JOB DESCRIPTION Job Title:
Marketing and PR Manager, Rosemoor
Department/Division:
Members and Marketing
Reports to:
Marketing Manager, Gardens
Hours of Work:
37.5 hours per week (Monday – Friday)
Location:
RHS Garden Rosemoor
Staff reports:
None
Other reports:
None
Job Purpose:
Create and deliver an exciting and innovative Marketing and PR Plan for RHS Garden Rosemoor, using customer insight and market knowledge to engage our audiences and achieve paying adult and total visitor targets.
Dimensions:
Responsible for planning and implementing a range of marketing and PR campaigns which deliver RHS Garden Rosemoor’s paying adult and Member visit targets. Lead on Rosemoor’s customer, market and competitor knowledge and communications plan. Liaise and work with third parties including but not excluding local marketing networks such as The North Devon Marketing Bureau and Visit Devon. To build strong working relationships with the Head of Site, Site Managers and central marketing and PR teams. Offer marketing support to catering and retail teams.
Updated Nov-15
Accountabilities 1.
Create and deliver a Rosemoor Marketing and PR Plan to achieve visitor number targets, using customer insight, market knowledge and competitor analysis. Work with the Gardens Marketing Manager and Gardens PR Manager to deliver this in line with the wider Gardens Strategy.
2.
Engage and consult with the Head of Site, Site Managers and central marketing and PR teams to ensure a holistic approach to your planning and delivery of all comms. Contribute market and customer insight, social media feedback and your ideas to site discussions and update regularly on marketing and PR delivery.
3.
Manage Rosemoor’s online content, including the Rosemoor pages of rhs.org.uk, social media and e-newsletters. You will build the RHS database and grow engagement on all online platforms. Monitor web traffic and trends using Google Analytics.
4.
Work with brand colleagues to deliver compelling, accurate marketing collateral that has standout in a competitive market, engages our target audiences and drives response. Work with the design agency and other departments at Rosemoor as well as the Brand Executive to ensure all customer communications are compliant with the Brand Guidelines.
5.
Deliver an effective media plan for driving non-Member visits to Rosemoor that is integrated with the wider Gardens Marketing Media Plans, achieving an optimum ROI. Manage the Rosemoor relationship with the media agency and deal directly with media suppliers. Monitor and track media response.
6.
Increase Member visits by working closely with the Membership Retention team to deliver effective Member communications for Rosemoor.
7.
Under guidance from the Gardens PR Manager create and implement the PR plan for Rosemoor to generate positive editorial coverage, supporting the key messages and objectives for the Garden in local, national and international media. This will include writing press releases, selling in stories, liaising with journalists, managing photo calls as well as other similar work.
8.
Create and monitor response from marketing partnership opportunities with appropriate brands and local community organisations.
9.
Provide marketing support to Rosemoor’s retail and catering teams to assist them in achieving target and maximise revenue per visitor.
10.
Provide timely reporting on visitor numbers and market insight to the Gardens Marketing Manager and Head of Site as and when required
Updated Nov-15
11.
Support the Gardens Marketing team, taking on cross gardens projects when required.
12.
Responsible for the Rosemoor Marketing and PR budget, ensuring all activity stays within budget, there is accurate recording and that all RHS financial procedures are adhered to. Includes monthly reporting against management accounts.
13.
Be an active part of the Rosemoor Site team assuming Duty Manager responsibilities when required.
14.
To adhere to current Health & Safety legislation and best practice in accordance with the Society’s Health and Safety Policy Statement.
15.
Responsibility for ensuring, so far as is reasonably practicable, the health, safety and welfare of their staff and volunteers; and that the activities for which they are responsible do not expose anyone to risks to their health or safety. Specific areas of responsibility include: ensuring staff and volunteers are adequately supervised, trained and provided with adequate instruction and information to carry out their work safely; ensuring that RHS procedures are followed and risk assessments are carried out; and procedures are in place to deal with emergencies.
16.
To undertake any other duties as may reasonably be required of you in the post.
Updated Nov-15
PERSON SPECIFICATION Marketing and PR Manager, Rosemoor KNOWLEDGE
1.
