The Marketing and Audiences Team
The Marketing and Audiences team work to ensure IWM’s brand story is interpreted by current and new audiences in a clear, relevant, and compelling way. Working with an audience focused and data-led approach, the marketing team are key to the delivery of IWM's Digital Content and Audience Growth Strategies. They understand who our customers are, what motivates them to interact with us and how to drive conversion and retention.
Marketing and Audiences have responsibility across all five branches of the museum (IWM London, IWM North, IWM Duxford, HMS Belfast and Churchill War Rooms). They are well connected and proactive, working collaboratively within the museum to ensure we tell a consistent story. They play a leading role in the engagement of all business-to-consumer (B2C) audiences and an advisory role to all other groups.
Job Summary
In this new role, you will work closely with the Digital Marketing Manager with the ambition to drive increased customer conversion through our online marketing channels (primarily paid social and email). Assisting with the hands-on implementation of effective and engaging paid social and email campaigns, your work will be integral to the delivery of our Digital Content and Audience Growth Strategies, with the objectives of growing and diversifying our audiences and deepening our relationship with existing customers by increasing repeat purchases and membership.
You will also be responsible for developing audience focused marketing content (video, imagery and written) for use in these campaigns, ensuring strong engagement that results in conversions with a high ROAS. Creating compelling content that brings the visitor experience to life, you will showcase the breadth of IWM’s visitor offer (including programming across IWM’s five branches, temporary exhibitions, family programming, commercial events and Air Shows, IWM Institute, membership, Volunteering and seasonal programming).
Together with the Digital Marketing Manager, you’ll seek out the best stories and experiences across IWM. You’ll understand how to share these through the creation of engaging creative assets for use in digital campaigns and take responsibility for organising and booking all relevant photo and video shoots. You’ll also assist with the co-ordination of IWM’s influencer campaigns and collaborations, researching relevant influencers to work with, co-ordinating events, invites and promotional asks, in collaboration with the Social Media Manager and Communications team.
As well as working as part of the Marketing and Audiences team, you will collaborate closely with Social Media Manager and Digital Content team who manage IWM’s organic social media and YouTube channels, our Digital Development team who manage the IWM website, and colleagues in our Communications & Stakeholder Relations team.
Your duties will include:
- Assist with the planning and implementation of in-house conversion campaigns across Facebook-owned channels and email newsletters that deliver the audience growth and ROAS KPIs identified in the Digital Content Strategy.
- Work closely with the wider marketing team to identify and understand the key messages and target audiences for marketing and sales campaigns, responding creatively as to how we can best deliver these through marketing campaigns and content such as video trailers, photoshoots and written pieces across our e-newsletters and website.
- Take a data-led approach to planning, and work with a test and learn mindset in order to optimise live content, respond in an agile way to new opportunities across the museum, and gain learnings and actionable insights for future.
- Work closely with the Digital Marketing Manager to devise and produce engaging digital marketing content and assist with the implementation of influencer activity that achieves brand and audience conversion KPIs.
- Collaborate with the wider Marketing and Communications team, Social Media Manager, and wider teams across our five branches to identify and share stories/experiences in a meaningful and engaging way through short-form content for digital marketing channels and written content for our e-newsletters and website.
- Develop effective relationships with creative suppliers (including IWM’s in-house visual resources team as well as external suppliers) to manage the operational activity and all associated administration for the successful running and delivery of photo and video shoots, and influencer events eg arranging access to branches, sourcing and booking models, and completing risk assessments. Coordinating a smooth and timely feedback and approvals process with all relevant stakeholders.
- Act as a brand guardian in the development and creation of all content, ensuring that all content upholds IWM’s brand guidelines and tone of voice.
- Assist with finance related admin such as processing purchase orders, invoices and tracking and reporting on expenditure.
- Ensure the marketing team’s work is connected and collaborative across teams, including Digital Content, Commercial, Communications, Customer Services, Visitor Experience, Volunteering and Public Engagement and Learning.
For a full list of duties and the person specification (which your application will be marked against) please view the Job Description.