribution of email newsletters; support the CRM & Web Coordinator to ensure that the email mailing list is maintained, cleaned and updated; and ensure the newsletters and the lists comply with current data protection regulations.
• Work with the Director of Marketing & Sales, the CRM Systems & Web Coordinator and other members of the Marketing & Sales Team to ensure that JW3 websites, including websites for specific areas or services of JW3, are maintained and enhanced to improve their functionality and usability as required.

Measurement, Analytics & Evaluation
• Work with the Director of Marketing & Sales, the CRM & Web Coordinator, other members of the Marketing & Sales Team, Box Office staff, and agencies when required, to capture, analyse and report on audience trends - including membership - available via the CRM system (Tessitura) and other marketing analytics tools.
• Work with the Director of Marketing & Sales, Finance staff and members of the JW3 Programming Team to monitor and report on programmes and activities sales and audience targets on an on-going basis.
• Take a lead on “audience development”, working with Programming colleagues to maximise the audience reach for our year round programme and festivals.

Marketing Initiatives
• Manage specific JW3 marketing initiatives, such as JW3’s Membership Programme or Marketing Partnership programme, as required. NB – each of the two Marketing Managers will take on at least one key “marketing initiative” to own and manage. The Marketing & Sales Director will decide which initiative/s are managed by which Manager.

Other General Staff Responsibilities
• Attend all relevant staff meetings, supervisions, training etc.
• Act as an ambassador/point of contact in the JW3 office including answering the telephone as needed.
• Be available during out of office hours, when the building is open in the evenings and at weekends when reasonably required.
• Undertake other reasonable duties as required by the Director of Marketing & Sales or a member of the Senior Leadership Team.

Review Arrangements
This job information cannot be all encompassing. It is inevitable over time that the emphasis of the job will change without changing the general character of the job or the level of duties and responsibilities entailed. Consequently, this information will be periodically reviewed, revised and updated in consultation with the post holder to reflect appropriate changes.

PERSON SPECIFICATION
All staff must wholeheartedly buy into JW3’s mission, vision, values and guiding principles. A belief in the importance of inclusivity and working cross-communally, and a commitment to high quality Jewish engagement, arts and culture, and community-building is critical.

Essential Skills, Knowledge and Experience:
• At least five years working in relevant marketing and communications roles at this level, including relevant use of digital marketing.
• In-depth knowledge of managing a range of integrated marketing campaigns using digital channels - including social media - as well as traditional media.
• Experience of using CRM systems to plan, deliver and measure targeted marketing campaigns.
• Superb written and verbal communication skills, including the ability to write compelling copy and posts for a wide variety of difference audiences.
• Experience of using data analytics and audience segmentation tools to develop targeted marketing campaigns.
• Successful use of mass email systems to set up, produce, distribute and track email marketing campaigns, newsletters etc.
• Managing relationships with external agencies and across internal departments with various stakeholders.
• Experience of developing and implementing effective evaluation criteria processes in order to measure goals.
• Relevant knowledge and experience of content management systems.
• Successful project management of complex integrated marketing and communication campaigns.
• Able to articulate the vision and mission of JW3, and excel in communicating with the public, colleagues and stakeholders.
• Ability to structure own time, use initiative, prioritise effectively to deliver on the key goals set with the Director of Marketing & Sales.
• Creativity and innovation - intellectual ability to think analytically and seek creative solutions to problems.
• Ability to work with team of colleagues in a collaborative way in an environment where work is shared in order to meet tight deadlines.
• High level planning and organising skills in order to produce plans and work on multiple projects simultaneously.
• A solid, demonstrable level of IT competency relevant to this role and a willingness to learn and use new technology as it becomes relevant to the role.
• Effective negotiating, influencing and persuasion skills at an appropriate level.

Desirable Skills, Knowledge & Experience:
• Relevant experience working within a key marketing/communications role in a successful community, arts or cultural organisation, festival or venue.
• Experience of using Google Analytics and AdWords, Facebook analytics, Twitter ad analytics, SEO to promote events and raise awareness of an organisation.
• Knowledge of simple html scripting for webpages.
• Experience of brochure or catalogue production.
• Experience of membership marketing or partnership marketing.
• Experience of creating content for a blog or vlog.
• Photographing/videoing events for marketing purposes, and/or working effectively with professional photographers/videographers.
• Knowledge, experience, and understanding of the Jewish and local communities who make up a majority of JW3’s visitors.
• Good knowledge of the UK, and ideally Jewish, arts and cultural scenes and other promotional channels commonly used to promote arts and culture, family events, classes and courses.

Personal Qualities
We are looking for someone who:
• Is outgoing and has a natural ability to network effectively and form positive relationships.
• Has impressively strong project and time management and organisational skills.
• Really pays attention to detail. Thorough, especially working under pressure.
• Has an insatiable curiosity.
• Is enthusiastic and dynamic.
• Is a team player willing to pitch in and help others within the marketing and wider teams.
• Has a proactive and flexible approach to work, including a willingness to work in the evenings, weekends and Bank Holidays as required. To serve the needs of a community centre that operates 15 hours per day for 6-7 days per week, marketing roles are not 9-5 office roles. This role will involve some Sundays and evenings.
• Has passion, drive, commitment and integrity.

Qualifications
• Preference will be given to those with relevant qualifications.