ESSENTIAL: Excellent knowledge of consumer campaigns, working with both creative and media agencies across all media types.
2.
Excellent knowledge and understanding of PR with a good understanding of UK and international media.
3.
Excellent knowledge of market research and results analysis.
4.
Excellent knowledge of the visitor attraction and/or leisure market.
5.
Educated to degree level and/or relevant professional qualification
6.
DESIRABLE: Marketing degree and/or professional qualification
7.
Knowledge and understanding of gardening.
8.
Empathy with the RHS mission and charitable purpose.
EXPERIENCE
9.
ESSENTIAL: Proven track record in creating and delivering marketing and PR plans within a visitor attraction, leisure or tourism environment at Manager level.
10.
Experience in effective complex stakeholder management to include managing and communicating with all levels of internal and external stakeholders.
11.
Producing compelling marketing material within brand guidelines and proof reading marketing and PR material.
12.
Proven track record in writing for consumer websites, social media and enewsletters.
13.
Experience in delivering online marketing campaigns.
14.
Experience in the media or PR environment with a proven track record in securing significant PR coverage in broadcast, press and online media
15.
Experience of writing press releases, managing photocalls and organising press conferences.
16.
Managing external media and design agencies, within budget and to schedule.
17.
Experience in creating and delivering partnership marketing opportunities.
18.
Exceptional budgeting and financial analysis. DESIRABLE: Updated Nov-15
19.
Understanding of Content Management Systems.
20.
Experience in using and interpreting Google Analytics data.
Updated Nov-15
SKILLS - JOB COMPETENCES
21.
ESSENTIAL: Ability to think creatively and deliver creative solutions for marketing and to other areas of the visitor experience.
22.
Ability to deliver multiple projects to time and schedule – thinking both strategically and tactically.
23.
Commercially astute with the ability to judge rapidly the potential of marketing initiatives.
24.
Exceptional verbal and written communication skills.
25.
Use of Microsoft Excel, Word and Powerpoint.
26.
Ability to work as part of a team.
27.
Work weekends as and when required, usually around 2-3 weekends a year.
28.
Ability to travel as required, usually up to 12 days per year
29.
Ability to stay away overnight as required, usually up to 2 nights per year
SKILLS - RHS COMPETENCES Planning (level 3) Able to plan and evaluate own work (plans have outcomes). Plans may involve others. Change (level 2) Supports and communicates the need for change. Makes suggestions for changes within own and team role. Managing (level 2) Takes responsibility for and evaluates own work. Shows an interest in the work of and the needs of the team. Decisions (level 3) Decisions are consistent, thorough and systematic. Takes account of the impact of decisions on others. Teamwork (level 3) Works in a team as a leader or member. Supports and promotes teamwork. Communication (level 4) Encourages others to contribute ideas and points of view. Communication involves some negotiation and influencing of others. Commitment (level 2) Sets stretching goals to achieve own objectives. Focuses self and others on most important issues. Development (level 2) Shares own knowledge and information with others. Actively seeks out ways to gain wider or increasing experience, skills or knowledge. Customer Care (level 3) Actively seeks feedback on own/team performance and identifies opportunities to improve customer care within own role and/or team. Encourages and motivates self and others to exceed customer expectations Updated Nov-15
Shaded areas indicate two/three RHS Competences that are particularly important for this role. They are addressed by the applicant, as part of the recruitment process. Numbers denote the level required on the RHS Competency Framework. 1=lower, 5=higher
SKILLS - RHS MANAGEMENT COMPETENCES Leadership Measures an individual’s ability to lead their team at the right level as defined in their job description. To engage and motivate their team, cascade the necessary messages and communications from the top, be approachable and listen, feedback the ideas and views of their team to their manager and take responsibility for the work of their team and encourage cross team working. Resources Measures an individual’s ability to manage the resources within their control again, at the right level as defined in their job description. To understand what resources they have, to plan the use of these to meet team needs and objectives, to use them effectively and efficiently, to cut down on wastage of time, effort, cost etc, to review working practices and ensure they are appropriate and effective, to manage these resources when things change and to practice budgetary control.
Updated: November 2015 Updated Nov-15
