Marketing and Audience Development Officer Job ... - Abbey Theatre

ABBEY THEATRE Amharclann na Mainistreach | Job Description
JOB TITLE:
RESPONSIBLE TO:
Marketing and Audience Development Officer
Marketing Manager
The Abbey Theatre, Ireland’s national theatre, is looking for a creative person to
join our Communications team and work with us to build on the Abbey Theatre’s
world-wide reputation for artistic excellence and theatrical talent.
PURPOSE OF JOB
The Marketing and Audience Development Officer will implement strategic
marketing campaigns to promote the Abbey Theatre’s work and reputation at
home and abroad. The successful candidate will also be responsible for finding
new ways to connect with new audiences and increasing customer loyalty.
This is a new position within the Abbey Theatre’s Communications department
which promotes the Abbey Theatre’s activities across all media platforms.
RESPONSIBILITIES
Duties of the Marketing Officer include but are not limited to:
• Develop and implement integrated marketing campaigns to promote the
Abbey Theatre at home and abroad and grow sales, collaborating with
Ireland’s leading playwrights, actors, directors and theatre artists to develop
creative marketing campaigns.
• Act as a key copy writer. Generate persuasive marketing copy for
productions and activities.
• Manage print and broadcast advertising for the Abbey Theatre, liaise with
agencies as appropriate.
• Implement marketing campaigns for touring productions, act as a key
contact for national and international partners.
• Organise rehearsal and production photography for Abbey Theatre
productions.
• Manage campaign budgets.

Abbey Theatre Amharclann na Mainistreach
• Use Tessitura (the Abbey’s CRM system) to its optimum, to inform planning
for show campaigns, and as a marketing and communications tool.
• Manage direct mail campaigns from generating tailored copy to ensuring
timely and accurate distribution.
• Create and maintain production pages and update the Abbey Theatre
website.
Audience Development
• Drive audience development initiatives to better understand our customers,
increase loyalty and target new audiences.
• Support the Engage & Learn team in making the Abbey Theatre as
accessible as possible as to as many people as possible.
• Act as the voice of the Abbey Theatre customer, devise new and effective
ways to improve the customer experience and the existing Abbey Theatre
loyalty programmes.
• Take the lead on loyalty programmes for the Communications department.
General
• Network and represent the Abbey Theatre at industry events, internal
events and meetings. Establish strong contacts within the wider arts
community.
• Support the delivery of successful Opening Nights.
• Input purchases to Opera, the Abbey’s financial management system.
• Manage the Abbey Theatre volunteers, co-ordinate dates and provide
hospitality for these important stakeholders.
• Support the work of the Marketing Manager and Head of Communications
and undertake any other tasks as may be deemed reasonable and
appropriate.
PERSON SPECIFICATION
The post holder will have:
• A marketing qualification with at least three years relevant experience
2 / 4

Abbey Theatre Amharclann na Mainistreach
• A strategic mindset
• Demonstrable experience of creating and implementing successful
integrated marketing campaigns
• Demonstrable experience in the area of audience development initiatives
and loyalty programmes is desirable
• Substantial experience and expertise in the use of a CRM database (ideally
Tessitura)
• Excellent communication skills, including copywriting skills (print and
online)
• Experience of digital marketing across e-mail marketing and social media
channels
• Written and spoken Irish is an advantage but not a requirement.
KEY RELATIONSHIPS
Internal
• Sales and Customer Service
• Engage and Learn
• Literary
• Development
• Production
• Tessitura Administrator
External
• Abbey Theatre Customers
• Advertising agencies
• Photographers
• Designers
• Industry Peers
TERMS AND CONDITIONS
Post: This is a Full Time Permanent post with the Abbey Theatre.
Hours: Standard hours are 09.30 to 17.30 with an hour for lunch. This post
requires attendance at performances and events outside of normal hours on a
regular basis.
Annual Salary: Salary commensurate with skills and experience.
Probationary period: 6 months
Holidays: 24 days per annum (including Good Friday & Christmas Eve)
Public Holidays : 9 Public holidays per annum
3 / 4

Abbey Theatre Amharclann na Mainistreach
Pension: The Abbey Theatre provides employees with access to a Personal
Retirement Savings Account (PRSA) and will match contributions up to 5.5% of
salary.
Employees must contribute a min. of 3% to avail of employer contributions.
Contributions are made through payroll.
Life Assurance: The Abbey Theatre Group Life Assurance plan provides a
benefit to all employees of 4 times annual salary in the event of death while in
service.
Health Insurance: Employees are provided with the option to join the Abbey
Theatre – VHI Group Scheme. Participant employees receive a 10% discount on
any VHI plan and the subscription is deducted through payroll.
APPLICATION PROCESS
To apply, please send a completed internal selection form, an up to date CV, and a
covering letter outlining why you want this particular position and highlighting the
skills and experience that you could contribute, to:
Patricia Larkin
HR Manager
Abbey Theatre
26 Lower Abbey Street
Dublin 1
Or alternatively email: recruitment@abbeytheatre.ie
The closing date for applications is 5pm on Friday 1 July 2011.
The Abbey Theatre is an equal opportunities employer.
4 / 4