job description/duty statement - West Australian Symphony Orchestra

POSITION DESCRIPTIONWest Australian Symphony OrchestraPOSITION: Relationship Marketing Manager DEPARTMENT: MarketingLOCATION:445 Hay Street Perth, WAUNDERLYING AWARD: Live Performance AwardCLASSIFICATION: Production and Support StaffAWARD LEVEL: Eight (8) EFFECTIVE DATE: 1 February 20131. PURPOSE OF POSITIONDevelops and implements campaigns to expand the orchestra’s subscription ticket base. The Managerassists in planning budget and revenue goals, develops strategies for expanding the subscriber base, andexecutes marketing campaigns. Monitors and reports on subscription sales revenue and attendance for allconcert series. Project manages the production of all concert printed programs.2. KEY RELATIONSHIPSREPORTS TODIRECT REPORTSKEY WORKING RELATIONSHIPSExecutive Manager MarketingOutbound Sales Staff (Casual)• Marketing Manager• Customer Service & Sales Manager• Systems Administrator• Digital Marketing Coordinator• Philanthropy & Fundraising Officer3. WASO VALUES BEHAVIOURAL REQUIREMENTSINNOVATION AND EXCELLENCE To strive for excellence and innovation in every taskLEADERSHIPTo be a champion of orchestral music in our region and be a leaderin the performing arts sectorPASSION AND INSPIRATION To be passionate and committed to providing our audiences withinspiring and memorable experiencesRESPECT AND TEAMWORK To cultivate relationships that are based on teamwork, honesty andmutual respect4. KEY RESPONSIBILITIESKEY RESULT AREACampaign Development,Management & Implementationi. Campaign Development, Management & Implementationii. Research, Analysis & Reportingiii. Printed Programsiv. Customer Relationship Managementv. Budget Managementvi. Merchandisevii. OtherMAJOR ACTIVITIES• Define and understand relevant subscriber market segments• Develop marketing strategies and plans to drive subscriptionsales throughout the year.• With the Digital Marketing Coordinator, take a lead on developingand implementing the digital subscription acquisition and renewalcampaigns.• Develop and implement the annual season subscriptioncampaign, including creative briefing and advertising campaign• Develop and implement marketing activities around subscriptionticket sales, including direct and electronic direct mailing• Liaise with the WASO Box Office on subscription renewals andcampaigns• Develop and manage the performance of outbound sales1 February 2013

campaigns including staff recruitment and training, rostering,hardware supply, lead system and general processes andprocesses.• Constantly review and assess marketing channel mix (ieoutbound, online, mail etc) and weight to drive subscription sales.Research, Analysis & Reporting• Provide analysis on audiences and markets to inform theorganisational planning process.• Effectively utilise the Tessitura CRM database to capture, analyseand report on subscription sales data as well as to inform andassist future marketing plans• Identify targeted acquisition and retention opportunities as madeevident by data trends.• Report on retention, acquisition and churn for subscription sales.• Develop strategies and track effectiveness of subscriptionretention.• Provide daily analysis and reporting during outbound salescampaigns.• Provide a post-campaign subscription report annually at the endof the concert season.• Manage and use the Revenue Simulator Model to inform settingof ticket sales targets.• Assist Private Giving, as required, with reporting on patron andsubscriber patterns.Printed Programs• Manage the schedule to ensure the successful creation of PrintedPrograms for each concert/event.• Liaise with internal departments, graphic designers and printers toensure Printed Programs are produced on time and within the setbudget.• Work with WASO’s Graphic Designer to create template programdesigns that are in line with the WASO brand.• Lead the annual review of the Printed Programs in conjunctionwith all associated parties involved.Customer RelationshipManagementBudget Management• Review customers in relation to recency, frequency and value andhow they can be encouraged up the rungs of the loyalty ladder.• Develop strategies and processes to report on the customerloyalty ladder in conjunction with Private Giving (friends, patrons& bequestors).• Review subscription customer interaction at every point toconsider changes the customer might require to gainimprovements in their experience and relationship with WASO.• Ensure all communications are targeted according to therelationship the customer holds with WASO.• Report, document and ensure compliance best practiceprocedures for data management, source code tracking, contactrules, and statutory compliance.• In consultation with Private Giving, assist as required on particularfundraising campaigns targeting different loyalty groups.• In consultation with Private Giving, advise and assist withmarketing and communication that directly targets patronscommunity.• In consultation with the Executive Manager, Marketing andExecutive Manager, Business Services set annual subscriptionticket revenue budgets and sales targets.

• In consultation with the Executive Manager, Marketing set themarketing expenditure budget for subscriptions.• Manage, track and be accountable for the subscription ticketcampaign budget expenditure.• Continuously monitor sales targets and take action to achieve theassigned annual subscription ticket sales budget• With the Executive Manager Marketing, develop pricing strategiesand concert packages to drive subscription ticket salesMerchandiseOther• Promote, manage inventory and monitor the sales of WASOrecordings, DVDs and other merchandise as required.• Manage clothing procurement and printing for WASOdepartments as required.• Provide backup support for digital marketing as required ie.Website• Provide marketing support for private giving programs andactivities.• Develop productive relationships with stakeholders, includingcolleagues, venues, local and national arts organisations, andsuppliers.5. CORE COMPETENCIESa) Skills:i. Previous marketing campaign management experienceii. Previous experience with creating marketing relationship modelsiii. Ability to drive sales and meet sales targetsiv. Strong numerical skills and analytical abilityv. Excellent written and verbal communication skillsvi. Computer literate across the Microsoft suitevii. Project management skillsviii. Strong attention to detailix. Customer Relationship Marketing (CRM) database experiencex. Experience in the use of a Content Management System (CMS)b) Knowledgei. Tertiary qualification in Marketingii. Management experience as a marketing professional, preferably with a subscription/membership productiii. Strong and demonstrated understanding/application of marketing principles in a salesenvironmentc) AttributesRequiredi. Demonstrate staff managementii. Ability to think creatively and demonstrate problem solving skillsiii. Demonstrates strong leadership qualitiesiv. Experience in financial and statistical analysis within a sales environmentv. Able to work autonomously and as part of a small teamvi. Able to work to strict deadlines and within budgetsvii. Willingness to work outside normal business hoursviii. Regular attendance at concerts.Desirablei. Experience in a ticketing environmentii. Experience in marketing with a live entertainment productiii. Interest in orchestral/symphonic music and/or performing arts