Ref: LM44095

Head of Audience and Digital Content

Sector Digital Marketing/PR
Type Full-time, Permanent
Location London
Salary (Annual) £40,000 - 50,000 / Year
A Japanese cultural hub in London is currently looking for an experience Head of Audiences and Digital Content. The role will be reporting to the Director of Marketing & Communications. Due to the nature of the role, intermediate to advanced Japanese language skills would be beneficial.
The Role:
The Head of Audiences and Digital Content will be responsible for two key areas as stated in the job title. The post holder will continuously monitor and evaluate target audiences and identify key behaviours for marketing. They will also be responsible for all the digitally owned media, leading a team of 2

Main Responsibilities:
Audiences
• Use research work from external consultants and internal data to develop a responsive audience strategy with clear targets to maximize the reach of, and engagement with, content – both physical and digital.
• Lead other members of the team on implementing this strategy to build audiences and maximize the potential of marketing communications activities.
• Use data collected through visitor surveys, website cookies, social media channels and newsletter subscribers to continue to monitor audience segments and demographics and identify opportunities for new audience development.
• Manage team members to develop data collection and analysis techniques to constantly improve the quality and relevance of audience data.
• Work with the Corporate Development team to identify B2B audience segments.
• Seek out new opportunities for audience data capture and manage contracts with audience research partners.
• Regularly report to senior management team on audience data and its implications.
• Lead work on the segmentation of newsletter subscribers with the aim of delivering more relevant and customized communications.

Content Marketing
• Accountable for developing and implementing a strategy for content marketing across all channels, forming part of the wider marketing strategy.
• Work in close collaboration with the Programming Team to develop a 12-month content calendar, linking in with exhibitions and events where appropriate or developing and sourcing stand-alone content.
• Work with our SEO supplier and the Website Manager to identify themes and topics for content creation, which are likely to generate online traffic while remaining true to n brand.
• Manage the process of content creation and curation, at times writing content personally, but more often sourcing content from or outsourcing content creation to external suppliers (writers, photographers, videographers etc.). Ensure all contributors are fully briefed regarding target audiences, brand and tone of voice.
• Work with the Stakeholder Engagement Manager in Tokyo to source content and permissions from collaborators in Japan.
• Manage the process of recording exhibitions and events in photograph and video, both for reporting purposes and for use in future marketing campaigns.
• Work in close collaboration with the Corporate Development Team and the Marketing Manager to develop content for Members and Venue Hire customers.
• Review all externally sourced and internally created content prior to distribution to ensure high quality, authenticity and consistency with brand and style guide.
• Monitor and report on the success of content (against KPIs) in driving website traffic, encouraging engagement and converting virtual visitors into physical ones.
• Line manage the Social Media and Website Managers, ensuring the team is working towards a unified goal and driving their professional development.
• Manage the Content Marketing budget
• Drive development of occasional interns.
• Other reasonable duties as allocated by the Directors.
• All members of staff are expected to collaborate, from time to time, in cross functional teams to deliver specific projects and programmes of activity. The project teams are multi-disciplinary and bring together the skills and experience needed to deliver a wide range of shared initiatives and objectives. Teams may include experts from external companies or suppliers.

Ideal Candidate:
• Educated to degree level in a relevant subject
• Minimum 6 years’ experience working in a similar role within relevant industries such as galleries, museums, cultural organisations or destinations
• Proven track record in implementing content strategies that increase audience engagement across multiple channels and platforms
• Substantial experience of overseeing successful audience development campaigns which have achieved agreed targets
• Proven success in increasing audience reach and engagement through data-driven segmentation and profiling
• Experience of working to engage local people and communities as well as national and international audiences
• Strategic planning experience
• Excellent written and verbal communication skills (English to native level.)
• First rate writing skills, with the ability to adapt style according to audience and platform
• Business level Japanese (preferred)
• Thorough understanding of content marketing, its theory and importance in engaging audiences
• Digital marketing skills, including a thorough understanding of social media platforms, website marketing and management and other digital channels such as email
• Well versed in CRM database management, using CRM data for audience targeting
• Strong organizational and time management skills
• Managerial and leadership skills – including developing and growing a team
• Advanced IT skills; proficiency in Microsoft Office as well as marketing platforms and tools including social media scheduling tools, Google Analytics, CMS and SEO tools.
• HTML and Photoshop skills an advantage.
• Excellent knowledge of Japanese cultures.
• Experience of managing relationships with external suppliers
• Experience in leading, supporting and developing team members
• Experience of working in Japan or for Japanese organisations
Updated: 11 days ago
Ref: LM44095